Pricing is one of the most critical aspects of running a successful photography business. Your rates not only determine your income but also shape how clients perceive your work. Setting the right price requires an accurate calculation of your Cost of Doing Business (CODB) and a clear understanding of perceived value.


Understanding Your Cost of Doing Business (CODB)

Before setting your rates, you must determine how much it actually costs to run your business. This ensures you’re covering expenses and making a profit rather than just breaking even. Never set your prices arbitrarily or undercharge to get more work—this devalues your business and can lead to burnout.


How to Calculate Your CODB

To determine your CODB, factor in:

  • Fixed Costs – Equipment, software, website hosting, insurance, business licenses, etc.
  • Variable Costs – Travel expenses, props, second shooters, outsourcing (if applicable).
  • Time Investment – Shooting, editing, emailing, marketing, bookkeeping, and client meetings.

For example, if your total business expenses for the year are $30,000 (yes, this may be an exaggeration- my CODB is nowhere near this number.) But let's say it is, and you want to shoot 100 sessions per year- your base cost per session would be $300 before profit. There is a certain amount you HAVE to charge in order to even run your business- and that doesn't include paying yourself. This calculation helps prevent undervaluing your time and services.


Avoiding Pricing Pitfalls

One of the most common mistakes photographers make is pricing mini-sessions too low. A mini-session should NOT be half the price of a full session, because many costs remain the same:

  • Gas and travel time
  • Wear and tear on gear
  • Professional expertise and experience
  • Editing time and software costs

Your pricing should reflect your time and effort, not just session length.


Different Portrait Pricing Models in Photography

There are several pricing structures used in the photography industry. Choosing the right one depends on your business model and target clientele:

  1. Sitting Fee Model – Clients pay a base fee for the shoot, and all images are sold separately.
  2. Session + Image Bundle – A set number of images are included, with the option to purchase more.
  3. All-Inclusive Model (Flat Fee) – One price covers the session and all edited images that the photographer decides to deliver.

As a photographer serving Lake Havasu City, I primarily use an all-inclusive model. However, this doesn’t mean delivering every single shot taken—it means delivering all high-quality, curated images that meet my standards.


Pricing vs. Perceived Value

Pricing isn’t just about numbers—it’s about how clients perceive the value of what you offer. Perceived value is NOT about tricking clients into thinking they’re getting more than they are. It’s about clearly communicating what you provide and helping them understand the benefits of working with you.


How to Communicate Value to Clients

Your pricing should reflect more than just images—it should showcase the full experience:

  • From Booking to Delivery – Make the process seamless and enjoyable.
  • Your Skill & Expertise – Highlight your years of experience and unique artistic approach.
  • Client Service – Quick response times, professional guidance, and a stress-free experience.
  • Gallery & Print Store – Show the lasting value of printed images and albums.


Why Perceived Value Matters More Than Low Prices

Many photographers think lowering their prices will attract more clients, but the truth is:

  • Clients associate higher prices with higher quality and better service.
  • Competing on price alone leads to burnout and low profit margins.
  • The right clients will invest in an experience that provides lasting value.


When you clearly communicate the benefits of your services, clients are more willing to pay premium rates because they understand the quality, expertise, and effort behind your work.


Final Thoughts: Pricing with Confidence

Your prices should reflect your expertise, time, and market positioning. By calculating your CODB, choosing a pricing model that works for you, and focusing on perceived value, you can attract the right clients who respect your work and are willing to invest in it.