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How to Create Photography Packages That Convert

As a photographer, pondering whether to adjust your pricing or revamp your photography packages is very common. Your pricing and packages are also one of the first areas I dive into with my clients in the Trailblazers Academy. Through strategic guidance, I’ve witnessed clients not only double and triple their pricing but also significantly increase their bookings. The secret? Crafting STRATEGIC photography packages that not only resonate with your ideal couples but also provide them with an unforgettable experience.

The Journey to Profitable and Sustainable Photography Packages

Many of us yearn to be fully booked with those epic, dreamy 5-figure weddings and elopements, gazing in awe at others who effortlessly secure 10-20k bookings while we grapple with modest 2-4k ones. My early days were filled with mistakes: mirroring industry prices to stay competitive, offering discounts, and including unnecessary extras. This approach not only undervalued my work but also trapped me in a cycle of discounting to secure bookings, failing to attract clients who truly appreciated my art.

Breaking Free from the Pricing Trap

Now, tell me if you can relate to this: are you constantly feeling trapped in a cycle of discounting your prices to try and convert the leads? Struggling to attract clients who value your work?

This was a significant challenge in my journey, and it’s a common theme among the photographers I coach. The game changer? Cultivating a healthy money mindset. Doubts and insecurities can repel your dream clients, but when you value your work appropriately, you show up as a more confident and empowered business owner. And your clients definitely feel it!! If you don’t come across as confident in the conversation, how can you expect that the couple will feel confident about having you capture one of the biggest days of their life?

How to Come Up With Pricing?

Setting the right prices is not just about covering costs; it’s about understanding the value you bring to the table. If your pricing barely covers the cost of doing business (which, on average, is at least $1200 per booking), you’re undervaluing yourself. Moreover, pricing yourself too low can deter your dream clients, who often see higher prices as higher quality work.

Essential Considerations for Your Photography Packages

1. Understand Your Cost of Business: Dive deep into your expenses and desired profit margin. Knowing the cost of doing business per wedding is crucial. Tools like a Cost of Doing Business (CODB) calculator can be very useful, and I offer a version of my own inside of the Trailblazers Academy.
2. Market Research: Conduct a thorough competitor analysis and understand industry standards. Your pricing should reflect your unique value in the market. Do not do this to copy packages and other’s prices, but use it as a guide.
3. Showcase Your Value: Whether it’s your knack for capturing dreamy destinations, your storytelling style, or unique add-ons like film photography or custom elopement arrangements, make your stand-out features clear. 
4. Communicate Your Pricing: Before the first call, ensure potential clients understand the unique value you offer. This sets the stage for your pricing and helps align expectations. Also keep your packages simple because confused buyers don’t convert!

Handling Price Objections

Be prepared to address common objections. The top 3 most common price objections are: “I can’t afford the package I want,” “Someone else is offering us a better deal,” or “The deposit is too high.”

Knowing how to handle them before you even get on a call will show you’re really an expert and help you convert more sales. Don’t worry, I won’t leave you hanging. Here are some ideas on how to go about addressing price objections for your photography packages.

• “I can’t afford…”

If the couple would like to go for the highest package, but it’s out of their budget, ask them what they love about it! Can you create a custom package around that one thing that fits their wants and budget (and you don’t feel like it’s too much to ask!)?

Maybe the couple wanted the middle package but can only afford your lowest one. How can you make the lowest package sound so desirable that they’d book you for it? (This has happened to me, and the couples were definitely NOT disappointed for choosing it!)

• “Someone else offered a better deal…”

Okay, so this is NOT the place to start comparing packages! Instead, showcase your expertise and value. Why should they choose YOU anyway? What do you do differently? What value only you can add? Make sure you stand out as a photographer and an expert!

• “Deposit is too high…”

The industry standard is to ask for 50% of the package value as the deposit and then get the other half sometime before the big day (usually a month before!). It can be a lot of money to give at once, especially with any other expenses the couple may already be paying for their big day. So consider offering a payment plan for the deposit. Don’t decrease your value, but change how you’re getting paid!

Crafting Desirable Photography Packages

When structuring your photography packages, aim for three tiers: high, middle, and low, with the option for upsells. This strategy not only simplifies the decision-making process for your clients but also naturally guides them towards the middle package, which should offer incredible value.

Your biggest package should be something very VIP, something really valuable and amazing. But consider that while it should be AMAZING, you don’t want to book it ALL the time, as that could actually lead to burnout.

When presenting your packages, create a sense of urgency. Let clients know that availability is limited and offer to hold their date for a short period. This encourages prompt decisions and helps secure bookings faster.

Let’s Craft Highly Converting Photography Packages Together!

Revamping your photography packages is a strategic move that can significantly impact your booking rates and overall business success. By focusing on sustainable pricing, effective communication, and the art of creating desirability and urgency, you can attract your ideal clients and provide them with unforgettable experiences. 

If you’re a photographer looking for support to help you create and grow a wildly successful and sustainable business, then the Trailblazer Academy is for you! Learn more about it and apply here!

And in the meantime, if you want to learn more amazing tips to grow your photography business,  you can also JOIN us in our FREE COMMUNITY!