I am convinced — like really, really convinced — that there is no better job than being a photographer. You get to capture people’s memories on camera, you get to create art via a lens and an editing software, and you get an intimate look into life in so, so many ways.
Plus, you very often get to do it on your own terms — AKA, with your own business, your own clients, and your own dreams and goals and visions.
And, that’s the kicker, too. Because while it’s the best thing (ever) — and you get to create a business with it — you also have to learn how to know your worth, advocate for your talent, and run a business that ensures you don’t face burnout or get jaded from what you’re doing.
The secret? High-ticket packages that allow you to photograph your dream clients, scale a successful business, and do it on your own *true* terms.
Here’s what I mean by high-ticket packages
When I talk about high-ticket packages, I think there’s one thing that’s really, really important to understand — and it’s that what’s a high-ticket package to one photographer may not be considered a high-ticket package to another photographer.. And that’s okay! There are a ton of factors that go into pricing (which I’ve talked about a lot on my blog), and that’s not what you should get tied up in.
Because, here’s the thing: no matter what the dollar sign amount might be, a high-ticket package is going to be a package that costs a higher amount because it brings a higher value. This is a price that may make you uncomfortable at first, but is also a price that can help you attract dream clients, build a luxury business, and do so without the fear of scarcity or needing to pack your calendar full to make it.
When to sell high-ticket packages as a photographer
While I believe that every photographer should eventually sell high-ticket packages, I also don’t think every photographer should immediately sell high-ticket packages. There are a few things you need to do first — namely, creating a portfolio that you’re proud of, building a reputation that speaks volumes about the quality of your work, and understanding the value that you offer.
See, a brand new photographer who just learned to operate a Canon might not need to start selling high-ticket packages right off the bat… but after that brand new photographer has some experience under their belt, knows exactly how to tell their clients’ stories, and has a roster of social proof at their belt? Heck yes.
Are You Ready to Sell High-Ticket Packages as a Photographer? Here’s How
Once you know you’re ready to start selling high-ticket packages in your business, it’s time to start implementing the processes and mindset shifts you need to do it. Enter: confidence, touchpoints, and a better pricing strategy.
See, there are a ton of details that help you to confidently sell those high-ticket packages, from the way you intrinsically approach your own business to the experience you give your clients during your time together. When you can strike the perfect balance between mindset, luxury, and communication, you’ve struck a gold mine.
Here’s how to do it:
- Focus on confidence first: Understanding your value as a photographer is exactly how you can truly root yourself in and stand behind the prices you’re charging. After all, if you don’t believe in yourself… why should a potential client? This is where the internal mindset work has to happen, which I know is hard. However, it’s essential! There are so many ways to turn inwards and defeat imposter syndrome (I broke some down here), and it’s worth every hard moment to do so.
- Update your marketing materials: Whether you like it or not, marketing for photographers is a massive piece of the puzzle as a photographer — and a super outdated website, lackluster copy, and not-so-great graphics aren’t going to get you the clients you’re dreaming of… or the high-ticket prices you deserve. While I don’t think you need to instantly hire a graphic designer, web developer, and copywriter, I do think you need to take a look at the impression you’re putting out… and then adjust from there. Oftentimes, a professional can really come in handy here (especially when it comes to developing a high-ticket strategy), but you can also do pieces of it yourself.
- Create a luxurious client experience: If you’re charging high-ticket prices, you need to be creating a high-ticket experience. Whether it’s delivering final files alongside a bottle of wine, making your booking process as streamlined and professional as possible, or surprising clients with a few extra photos, that client experience matters — and it speaks volumes in everything from reviews and referrals to repeat business and raised prices. Take the time to map out your client experience and workflows from the very, very beginning all the way to the very, very end, and be intentional about integrating in touchpoints that feel extra caring and luxurious to your clients.
- Stop sending out pricing PDFs: It’s pretty typical to put your pricing into a pretty PDF and send it out in email form, but you’re cutting yourself incredibly short if you do this. Instead, get on the phone or on a Zoom call with each and every potential client so that you can get a holistic view of what they actually want and need — and then tailor a custom price to that person. This is key to giving clients exactly what they’re looking for (and then some), without holding yourself bound to the price you wrote on a PDF 2 years ago.
If you’re ready to launch a personal branding photography business that feels good, helps you grow, and rakes in the profit, check out my free workshop, 5 Keys to a Thriving Personal Branding Photography Business . I’ll teach you all you need to know (and then some) about being the best one you can be.
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