make money from photography

Seeing value in the photos

Mark Lait

Mark Lait

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Are your clients seeing  value in the photos? Chances are that they won’t until they actually see the photos, occasionally you’ll come across someone who knows how it works, they’ve had professional photography before but most tines, people run for the hills when you tell them that your photos start at a couple of hundred bucks.

That’s why it’s so important to reassure them, hold their hand and tell them that everything is going to be fine – it’s your job to reassure them that they are under no obligation to buy anything because you have  explained your risk free guarantee to them already … haven’t you? I’ve found that it’s not only the clients who run for the hills when pricing is mentioned, a lot of photographers feel guilty about asking higher prices, those are the photographers who have had to go back to a day job but you don’t have to do that. If you want to avoid being one of those guys you have to know how to price your photography for profit.


I’m Mark Lait and I can help you understand how to make money from your photography, the journey’s different for everyone but with the proven strategies I’ve developed you will save years and thousands of dollars on your journey. Please subscribe to our you tube channel, like some videos and give us a thumbs up to stay up to date.

I know I’m repeating myself but in most cases, this is not a price driven purchase for the client, it is an emotional purchase.

Of course, there are the vocational training resources to consider but as an independant I’ve learned two very important things about people – they are curious and they are cautious, the curiosity is about what they will get when they come to your studio, how it all works, whether they’re going to like their photos and all that sort of thing, and the cautiousness is about, what’s the catch, are there hidden costs, this sounds too good to be true but photography sales are about building the mystique in the build-up to the shoot – what might be, telling them stories about the experiences other people have had, setting the scene for a similar experience for them, selling them the future value and that future value is only a concept all the way up to when both you and the client are sitting in the sales room together, this is when it becomes real and they can see their own value in the images.


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We’ve got a different approach to most sales techniques, when we’re selling photography, we tell them everything upfront, especially the prices – get the sticker shock out of the way immediately and when you meet the inevitable objection of ‘geez, that’s expensive’ you immediately follow it up with something like ‘well do you think so? You’re going to get the whole experience and a complimentary mounted portrait valued at, let’s say $600 (or whatever your package is valued at) and you don’t have to buy anything if you don’t want to’ – you’ve removed all the risk for them.

When I talk about those photographers who don’t see the value in their photography, it seems that they’re not hungry enough, they don’t see that value for two reasons, firstly, they don’t think people would pay that much for a photo and secondly, they wouldn’t pay that much for a photo but it’s easy to fall into the trap of believing that people will not do something because you wouldn’t do it.

You can find an overview of all the things that make up a successful photography business in our main post here.

I’ve got photos in my house in $2 frames from K-Mart but it’s not about what I do, it’s about what your clients will do so if you show them photos in $2 frames, that’s what they will buy, but if you show them expensive presentations – that’s what they will buy. People buy what they see and they see what you show them.

When you combine that with the first reveal of their photos, you’re on your way to big money.

I’ll finish by saying this – people will not see the value until you show them, until then you are just talking about it.

There’s a whole bunch of business and sales tips on our website so go and have a look at them, they’re free and they’ve come from what I’ve learned over the years. There’s a link to them here, see you next week when I’m going to explore the subject of outsourcing, is it worth it or not?