Go grab your price list and give it a quick scan. Is it set up to attract your ideal client and sales? If you can’t confidently answer that question with a “yes”, then you’ve got a problem. But don’t worry, because I’m here to help!
I truly believe that you cannot be successful in your photography business unless your price list consists of 4 collections and you’re offering 4 or fewer products. That’s it.
There’s a great little acronym for it: KISS! KISS = keep it simple…uh, let’s go with “student”? Keep it Simple Student. KISS!
I want to tell you about one of my Boudoir Certified students and her price list discovery. When she first joined the program, her price list was literally pages long! It was at least 3 pages, maybe more, of different products and options and collections. She was trying to please every client and give them every option imaginable.
I asked her if her clients said any of the following while looking at her price list:
- “I might have to think about this and get back to you later”
- “I don’t know if I can afford this”
- “I need to check with my spouse”
Essentially, were her clients confused and overwhelmed with options and questions? Her answer: yes!
Here’s what you need to know: a confused mind says no!
As business owners, we have to make a bunch of decisions every day. And even non business owners have to make a lot of decisions! From the little things, like what to wear and what to eat, to the bigger decisions like how to get a project done or how to pay the mortgage. If your client is already trying to pick her favorite photos, and then you hand her a 3-page price list, she’s going to become so overwhelmed and is going to end up walking away without only a few photos, or no photos at all! Don’t make her pick what size album with which paper option and which cover color, in addition to how many and which photos she wants!
So keep it simple! Keep your price list to 4 collections and no more than 4 product options (I do 1 to 2 product options per collection).
Now onto the fun stuff…the numbers!
Your prices shouldn’t be random numbers, and they shouldn’t be based on what other photographers are charging. They SHOULD be calculated based on what you need to make.
I go into super detail on this with a template and everything in my Boudoir Certified course, but I can give you a little preview of what I do.
I have 4 collections for my boudoir photography where my clients can pick between a small or large black album or a photo box, and then they can add on wall art (canvas or print). My first collection is priced at $997.
Before you freak out and think that that’s way too high, let me remind you that I built a six-figure boudoir photography business in a tiny conservative town in Wisconsin with that collection price. And I’ve helped hundreds–probably thousands at this point!–of other photographers do the same. My prices work.
Ultimately, you need to calculate the prices that will work for your business. Sit down and figure out how much you need to make to cover expenses and give yourself a dream salary. From that number, whatever you need to average per sale becomes the price of your collection 2 (that’s the one that sells that most), and adjust your other collection prices around that.
Keep it simple, and keep it sustainable! That’s how you build a price list that builds you a business.
Want more help with pricing and marketing? Want access to my super detailed pricing methods? Join Boudoir Certified!