Don't Make This Photography Pricing Mistake!
There are MANY ways to price your offers. There are MANY ways to run a photography business. And I feel like I've tried them all.
In-person sales, all-digital, all-inclusive, online galleries, packages, prints...you name it. I've tried it.
I've also been told this is the way over and over again by 'experts' and read so many posts and comments chastising people of doing things another way. And it just bothers me to no end.
So, this isn't going to be one of those posts. I promise. Where I tell you to do it MY WAY, and that this is the ONLY WAY. I'm not here for that shit, and you shouldn't be either.
I am all about building a business that works for YOU, YOUR LIFESTYLE AND CLIENTS, and of course that makes you money. But, I don't think there is only one way.
So, what is the BIG pricing mistake I NEVER WANT to see you making!?
OFFERING TOO MANY OPTIONS ON YOUR COLLECTIONS AND PACKAGES!
There is such a thing called, decision fatigue, and this isn't something I am making it up, it's a real thing. Google it.
In short, this is when someone becomes so stressed and overwhelmed by trying to make a decision, that one of two things happen: Either they make a risky decision they may regret later, or they shut down completely and avoid making a decision altogether. We definitely don't want anyone to start a relationship with us buying something without really wanting to and then feeling regret or resentful later. But more often, we get the people who just don't make a choice.
If you are currently offering a LOT of things to your clients, if your presentation of things like your services menu, prints, products, pricing, etc. is difficult to understand or overwhelming in the slightest, the chances of you booking are going to go down drastically.
More feeling like you are getting ghosted, more people going and booking other photographers, and less clients for you.
No matter your method of how and what you sell, it's imperative that you keep pricing menus simple, easy to understand and you limit the amount of decisions that people have to make.
So, how do we make sure we aren't overwhelming our potential clients? Here are two tips to proof your pricing and offer menus:
1. Show your pricing, product menus, booking information, to someone who is not your ideal client, a past customer, or anyone in your industry. Someone TOTALLY random. And ask them if they understand it. If they find it confusing, it's too confusing. Ask them why/what are they confused about and this will give you some ideas on how to fix it.
2. Narrow down what you offer when it comes to products/collections/packages. Want to sell printed products? Great, narrow it down to 3 or 4 things. Now, narrow each of those products down to only 3 or 4 sizes. 3 is typically the magic number when it comes to sales, a small, medium, and large offer typically gives the perfect amount of choices, without hitting the overwhelm section.
While there are different pricing methods and strategies and structures that I teach inside my online course The Business Blueprint (which you need if you aren't already in there!) there are some DONT'S that aren't just of my opinion but backed with actual scientific data that I want to talk to you about.
I do cover this more in-depth inside the course, but there is ONE mistake I want to share with you today that is a big one. And it's one I see WAY TOO OFTEN.