How to Price Your Photography (and Not Get Mugged Off)

How should you price your photography? Higher than you think, with the ground rules agreed before you pick up a camera. Here's how to quote, handle discount requests and spot red flags, so you get paid properly.

This is part two of our copyright and licensing guide. Part one was about who owns your photos. This one is about getting paid for them.

Most photographers don't get burnt by one big disaster. They get burnt slowly, by vague briefs, quick favours and prices they set too low on day one.

"It'll build your portfolio, and we will tell all our mates about you."

Get the Details Before You Give a Number

Never quote off a vague message. Before you name a price, find out exactly what the job is:

• What are you delivering? How many finished images, and is that number fixed?
• Where will the photos be used, and for how long? Social media and a billboard are not the same job.
• How many rounds of changes are included, and what counts as a round?
• Who's sorting the location, models, props, hair and make-up?
• What sizes and crops do they need, and by when?

Then listen out for vague answers. "We'll see how many we need." "Just general marketing." "Only a couple of small tweaks." "We'll sort the location on the day."

Vague answers now turn into free work later. Pin them down, then quote.

Ask What They're Looking to Spend

Don't ask, "What's your budget?" It sounds like a ceiling they need to protect, so people either guard it or lowball you.

Ask, "What were you looking to spend on this?" instead. It's a softer question; you'll usually get a more honest number, and it tells you straight away whether the job is worth chasing.

Never Discount. Change the Package Instead

When a client says it's too much, don't drop your rate. Change what they get:

• Fewer finished images
• A shorter usage period
• One location instead of two
• Fewer rounds of changes
• A longer turnaround

Your rate stays the same, and so does your value. A discount just tells the client your first price was a guess. They'll expect it again next time, and so will everyone they send your way.

Work Out What They Value

Every client is buying something slightly different. Some care about the finished product: the quality, the look, and photos they'll be proud of. Others are really buying your time, and they'll count every hour.

If they value the product, show them the product. Your portfolio, your process, your results. If they're only counting hours, they'll always find someone with cheaper hours.

Why Did They Come to You?

When a client says they can get it cheaper elsewhere, ask yourself whether it's really only about the money. Or do quality, reliability and turnaround matter too?

There was a reason they came to you in the first place. Your style, your reputation, a recommendation, and how quickly you deliver. Remind them of it. And if it really is only about price, let them go. Someone else can have that headache.

My Pricing Rule: Double It and Add 30%

Here's my rule of thumb for pricing photography. Whatever you think you should charge, double it, then add 30%.

So if your gut says £200, quote £520.

It sounds mad, but most of us underprice ourselves badly. Your price has to cover the editing, the emails, the travel, the kit, the insurance, the tax and all the hours nobody sees, not just the time spent holding the camera.

Cheap Clients Tell Their Cheap Mates

The price you set decides who walks through the door.

Price yourself cheap and you'll attract clients who want cheap. They'll push for a discount, then tell their mates how cheap you are, or how far you'll drop if they lean on you.

Price yourself properly, and you'll attract clients who value what you do. They'll tell other people who value it too.

Ten jobs at £100 or five at £200 is the same money. One of those comes with half the editing, half the emails and far fewer nightmare clients.

Put It All in Writing

Once you've agreed on the details, write them down: what you're delivering, where it can be used and for how long, how many changes are included, the price, and when you get paid. As we covered in part one, an email they reply to agreeing to is usually enough.

Take a deposit to book the date, and agree up front on what happens if they cancel. It saves an awkward conversation later.

Know Your Worth

You're not just selling photos. You're selling your eye, your time and your reliability. Charge like it.

And if your shoots are on film, send your rolls to us. We'll develop and scan them properly, so the work you hand over looks the part.