The Photographer's Pricing System Get paid what you're worth for portraits and weddings

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2015-08-07
  • Publisher: Peachpit Pr
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Supplemental Materials

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  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.


In this practical guide, photography pricing guru Alicia Caine takes the anxiety and drudgery out of the pricing process for portrait and wedding photographers, showing how to keep the process as simple and painless as possible.


Alicia starts by breaking down such daunting topics as managing your budget and expenses and determining how much work you can take on, and then explains the importance of understanding what your client wants and researching the marketplace. She shows how to reverse-engineer your pricing, create a pricing sheet, and present your pricing to your clients.


Focusing mainly on portrait pricing, she also explores how to achieve consistent pricing across your photography services, with a chapter on specialty sessions that covers the particularities of pricing weddings and mini sessions.


Along the way, you’ll encounter nearly 20 worksheets designed to help you move from learning the necessary steps and tasks to actual implementation, a key obstacle for many photographers. As an added bonus, Alicia provides an “Expert’s Guide” on how to get paid what you’re worth based on your expertise in a particular niche, which can potentially increase your value in the marketplace. In this special section, you’ll learn how positioning yourself as an authority on a particular topic can help you bring in more potential clients.

  • Features the friendly, approachable voice of photography pricing expert Alicia Caine, whose mentoring and coaching have endeared her to thousands of photographers.
  • Includes worksheets and a gross earning calculator (also available via download) to help you with key steps in the process, covering such topics as how to determine your hourly value, how to think about and set up collections and specialty products, how to figure out your costs of goods sold, and much more.
  • Incorporates lightness, fun, and compassion to help photographers more easily approach the challenging and often mundane topic of pricing. 

Author Biography

Alicia Caine is founder of Profit First Photography (www.profitfirstphotography.com/), offering full-time business coaching for photographers. As a photographer, she built a six-figure photography business in her first year. In 2009 she launched Served Up Fresh, where she began sharing her personal profit strategies with other photographers who needed compassionate, personal mentoring. Served Up Fresh gave over 9,400 photographers around the world private business coaching and home study programs to start consistently earning six-figure incomes.


After creating the #1 pricing guide Easy as Pie, in the fall of 2013 she rebranded her business Profit First Photography to better serve an audience that was serious about being profitable—but also sustainable—and to help them navigate the massive changes that have occurred in the last few years in the photography industry. She is currently based in Wilcox, PA.

Table of Contents

-My story
-How to use this workbook
-The biggest struggles you will face
-Building on a solid foundation
1 Getting Started
-All the important Numbers
-Where you are
-Gross Earning Calculator
2 The Ideal Client & Your Marketplace
-What is an ideal client?
-Your marketplace
-What really makes an ideal client…ideal
-How to design your ideal client
-How to survey your ideal client
-How to research your marketplace
3 Reverse Engineering your pricing
-Avoiding archaic pricing models
-Why reverse engineering is the best way to design your pricing
-Creating your final price sheet
4 The grand reveal
-How to present your pricing
-In-person vs. Online sales
5 Pricing Consistency for all your portrait services
-How to price your weddings
-How to price your mini sessions
6 Bonus Expert’s Guide on Pricing Niche Photography
7 Additional Resources

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