I've never been a numbers person; in fact, I detest math, numbers, and anything analytical. It's never been my strong suit, and I avoid it like the plague. I always look on with wonder and awe at those who can calculate in a matter of seconds. Although, over the years, with a big sigh, mind you, I have fully embraced and accepted it's not my strength nor cup of tea. When I began dipping my toes into creative consulting and started my photography business, I had to confront two things that I had skirted around for years, consciously and subconsciously: pricing and my self-worth - which felt irrevocably connected at times, unfortunately. My struggles with confidence and self-worth slowly bled over into my pricing framework. Our self-esteem and acknowledgment (or lack thereof) of our inherent self-worth can subliminally influence how we charge for our services.
Especially as a beginner in the industry, I found it challenging to figure out how much to charge. "Great! They want to work with me, but what do I charge?!" I remember pitching to clients, and when those who responded replied with "send us a proposal," I was left dumbfounded and confused...thinking, "Is this too much or not enough? I have no idea!" I'd finally say out loud to my screen and walk off in a huff. Have you been there before? At a loss for words or numbers, I went straight to Google and typed in, "How much do photographers charge for a styled shoot?" (Or whatever I specifically needed ) Without much luck, I didn't find a straight answer besides a few general guidelines, which felt too vague. In the end, I sent a number that was probably too little, especially given the cost of the food supplies and props, and hoped they'd accept it.
I think this is even more of a challenge for those sensitive, kind-hearted souls who have a hard time expressing their needs or feel like they are asking for too much. They may lack self-assuredness and ultimately have low-self worth. This underlying self-belief can truly hurt our growth and business, leaving us grasping for air, overworked, frazzled, and wondering, "why isn't my client list growing?" I genuinely believe we receive what we deep down meant we are worthy of. This may sound a bit psychobabble for a creative journal post, but ask yourself what do you believe you deserve? These micro issues of underpricing myself were just a piece of this underlying unanswered question. Perhaps that's another post for another day...
At first, I created packages with photography and content services that provided some structure to simplify the pricing process. But overall, they did just that - put my work and scope of creativity into a box. I felt constricted about what I could offer and couldn't tailor something specific and thoughtful based on my client's needs. I've never been one for a cookie-cutter anything besides Christmas baking! After the food, supplies, props etc. costs, it didn't make sense to use packages for every project simply because every client's needs differed. One client may want an extravagantly set table, and another merely atmospheric imagery of wine in the setting sun. The base costs varied greatly, even though the number of deliverables was equal in the same box offering. I may not be a numbers person, but even I could do the math, and it didn't make sense! Boxing myself in certainly didn't help curb the thought of "who am I to charge..." or a lack of confidence.
Each client's needs will vary per project, especially if you're creating content or developing recipes that can be radically different each time. A beautifully crafted cheese board can be more costly than a humble pasta dish! Rather than feeling limited by a set package you've created that could max out your budget and time, creating a custom proposal is far more practical and rewarding for you and your client. It creates a feeling of transparency for your client. They will appreciate that it's tailored to their needs.
Most importantly, it gives you a sense of certainty that the amount you are charging feels appropriate to you without feeling boxed in creatively or financially. As much as I wish to give you a specific number or a set of ranges for every potential project, it truly depends on what your time and service are worth to you. Only you can answer that! That's why custom proposals are so beautiful and freeing! You can set the parameters, price, deliverables, timeline…everything thoughtfully tailored to what your client is looking for without the limitations of pre-packaged services (which do have their place for services that are more cut and dry, don't mistake me, but certainly not for everything.) There certainly care natural price ranges that feel appropriate correlating with a host of factors, such as your audience size, your portfolio, the quality and skill of your work, if you have published works, etc which can easily be found with a big of research on the internet. If you're just starting, sometimes you have to walk the fine line between building your roster of potential clients and building your portfolio rather than nailing down your first paying project. Although for me, after I did my fair share of free or trade work to build my portfolio, I realized the value of my time and the creative service I provide. After my costs and time (roughly how much per hour I charge) were covered, I asked myself what amount do I feel comfortable with at the end of the day? What would amount make me feel good about taking on this project? What amount would I be happy with, given the scope of the project? Sometimes if it's a prominent brand name, maybe I wouldn't quote them as much because partnering is worth it for exposure alone. Theres lots of factors to take into consideration that are personal to you…
After a cost-benefit analysis, it honestly comes down to you - what's important to you and what strategy will help get you there. One thing that has proved to me time and time again is when I feel like I'm charging with integrity and appropriately, it reaffirms my confidence when they accept the proposal. More importantly, my self-worth and value of my time, both professionally and personally. You don't need permission or a supporting army just in case to state, "this is what I charge for ____." After all, only you can know the value and depth of your service and time! I hope this gives you some framework and a dose of confidence to charge your worth without feeling guilty.
With love,
Alanna
