Figuring out how to price your services can feel overwhelming when you’re starting out. Whether you’re handling photography, videography, or broader social media content, knowing what to charge is a skill that can simplify your process and boost your confidence.
Coming to you from Anthony Gugliotta, this helpful video tackles a common issue: how to quote your rates when asked, "What do you charge?" Gugliotta recounts a relatable scenario where you get an email from a small business, such as a lawn care company, asking for a horizontal video and social media content. You might find yourself overthinking: Should you base your rate on previous work? What equipment or crew is necessary? Should you charge $1,000 or $10,000? Gugliotta emphasizes that before quoting, you need clarity. This includes asking the client-specific questions about their needs and, importantly, flipping the script by asking for their budget.
Once you’ve clarified their expectations, you can offer a range of options. Gugliotta explains that this approach helps set expectations and keeps communication open. For instance, you might propose an $800 half-day shoot for basic content or a $2,000 package for a month’s worth of deliverables. Alternatively, for clients with bigger ambitions, you can outline what a full-scale production would cost. Offering tiers allows clients to decide what works best for their budget while understanding the value of different production levels.
This approach also applies to larger inbound requests. Gugliotta shares his experience managing emails from brands seeking content for platforms like TikTok, Instagram, and YouTube. Each platform requires different deliverables, and clarifying those details is key. Without that clarity, you risk doing unpaid pre-production work or underquoting for complex projects. To navigate this, Gugliotta advises having a baseline rate in your back pocket for smaller jobs and a higher rate for larger, more intricate productions.
At its core, this method ensures you aren’t undervaluing your work or overwhelming yourself with unnecessary guesswork. By asking questions upfront, you can gauge the scope of the project and position yourself as a professional with a clear understanding of what your services entail. It’s also important to recognize that pricing is fluid. As your skills and experience grow, so should your rates. Check out the video above for the full rundown from Gugliotta.
If you would like to learn more about the business of photography, check out "Making Real Money: The Business of Commercial Photography With Monte Isom!"
