One Price Fits No one

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One problem when a photographer charges a one-size-fits-all photo fee, (i.e., an hourly fee or a day rate), is that the photographer ends up providing a variety of services to their clients all for the same price. 

For example: an editorial customer may require the photographer to use one camera to cover a one-hour press conference. A corporate customer may need the photographer to bring four cases of equipment to produce several studio-quality executive portraits within an allotted one-hour period.

Those two assignments require different equipment, different skills and different talents. So why should both clients pay the same price (i.e., the same hourly fee or day rate)?

Charging by the hour can even penalize the customer.

For example: a certain photo might take one hour to shoot or it might take four hours. Either way, the benefits to the customer are the same. Charging by the hour would mean that the customer pays more for the “slower” photographer yet gains no additional benefits.

Pricing based on photography and usage may be confusing to some customers but it allows the photographer to customize the price to suit each customer’s exact needs.

 

A Small Discount

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At my favourite buffet restaurant, people under 12 years old pay only half-price. Kids get the same quality of food and the same service but pay only half the price.

People under 12 years old pay half-price for movie theatre admission. They sit in the same seats and watch the same movie but pay half the price.

At a hair salon, people under 12 years of age pay half-price for a haircut. They sit in the same stylist chair and get the same service but for half the price.

On Toronto public transit, people under 12 years of age pay one-quarter the price. They ride the same bus and travel to the same destination but pay a quarter of the price.

What’s going on here? Are the rest of us being over-charged?
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Colourful Year

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Are you feeling stressed? Does your spirit need to be lifted? Do you need a healthy glow? Then have we got the cure for you: a big dose of Honeysuckle 18-2120.
The colourful folks at Pantone have declared that this is the colour for 2011. Please adjust your life accordingly.

 

Pitching For The Team

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It’s common practice for news photographers and editorial photographers to pitch photo ideas to newspapers and magazines. In fact, many publications expect this.

A smart commercial photographer or corporate photographer could do the same thing with clients with whom they already have a working relationship. But in this case, just pitching an idea isn’t good enough. The photographer must also sell the reason for the proposed photo coverage and the benefits of that coverage.
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Pictures by the numbers

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First basic rule of business: cash in must exceed cash out.

Revenue from assignment – cost of assignment = gross profit

Gross profit – overhead expenses = net profit (before taxes)

Revenue from assignment is what the client pays you, not including taxes.

Cost of assignment is expenses incurred to do the assignment.

Overhead expenses are expenses that have to be paid whether or not you have an assignment. For example: camera gear, computers, software, car, insurances, utilities, cell phone, rent, etc.

Net profit: if there’s any money here, remember that you still have to pay income tax plus all your normal living expenses.
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Different Value

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When you ask how to attract more customers to your photography business, the common answer is to stand out from the competition. But of course, this is easier said than done.

Most photographers use similar cameras, lenses, software, lighting equipment, and computers, and many are capable of producing images of comparable quality. So, how can you truly be different?

In the era of film photography, standing out was a bit easier. Back then, being different may have meant having the skill to track fast-moving subjects with follow-focus, knowing how to use flash/colour meters to accomplish great lighting techniques, having darkroom experience to make custom prints, using a large-format camera, or developing a unique photographic style.
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