Episode 64: Your Prices Aren’t the Problem (It’s Just January)
Does your quiet January inbox have you spiraling about your prices? You’re not alone. This time of year has a way of bringing out the darkest corners of our business fears.
Questions like, “Did I price myself out of my market?” or “Will I ever get inquiries again?” swirl in the silence of a post-holiday lull. If we can learn to spot the pattern, we can break the cycle and make better decisions for the long game.
Get Clear on Your Big Picture:
If you’re feeling swirly about your business right now, it’s probably not because you need a new strategy—it’s because you haven’t slowed down enough to see the big picture. The Big Picture Workbook walks you through 10 thoughtful prompts to help you zoom out, get clear on your direction, and make confident decisions as a family photographer. You can print it or journal digitally and revisit it anytime you need grounding.
Why January Feels So Triggering for Photographers
January is slow and that silence can mess with your head. If you’re a family photographer, you already know that our work is deeply seasonal. September through December is absolutely bonkers. When January rolls around, it’s crickets. It’s not that you’re doing anything wrong. It’s just the nature of the industry.
But your nervous system doesn’t know that. All it sees is a lack of validation, a lack of inquiries and a total absence of “yes” energy. That’s when fear creeps in.
You start second-guessing your pricing, your model, and your offers. You go back and reread that pricing sheet you felt good about just weeks ago and start thinking… “Maybe this is too much.”
Let me stop you right there.
Fear-Based Pricing vs. Data-Driven Decisions
The thoughts that pop up during this time can feel very real:
- “No one’s going to book me at this rate.”
- “Last year was probably a fluke.”
- “I should just lower my prices before it’s too late.”
But these thoughts are reactive and urgent. They usually show up when you’re tired, overwhelmed, or operating in an emotional spiral—not from a grounded place.
Bring in the data and begin by asking yourself:
- How many inquiries did I receive in January last year?
- When do my clients usually start booking for spring?
- Did anyone say “no” because of price?
- What did my calendar look like by March or April?
Fear ignites all the negative thoughts, while data reinforces reality. Sometimes just taking a closer look can pull you into more clear and grounded decision-making.
Pricing Confidence Starts with Client Trust
Here’s a truth I come back to again and again: You teach people how to treat your pricing.
If you’re constantly discounting, backpedaling, or adjusting rates out of panic, you become unpredictable and that erodes trust.
Think of brands like Trader Joe’s or Aldi. Their prices are their prices. No coupons. No surprise discounts. No manipulation. You just know what to expect and that builds confidence.
Your photography business deserves that same level of steadiness that then converts and builds loyalty.
If your clients are always wondering when your next sale is, they’ll wait. If your pricing changes constantly, they’ll doubt. Your prices should feel safe for both you and them.
So… What Should You Do During the January Lull?
Shift from panic to strategy. This slow season is a gift if you treat it that way.
Step 1: Zoom Out
Look at the last 12 months, not the last 12 days. Ask:
- Did my pricing support me overall?
- Was I booked in a way that felt sustainable?
- Did I have too many sessions crammed into too short a window?
- Was there room to breathe or did I hit burnout?
January might feel scary right now, but it may have actually been the breather you needed all along.
Step 2: Revisit Client Feedback
What do your clients actually say about your work and experience?
Go back to the thank-you emails. The glowing testimonials. The DMs that made you tear up. Create a folder for them. Read them out loud if you need to.
No one’s emailing you to say “Hey, your pricing was too high,” right? And if they are, is that the client you want to attract?
Step 3: Check Your Numbers
If you’re not already tracking your inquiries, bookings, conversions, and revenue by month, this is the time to start. I highly recommend a CRM like HoneyBook, but please don’t rely on memory.
Here’s the deal: silence is not data, but trends are. The more you track, the more empowered you’ll feel in making smart decisions that actually move your business forward. You can get started with HoneyBook today and even get a discount when you sign up with my affiliate link!
What If You Still Feel the Financial Pressure
It’s so valid to feel the financial pressure or burden that a lack of revenue creates at the beginning of the year. Here’s the reality: lowering your prices doesn’t always fix the problem. It can often create new ones.
Before you overhaul your collections, think through some of these ideas:
- Offer a one-off seasonal session (think: brand minis in February, “Love Your Family” shoots around Valentine’s Day or a small business branding pop-up).
- Review how you distribute payments; would offering payment plans create more stability?
- Evaluate how you’re saving during the high season to support the lower ones.
Sometimes the issue isn’t the price – it’s the structure, the strategy, or the timing.
Pricing Isn’t a Panic Button
Pricing is a leadership decision, not something you tweak on a whim. You need to own it..
You do not need to re-earn your worth every quarter or prove your value every January. You’re allowed to stay steady, even when the market feels slow..
Let this be the year you stop letting seasonal dips define your confidence.
Find It Quickly:
00:24 – Understanding Pricing Anxiety
02:25 – Seasonal Nature of Family Photography
04:34 – Data-Driven Decision Making
11:59 – Client Communication and Feedback
15:50 – Financial Strategies and Adjustments
20:30 – Mentoring and Support Options
Mentioned in this Episode:
Photo Fuel Retreat & Mastermind Waitlist
You might also like:
Episode 54: Seasonal booking for creative growth with Lyndsay McNiff
