What Does it Mean to Justify Your Price as a Photographer? Must You Justify Your Price?
You have heard do not justify your price as an artist. You have also heard that you need to give reasons why you charge what you charge. There are people on both sides of this debate or argument.
To justify your price means to explain and defend them. This could involve explaining the costs associated with running your business, the time and effort that goes into each photo shoot, and the value of your skills and experience.
A photographer might say, “I charge $1,000 for a wedding photography package. This includes eight hours of coverage, editing and retouching of all images, and a high-resolution digital gallery.”
Especially on social media, we see people posting things relating to this topic. Photographers also share their thoughts. Some prefer not to justify their prices, others want to do that because they feel it is a need.
One thing is certain, nobody is wrong on either side. Whatever you choose to do, do it and do it well.
This short article is just going to tell you what it means in general to justify your price. You might say that this does not need a whole article, you might be right, but, I’ll write anyway.
So, what exactly is justifying your price as a photographer?
Justifying your price as a photographer means providing reasons to explain why your product or service is worth the price you are charging.
How is this done? It is done by:
1. highlighting the unique value of your offering,
2. the benefits that your product or service can provide to customers.
3. the quality of your work.
A wedding photographer might justify their high price by citing their experience, equipment, and software. A portrait photographer might justify their price by citing their skills, services, and expertise.
What is the problem with this definition for photographers who do not like to justify their prices?
The reason some photographers have problems with the definition of justifying your price is that it is too focused on the price itself, rather than on the value that the photographer is providing to the client.
Let me explain.
Some photographers believe that their work is so valuable that it is not necessary to explain or defend their prices. They believe that their work and clientele speak for them.
They may feel that their skills, experience, and creativity are worth whatever the client is willing to pay. They might also feel that it is demeaning to have to explain why their work is valuable. And this is understandable.
But also, it is important to remember that pricing is a negotiation between the photographer and the client. The client is not simply going to hand over their money without understanding what they are getting in return.
Indeed, when photographers focus on the value that they are providing, they can set their prices confidently and without having to justify them. They can also attract clients who are willing to pay for the value that they are offering.
I believe most photographers justify their prices in the end. It’s just a few of them who rarely justify their pricing because they have worked their way to the top to be seen as luxury brands.
It is important to note that you do not have to justify your prices to anyone. However, if you are asked why you charge a certain amount, it is helpful to be able to explain your reasoning. This can help to build trust with your clients and demonstrate that you are a professional who takes your work seriously.
I hope this article was helpful to you. You can learn more about photography for beginners by reading my book, The Photographer’s Companion: Picture Perfect, A Beginner’s Guide to Photography.
