I’ve been reading a ton of rants this past week on the state of wedding photography, and whether a photographer can truly have a full time business photographing weddings. Those of us that have “been there, done that” know its more than possible – I routinely pulled in $250,000 and more each year photographing around 25 weddings. Yet those consistently charging “nothing” for their services are turning the industry into something that makes it difficult to earn a full time living with.
So in this post, I thought I would share 3 tips to help you price and package your wedding photography better, and hopefully answer many of the questions I hear every day when it comes to selling your services.
1. Quit confusing your potential customers.
I randomly chose a wedding photographer out of Google (I see the same type of wedding packages everywhere) – here was his pricing structure.
Wedding Package 1
- Up to 5 hours of photography.
- Over 200 4×6 professional prints plus the same images on copyright-free CD
- 11×14 Portrait Print – choose any image from your wedding photos
- Choose $50 in additional prints
- Online gallery of your wedding photos to share with friends and family worldwide.
Wedding Package 2
- Up to 5 hours of photography.
- Over 200 images in print and on copyright-free CD
- 20 page 8×8 or 8×10 album
- 11×14 Portrait Print – choose any image from your wedding photos
- $75 in additional prints
- Online gallery of your wedding photos to share with friends and family worldwide.
Wedding Package 3
- This package includes six hours of shooting time on your wedding day plus a 20 page custom designed album.
- 6 hours of photography.
- Mix of color and black and white, creative effects.
- 250+ professionally processed wedding photos, in print and on copyright-free CD.
- 20 page custom wedding album – all prints on archival quality Kodak Endura Pro Paper
- Album is top quality, elegant and built to last a lifetime.
- 11×14 Portrait Print – choose any image from your wedding photos
- $100 in additional prints
- You wedding album is displayed online as it is created so you can comment on it as it is designed
Wedding Package 4
- 6 – 7 hours of photography.
- 300+ professionally processed wedding photos, in print and on copyright-free CD.
- 20 page custom album.
- 16×20 Portrait Print – choose any image from your wedding photos
- Choose $125 in additional individual prints
- Includes your choice of the Engagement Photo package, or $100 in additional prints
Wedding Package 5
- Includes everything in Wedding Collection 4 plus……
- Wedding albums for Mom – one album for each of your moms. Same photos as the bride’s album
- (2) additional 11×14 copies of your portrait print
All five packages ranged from $1000 – $2100. Now lets analyze them. What’s the difference between 1 and 4? 2 and 5? How about 4 and 5? Difficult to tell, right? Sure, it’s a few photographs here, and an extra hour there. But if its hard for a photographer to tell the difference, how can your prospects tell? Do they really understand the difference between 50 photographs? And does one extra hour truly mean that much? What if they book the bottom package, and need an extra hour – they won’t even ask. They usually just book and let you deal with it the day of the event.
Don’t create too many packages that it leaves very little difference between them. Instead, focus in on huge differences, and make your customer instantly aware of what they need.
2. Watch your words.
Let me give you a set of words. Think of the meaning of each set, and which one appeals to you more.
Shoot - Photograph
Images - Pictures
Collections - Packages
See the difference? Watch an ad for BMW, or look through ads for elite stores like Nordstrom. They speak differently about their products and services than companies like Kia and Walmart. Because they are charging more, and reaching out to a different clientele, they speak in a different manner.
The same goes for your photography. I read comments by people all the time wondering who would pay $10,000 or more for wedding photography. If a bride is having an original Vera Wang gown (not dress) created for her, would she really hire a photographer who’s only charging $1,000? Of course not. The math doesn’t add up. If she spends $5,000 on her bouquet, and $7,500 on her cake, why wouldn’t she spend $15,000 or more on her photographer?
But she also would never hire anyone who is going to “shoot” her. She wants an elegant collection or original images that capture the beauty and grace of her special day.
3. Restructure the order.
In the above example, the photographer listed his cheapest package first, and proceeded to build from there. As the price goes up, the bride gets more confused, she shuts down, and quits reading forward. Why should she pay any more for a package – why not just take the first one and get it over with?
Instead, start with your top package and work down. Stick with 3 of fewer collections, and again, make a dramatic difference between the two. Now look at the following collections, and see what you think.
