You’re not alone if you’re struggling with your photography pricing strategy. Too many photographers guess their rates, then wonder why they’re not profitable.
Too many talented photographers are undercharged because they’ve never tallied the real business costs. This guide’ll break down the complete photography pricing strategy that helps you stay profitable, sustainable, and confident in your rates.
Why Most Photography Pricing Strategies Fall Short
Let’s be honest. If your pricing is based on what your competition charges or what “feels fair,” you’re flying blind.
Here’s the truth:
Pricing isn’t just about what clients will pay. It’s about what it actually costs to stay in business—AND pay yourself.
The goal of a strong photography pricing strategy is to:
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Cover real business expenses
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Pay you consistently
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Set aside profit and taxes
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Protect your energy and time
What Expenses Should Your Photography Pricing Strategy Cover?
You need to understand where your money goes to create a smart pricing strategy. Below is a list of essential expenses every photographer should account for.
🎒 1. Photography Equipment
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Camera bodies (main + backup)
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Lenses (wide, prime, macro, zoom)
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Batteries, memory cards, hard drives
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Tripods, reflectors, stabilizers
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Bags, straps, cases
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Lighting gear (strobes, flashes, softboxes)
📝 Pro tip: Equipment wears out. Budget annually for replacements and repairs.
🖥 2. Software & Subscriptions
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Adobe Lightroom, Photoshop, Premiere
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AI editing tools (Imagen, Aftershoot)
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Online gallery platforms (Pixieset, Pic-Time)
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CRM tools (HoneyBook, Dubsado)
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Backup & cloud storage (Dropbox, Google Drive)
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Website hosting (Showit, Squarespace)
💼 3. Business Operations
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LLC/DBA setup and renewal
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Bookkeeping software (QuickBooks)
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Profit First banking structure
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Client gifts, shipping, and packaging
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Studio rent or co-working fees
📣 4. Marketing & Growth
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Paid ads (Facebook, Google)
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Social media schedulers (GoHighLevel)
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Email marketing software
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Branding, logo, and web design
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Educational courses and mastermind groups
🧾 5. Legal & Insurance
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Business liability and equipment insurance
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Legal contract templates
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CPA or tax professional fees
How to Use This Expense List in Your Pricing Formula
Here’s how to build a profitable photography pricing strategy:
Step 1: Tally your
monthly operating expenses
Include fixed and variable costs from the list above.
Step 2: Add your
monthly salary goal
What do you need to pay yourself consistently?
Step 3: Factor in
taxes and profit
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Taxes: 15%
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Profit: Start with 5%
Step 4: Divide by the number of sessions you want to book
That’s your minimum sustainable price per session.
What Makes This Strategy Work?
Using the Profit First system, you prioritize your profit, not just your expenses. It creates a cash flow plan that lets you:
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Pay yourself first
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Avoid financial surprises
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Build a safety buffer
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Say “yes” to growth without panic
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“Want to learn how Profit First fits in? Read this guide →”
Apply This Photography Pricing Strategy with Confidence
If you’re tired of feeling like you’re guessing every time someone asks, “What do you charge?”—it’s time to fix that.
🎯 I offer 1:1 strategy sessions to help photographers:
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Raise their rates
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Restructure their finances
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Step fully into their CEO energy
📅 Book your clarity call now:
👉 https://one21accountability.com/booking/
Final Thoughts: You Deserve to Get Paid What You’re Worth
You didn’t start your business to struggle.
You started it to create freedom, serve your clients, and build something meaningful. But you can’t do that if you’re underpricing and overwhelmed.
With the right photography pricing strategy, you don’t have to guess—you get to lead.
