Welcome to episode 59 of the Photography Marketing Masters podcast, and we’ve got a great show for you today, as I talk all about pricing with Bryan Caporicci.
If you’re like most photographers out there, you’ll know just how much anxiety and stress can be generated when it comes to pricing your photography, and I know it can be really tempting to think that price is one of the main reasons potential clients might not hire you or end up choosing a different photographer.
But, that’s actually not the case the vast majority of the time, and the real problem probably lies elsewhere with your marketing or business.
In fact, competing on price is a dangerous position for any professional photographer to be in because it puts them on the slippery slope that we often refer to as “the race to the bottom”.
Listen to the episode below to see what you can do other than compete on price that’s much healthier for your business…
About Our Guest: Bryan Caporicci
With me on today’s show is Bryan Caporicci – a very successful wedding and portrait photographer and photography mentor from Ontario, Canada.
He’s won numerous awards for his photography and was one of the youngest photographers in Canada to receive the craftsman of photographic arts from the professional photographers of Canada.
Not only is he well-known for his wedding photography, Bryan also invests a lot of his time mentoring and helping other photographers with their businesses through his photography education website where he publishes insightful business articles and has his own great podcast too.
Podcast Episode #59: Summary
Here are some of the great topics Bryan and I talked about during our chat in this episode:
- The importance of treating your photography business as a real business…
- The concept of the “price-sensitive” customer…
- Avoid training your prospects that price is the only thing that matters…
- Why we need to frame price in such a way that it looks attractive…
- Photographers simply can’t compete on price alone…
- The idea of putting a “needs assessment” before talking about price…
- Focus on the emotional non-logical aspects of your photography before price…
- How you can best display your prices on your website…
- 5 tips to avoid falling into the trap of competing on price…
- Things to talk about other than price with your prospects…
- Why “new” professional photographers don’t always need to charge lower prices…
Useful Resources
Here’s a great book that Bryan and I talked about during our chat, which we highly recommend. If there’s a “must-read” book for every photography business owner out there, this has to be the one. In it, Simon Sinek talks about the reasons why people will buy from you, and how you can focus on the “why” of what you do to enhance the relationships you have with your potential customers and clients.
- “Start With Why“ by Simon Sinek
