Why You Should Offer Custom Photography

NOT BUDGET PHOTOGRAPHY SESSIONS

(DEEP SIGH) Ok – let’s chat about the photographer offering the $175 _______________* session.

*insert: high school senior; baby’s first photography, mini-, eighth grade graduation, anniversary, etc etc.

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…You know the one. You see it posted in Facebook groups constantly: “Just booked my first senior! So excited! Charging $175 for the session + digitals. Is that too much?”

And in the comments: 20 other photographers chime in: “That’s about right for starting out!” ,“I charge $150, so you’re good!” ,“Don’t price yourself out of the market!”

Here’s what nobody’s saying in those threads: That $175 session just cost you money.

Not “didn’t make much profit.” Not “barely broke even.”

You literally paid that client to let you photograph their child!

And if you’re nodding along right now because you’re familiar with it: if you’ve witnessed it, if you’ve been there, if you ARE there…this article is for you.

Because competing on price isn’t a business strategy. It’s a slowwwww painful and excruciating march toward burnout, resentment, and eventually quitting photography altogether. You’ll be posting your “closing my business” announcement in a year or two and maybe even selling your gear at a loss. RIP. I’m so sorry to give you that news (but that’s why I’m here trying to show you the way!)

There’s a better way. It’s called custom professional photography. And it might just save your business—and your sanity.

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The Math That Nobody Wants to Do…but every photographer needs to

Let’s break down that $175 senior session. Grab a calculator, because we’re about to get uncomfortably real.

Your $175 session includes:

• 1-2 hours of shooting time
• Travel to location (30 minutes each way)- 1 hour total
• 10-15 hours of culling and editing (dependent on how you present your imagery in terms of finish quality and customizing towards your brand’s aesthetic)
• Client communication (emails, texts, scheduling) 1-2 hours total
• File delivery and gallery setup 1-2 hours total

Conservatively, that’s about 18-22 hours of work. Let’s be conservative and call it 15 hours (for those folks who balk at the idea that it’s 22 hours per client).

$175 ÷ 15 hours = $11.67/hour

But wait—we aren’t close to being done!

Now subtract your expenses:

• Camera gear (depreciation, repairs, upgrades)
• Computer and software (Lightroom, Photoshop subscriptions)
• Website hosting
• Insurance
• Marketing
• Gas and vehicle wear
• Taxes (you ARE paying all applicable taxes…riiiiiight?!)

Again, let’s be conservative with our numbers and say your per session overhead is only 30% of that $175 revenue.

$175 x 0.30 = $52.50 in expenses
$175 – $52.50 = $122.50 net revenue
$122.50 ÷ 15 hours = $8.17/hour

Congratulations! Weeeeeee! You just made less than Federal minimum wage ($7.25) once you factor in ALL of your expenses.

And that’s assuming:

• Nothing goes wrong
• The client doesn’t request revisions
• You didn’t spend time on social media marketing to book them
• Your gear doesn’t break
• All the other variables that may take place between marketing your sessions to image delivery

Oh, and one more thing: you probably gave them “all the digitals,” which means they’ll never buy prints to add to your sale. So that $122.50? That’s all you’re getting from this client. Ever.

“But I’m Just Starting Out!”

This is the most common justification for budget pricing, and it’s based on a fundamental misunderstanding of how businesses work.

The logic:
“I’m new, so I don’t deserve to charge what established photographers charge. I need to build my portfolio and get experience. Once I’m better, I’ll raise my prices.”

Here’s the reality:

1. You’re Training Clients to Expect Budget Pricing

Every. single. client you book at $175 tells the market: “Photography should cost $175.” Then when you do your numbers and get mad when you figure them out and you raise your prices to $375…those clients? They won’t follow you. They’ll find the next photographer charging $175 – or less (remember it’s a race to the bottom folks!)

You’re not “building a client base.” You’re training the market to undervalue your work.

Don’t believe me? Here’s what I saw just the other day:

I was scrolling through a very popular nationwide parenting group on Facebook, and a mom mentioned she was getting senior photos done for $1,300. Some parents chimed in supportively: “That’s great! We spent $5,000 on ours four years ago and my daughter’s self-esteem skyrocketed. Worth every penny!” and others very similar.

