If your 8 megapixel iPhone camera takes great pictures that can be printed for pennies, why would you hire me? Many chain studios like Target, have free sittings and $3.99 sheets; so, why would a custom photographer charge hundreds of dollars for their sessions? The answer comes down to costs, experience and expertise.
When I first started, I didn’t know about all the expenses and the time that went into each session. My first price list was, I kid-you-not, Free Session (2 locations, unlimited outfits, 100 proofs) and $30 for a full resolution CD.
I know, I heard you all gasp. At the time, for the level of experience I had, I was probably over-charging. Truth. I mean my website was myspace.com/heartlovephotography for goodness sake…
But I did continue to grow and learn. I became more consistent. I was booking weeks in advance, 8 shoots a week at times and I was falling into debt because I hadn’t considered my expenses. Over the last few yeas I slowly changed the way I do business so that, like any professional that goes to work, I make a profit at the end of the day.
The cost of a custom photography is made up of the time, equipment, and the artistic vision of the photographer – not to mention expertise and the usual costs of running a legitimate tax-paying business. My session fees include my time and the experience I bring to the table – here’s an idea of what that costs me:
- marketing to create contacts with potential clientele: too many hours to count…
- booking time: 1 hour + (client contact time + paperwork)
- phone consultation: 30 minutes (more for in person meetings)
- pre-session prep time: 1 hour (includes equipment and back up equipment checks)
- one hour travel time to on-location sessions; 30 minutes travel to drop off kids at daycare before a studio session
- 15-30 minutes prep time at the studio/location
- 90 minutes-3 hours of actual photography
- one hour travel time from on-location sessions; 30 minutes travel to pick up kids at daycare before a studio session
- 30 minutes uploading time from digital cards from camera to computer
- 30 minutes time spent backing up the original images
- 5-7 hours editing time to present you with a diverse gallery of hand retouched images, designing albums & cards, etc.
- 1 hour prep time getting ready for ordering
- 2 hours time with client for ordering images
- 1 hour ordering from vendors
- 30 minutes-1 hour packaging for delivery
- 30 minutes-1 hour shipping
- any additional phone time or time needed for add-on ordering and follow-up
Do you see what I did there? I told you what it costs. I’ll get into the dollar signs later, but the true cost is the time that I’m away from my family. The time that I would pump a bottle rather than nurse my baby. The time that someone else gets to watch my toddler sing and dance. Just like anyone who goes to work, they trade that time for money to take care of their family.
This is time dedicated only to ONE session. I don’t want to sound like it is a chore – photography is my passion and that fact should not be discounted. I’m lucky to have found a way to provide for my family while doing something I love – however to keep that delicate balance, I have no choice but to charge fair market value for my services.
My other business expenses include camera (and back-up camera), lenses, lighting, back up batteries/power, computer and software – totaling more than $10,000. Those items have expiration dates – like a car only runs for so many miles, cameras only last for so many shutter clicks. Add to that the cost of countless props, backdrops and accoutrement in my custom-built studio and the ongoing utility bills. I also have significant lab costs for specialty products – I only use professional labs who specialize in the highest quality photographic products, and I pay a premium for that. I hope for each image to become a treasured heirloom so only archival quality products will do. If you’ve ever invested in having your hair colored by an expert stylist, you understand that a $6 box of hair dye from Rite-Aid just won’t do. The same applies for professional photographic prints and products versus their consumer counterparts (like Walgreens, Snapfish, etc.) At the end of the year, I need to make at least $30,000 just to cover expenses.
Besides the time and equipment we use, you are paying for my talent and expertise. I have invested hundred, if not thousands, of hours and dollars training, practicing and perfecting my art – and I continue to do so daily. From seminars, mentoring to trial-and-error practice – that training factors into what the value of my time will be. That includes worrying about the details like being educated about birth when I go to a home or hospital to photography labor & delivery, having an understanding of safely posing a newborn baby and flattering a new moms figure only a few days postpartum.
Thank you for tuning into this lengthy explanation – I know it wasn’t the most exciting read! Now that you understand the cost of running a boutique photography business, be on the look-out for the second part in this series on why you would want such an experience.
Until next time,
