Above: Graphics from Beth Forester’s senior price list she made as an eight-page booklet.
Don’t Sell Yourself Short
Forester believes many photographers
make the mistake of setting their base
prices too low. “If you constantly come
in low-balling—you’re the economy photographer, the cheap person—then first
of all, people are skeptical, because why
are you cheap? It lowers your validity.
And also, there’s no wiggle room,” she
says. “But if you have your high-end price
structure set up to establish the price
point, you can go up or down—basically
What about creative types who are
bad with numbers? “I think with a lot of
photographers, that’s not something in-
nate—the numbers part—so they don’t
even want to think about it,” she says.
“But here’s what I tell people: we all like
to count money. You are a numbers person—you just don’t know it—if you like to
| SE T TING THE PRICE |