Why do professional photographers charge so much?

We hear it all the time- “Why in the world are you charging so much?!” … “All you even do is sit around and take photos for a day!” … and then I pull my hair out and scream at the top of my lungs. No really. There have been other photo blogs written that explain the breakdown of why photographers charge what they do. This will be the same, but from my perspective and experience.

Professionals tell us it’s our job to showcase the difference between professional and nonprofessional photographers. Just because someone has a camera doesn’t make them a pro, despite what they may claim. That’s been the hardest hit on this industry too, and has really degraded the idea of what photographers are AND their worth.

Professional cameras typically cost at LEAST $1,000 if not over $2,000. My camera, the 5D mk II, goes for $2200 right now. That alone shows how it isn’t fair for someone who uses a <$500 camera from Walmart to charge the same as someone with a $2200+ camera right off the bat. Professional cameras will give you WAY better quality, it can add depth and dimension to your images, the images can be shot at a larger size, and they are truly worth paying more for.

Professionals usually take courses either online or in a workshop setting. These are not cheap by any means. Most of the ones I’ve signed up for have been between $100 and $300. These are the cheap ones too… the one I am dying to go to? Yea, $900. What we learn in these workshops betters us and our businesses, and it keeps us up with the latest technologies and trends. Not learning anything else will only hurt you in the long run and may not keep clients around. They give you new ideas to try, and many also build your portfolio.

Most professionals usually strive to give a wonderful overall experience rather than just showing up on the wedding day and then sending you a plain DVD later. Each of us will have our own ideas of how to pamper our clients, and we use custom packaging too. Those cost us money too. Before I switched to PASS, I would provide my clients with their own DVDs showcasing their images on both the DVD and the case. It was nice, but not 100% of what I wanted to give away because the company I used didn’t do such a great job with making them, and a lot of the DVDs would fail on me (typical). I am really big on providing a professional, enjoyable, and lasting experience- not cheap and lame. Will PASS cost me more than the DVDs? Yea. As a business owner, it’s my job to make the calls and determine what will be best for my clients.  

Let’s talk about editing software now! I use LR4 for about 90% of the time, and then do some other editing in CS4 (very little which is why I don’t care to upgrade it). If your photographer uses PicMonkey or the free software they downloaded, there’s a good chance they aren’t professional. Many people also think I can edit their photos within a day and get it sent out the next. Unfortunately, that is probably not the case. I have always asked for 2-4 weeks to edit everything because it takes time! Lots of time sitting there changing colors, applying different styles and layers if necessary, etc. When I smooth some skin out, the program I use takes up about 5-10 minutes alone just getting the photo ready for that type of editing… so it usually will take me about 20 minutes per image just to smooth skin. Multiply that by 70+ images, and that’s about, oh, 1400 minutes, which is roughly 23.5 hours. I can’t just sit there for 23.5 hours straight smoothing skin. It’s just not possible. This is the expectation that many nonprofessionals provide clients with though… because with their el cheapo editing software, they just load a photo and hit a button to apply some cheesy layer and voila! Quality takes time, guys. Lots of time.

When I first began my business, I didn’t have that many expenses. I only had what I thought I needed, but as time went on I realized I was lacking a lot to be professional. Now that the time has come, so does increasing prices so that you can at least break even… but living life by just breaking even isn’t possible, so you have to increase your prices by what is doable for you and your clients. Charging what you’re worth can become hefty to a lot of folks, but it is what it is! I have lost several wedding sales to people that only charge $300 for a wedding… but then again I want clients that value art and photography. I don’t want clients that are like, “Well, I guess we should have someone at the wedding to take a couple of photos…” – no. I want the clients that tell me how important photography is to them- that they need a professional at their wedding, that they want that photographer’s style. That’s how I know my client and I will be a good match.

To those that say you’re going to just use your aunt/uncle/brother/third cousin’s second wife twice removed because they have a “real good camera”, or you will just rely on your guests to snap a few photos, you are taking a huuuuuge risk doing that. Their priority, especially if they aren’t getting paid, will NOT be on making sure your every move is captured. If Uncle Bob comes up to talk during the wedding, they are going to have that conversation whereas you may be cutting the cake, and then that moment is lost forever. You are also assuming people will even send you their photos they take. Nobody wants to be responsible for providing you with their iPhone photos. They are there to enjoy themselves- not to be your free photographers.

So, photographers, how do you know what to charge to begin with? I typically figure up how much I’m going to spend per client, how much I’m going to spend that year on my website, subscriptions, camera gear, workshops, etc. I do basic math to figure up everything. Every price I offer is mathematically formulated… because I’m a nerd like that. I am also staying true to myself rather than just walking around town throwing out free sessions like nobody’s business.

When people book with me, they are paying for my level of experience, my brand, and my growth. It just isn’t proper to get one set price and charge that for the rest of your life. You have to be able to break even, as mentioned before, and also have room to grow. I don’t feel I charge what I need to, but then again I am still kinda fresh out the door so I can’t charge hundreds and thousands like those that have been building their business for 10 years.

Now for my equipment costs… get ready! I don’t have a great abundance of gear like some people, but I feel like what I have is pretty decent still compared to some. I’ve got two 5D mk IIs, a 50mm 1.4, a 24-70 2.8 L, and a 100mm 2.8L IS, a 580EX II (flash), two softboxes, 5 16gb cards, a handful of 4gb cards (my dad is probably going to come after me now since I “borrowed” them), a pretty awesome camera bag (heeeyyyy Epiphanie <3), my laptop and computer used for editing purposes, the software, my cards, and other stuff I’m probably leaving out. As mentioned above, each camera body is $2200, so already that’s $4400 + $300ish I spent on the 50mm + $1400 for the 24-70 + $900 for the 100mm + about $500 for the flash + $60 (x5) for each of the 16gbs + $200 for the camera bag and that’s already $8,000 for gear alone – not to mention the amount I’ve spent on programs to edit, the amount I’ve paid for my websites, the computers used themselves, etc. It’s expensive! By the end of it, I’ve spent well over $10,000 just to start with. As I grow, I’ll gain more and better equipment. I can’t do that though by just charging $50 for a whole session. It isn’t feasible nor realistic.

Professionals also know how to POSE you so you look your best. A few weeks ago I posted several before and after shots from our boudoir weekend. Many of the comments I got back were like, “Wow, it’s amazing what makeup and Photoshop can do!” …. Worst comments EVER. I was beyond aggravated with that. I didn’t Photoshop those girls into such beautiful poses, and I certainly didn’t manipulate the way they look. Sure, my MUA did a fabulous job on their makeup, but she isn’t the one that posed them nor did she photograph them. I did.  Makeup does help, but it isn’t what a photograph primarily consists of. I’m almost tempted to do a session with several girls who aren’t wearing any makeup and show you all the SOOC images just to prove this. The point is, it’s our job to make you look and feel amazing.

I think the biggest thing that kills me is when someone is willing to spend over $5,000 on a location to host their wedding or their flowers or their dress, but they aren’t willing to spend that much on photography. Photography/Videography are the only things that will last you a lifetime to even be able to remember how your wedding looked at that amazing location, or showcase how stunning your fresh bouquet of flowers looked that day… You pay thousands on details of the day, so why be so resistant to pay that much to have your once-in-a-lifetime day captured in a professional and elegant way (that you AND your other vendors benefit from)? I mean, how much do you really value those memories? That first time your dad sees you in that dress? The first kiss you share with your new husband? Do you really want to trust just anyone to capture that emotion and rawness?

That being said, please really think about everything you get with a professional and the experience they provide you. It’s worth the investment- not just for you, but for your current and future family.