I’m going to start with this one, because it’s the one I hate most.
Whoever competes on price loses.
They lose because it’s not sustainable. It’s the race to the bottom.
The results may mean you book weddings, but at those bottom rates you would have to shoot so many events that you will burn out, hate work, struggle with personal life balance and rob yourself of the joy of owning your own business.
How much you charge is a reflection of your own self worth and the quality of your brand.
Clients are happy to pay premium prices if you’re delivering more value then what you’re charging them.
Let me explain with a story…
A few weeks ago I set out to the store to buy a bottle of wine for a dinner party.
But not just any bottle of wine…
This was an important event so I wanted this wine to be amazeballs.
So I’m looking at all of the wine options and I see two bottles. I’m not that familiar with wine so both look similar.
One of the bottles of wine was $50 the other was $18.99
Which bottle of wine is the better bottle?
Which bottle of wine did I choose?
I grabbed the $50 bottle of wine.
I get back to the house, and my buddy asks me why I chose that particular bottle.
“It was the most expensive and I wanted to serve the best” I explain.
When your brides see your work priced in the middle of the market, they logically conclude that your work is average.
Do you know who will never hire you?
A bride who really cares about her photography and wants the best of the best.
Which leads me to the next myth about booking clients…