As family photographers, one of the biggest challenges is pricing our work and clearly communicating its value to clients. It’s easy to get wrapped up in tons of advice and education for family photographers and suddenly realize things have gotten way too complicated. Recently, I received a question from a photographer in the Photo Fuel Facebook Group a with this exact struggle.
“My question has to do with conveying value. I recently expanded my package offering to include access to my client closet, a print credit, and a print product. Because of this, I had to raise my family session price. How do I convey the value of what I offer and elevate my brand? Or should I reduce my package back down?
In this episode, I’ll go into detail about how to structure your packages by wrestling with your personal values and getting clear on your business mission. You want your pricing and collections to make sense deep in your gut and be an actually sustainable business model for profitability and longevity.
I have 3 main points to consider when thinking about your package structure and conveying value. If pricing is giving you a headache and you feel torn between following trends and advice and wrestling with your own ideas among all that, this episode is your next best thing.
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Education for family photographers: 3 Points to consider around pricing for value
1. Don’t Approach Pricing Backward
Many photographers set a high price first, then pile in the extras to justify it. This can lead to bloated collections and misalignment with the market. The photos should always be the main thing that converts your client. Start with the most important thing.
Show them what you do has more value because YOU did it. Your experience, your heart, your skill, your perspective, your craft – that is the real ticket item.
Anything else you add into your experience has to be weighed with an opportunity cost. Ask yourself if it the work and investment for you to add this thing– a print credit, a client wardrobe etc. — in line with
- Your values
- Your vision for the messaging and style you want to bring to the market
- Your life and availability
- Your profit goals.
NOTE: If your photos do not feel like they’re up to a standard of excellence that could demand the price you’re charging or if you’re not sure – you neeeeed to get trusted eyes on your work. From a mentor, from industry peers, from people who you trust but who are not going to sugar coat for the sake of you ego, but who will help you get better. And because “better” is subjective, let me clarify by saying that by better, I mean more aligned with the kind of work you want to and can be making.
Logistically, you need to make back not just what it costs you to include that thing, but with profit as well. Otherwise you’re just boosting your price to the consumer for no reason because you’re not actually making any more money when you consider the additional cost of goods.
Get more info: Details on 1:1 Mentoring with Leah
2. Clarify What You’re Actually Selling (it’s not just pretty pictures)
Everyone can take pictures now; that’s not the only reason they’re hiring you. WHen you know the greater purpose, again, the clarity in your packages, in your workflow, and in your marketing comes rolling.
Are you selling simplicity and ease? Are you selling the concept of a finished wall gallery with meaningful, high-end art work? Are you selling a sense of confidence or peace about a lifestyle or a reminder of joy and vibrance?
Value does not have to correlate with tangibles. Sometimes “extras” are just more stuff in the name of “service” and can actually backfire in terms of clarity.
When your greater purpose is clear, it becomes easier to communicate the value of your packages and pricing.
3. Align Your Offerings with Your Personal Values
One of the most transformative lessons I’ve learned is that pricing and selling becomes easier when it aligns with your own beliefs and values.
In my early days, I followed industry advice to sell luxury products and experiences even though I was a broke 23-year-old with no formal training. I felt like I was putting on a performance, and it didn’t resonate with me or my clients.
Now, I’ve learned that authenticity creates magnetism. When your packages reflect your genuine beliefs and approach, clients will naturally connect with you.
Tip: Research Your Own Buying Behavior
Why do you invest in some things but budget on others? Use this insight to craft messaging that resonates with your ideal clients.
For example, many people love thrift shopping but still appreciate high-quality, long-lasting artwork. Draw those connections in your storytelling.
Recap: Key Takeaways
- Don’t build packages backward. Start with the photos and YOU as the primary value driver.
- Clarify your transformation. What are clients really hiring you for?
- Align pricing with your personal values. Authenticity is magnetic.
When you’re aligned and confident in your prices, marketing becomes fun and natural—and clients will believe in your value because you do.
// LINKS MENTIONED IN THIS EPISODE //
TONIC templates: https://tonicsiteshop.com/showcase/?_showcase_collection=add-on-templates
TONIC newsletter: https://tonicsiteshop.com/tonic-vip/
Right Track Audits : https://www.leahoconnell.com/righttrack
FB group: https://www.facebook.com/groups/photofuel/
Original question by Susannah Treadway: https://www.instagram.com/susannahrayephotography/
Want more education for family photographers?
My History of Pricing as a Family Photographer