Collection One
- Unlimited amount of time, as our goal is to give you complete coverage from beginning to end.
- Unlimited number of photographs – how can we count your images as they are being taken? What if we hit 200, and you haven’t cut the cake yet? We wouldn’t be professional if we didn’t promise to capture every detail, from beginning to end.
- $2,000 credit to apply to any of our products, from album design, to framed portraits, to gifts for your parents and attendants
- Full online viewing to make your selections.
Collection Two
- Perfect for small, intimate gatherings with less than 25 guests.
- Four hours of coverage, one location only.
- Unlimited number of photographs during our time with you.
- $500 credit to apply to any of our products.
- Full online viewing to make your selections.
By putting your most expensive collection on top, they start big and work their way down. They often come up with a compromise towards the top of your price list instead of at the bottom.
Related posts:
- Include Engagement Portrait Sessions In The Wedding Package – Think Again
- Wanted: Wedding Photographer with The Credentials of Annie Leibovitz and the Price Tag Of Wal-Mart
- Wedding Album Design – Is It Up To You Or Your Customer?
- Is your wedding photography business running you?
- Wedding Photography – Zookbinders introduces new album line of matted books
Excellent points. I will not only be re-working the structure & placement, but also the wording.
Now what’s your take on posting the info within your site?
Great question. I’ve never been a fan of putting all of your pricing info on your site. I would rather have someone judge me after they learn more about me. That said, you still want to eliminate the time-wasters. So a simple “From $2500″ works perfectly.
I can appreciate the “watch the words” section! Thanks for enlightening me!
Thank you so much! I have struggled with packages and this helps a lot.
Pricing & packages seem to be one of the most difficult things for photographers, and for that matter any small business person, to wrap their heads’ around. Thanks for the great post! Keep em’ coming.
I have just started a wedding photography business with my father. He is an amazing photagrapher and it has always been his dream to make a living doing what he loves. I am a good photographer, but nowhere near the level of artistry that he has. I however happen to be an excellent salesman while my father can barely say two words to “strangers”. My question is; how do I get people to notice our business and my fathers incredible photagraphic abilities on the very small startup budget we have together? We have taken some shots with my wife as our model to build up a small portfolio and have some beautiful shots. Alot of “pros” have told us that we need to shoot some weddings free first to build up a bigger portfolio and build some word of mouth advertising. I have done this for three people now and they love the photos, but my father doesn’t want to “give away” our hard work anymore. Im lost, can you help me?
Congrats on your new business!
If you have photographed 3 weddings, I’m assuming you can use those as a part of your portfolio. Start there. You can show potential clients your results from those weddings, and build from there. During your first few weddings, transition every time you shoot, and keep adding them to your portfolio. My recommendation is to start with a small package – but don’t discount the price (keep this post in mind). Then when you’re comfortable and have a few more weddings in your portfolio, add another package that’s higher in price, and start raising your prices accordingly.
It comes quickly – you just have to keep finding and upgrading every chance you get.
Great information here. I’ve only been in business for about a year, and I’m looking for ways to reach higher paying customers… good tips about the phrasing and package structure.
- Matthew
This is my first visit to this terrific website and I’m blown-away by the quality ! This is real “meat-n-potatoes” advice. I plan to make this a daily stop in my routine. Thanks for such great work. Peace, Glen
Thanks! Glad you’re enjoying.
Love your advice, very refreshing and exciting when having the desire to stand out from other photographers.
Can I please ask what may be a silly question. With your second collection you offer a $500 credit, does that mean the client only pays $600 before their wedding, or have the payed the $2500 on top of the credit?
Thank you, Lynette
Matt,
You should also start thinking about building up your network of referrers. We are members of our local BNI chapter, and that has helped us out a lot. Also, if you’re considering giving a cash reward for referrals, you may want to add your business to http://www.referralrewardsnetwork.com
Hi Lynette
If you are using collections like this, you charge a fee for photographing, and then a credit to apply to purchases. So let’s say $1,000 to shoot the wedding, and a $500 credit to apply to purchases. Which would mean you would collect all $1,500 up front. The $1,000 is to you for your services and doesn’t apply to anything else. Only the $500 is used for actual products.
