8. “Value” is different from “price.”
Don’t compete on price alone. That is certain death in any creative field. Focus on delivering value and price yourself accordingly. If you deliver great value with your images — better than expected, and better than your competition– and you can illustrate that through any means, then you should be more expensive. And remember that value comes in many forms.
* Businesses in Photography fail because they try to compete on price, fact! To simply base your pricing structure on what your competitors are offering without the same costs and overheads is nonsensical and best and financial suicide at worst. Yes, sure, people are motivated by price. We are often told that the customer cannot see the difference but I ask you…can you? Do you accept sub standard based on price and make do? Or do you feel bad about that and go for quality, longevity and by implication, better value?