When it comes to pricing, the topic of shooting for free often sparks debate among photographers. Should you ever work for free? Will it devalue your brand? While conventional wisdom often warns against it, there are some times when offering a free session can really benefit your business and creativity. In this episode, I’m sharing 3 times when I think it’s a GREAT idea to shoot for free, no matter how long you’ve been in business. And don’t miss the quick-fire tips at the end for how to do it effectively – without drama, without a ton of undue stress, and with a surge of creativity and fun.
1. Shoot for free to gain practice and build confidence
If you’re just starting out or exploring a new style, shooting for free allows you to practice without the pressure of delivering a paid product. Set a goal for a certain number of free sessions, then once you feel confident in providing a consistent quality of results, begin booking at a competitive, sustainable rate. This can mean several months of free shoots, sometimes, but it will be worth it vs gradually increasing in small increments and rebuilding your client base every time.
2. Shoot for free to fill gaps in your portfolio
If you want to attract more clients for a specific type of session but don’t have the work to showcase it, free sessions are your ticket to quickly speak to that part of the market and build a diverse portfolio that demonstrates what’s possible.
Example: Imagine you want to book more winter family sessions outdoors, but potential clients are hesitant because they can’t visualize what it looks like all bundled up or how things can look beautiful with the bare trees and mud. If you want to prove it’s possible, create a free portfolio-building session to use as marketing material and give them that option.
Think of this as an investment in your business – just like purchasing equipment or printed marketing materials – except that this will go so much further.
3. Shoot for free to pursue personal or passion projects
Free sessions are a fantastic way to explore creative ideas without the constraints of client expectations. Personal projects often lead to breakthroughs in style and storytelling.
Example: My Big Feelings, Little Houses project allowed me to experiment with shooting in small environments and share behind-the-scenes content I don’t typically capture during client sessions. This allowed me lots of content to use when educating future clients about how things like the size of their house don’t matter and what I can do in any environment!
Read more: About the Big Feelings Little Houses project
A Case for Generosity
Generosity breaks all the rules. Free sessions often garner more positive attention, grateful clients, and stronger relationships than complex discount structures or broad giveaways. Clients tend to appreciate the value of a free session more than a heavily discounted one. They’re also more likely to generously share and review with rave results in return because of the generosity shown to them first.
Not to mention, free sessions are simpler to manage without the red tape of discounts or special conditions. It’s either free or full rate.
How to Handle Free Sessions Professionally:
- Send clients through your regular booking process, including contracts that outline how you’ll use the photos.
- Maintain a professional experience and give them your best, just as you would a paid client session.
- Clearly communicate your expectations and the requirements of sharing for marketing purposes with free sessions.
Final Tips for Free Sessions
- Tap into your existing network: Reach out 1:1 or through your newsletter and personal connections first, before making a big public announcement or model call. Not only will you save time by not creating all that marketing content for a free session, but in avoiding the time spent sorting through applicants and communicating with them as well.
- Be specific with your criteria: Choose families or scenarios that align with your creative or business goals. Free sessions are for your own purposes, unlike a real client who is coming to you for a particular wish or look or milestone. Specific criteria also leads to people more readily recommending specific people who come to mind and resharing it with them!
- Never stop learning: Even experienced photographers can benefit from the creative freedom and growth of setting up free sessions.
Free sessions can be a powerful tool for growth, creativity, and connection. Don’t be afraid to break the rules and lean into generosity as you grow your family photography business!
// LINKS FOR THIS EPISODE //
Connect on instagram: https://www.instagram.com/leahoconnell.photo
Mentoring / book a free discovery call – https://www.leahoconnell.com/mentoring
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What every photographer needs to know about “conveying value”
A meditation for family photographers (on the way to a shoot!)