Thanking for making that clear to me. I will be working on it for my business.
Lynette
Hi this is completely helpful! I am a part-time photograhper and just lost my full-time job. I’ve been reading up on blogs to get me going to start my part-time into a full-time gig. Thanks for sharing your thoughts.
Thanks a lot for the tips. I just started my part time business and yet to do a wedding. I will look into doing a few free weddings just to add to my portfolio.
Thanks for this great article, for me came in a great time I’m staring a photographic business and right now I’m making the structural part of the business, I found this book very useful for this part http://amzn.to/b9zOWL
I’m shooting a wedding (sort of my 1st; my bro-in-law was the actual first wedding – on Film) I have to say I’m pretty sure I have improved on my photographic technique and what I love! My question is : Collection price is $800.00 which includes – up to 12 hrs including, bridals, engagement photos, wedding and reception. We are including a Disk of all photos, edited, colored and b/w, also included is a Wedding Photo Book (Bound). I am also offering ala cart prices @ $15.00 for an 8×10 sheet, and have not priced any other sizes above 8×10. 2nd photographer.
How do I get them to order the photos from me since I have given them a Disk of their collection? And is this too much time or too many freebies? Note: I do not have a website – only a Facebook and Flickr account. Thanks
How do I get them to order the photos from me since I have given them a Disk of their collection? It’s probably not going to happen.
And is this too much time or too many freebies? Yes and yes.
Here’s why.
When you give a bride and groom the CD before ordering, they see your prices and run. Why spend that much when they can head down to the big box store and print whatever they choose for a fraction of the price. You can never give a CD first. If you have to hand over the CD, it has to be an enticement. They can have it in your biggest package – a $2,500 collection, or whatever you truly need to succeed.
Now take a look at what you are giving. 12 hours of time, plus a 2nd photog – 24 hours of time. Plus production time before and after the event. Costs from the book, photos, editing, etc. Plus your expenses, including rent, camera equipment, car expenses, insurance, etc. If you add it all up, you’ll be in the red. I walk through this in detail in my Pricing Your Photography training, and what people are always amazed at is when they actually see its costing them more to do a wedding, and they aren’t profiting at all.
Start with the simplest idea, such as creating two packages – one with only shooting time, one with extras including the CD. Hands down you’ll up your income immediately. Once you see how you can effectively boost your income, you’ll do it again. I’m not saying you have to shoot for $25,000 weddings. But you do have to get to the point where it makes sense for you to do it.
Good luck!
I’ll definitely be restructuring some things. After my last wedding, my husband (an accountant) put pencil to paper and guess what? I made LESS than minimum wage! Live and learn. I won’t be letting that happen again, believe me. This article was especially helpful, thank you!
Hi, this article has given me some amazing advise,
I have photographed 3 weddings so far, my 4th will be in 2 weeks. These I have virtually given away my services at bargain prices so I can build my portfolio and now intend to charge more as my portfolio grows. I have never photographed a wedding for Free, and I personally think thats a bad idea all together, even if you just charge your costs to get your foot on the ladder when you start off.
I have made 2 more 2011 bookings since re-working my pricing structure and after reading this I still think I should be charging more for my services and not including a CD in both packages.
I am on the learning curve of becoming a wedding photographer, but the mistakes ive made on pricing weddings has made me learn to charge more appropriatley.
we are our own worst critiques when valuing our own work and services so this site has been a bit of an eye opener,
Thank you
Thanks Sarah – sounds like you are on the right track. It does take time to build, but you’re already over the hurdle of understanding value within your own packages. Good luck in 2011!
This is a great advice, thank you very much indeed!!! I haven’t been much of a wedding photographer and I’m aware there is a market out there (well, I’m in Guatemala)… I’m most grateful for your tips!!! Regards!!!
WOW! Incredible advice.
Do you have similar post for other types of photography?
Thank you for this info… I saw you mentioned in a comment that you had a “Pricing Your Photography training”. Where may I find this info?
Hi Heather
I have a whole self-course on Pricing at http://pricingyourphotography.com/ It’s an easy guide to work through and you will have your pricing complete when finished – more importantly you will have a profitable pricing strategy in place! Good luck.
Lori