Price is set by you, the photographer, but value is set by your customers. Your task is to align the two. You have to align your prices with the perceived value of your photography.
Perceived value refers to the benefits a customer believes they will receive from your photography. The higher the perceived value, the greater the customer satisfaction. Additionally, a higher perceived value allows you to charge higher prices. Since a strong perceived value benefits both you and the customer, it’s essential to focus on enhancing it.
While price will reflect tangible factors like your time and costs, value is subjective. It’s emotional and varies from customer to customer. Value to the customer depends on:
• Functional Value: How well your photography meets the customer’s needs. Does it solve a customer’s problem or fulfill a specific goal? Will working with you help the customer save time, reduce risk, avoid hassles, be convenient?
• Emotional Value: People usually make purchasing decisions based on emotion rather than logic. Will your photography make the customer feel good about themselves? Will your photos make the customer look good, help them have fun, give them a valuable heirloom? Will it give them a feeling of status or prestige?
• Social Value: We subconsciously follow what other people are doing because we want to be part of the group. Buying what everyone else is buying helps a customer be part of the group. Popular products have a higher perceived value.
Even though value is determined by the customer, there are ways you can influence their perception and nudge them in your direction.
Nudges and Influence
There actually is a Nudge theory. In their 2008 book, Nudge: Improving Decisions About Health, Wealth, and Happiness, Richard Thaler and Cass Sunstein suggested how small changes to the way information or choices are presented can influence people’s decisions or behaviours.
In his 2006 book, Influence: The Psychology of Persuasion, Robert Cialdini wrote about the basic principals of persuasion.
Combine these two and use small nudges to influence people’s perception of the value of your photography.
Authority
Customers add more value to someone they perceive as an authority, someone with experience and expertise.
Do you have relevant degrees, certifications, or awards? Have you taught or led workshops in your type of photography? These credentials can position you as a trusted expert, so be sure to highlight them.
Consider mentioning any high-profile or recognizable companies you’ve worked with. This adds credibility and shows you’re trusted by reputable brands.
Dress the part. Take a close look at your own headshot. Does it show you dressed professionally, or does it give the impression of a casual freelancer? How you present yourself visually plays a big role in how potential clients perceive you.
Your website is another key opportunity to communicate authority. Does it reflect your expertise, or is it just a collection of photos and a contact form? Use clear, strategic text to convey your knowledge and experience. Portfolio images demonstrate capability, but words help position you as an expert. Use a thesaurus and choose language that strengthens the professional image of your business.
Testimonials are another tool to help position yourself as an expert.
Social Proof
When a customer is considering a first-time purchase, they are more likely to be influenced by the opinion of other customers. Positive reviews from past customers can significantly increase your value.
Collect specific, detailed testimonials that highlight your skills and the outcomes you deliver. Instead of a generic, “Really nice pictures, thanks,” encourage happy customers to share more detailed feedback.
If a customer offers to leave a review, don’t just say “Yes please.” Nudge them in the right direction. Ask them to describe how the photos made them feel, why the images are important to them, how the photos improved their website, etc. Hopefully you might get a testimonial such as: “The headshots made our employees look very professional and we’re really proud of our new About Us page.”
Make sure your website indicates which service or product is your most popular. If many customers are choosing a particular package or service, it signals to potential clients that it must be a high-value option. People tend to follow the crowd, especially when they see others making similar choices.
Scarcity
Highlight your unique skills. Showcase skills that set you apart from other photographers. When you demonstrate that your talents are rare, you increase your perceived value. Customers want something special, not just what’s widely available.
Commitment
If you can help a potential customer commit to the idea that they need professional photography, they’re more likely to follow through and hire you.
People are naturally risk-averse and want to avoid loss. So, instead of focusing on what they might gain, nudge them to consider what they stand to lose if they don’t hire you.
Ask them, “How many potential customers lose interest in your company because your website has only low-quality images?” Or, “How much is your brand value diminished by the lack of professional photography?” Use leading questions or statements to nudge the customer.
By getting them to recognize the risks of not working with you, you increase the chances they’ll make the decision to move forward and hire you.
Reciprocity
We all feel an unspoken obligation to repay someone who gives us something for free.
As a photographer, you may not offer free samples to potential customers, but you can still surprise your current clients with something extra. For instance, you could include a black-and-white version of a photo, offer alternative crops, or share an image they didn’t request but that you feel is worth having. These thoughtful gestures can encourage positive testimonials and word-of-mouth referrals.
If a customer thanks you for a bonus image or other gesture, avoid replying with “No problem” or “It’s no big deal.” Instead, say something like, “I’m happy to do this for you.” This can nudge the customer to feel more inclined to reciprocate with a good review or referral.
Liking
We naturally gravitate towards people we like, those who are similar to us, who share our views, and who cooperate with us.
To connect with potential customers, it’s essential to find common ground. Relate to them by sharing similar experiences or concerns. For examples:
“Although I’m a photographer, I felt nervous and awkward when I had my own headshot taken. I remember that feeling, which is why I make sure my clients feel comfortable and at ease in front of the camera.”
“As a parent, I understand the value of having annual family portraits. I was initially worried about the cost, but the memories those photos provide are priceless.”
Such statements show that you understand their needs and pain points and that you are like them, which builds rapport and trust.
By putting yourself in the shoes of a hesitant customer, you can gently nudge them to see more value in your business.
Building Trust and Perceived Value
All of these strategies are about building trust. Customers are more likely to trust you, and perceive your work as valuable, if they see you as an expert, feel a connection with you, and know that others have had positive experiences with you.
Once that trust is established, your perceived value increases, and your prices can stay strong without the need for discounting. You can align your price with your value.
