Pricing, Packages, and Profit | Understanding What It Really Takes to Go Full-Time pt. 6
- Blink Photography Co.
- Oct 29
- 5 min read
Updated: 1 day ago
Let’s be honest… pricing can make or break your photography business.
Charge too little, you’ll inevitably run out of money to function and you’ll burn out fast. Charge too much (without clear evidence as to 'why'), and clients will scroll right past you.
Finding that balance between value and profit takes strategy and lots of thought, not guesswork.
If your goal is to go full-time with photography, you have to price your services like a real business, not a hobby.
This post breaks down exactly how to set profitable prices, create irresistible packages, and make sure every booking brings you closer to your income goals. Affiliate links may be used throughout, which does not affect you negatively in any way. It does not increase the price of the item(s) we recommend. Should you decide to purchase an item(s) via our links we will receive a small commission as a 'thank you' from the represented company. Thank you for your support! :)
Key Takeaways
Your prices should reflect your value and your expenses, not just local averages.
Packages simplify decision-making and increase sales.
Every session should contribute to your monthly income goal.
Strategic pricing builds profit, not just bookings.
Know Your Numbers First
Before you throw a price tag on your sessions, figure out how much you actually need to earn to go full-time. Grab a scrap piece of paper and jot down a few thoughts:
What are your current monthly living expenses?
What are your current business costs?
What are your savings goals every month?
Now, add those up. That’s your monthly income target.
💡 Read about "How to Create a Realistic Photography Business in 12 Months” for a full breakdown on setting income goals and structuring your year for profit.
Stop Guessing. Research Your Market.
Research photographers in your area with similar experience, style, niche, etc.
Look at:
Their session types (mini vs. full)
What’s included in each package
Their price range
Then, ask yourself:
👉 “What makes me different or better?”
👉 “What can I offer that others don’t?”
That difference is your value gap, and it’s what allows you to charge more confidently. For example, if no other photographers on your list offer flash photography for indoor photos with a light and airy aesthetic, then let that be your unique identifier. Or if no other photographer offers pet photos, and that's something you can do and enjoy, then fill that gap!
Create Packages That Sell Themselves
Packages make buying easier for clients by giving them more options that are in their price and need range.
Start with three tiers:
***The higher-end package makes the middle option look more affordable. And therefore, clients are more likely to purchase the “Standard” package more than 75% of the time.
Charge for Your Time. All of It.
Most photographers undercharge because they only price for “shooting time.” But that’s only a small, small fraction of the work.
When you set your prices, don’t forget to include time for:
Pre-session communication
Travel and setup
Shooting time
Editing and culling
Delivery and follow-up
If a one-hour shoot takes you 6 hours total, and you’re charging $150, you’re making $25/hour before expenses. That’s not sustainable.
Aim to earn what you’d make working a day job (or better). You’re running a business, not clocking in for a side hustle.
Build in Profit, Not Just Payment
Profit is what’s left after expenses.
To make photography a full-time career, you can’t just cover costs you have to build profit into your pricing.
Here’s an example you can implement into your pricing strategies…
Total Price = Expenses + Desired Income + 20% Profit Buffer
That 20% accounts for taxes, business growth, or slow months.
If you want to be smart about it, track every expense for a couple of months (subscriptions, mileage, props, client gifts) then adjust your pricing accordingly.
💡 Check out “7 Passive Income Streams for Photographers” for ideas on how to diversify your income between client work and digital products.
Offer Value, Not Discounts
Discounting can hurt your brand long-term especially if the discount undermines the whole purpose of a discount → to gain more clients and more profit. Instead of slashing prices, add more value. Consider adding a few extra added images, offering a mini print set, or specially formatted photos for social media.
These small touches make your offer feel ‘premium’ without cutting into your profit margin.
And if you do run promotions (like holiday specials), make them “limited” and intentional.
Communicate Confidence
When a client asks about pricing, don’t apologize or explain. State your rates confidently, and then pause.
Clients can feel uncertainty. If you act confidently in your statement then clients will be more likely to respect that and not try to convince you to lower your price for them. If you start explaining yourself it gives the impression that you are willing to negotiate price. Us photographers can’t live off of bread crumbs.
If you’ve done your research, know your numbers, and deliver quality work, your pricing is fair. Own it.
Add a clear “What’s Included” section on your website or pricing guide for an extra layer of protection from negotiators.
FAQ
1. How often should I raise my photography prices?
Typically every 6–12 months, or whenever your demand or overall costs increase.
2. Should I list my prices on my website?
Yes, transparency filters out low-budget inquiries and saves you time communicating with someone who will inevitably ghost you.
3. How do I handle clients who say I’m too expensive?
Stay professional. Explain the value and time behind your work. Or to avoid a potential defensive argument just send them a “Whats Included” list.
4. What if my area is saturated with photographers?
Differentiate yourself through your style, experience, and customer service, not by lowering prices. Can’t survive off of bread crumbs!
5. How can I calculate profit margins easily?
Track all business expenses monthly. Use your total income minus expenses, then divide by income to find your profit percentage.
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