Pricing is a major sticking point for wedding photographers. It can easily turn into an obsession, overshadowing what genuinely matters in your photography business.
Coming to you from Luke Cleland, this insightful video tackles the pitfall of fixating too much on pricing rather than the quality of your photography. Cleland openly discusses his personal struggles, sharing the mental tug-of-war he experienced when trying to set prices. He often found himself caught between two troubling thoughts: doubting clients would pay higher rates and questioning his own worth as a photographer. This internal debate resulted in indecision and frequent pricing changes. The cycle of raising prices based on advice, only to panic and drop them again, was draining and counterproductive. Cleland candidly shares this cycle to highlight why prioritizing price above all else can be detrimental to growth.
What's crucial here—and what Cleland emphasizes—is that your pricing should align with your confidence in your product's quality. He explains that merely adjusting your price by small psychological increments, like ending in "97," won't sustainably attract clients. Instead, he urges a significant mindset shift: prioritize making your photography genuinely outstanding. To achieve this, Cleland suggests deeply examining your recent work, client interactions, storytelling, flash technique, and overall client experience. By consistently evaluating your product through this comprehensive lens, you naturally enhance your confidence in your offering, making pricing less intimidating.
Cleland's advice is practical because it shifts the conversation from vague pricing tactics to tangible improvements in your work. Many photographers might find themselves stuck in the pattern he describes—experimenting with pricing methods without seeing real results. Focusing on the depth and quality of your product first, however, leads to genuine progress. When you're convinced of your value, pricing decisions become simpler and more effective. Cleland experienced this himself when revamping his wedding albums, noting how confidence in the quality made pricing feel natural rather than anxiety-inducing.
It's easy to underestimate how powerfully your mindset and approach to photography quality can impact your business. Instead of endlessly tweaking numbers, invest your energy into elevating every aspect of your client experience. Not only does this make pricing discussions smoother, but it also creates genuine enthusiasm among your clients about the services they're receiving. This type of enthusiasm is invaluable and far more persuasive than a cleverly chosen price point. Check out the video above for the full rundown from Cleland.