But then the floodgates opened:

• “WHAT? I’m in Virginia and our photographer charged $125!”
• “I’m in Washington state and ours was $75!”
• “Why would ANYONE pay $1,300 for photos?”

I was shaking my head reading this, because come on—$75 for a senior session? That’s not even covering costs, let alone a living wage.

When someone pointed this out, one parent responded: “Well, it’s not up to ME to tell her what SHE’S worth.”

Technically true. But here’s the thing:

–> When photographers charge $75, they’re not just underpricing themselves—they’re actively training clients to believe that’s what photography costs. And when those clients refuse to pay $1,300 because “someone down the street charges $75,” guess who suffers? The photographers trying to run sustainable businesses.

You can’t raise your prices in a market you’ve trained to expect poverty wages.

2. You’re Attracting the Wrong Clients
Clients who book based solely on price tend to be the nightmare clients. They:

• Don’t care that you’re making about $8/hour
• Expect everything for nothing
• Will probably complain about turnaround times
• (Sometimes) demand endless revisions
• Leave bad reviews *everywhere* if you don’t give them exactly what they want for cheap
• Will leave you the moment they find someone cheaper if you have more than a couple sessions with them

It’s very likely that these are not the clients you want. Also very likely? These are the clients who will make you hate photography.

3. You Can’t “Raise Prices Later” If You’re Burned Out Now
Most photographers who start at $175 quit within 2 years. Not because they weren’t talented. Not because there wasn’t demand.

But because they burned out trying to make poverty wages work.

You can’t “build a business” on a pricing model that doesn’t cover your costs. You’ll run out of 1) money 2) energy 3) “passion” – long before you get to that magical “later” when prices go up.

What Custom Photography Actually Is (And Why It’s Likely Your Only Option To Create a Sustainable Business Model)

Custom photography isn’t just “expensive photography.” It’s a completely different business model. A photography business model that is built on providing value, a commitment to excellence and not volume.

Here’s the difference:

Budget Photography Business Model:

• Pricing: Low ($50-450 per session)
• Volume: High (need double digit numbers of sessions/month to survive 10-50)
• Client Type: Price shoppers
• Products: Digitals only (no additional revenue)
• Time Investment: Minimal per client (can’t afford more)
• Business Goal: Book as many people as possible
• Result: Burnout, low profit, constant hustle

Custom Photography Business Model:

• Pricing: Premium ($1000-2,500+ per session – NOT UNHEARD OF, completely possible)
• Volume: Low (need a few sessions/month to thrive)
• Client Type: Value-driven families
• Products: Prints, albums, wall art (significant additional revenue)
• Time Investment: High per client (create exceptional experience)
• Business Goal: Serve ideal clients exceptionally well
• Result: Sustainable income, creative fulfillment, manageable workload

One model is a neverending grind…the other is a Business.
(with a capital B)

“But My Market Can’t Afford Custom Photography Pricing”

Let’s address this head-on, because it’s the biggest MYTH and it keeps photographers trapped in a loop of budget pricing. The literal race to the bottom, if you will.

Your market absolutely CAN afford custom photography.

You want some proof, because I’ll give you some proof!
In your “low-income” market, families are often:

• Buying $1,200 iPhones every 2 years
• Spending $100-150/month on streaming services and subscriptions
• Paying $75/month for gym memberships they don’t use
• Dropping $200 on a single dinner out for a birthday
• Financing $40,000 cars
• Taking $3,000 vacations
• Getting nails done at $100/visit
• Eating out several times a week (yes, in this economy even)
• Getting Starbies daily ($6/day x 20 days is $120/month on coffee)
• Going on vacations several times a year
• Affording luxury car payments/leases of upwards of $700/month
• …the list is endless, I bet you can think of a few things yourself…

The truth? They have money. They’re just not spending it on YOUR SERVICES – mostly because you haven’t given them a reason to.

When you position yourself as “the affordable option,” you’re telling clients: “I’m not that good, so I’m cheap. You should shop around and find someone better when you can afford it.”

When you position yourself as a custom photographer, you’re saying: “I create heirloom-quality work that’s worth investing in. My clients value craftsmanship, and I deliver exceptional results.”

Guess which message attracts clients who actually pay?

You’re Worth More Than You Think (I pinky swear!)

