Last week, I had TWO makeup artists tell me that they raised their prices and after sending their new prices to DM inquiries, they mostly got ghosted.
Ouch.
Maybe you can relate.🙄
Here’s the thing. I believe it’s not their price, it’s their positioning.
I often get asked why some headshot photographers are so expensive, but the real issue isn’t about being expensive or cheap – it’s about how you present your value.
The Real Problem: Marketing, Not Money
This is a problem of marketing, not price, especially when you’re competing in a saturated market where differentiation is key.
Unless your portfolio consists of something super unique that NO ONE ELSE in your industry is doing, you see, makeup, just like photography, is a commodity.
If all a potential client knows is your price, the answer is usually no.
But if they know the value your price brings, then the answer becomes a maybe or a yes.
You’re not just selling photos – you’re selling results, experience, and transformation. If clients can’t see that value, they’ll shop based on price alone, and you’ll always lose to someone cheaper.
This is a common issue I’ve seen many photographers face – our experiences with clients who try to beat us up on price often stem from failing to position our value properly from the start.
Beyond the Price Tag: Selling Your Process
If you’ve run into this ghosting problem, here’s what I suggest.
List 5 steps you take to provide the service you provide… BUT frame them as benefits to your client.
In other words, things your client actually gives a sh*t about.
The goal here is to organize your offer into a “packaged” service for two crucial reasons:
- To appear like a pro who has pre-existing prices and doesn’t just throw out numbers willy nilly (this establishes credibility)
- To sell your value before revealing your price
Because I bet in those five steps, you’ll be able to come up with benefits that your prospect truly cares about.
Hint: It’s not about you, it’s about them.
When clients understand what they’re actually getting, they’re less likely to ghost you and more likely to see your price as an investment rather than an expense. Remember, what you do is what they get – so make sure your unique value is crystal clear.
Packaging Your Value: A Real Example
So maybe, a better way for my makeup artists to sell their value would be to provide the following, before revealing their price.
💁🏼♀️I’m just making this up and I’m sure they can come up with even better steps because they know their client’s pain points inside out.
My on-site package includes:
- Lights, so no matter what the lighting conditions are in your home, you’ll get beautiful results and no color mismatches when you step outside.
- My makeup chair and table so you’re comfortable throughout our time together.
- Backup brush kit so that even if I’m coming to you straight from another job, I’m using sanitized brushes. No eye infections or skin rashes here!
- High-end products, so rest assured my makeup application will last you at least 10 hours.
- Quality over quantity. I spend as much time with you as needed to help achieve the look you want. You’ll never feel rushed in my chair.
My price including travel time is $550.
Why This Works: Psychology of Pricing
When you lead with price alone, you’re asking potential clients to make a value judgment without giving them the necessary context. That’s like asking someone to judge a meal by its price without telling them what ingredients are used or who’s cooking it.
Most clients don’t understand the true costs of professional photography – they don’t see the thousands spent on equipment, the years spent developing your eye, the hours of editing, or the business expenses behind each shoot.
By detailing what’s included in your package, you’re educating clients about the value they’re receiving and setting yourself apart from those who just throw out a number. This approach helps justify why inexpensive headshots often don’t work – because there’s usually a quality and experience gap.
Maybe your makeup artist could elaborate on these points via voice text. Oooooh that would be so effective! The personal touch of hearing their voice explaining the value would be even more powerful than text alone.
Voice Messages: The Secret Weapon
I’ve found that sending brief voice messages explaining package details can increase booking rates dramatically. There’s something about hearing the enthusiasm and expertise in someone’s voice that builds trust faster than written text alone.
Try recording a 30-60 second explanation of your package benefits, speaking as if you’re having coffee with a friend. Be conversational, confident, and authentic. Send this along with your written package details, and watch your response rates improve.
In fact, the right communication approach is crucial for client connection – just like how proper photographer interviews make a difference, your communication about pricing needs to be thorough and value-focused.
Your Turn to Shine
You get the idea right?
Now your turn!
What are 5 steps you can come up with that highlight the benefit to your client and sell your value?
Maybe your photography package includes:
- A pre-shoot consultation to understand exactly what images you need
- A curated wardrobe guide specific to your industry
- Professional lighting that flatters your features regardless of the shooting environment
- Expert direction so you never have to wonder “what do I do with my hands?”
- Same-day image review so you’re not waiting weeks to see your photos
Remember, when you position your services properly, price becomes just one factor in a client’s decision rather than THE deciding factor. And that’s when you stop getting ghosted and start booking clients who value what you offer.
By focusing on your unique process and the specific benefits it provides to clients, you’ll attract people who appreciate quality over simply chasing the lowest price. This mindset shift is crucial to building a sustainable photography business that doesn’t constantly compete on price alone.
Want to run your ideas by me? DM me here.
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