ABSTRACT
Getting the readers pricing right is probably one of the most important areas of their business, but also an area that many photographers find the hardest to deal with. Most photographers price themselves according to competitors, without any real understanding of how the price breaks down from the customer’s perspective. After a few years, knowing what ballpark to price ourself in starts to become instinctive once the readers have gathered the key information, but in the meantime the author would say don’t be afraid to ask, and carry on asking. When the readers are quoting for advertising or editorial shoots, another idea is to do a price comparison against one of the large stock libraries. Asking the right questions, doing the readers research, and presenting a workable, user-friendly price structure are all excellent starting points.
