Pricing Creative Work Without Apology

Why you need to stop explaining, start leading, and own your worth

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Have you ever noticed this funny little pause that happens when you tell someone your rate?

Everything gets so quiet you can hear a Jackalope stub their paw on a river rock. The client quietly leans in.

And just as you begin to open your mouth with a number that will seal the deal, something weird happens in your gut. You brace yourself. You soften your tone. And immediately after delivering that number, you tack on a phrase like, “But I’m flexible,” or “We can work something out.”

(Cringe!)

Let me say this clearly:
Stop doing that.

Seriously.

I’ve been in this business for decades and I’ve seen this happen far too often.

As a matter of fact, I did this myself early on in my career.

And I witnessed it all too often.

Talented, experienced creatives who suddenly lose all conviction when it’s time to talk about that evil idolatry of money.

They discount themselves before anyone asks. They get nervous. They explain. They justify. They hope that by being “nice” about pricing, they’ll avoid rejection.

Shockingly… It never works.

And worse — it sets a precedent: that even you don’t believe your work is worth what you say it is.

Let’s flip that script and have a go at fixing that nonsense.

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Creative Work Only Has Value When You Say It Does

Photography, design, illustration, copy — it’s all in the creative business of problem solving. And clients are hiring you because they can’t do it themselves.

They’re not buying time.
They’re not buying gear.
They’re not buying feeelz.
They’re buying results.

The photo you shoot could sell a product, build a brand, change a perception, or cement a memory. That’s not time-clock work. That’s visual influence. And visual influence has value.

But the bottom line is you have to assign that value first.

If you act like your work is fragile, easily replaced, or not “worth much,” that’s exactly how the client will treat it.

You teach people how to treat you.
You show them your value.
Pricing is part of that education.

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Confidence Is Your First Sale

The moment you tell someone what you charge, they’re reading more than your numbers. They’re reading your energy.

Say it with hesitation, and they’ll second-guess.
Say it with apology, and they’ll ask for a discount.

Say it like it’s just the weather — “Today’s rate is $2,000 with licensing included” — and you’ve set the tone.

You don’t have to be arrogant, nobody likes arrogance.
You just have to be clear. Most people like clarity.
Confidence isn’t ego.
Confidence, true confidence, is professionalism.

I learned this the hard way, and so have manyof the photographers I mentor.

The ones who speak their rates clearly — no excuses, no nervous laughter, no bargaining before it's needed — they land better clients.

Period.

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Stop Charging for Time
Start Charging for the Impact You Bring

Hourly pricing is for temp workers and plumbers.
(With full respect to plumbers — I know some who earn more than creative directors.)

As a creative, your time is irrelevant.

What matters is what your work does.

A photo you take in two hours might become the lead image in a national campaign, run in print, digital, out-of-home, and get cut into a social reel.

That’s not a $400 job. That’s a $4,000+ problem solved.

If you’re pricing based on how long something takes you to make, you’re punishing yourself for getting better and faster at your job.

Instead, price based on:

• Your experience

• The complexity of the project

• What the client gets from the work (deliverables + usage)

• How important the outcome is to them

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Use Tiered Pricing to Keep the Conversation Simple

One trick that’s helped me — and a lot of the folks I coach — is offering three tiers of pricing.

I don’t blurt out, “This job is $2,200.”
Instead, I say, “I have a few ways we can approach this. Here’s what that looks like.”

• Basic - One image, single setup, light retouching, web use only.

• Standard - Three images, two setups, standard post, 1-year usage.

• Premium - Full creative support, five images, custom retouching, 2+ years of licensing.

Or something similar. Not every job gets a single treatment.

If the client knows exactly what they want, it may be more like this:

• Basic - Image is done to spec.

• Standard - Image is done with three variations

• Premium - Let’s try a few additional ideas that could create additional impact or usage.

This lets clients choose the value that fits their budget, instead of trying to negotiate down a single number. It also subtly let’s them know that there’s more going on here than just “taking pictures.”

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Silence Is a Sales Tool

After you state your rate, stop talking.

Seriously — just stop.

Let them process. Let the silence breathe.

Don’t rush in with “But if that’s too much, I could maybe…”

Don’t negotiate against yourself before they even respond.
Just let it sit.

You’ll be amazed how often the client nods and says, “Okay, sounds good.”

When you stand still, they lean in. When you hold your ground, they recognize that you're a pro.

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Don’t Apologize for Your Price — Ever

You’ve put in the years.
You’ve done the late nights, the reshoots, the impossible edits.
You’ve invested in your eye, your craft, your gear, and your growth.

That’s worth something.

Not everyone will say yes to your price — and that’s fine.
Let them go. They’re not your client.
The ones who are your client will appreciate your clarity and your confidence.

And they’ll pay you accordingly, in both respect and money.

See y’all next time.

When you are ready, here is how I can help you succeed.

Group Mentorship: a small group of photographers who meet to show images, work on their portfolio, and build their businesses with help from a wonderful group. Lifetime membership for one fee.

One-on-one Mentorship: You and me - working together in an intense 6-month push to get you on the way to over $30K in additional revenue. The work we lay down will help you increase and scale your business for years ahead.

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Three Ways to Package Your Photography Services Like a Pro