[Lone Buggin]

People always have questions about how much to charge for what type of work. Myself, I have absolutely what I should charge for an event. Should I charge a day rate + costs? Maybe I should approach it as if it were portraiture? Or, as another example, should I just set up and shoot away, in hopes that I make print sales later? So far as portraiture goes though, I’ve got it figured out for myself. For anyone seeking advice on the subject, I truly hope this write up is of some use.

I supplemented with on-location portraiture, maybe once a week or so, before I came out here to Thule. Yeah, “once a week or so” was usually twice, maybe 3 times a month.

Anyway, I'd let them decide where/when the shoot takes place. I would charge $800USD, roughly 400 pounds.

I would give them 40 prints (4x6) in an assortment of poses. The 10 that I thought were best would be matted. I put 10 prints in one album and 30 in the other, with guidelines on how to change the prints/matting if they wanted. When I delivered the prints, I would go through them with the client, and they would decide on 2 8x10 prints, which are included as part of the package. As a "surprise" bonus, I would include a CD with all the prints on it, optimized for 4x6, so if they want anything bigger, they have to come back to me... yet they can still email pics to family, etc. I would also give them a "coupon" for a free canvas print from the shoot.

You should charge high up front, because you're worth it. Don't try to lure them in with a cheap shoot price, then ream them on the back end with print sales. You'll never win, because they can go to any photo-mill for that. The thing is, that’s what the department store chain portrait studios do. As a one person show, you can’t compete with that and expect to survive.

So, following this model, you do a couple hours of shooting and a couple hours of processing, and walk away with $550-600 in profit. Not a bad deal at all.
They're happy because you make them comfortable, and comfortable people photograph better. Hand delivering adds a personal touch, increasing word of mouth business. If you’re truly serious about going into portraiture as a business, then every time a client sings your praises in front of you, you should ask them if you can quote them for testimonial purposes. Testimonials help convince other prospective clients that you actually are worth what you’re charging.



If you're going to follow this advice though, I suggest not telling them the price right up front, Even if they ask for it. You should make sure they have all the info on the service you're providing, the mounting, etc, before they know the price... and don't tell them about the CD or the canvas. Yes, they're technically already paying for them, but you want it to seem like a gift.

I would occasionally offer a payment plan as well: 50% after the shoot, 25% on delivery (usually 2 weeks), and the last 25% 2 weeks after delivery. When you deliver, include a small blurb on the copyright; nothing big, just enough to explain reprints. The average consumer knows nothing about copyright and copyright violations.

On the back of every 4x6, I would slap on a small sticker with my name, number, email address, and print number. This makes it easier for them to order reprints/enlargements. These, you should make available reasonably cheap. I’m not saying that you shouldn’t make money from them, because you should. But to keep them coming back and to keep new clientele coming in, keep their cost down in this area.

Other miscellaneous things to consider adding into the package when you deliver to them would be:

A small, 1 page printout on proper handling of photos (so they can change the matted ones w/o smudging them all up)

A cloth-type glove for handling the photos (see above reason)

A brief list of other photography services you provide – brief is key though. It should be just enough to entice, so you have an opportunity to provide them with full details on specific areas later instead of bombarding them with a mass of info

And on closing, remain in contact with them. Send a thank you card a couple days after you drop off the prints. Send holiday cards. Send a periodic list of promos, with a close-ish ending date, so they feel that they need to have it done now. Limiting your availability will also increase their demand for your work. I would do 2, maybe 3 shoots a month, and just turn everyone else away or schedule them for the next time I felt like shooting. I don’t much like taking shots of people, so it was never something I wanted to do full time.

PS- I put it in quotes because I like the way things look when quoted. And it makes it look like there is less there.