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If you’re a photographer you’ve likely heard the phrase, “Charge what you’re worth.” At first glance, it sounds empowering—a call to value yourself and your work. But in reality, this advice is vague, unhelpful, and potentially harmful to your business. Let’s break down the five reasons why this mantra falls short and what you should focus on instead when pricing your photography.

1. Your Worth Isn’t Tied to Your Prices

One of the biggest issues with the phrase “charge what you’re worth” is the implication that your personal worth is connected to the prices you set. While it’s 100% true that you should value your time, your inherent value as a human being is immeasurable, and no price tag can reflect your skills, creativity, or experience in a way that equates to your self worth. Pricing should be based on strategic business decisions—not emotions or personal validation.

When photographers and creatives take this advice literally, they often end up making one of two mistakes:

• Undercharging because they struggle with imposter syndrome or lack confidence.
• Overcharging based on a sense of self-worth rather than what their market can sustain and the value exchange they can offer.

Neither of these approaches leads to a sustainable, profitable business.

2. Pricing Should Be Based on Business Strategy, Not Emotion

Instead of basing your rates on an abstract concept of “worth,” you should calculate them based on:

• Your costs – what does it actually take to run your business, from equipment to software to insurances?
• Your time – how many hours go into each package, product or service you provide, including editing, communication, and admin?
• On the job costs – what direct costs are required to complete the job, such as travel, accommodation, props, studio hire, etc?
• Market demand – what price point will allow you to stay competitive while still meeting your financial goals?
• Value to clients – how does your work improve your client’s lives? What transformation or benefits do they receive from your service?

Using these factors, you can set a price that ensures profitability while staying competitive in your market.

3. The Right Pricing Approach Helps You Build a Sustainable Business

A profitable business is one that considers long-term sustainability. Pricing too low leads to burnout and resentment, while pricing too high—without a strategic value exchange—can result in fewer bookings. The key is to strike a balance that allows you to work with your ideal clients while making a healthy profit.

Here’s a more effective way to think about pricing:

• Start with your revenue goal – what do you want to earn annually? Break it down into how many jobs or sessions you need to book.
• Calculate your expenses – factor in both direct costs (printing, albums, second shooters) and indirect costs (software, marketing, taxes, insurance).
• Determine your pricing structure – make sure each job you take contributes to your financial goals, rather than just covering expenses.

4. Value-Based Pricing Over “Self-Worth Pricing”

A better alternative to “charging what you’re worth” is value-based pricing. This means setting prices based on the tangible and intangible value you provide to your clients, not your self-esteem. For example, a wedding photographer isn’t just snapping photos; they’re capturing once-in-a-lifetime moments, preserving memories that will last generations and be shared with grandchildren and great grandchildren. That emotional and historical value (it has an emotional value for your clients) factors into pricing. However, that still doesn’t mean pulling a number from the air—it means understanding your costs, your market, and the transformation you offer your clients.

5. Confidence Comes from Knowledge, Not Arbitrary Pricing

Many photographers struggle with pricing because they feel unsure about their numbers. Instead of relying on vague advice like “charge what you’re worth,” empower yourself with real financial knowledge. The best way from pricing confusion to clarity and confidence is to know your numbers, track your income and expenses, and ensure your prices reflect a healthy profit margin.

The Bottom Line

“Charge what you’re worth” may sound like solid advice, but it’s ultimately misleading. Your worth is not tied to your prices—your pricing should be a reflection of smart financial decisions, not emotions. By focusing on value-based pricing, business strategy, and sustainability, you’ll create a pricing model that supports both your business and your well-being.

So, instead of asking, “What am I worth?” ask, “What does my business need to thrive and how can I bring even more value to the table?” That shift in mindset can make all the difference.