The title says photographers charge by the hour like the vending machines of the photography world. There’s everything wrong with that, and it’s my mission to help you make more money.
I also know this can be taken as offensive. To me, it is insulting to sell your services cheaply and position yourself in a way that is not conducive to your growth. Here are a few reasons that I believe hourly photography prices can take a toll on your business.
Why is hourly charging bad for your photography business?
What is your hourly rate? Tip question! The hourly rate isn’t good for business, but many photographers dive into it because they’re afraid to do anything else.
- Low perceived value: Hourly pricing reduces your perceived value with the perfect photography app. It means you are just laboring for hours, not really an experience they can enjoy. You can replace. Photography is a luxury commodity and people want to enjoy it. They will likely pay the most for a pleasant experience, such as a delicious dinner at a fancy restaurant.
Passport photo is required and fast. They’re not creative, and they’re cheap. Wedding photography, headshots, baby portraits, etc: all of those are luxuries. They have to have experience and something the customer expects. Customers who pay good prices want high quality and a great experience. They stay away from cheap service. Hourly charging reduces perceived value. They’ll think you’re a bargain and it’ll discourage the type of customer from paying a good price.
- You are Pinned to a Corner: Once customers have your hourly rates, they will begin to make other decisions that promote your comfort level. Imagine a client saying “I just need to take a few pictures, nothing serious. Everything will be easy.” Do you think that customer will try to pay you in 30 minutes instead of hourly? They would! There is a better way to charge that I discuss in the video.
- You Attract Bad Customers: Hourly rates invite unwanted customers. I’m not saying they’re bad people. I am saying that they are unwanted customers. They shop based on price, not service provider. These customers are loyal to the cheapest prices and they will always prioritize that. When you want to increase your fees, they will likely buy elsewhere to get the next cheap photographer. While it attracts unwanted customers, it also pushes people who will stay with you in the long run.
- You’re an artist, not a vending machine: The vending machine will get the job done, but it’s not something you want to pay more than a few dollars for. When you put your money in, there’s a voice in the back of your head saying, “Just wait for something better; don’t do this.” If you complete the purchase, you’ll usually regret it. It is not something you are passionate about or feel satisfied with. In most situations, it’s a decision people regret. They could have been waiting for a better option, even it was more expensive but the experience was better. They can make a healthier meal at home or spend a little more and have dinner somewhere healthy.
Photographers who charge by the hour may accidentally fall into the same situation. You will be something fast. You will be a hasty decision, not a thoughtful decision. There is no privilege to sit for a photographer and look at your watch. It’s hard to see it as an artist experience. It’s even harder to pay a big budget for something hourly. When you act like a vending machine, you get paid like a vending machine.
Now that you’ve seen why I think hourly rates aren’t good for your photography, watch the video on how to charge better, session fees. Furthermore, I will also discuss the only time that can be charged by the hour. You are an artist who deserves to be properly compensated and respected. Your work is valuable and works like a vending machine, you will get paid like a vending machine. You deserve better.
