Charging appropriately for what we do is something, as creators, we really should get a grip on. With the ever growing number of amateur, semi-pro, part-time freelancers and professionals making imagery and video content (from self-shot cellphone “infuencer” footage to full team studio driven creators) how do we make sure we’re providing value to our clients whilst at the same time respecting our colleagues and making sure we aren’t fighting one another to the bottom of the barrel.

Clients, potential leads, and even other photographers sometimes ask me what my packages are and I’m forever explaining why I don’t have them.

It’s simple really, I’ve yet to have one client want/need the exact same thing from me. Even when taking in headshot clients, I found that one-size-fits-all doesn’t really work since some people want only 1 photo while others want some variety with 3 or 5. Sure my time might be slightly different on the post-production side of things but it’ll likely be the same shooting time, same equipment required, same costs on space etc etc. So if I’m constantly shifting the goalposts with the package why even offer it in the first place.

In my experience with commercial clients the same is also true. Branding, website, social content, seasonal campaigns, e-commerce jobs are all needing slightly different tweaks and attention. We should be treating them as such.

The other reason I steer clear from them is that with clients not wanting the same thing they always try and bring your price down when I’ve already brought that down as far as possible to make it still reasonable.

If I’ve set my package at $300 for a 45mins headshot session with 3 images and a client says, “I’ll only need 1 photo and we can be done in 20mins” then either I didn’t need the package or I’m looking at having to explain why my minimum is $300. I know my rate is reasonable at $250ph so I’m def not doing under that figure. In this instance I could say that I’d do it for $250 with processing of the 3 images only, or that if their 1 image requires more retouching that they’d incur a $50ph retouching fee.

And that’s the situation I prefer to be in - that if a client is saying “that’s not within my budget” the only way to accommodate a lower one for me is to make sure I’m not doing the same work that I asked for the original quote. Because then we’re just producing more for less.

The important thing for me is starting that conversation with a client to see what their needs are and aligning them with what I can produce for them with the budget they are able to provide.