If you’ve watched videos on YouTube about pricing your photography, you might still be missing the one thing that actually matters—and it could be costing you clients. Maybe you’ve already noticed your prices are turning people away, or worse, you’re hearing nothing but crickets after quoting a job. Here’s why.
The Myth of “Charge What You’re Worth”
You’ll often hear the phrase “just charge what you’re worth” thrown around in photography pricing advice. I call this a “dead phrase.” It sounds empowering, but it’s actually meaningless—word salad from people who lack the knowledge or the patience to explain what goes into real-world photography pricing.
Here’s the hard truth: your worth as a photographer is not what you think it is—it’s what your local market is willing (and able) to pay. You could be the best photographer in New York City, easily booking $8,000–$10,000 shoots. But take those same skills and prices to rural southwest Louisiana, and not only will potential clients walk away, you might become the subject of the next neighborhood Facebook post about “crazy photographer prices.”
How to Build Sustainable Pricing for Your Photography Business
Setting your rates isn’t just about making a quick buck—it’s about keeping your business healthy for the long haul. That means factoring in not only what you need today, but also the costs that will hit you tomorrow.
Key Costs Every Photographer Should Include
- Current and Future Gear
- Calculate how much you spend on cameras, lenses, lighting, memory cards, etc.
- Depreciation: Assume gear needs replacing every 3–5 years. Divide the total cost by years of expected use to estimate yearly expense.
Example: $3,000 camera / 3 years = $1,000/year, or ~$20/week if you shoot 50 jobs/year. - Add a “future gear fund” line item to your budget.
- Travel & Vehicle Expenses
- Gasoline: Estimate miles per job, average mpg, and local fuel costs.
- Vehicle Depreciation: Every mile adds wear and tear. The IRS standard mileage rate (2024: 67 cents/mile) can be used to estimate actual cost, which includes fuel, maintenance, insurance, and depreciation.
- Parking & Tolls: Don’t forget small but recurring expenses.
- Creative Fee & Time
- Your creative time: This is your “artistry” or “session” fee, but don’t forget to account for:
- Pre-shoot planning & communication
- The actual shoot (hours on location)
- Post-shoot editing/retouching
- Your creative time: This is your “artistry” or “session” fee, but don’t forget to account for:
- Editing, Software, & Subscriptions
- Monthly/annual costs for Lightroom, Photoshop, gallery hosting, backup, etc.
- Cloud storage and online portfolio costs.
- Taxes & Business Costs
- Estimate federal, state, and self-employment taxes (typically 15–30% of net profit, depending on your location).
- Insurance, website, office supplies, business licenses.
- Hourly Rate & Profit Margin
- After adding all fixed and variable expenses, set an hourly rate that covers these costs and leaves room for savings and profit.
- Remember, your “profit” isn’t just extra—it’s what you’ll use to invest, upgrade, and survive slow seasons.
Sample Photography Pricing Breakdown
Imagine you’re quoting a portrait session 60 miles away:
| Item | Calculation | Cost |
|---|---|---|
| Creative fee | 2 hours shooting, 1 hour planning | $300 |
| Editing & delivery | 2 hours editing, gallery setup | $120 |
| Travel (mileage) | 120 miles x $0.67/mile (IRS rate) | $80.40 |
| Gear depreciation | $20 per session (see above) | $20 |
| Software subscriptions | $5 per session (Lightroom, etc.) | $5 |
| Insurance & licenses | $4 per session | $4 |
| Taxes (20%) | 20% of subtotal | $105 |
| Total Invoice | $634.40 |
Sample Invoice
Invoice #0425 | Dalton Barron TheFadedLens.com Photography
Date: 2025-05-22
Bill To:Jane Doe
Client Name Jane Doe
Client Email Janedoe@creativephotoconnect.com
Client Address 188 studio Rd, Lake Charles, Louisiana
Description | Qty | Rate | Line Total
------------------------------------- | --- | -------- | ----------
Portrait Session (creative fee) | 1 | $300.00 | $300.00
Editing & Digital Delivery | 1 | $120.00 | $120.00
Travel (120 miles @ $0.67/mile) | 1 | $80.40 | $80.40
Gear Depreciation & Maintenance | 1 | $20.00 | $20.00
Software & Subscriptions | 1 | $5.00 | $5.00
Insurance, Licenses, Admin Fees | 1 | $4.00 | $4.00
**Subtotal**: $529.40
**Estimated Taxes (20%)**: $105.00
**Total Due**: $634.40
Important Notes
- You don’t need to show every detail to clients. The full breakdown is for your reference; a simplified invoice for the client is usually better.