If you’ve been charging budget prices, you’ve probably internalized the belief that you’re “not good enough” to charge more.

Let’s fix that right now.

You’ve already likely invested in:

• Thousands of dollars in gear
• Hundreds of hours learning your craft
• Years developing your style
• Countless hours on YouTube, courses, workshops
• Your creativity, your vision, your unique perspective

You’ve mastered:

• Camera settings, exposure, composition
• How to pose people (harder than it looks)
• How to work with difficult lighting
• How to coax genuine expressions from shy subjects
• Editing software that has a steep learning curve
• Running a business (scheduling, invoicing, client management)

You’re not “just” taking pictures. You’re:

• A technician – understanding your equipment
• An artist – creating compelling images
• A psychologist – managing client emotions and expectations
• A director – posing and guiding subjects
• A business owner – marketing, sales, operations

That’s worth more than $8/hr – actually a lot more.

How to Transition from Budget to Custom (Without Losing Your Mind)

Okay, you’re convinced. Custom photography is the way. But how do you actually make the shift when you’re currently booking $175 sessions?

Here’s the roadmap:

Step 1: Calculate Your Real Costs

Use the Time Cost Checklist to track:

• Every hour you spend on a session (start to finish)
• All your business expenses (gear, software, insurance, marketing, vehicle, etc.)
• What you actually NEED to earn to make this sustainable

This will give you a real number—not a guess, not what other photographers charge, but what YOUR business requires.

Step 2: Define Your Ideal Client

Custom photography isn’t for everyone. That’s the point.

Your ideal custom photography client likely:

• Values quality over price, hands down
• Understands that professional work costs professional prices
• Will want heirloom products (prints, albums, wall art)
• Has respect for your time and expertise
• Is willing to invest $1,000+ for exceptional results

If you’re trying to please every person on your social media list or in your area…STOP! Stop trying to serve everyone. Start serving THESE people in your ideal client market exceptionally well.

—> When I first started Marmalade Photography in 2005 I set out to create a business plan in the first few months of my business. I highly suggest a business plan because every business, creative or otherwise, should have a sense of direction on where they’re headed. How do you know how to market and to who if you don’t define that “ideal client” (aka target market client). Don’t let the idea of a business plan overwhelm you: business plans are simply just a plan filled with strategies and anticipation for your business as it grows. If you don’t plan on scaling up or taking out giant loans your business plan needn’t be a 30 page document with accounting terminology, projections and such. It needn’t be confusing or complicated. Not at all.

Step 3: Reposition Your Brand

You can’t charge custom photography prices while your website says “Affordable family photography!”

Audit your messaging:

• Remove ALL language about being affordable, budget-friendly, or cheap (remove anything about value based work!)
• Add language about quality, craftsmanship, heirloom work
• Show your best work ONLY (not every session you’ve ever shot) – if you need assistance you can always ask a knowledgeable friend or hire out for a portfolio review
• Update your About page to reflect your expertise and investment in the craft

Your brand should whisper “luxury” and “investment,” not “budget” and “deal.”

Step 4: Raise Your Prices (Yes, Really)

Here’s the strategy:

Option A: Grandfather Existing Clients, New Price for New Clients

• Honor current pricing for clients already booked
• Announce new pricing for all future sessions as of all future bookings
• No apologies, no justification -just state the change in rates

Option B: Fresh Start

• Rebrand entirely (new business name if needed) with more sophisticated branding (a homemade-looking logo won’t convey the professionalism you’re aiming for)
• Launch with custom photography pricing from day one
• Market to your ideal client – very likely a completely different audience thank your existing clientele – and that’s ok

Option C: Incremental Increases

• Raise prices 50% immediately (so if you start at $500 sessions…move to $750 sessions)
• Raise another at least 25-50% in 3 months
• Reach custom pricing goals within 6-9 months

Whichever path you choose, you must commit. Half-hearted measures won’t and don’t work.

Step 5: Add Product Sales

Custom professional photography isn’t just session fees – it’s in PRODUCTS. This is a mind set shift where you don’t sell the farm at the word go! You upsell and market your items as luxury products.

