Let’s have an honest word about pricing. If you’re a photographer who’s nervously wondering whether to lower your day rate because a potential client flinched at your quote, I want to stop you right there. Step away from the discount button.
Here’s the hard truth: cutting your rates to win low-fee clients is costing you far more than you think, not just in pounds and pence, but in time, sanity, and professional worth.
One of the most liberating truths you’ll embrace as a working photographer is that not every enquiry deserves a yes. If someone is fixated solely on price, rather than the value, expertise, and experience you bring, then, quite frankly, they’re not your ideal client.
The clients who haggle the hardest often expect the most, more revisions, more availability, more “just a few extra shots”, and rarely offer loyalty in return. These are the clients who will ghost you for someone £20 cheaper next time. Do you want to build a business around that?
Think of your time like a premium product. You wouldn't walk into Selfridges, pick up a luxury item, and ask if they can knock a tenner off just because someone down the road is selling something similar for less. The same principle applies to your work. You're not selling a commodity. You’re selling expertise, vision, reliability, and a seamless, professional experience.
When you break down your rates into hours, factoring in admin, travel, post-production, insurance, gear maintenance, and subscriptions, many photographers discover they’re barely making minimum wage. You’re running a business, not a hobby. And a business must be profitable to be sustainable.
With petrol, groceries, and just about everything else getting more expensive, your rates must keep pace. If you haven’t increased your fees in the last year, you’re effectively giving yourself a pay cut. Most photographers should consider raising their rates by at least 10–20% annually, not just to grow, but to survive.
Your clients are increasing their rates. Your suppliers are charging more. So why are you absorbing the pressure instead of adjusting your pricing?
Trying to undercut your peers creates a race to the bottom, and guess what? There’s no trophy at the end. You don’t stand out by being cheaper, you stand out by being better. Better to work with. Better to communicate with. Better to deliver results that exceed expectations.
There is a buyer for every price point. But your ideal client, the one who respects your process, pays on time, and refers you to others, isn’t scouring Facebook Marketplace looking for the cheapest snapper. They’re seeking professionalism and trust. And they’re willing to pay for it.
As you grow in experience, your fees should reflect that. Awards, client testimonials, a polished portfolio, or even a well-run social media feed these are signs that your work is in demand. With every year of professional growth, you’re becoming more valuable. So, charge like it.
Let’s not forget the toll low pricing takes on mental health. Many brilliant photographers suffer from impostor syndrome, wondering why they’re overworked and underpaid. Sometimes, the most radical act of self-belief is simply to say: I charge more now.
So Here’s My Consultant Challenge to You:
Final Thought:
If a client flinches at your price, smile politely and move on. There are clients out there looking specifically for someone like you, but they’ll never find you if you’re busy bending over backwards for someone who doesn’t value your time.
Raise your rates. Respect your worth. And if you’re feeling unsure, I’m here to help you find clarity and confidence in your pricing.
Because growth doesn’t come from playing small.