- Including these costs won’t make clients want to pay more—but it ensures you aren’t undercutting yourself or running at a loss.
- Review and update these numbers annually to reflect changes in your costs and market.
Reference: IRS Standard Mileage Rates
Photography Pricing is Market-Driven
What most pros won’t tell you: Photography pricing is first and foremost about where and to whom you’re selling. Your skills matter, but your market sets the ceiling. If you ignore this and follow blanket advice to “just charge more” or “look up the average in your city,” you risk pricing yourself out of business—especially if you’re in a lower-income or rural area.
Your “worth” is only what your clients are willing and able to pay. If you set prices based on hype or online averages, you’ll often be met with silence or public ridicule. Before you even start thinking about numbers, you need to understand both your own costs and your market.
Calculate Your Real Photography Costs
Pricing your photography starts with knowing your costs—not just “how much do you want to make.” Break down your overhead:
- Equipment costs (and future upgrades)
- Equipment wear and tear (depreciation)
- Software, insurance, marketing
- Taxes and business expenses
If you skip these, your business won’t last. This is the “unsexy” side of pricing, but it’s the only way to ensure you’re not just working for free.
Do Real Market Research
Who are you trying to book? How much are they willing to pay, and what have people in your area paid historically? Pricing photography isn’t just about what you need or want—it’s about what your specific audience values, needs, and can actually afford.
- Define your target client: Not just “weddings” or “portraits,” but “budget-conscious families in my town” or “corporate headshots for small businesses.”
- Niche down even further: When you specialize and build authority, you become harder to replace—and that’s when higher rates become possible.
Reputation Matters More Than Winning Every Argument
Here’s a pro tip: Stop complaining about clients who challenge your prices on Facebook, TikTok, or Instagram. Just as you have the right to set your prices, clients have the right to haggle or say no. They might even vent about you online—but remember, they don’t have a professional reputation to protect. You do.
I’ve personally changed my mind about working with talented tattoo artists just because they ranted about “bad clients” online. The same goes for photographers. Protect your reputation—let unhappy prospects walk away in silence, and don’t let social media negativity drag down your brand.
What Most Pros REALLY Won’t Tell You
- Many photographers undercharge, especially early on. Some do “portfolio-building” shoots at a loss. This isn’t always wrong—but it isn’t sustainable, either.
- Pricing is always a work in progress. Even seasoned pros adjust their rates by season, niche, or client type.
- Being “worth it” is as much about your uniqueness and reputation as your technical skills.
Need a Reference Point? Try the Photography Pricing Calculator
The Photography Pricing Calculator is designed to help you break down your actual costs and get a realistic reference point for your rates.
Important: This tool won’t tell you what to charge in your local market or guarantee client bookings—it’s simply a way to see the numbers clearly so you can make informed decisions. You’ll still need to research what clients are willing to pay in your area and set your own rates based on demand, experience, and business goals. Open the Pricing Calculator
Frequently Asked Questions: Pricing Your Photography
How should I start pricing my photography services?
Begin by calculating your true business costs: equipment, editing software, travel, insurance, and taxes. Factor in your desired hourly rate and research what clients are paying in your local market for similar photography services.
Why isn’t “charge what you’re worth” good advice for photographers?
This phrase ignores local market realities. Pricing your photography should be based on what clients are willing and able to pay, not just your desired income or perceived value.
What business expenses do most photographers forget to include in pricing?
Commonly overlooked costs include gear depreciation, software subscriptions, travel mileage, business insurance, marketing, and time spent on editing or client communication.
Should I show all my costs on client invoices?
No. Use your detailed cost breakdown for your own business planning, but present clients with a clear, simple invoice listing creative fees, session time, travel, and deliverables.
How do I raise my rates without losing clients?
Build your authority and niche expertise, communicate your value, and raise rates gradually. Always research your market and adjust pricing as your reputation grows.