Get Educated About and Offer Complete Products:

• Fine art prints (framed, matted, ready to hang)
• Canvas gallery wraps that are made by a quality lab (not WalMart or consumer lab du jour)
• Custom albums (not the cheap consumer lab type -real, heirloom quality albums that feel hefty in hand and luxurious to turn the page on)
• Wall art collections – you may have to do some wall gallery design or purchase pre-made templates to allow your clients to visualize
• Digital files as an ADDITION, not the default and not given away unless they reach some sort of sales level and you want to gift them
• NOTE: Digital files will be one of your MORE EXPENSIVE options because if you have reprint rights there is little pressure to order prints from you

This is where the real revenue lives. A $500 session can become a $2,000 sale when clients invest in products.

Step 6: Serve Fewer Clients, Better

Budget model: 17 sessions/month at $175 = $3,000ish/month (before expenses)

Custom model: 6 sessions/month at an average $500 sale = $3,000/month (before expenses and product sales)

But here’s the kicker, with custom photography:

• You will have time to deliver exceptional service
• You’re will not be burned out from shooting 10 sessions a week
• Clients will buy products, adding at least $500 but may go upwards of $2,000 per session
• You will actually enjoy photography again
• You’ll have time with your family again
• You’ll have time to grow your business and your skillset

6 custom sessions with product sales = $6,000-12,000/month
17 budget sessions with no product sales = $3,000/month and very likely a nervous breakdown

Which sounds better?

The Hard Truth (That Nobody Wants to Say)

Not everyone who picks up a camera and calls themselves a photographer is going to make it. And you know what? That’s okay. Not everyone will believe in their abilities the way you do/will.

The unvarnished truth: professional photography was never meant to be a “side hustle” for everyone with a DSLR and a Facebook page.

It’s a craft that requires:

• Substantial technical skill
• A degree of business acumen
• A considerable financial investment
• Emotional resilience like you cannot imagine before becoming a photography business owner
• The ability to charge appropriately and hold boundaries

If you aren’t willing to:

• Track your actual costs
• Charge prices that make your business sustainable
• Say no to clients who don’t value your work/be ok with them filtering out
• Invest in your education and gear
• Treat this like a real business, not a hobby

…then this isn’t the right path for you. And there’s no shame in that. Again this isn’t for the faint or meek of heart.

If you ARE willing to do the hard work, if you’re ready to stop competing on price and start competing on value—custom professional photography is your way forward. It is out of the overworked, overstressed mess you probably have become!

Permission to Charge What You’re Worth

Here’s what I want you to hear: You don’t need to be “the best photographer in the world” to charge custom photography prices.

AGAIN, repeat after me: You don’t need to be “the best photographer in the world” to charge custom photography prices.

What you do need to be:

• Competent and accepting of creating your own policies and procedure so you can consistently deliver quality work and a consistent experience
• Professional – you show up, on time or a bit early, you communicate well every step of the way, you meet deadlines
  • AKA: Underpromise, overdeliver, consistently
• Confident – you believe your work has value, that you hold yourself in high enough esteem to stand by your pricing and your policies
• Clear – you know who you serve and how you serve them

That’s it!

You don’t need to win awards.

You don’t need to be Instagram-famous.

And you certainly don’t need 10,000 followers.

…you just need to stop apologizing for charging what your work is worth.

So now what?

Custom photography isn’t a magic bullet. It won’t fix poor any business practices you engage in, any lack of technical skill, or a refusal to invest in your craft (photography organizations, education, workshops, conventions, etc).

But if you’re talented, hardworking, and tired of barely scraping by?

Custom photography is the only path to a sustainable, profitable, fulfilling photography business.

Here’s how to start:

1. Take the Business Reality Check Quiz to see where you actually stand
2. Download the Time Cost Checklist and calculate your real costs
3. Read: The Hard Realities of Running a Photography Business for the full picture
4. Take the 19-Point Self-Evaluation to identify your weak spots

And then make a decision:

Will you keep competing on price, burning out, and wondering why it’s not working? Or are you willing to reposition yourself/your business as a custom professional photographer who charges appropriately based on YOUR worth with an eye on building something sustainable?

The choice is 100% yours, that, my friend, is the beauty of business ownership.

But I promise you this: client families who value exceptional work are out there. And they’re willing to pay for it. You just have to stop hiding behind budget pricing and step into the business you deserve.

If you’re ready to make the shift…custom professional photography awaits you!