Episode 15 - Will Raising Your Prices Scare Away Clients
Does this sound familiar? You want to raise your prices, but you're scared if you do. You'll scare away all the clients that you have. You've worked so hard, but you know you need to charge more. How do you get past this struggle?
Today's podcast: Will raising your Prices scare away clients, or finally attract the right ones? I'm photographer Matthew Jordan Smith, and today we're digging into a fear I hear all the time. As a matter of fact, if you listened to last week's podcast, you know I've been working with a photographer who is struggling. She's charging $100 for a photo session. She's giving her work away.
So after last week's podcast, I talked to her again and she told me, Matthew, I'm scared. If I raise my prices, I'll lose the clients that I have.
That's a common fear. I've heard that before. This podcast, this episode, is to address that fear.
Let's talk about what's really going on here and what to do about it.
Let's be honest, it's not just about the price. When you say, if I raise my prices, I'll lose clients, what you're often really saying is, what if I'm not worth more? What if people stop booking? What if I try to raise my prices and fail and have to give up totally on my dream of being a photographer? That fear is valid, I get it.
But it's also based on a misunderstanding of how value pricing and client psychology actually work in the portrait world.
The truth is this, you are not selling pixels. You're not selling pictures. You're selling how someone feels when they see themselves through your lens. Let me say that again. So you really understand this. You are selling how someone feels when they finally see themselves through your eyes, through your lens, and they love what they see.
That's special. If your session is $100, let me guess what it probably looks like. You are working extremely hard. You're delivering a lot. You're not making any money. You are losing money, and you know this. And you're probably attracting clients who see this as a bargain, not a transformation.
And they're right. It's a steal. They're stealing from you, and you are letting it happen. That's not sustainable. And here's the key point. Low prices don't build loyalty. Transformation does.
Let's talk about what your current price is actually saying.
You see, your pricing isn't just a number, it's communication. At $100 or $200, for that matter, at a low price point, your pricing may be unintentionally saying this. This isn't a luxury. It's a quick, cheap shot.
It also says, I'm just starting out. I'm not sure what I'm doing.
It also says this won't be deeply curated. It won't be a personal experience.
Now, how do you fix this? How do you flip this? What if your pricing says this? This is a special moment of self-celebration.
What if it says you are going to feel amazing? You're going to feel seen, and you're going to feel powerful every time you look at these pictures. Your pricing can also say this. This is more than a photo shoot. It's a total transformation.
But here's the trick, that shift in value must come with a shift in price, because when people pay more, they show up differently. They prepare, they value the experience, they value their time, and they respect your process.
But you have to also respect yourself.
But here's also the amazing part. When you raise your prices, you also show up differently.
I want that to sink in. You feel better. You feel proud and it shows in the work.
It shows in the experience that you give.
Let's get back to that statement that this photographer said to me who was afraid that she would lose clients if she raised her prices. Will you lose clients? Yes. And that's a good thing. Now, here's the tough love part. Yes, you will lose some clients who currently pay $100 if you raise your prices.
But here's the reframe. Those are not the clients who were ever going to build a sustainable, joyful, thriving business for you. They know they're getting a steal of a deal and deep in your heart, you know it too. You're still struggling because you can't make a business giving your work away.
Where you are paying more than what you're charging. It doesn't make sense. I know, but there's this fear about, oh, but I love this and I want to do it, so I can't charge more. Yes, you can. You are a hundred dollars clients. They aren't bad people.
They just weren't buying what you are truly meant to offer. You're not meant to be cheap and fast. You are meant to create transformational photo experiences that change how people feel about themselves.
Now notice. I didn't say anything about how the pictures look. Your photographs should create something that makes people feel differently about themselves, and the clients who crave that, they're out there. But they can't even see you if your pricing hides your value at a cheap value. Everyone knows they're not going to get much. They don't expect much.
So how do you change this? What do you do next without burning it all down?
Here's your next step. And know this is not a leap off a cliff. It's a smart transition.
- Create a signature experience. I want you to think about this. Don't just raise your price, raise your offer. Now, let me explain this. Design an experience that includes guided posing, intentional conversation, client prep guides, and emotional impact. That's a great start. It's intentional.
- Raise your price to match that experience. Go from $100 to something like $250 or $350, or I'd be much happier if it was $500 as your base, because this is the base of transformation, not your time. Is that scary? I know it is. Do me a favor. I want you to pull out a piece of paper. Now if you're driving, or in the gym, or taking a walk, you can't do this now, but when you get home, I'd like for you to do this. Take out a pen or pencil and a notepad or sheet of paper and write. That's right. Old fashioned style. Write $500. Or whatever currency you're in, and look at that number. Put it somewhere where you can see it every single day, so you get comfortable seeing it and saying it. This is your new rate.
- Test with a small group. Invite three to five current or past clients you love working with and offer them this new signature experience at the updated price. Get feedback from them and reframe it. I know this is scary. The first thing you must do is say that this is a new signature experience. The old you, we're gonna bury that. This is something new. And your clients need to know that. That old you, that's in the past. We're looking forward. This is your new signature experience.
- Communicate this change. Use email, use social, and conversations to share why you are evolving, because that's what it is. You are not the same anymore. You are growing and evolving as you should as a photographer. You started at a cheap price, but that's the old you. It's a new day. Let your clients know this is no longer quick or cheap. This is about confidence, visibility, and self-love.
- Let go of that scarcity trap. If fewer people book you, that's okay. You are building a foundation, one that you can grow with, not chasing bookings. The funny thing is, let's say you had five clients paying you at $100 a session and you only get one that pays you at $500. You are actually making money now. Instead of losing money, you're not working as hard and you feel much better giving value. Remember, this is not the old you. This is your new signature experience and it's special. Give this all a shot. Start by pulling out that paper and writing down that scary number. As you look at it every day, it becomes less and less scary. In closing, I want to leave you with this.
You are not charging more just to make more. You're charging more so you can give more. I want you to really get this. You are charging more so you can give more, more intention, more energy, more transformation, and more sustainability for you.
You are not just a photographer. You are a mirror that people stand in front of to remember their power. You reflect back their power through your lens. So price your work like that's what you're offering because it is.
This podcast is important. This episode is important, and maybe you should listen to this a few times so it really sinks in, so you don't forget, so you see your value.
I want you to thrive, and this, this is how it begins.
If you'd like more help on what to say to help you as you start thriving and changing to this new photo experience.
If this episode spoke to you, please share it with another photographer who needs to hear it. And if you're ready to reimagine your pricing, your offer, and your client experience, stay with me because next month I've got something very special.
This is your new beginning.
All right everyone. I look forward to seeing you next week in the Photography Breakthrough Podcast. Until then.
Always dream big.
Bye for now.
Before you go, Iβve got a free resource for you , my β10 High-Converting Messaging Linesβ guide.
Itβs designed to help you attract more of your ideal clients and turn conversations into paid sessions.
Grab your free copy here:
https://www.freephotohelp.com/
WEBSITES MENTIONED
Grab Your Free Guide: 10 High-Converting Messaging Lines to Land More Clients
https://www.freephotohelp.com/
Aretha Cool β On Sale at Amazon
https://www.amazon.com/dp/B0D1GC6JXY
Matthew Jordan Smith Instagram
https://www.instagram.com/matthewjordansmith
