I run into a ton of amateur photographers who decide to go into the business.

They set out to find their first client, but simply don’t know what to charge.

So in today’s information age, they do what any new business owner would do - they hop online and pull up a half dozen photographers’ websites to gain a consensus for what they charge. 

Let’s assume this brand new photographer decides to shoot weddings. A friend of a friend is looking for a photographer, and this seems to be a great way of getting your first assignment.

So you browse the sites of other wedding photographers and start looking at their fees and packages. They all seem to have been in business for quite awhile, and they have great portfolios. They charge anywhere from $1000 to $5000 for a complete wedding.

So you low-ball it. You’re new, right? Why not charge $500 for an all day event, just to get started in the business.

Does this sound familiar to you? I’m sure it does; I know a ton of photographers that have started out that way.

 Now comes the problem.

You charge the “friend of a friend” $500. And you’ve just established a set of expectations.

She knows she is paying $500 for her complete wedding package.  She gets whatever you promised her (prints, digital files, albums) and she’s happy she got such a great deal.

Now she goes out and talks about you to three of her newly engaged friends.

“I got all of this for $500 – can you believe it?”

You’ve now pre-established yourself as a $500 photographer. All of her referrals will be to people that expect a $500 package.

 So let’s say you get a little better, and decide to charge a bit more.

If you now decide to increase your prices to $1500, all referrals from your $500 clients are probably not going to sign up because the good deal is no longer there. So your referral sources dry up.

You know have to start over from the beginning, trying to find that first client willing to spend your increased prices of $1500.

It’s important to think about where you want to be, and how you’re going to get there.

Think about your photography as a business from the beginning, and set goals and expectations accordingly.

 If your goal is to shoot 25 weddings at $4000 each, you can’t start out at $500 and expect to be at the new level in two years. A $500 client has a completely different mentality then a $4000 client. And you reach out to a $500 client in a different way then you do a $4000 client.

So what are your options?

1. Shoot as an assistant to gain your experience. Every amateur needs a ton of experience in order to demand high prices. Talk with photographers in your area. In many cases a photographer may be willing to take you along to allow you to view how she works.

2. Take a class. There are hundreds of great photographers ready to mentor you. There’s nothing like a shooting class to improve the way you shoot. And in many cases you can use these images as a part of your portfolio.

3. Establish a high level fee from the start. Again, start with the end in mind. Tell your first clients your fees are $1500, but you are looking to photograph two weddings at half price to gain samples and marketing materials. You’ve now programmed your clients a completely different way. They know they’re getting a great deal, and will value your work in an entirely different way.