There are plenty of clients who don’t actually want the cheapest choice. They want the best one, and a powerful estimate is the clue they use to choose.
– Seth Godin, author and marketing strategist
An estimate doesn’t have to be just a page of numbers. You can use an estimate as an additional marketing tool to help persuade a potential customer. Customers need more than numbers to understand you and your business. If you can sell yourself as being more knowledgeable, more reliable, and less risk, then price becomes secondary.
Differentiate yourself from other photographers not by having a lower price or even a similar price, but by being exactly what they’re looking for. And this is done with words, not numbers, on an estimate. Sell yourself and not the numbers.
Seth Godin’s full blog post about estimates.
