I help professional photographers replace guesswork with clarity, confidence, and a business that pays consistently. I envision a future where photographers run profitable businesses that support the life they want, with clear direction, and dependable income.
🥯 Act Now: Time to Raise Your Prices
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Hello Reader, Let's address the question you've been avoiding: when should you raise your prices, and by how much? Here's my recommendation as a business strategist: raise your prices twice a year—January 1st and July 4th—by 5% to 7% each time. Yes, twice a year. And yes, starting this year. Before you panic, let's talk about why this matters. That 5-7% increase isn't arbitrary—it keeps pace with inflation and the rising costs of running your business. Your lab is raising their prices this year. Your website host is raising their prices. Your insurance company, your equipment, your gas, your props, your software subscriptions—every single vendor you work with is increasing what they charge you. If you're not raising your prices at roughly the same rate, you're effectively giving yourself a pay cut every single year. The math is simple. If your average portrait session is currently $500 and you raise your prices by 6% in January, that's $530. Another 6% increase in July brings you to $562. That's a $62 increase per session—and if you shoot just 50 sessions a year, that's an additional $3,100 in revenue without working a single extra hour. Multiply that over five years of consistent price increases, and you're looking at the difference between a struggling side hustle and a sustainable business. But what about losing clients? Here's the truth: small, regular increases don't shock your clients the way big jumps do. When you haven't raised prices in three years and suddenly increase by 25% because you desperately need to, that feels dramatic. But a 6% increase twice a year? Most clients won't even notice, and the ones who do understand that costs go up. You're not pricing yourself out of the market—you're keeping yourself in business. The fear is real, but the danger is greater. I get it. Raising prices feels scary. You're worried you'll lose clients, that you'll be perceived as greedy, that you're not "good enough yet" to charge more. But here's what's actually dangerous: keeping your prices artificially low because you're afraid. That's not humility—that's a business decision that will eventually force you to close your doors. You cannot build a profitable, sustainable photography business while absorbing every cost increase your vendors pass along to you. Make it a non-negotiable habit. Put both dates in your calendar right now: January 1st and July 4th. These are your pricing review dates. Calculate your new prices, update your website and price lists, and communicate the change to any clients with upcoming bookings. This isn't something you do when you "feel ready" or when you've "improved enough"—this is a standard business practice that keeps your company healthy. Your vendors aren't asking your permission before they raise their prices. Your clients' employers aren't polling them before adjusting salaries for inflation. This is how business works. The photographers who are still thriving five years from now are the ones who started treating pricing like a regular part of running a business, not a scary decision they make once every few years out of desperation. Your turn: When was the last time you raised your prices? If it's been more than six months, what's stopping you from implementing a 5-7% increase right now? If raising your prices makes you uncomfortable, schedule a FREE "CLARITY" call with me here:
Have a great one! Doug Mattice Photographer • Educator • Business Strategist "Helping Photographers build profitable, sustainable businesses - one PIVOT at a time." ​www.dougmattice.com​ DOWNLOAD YOUR FREE MARKETING RESOURCE...Marketing your business doesn't have to feel overwhelming.WHAT'S INSIDE?
DID YOU KNOW...
90% of photography and visual art businesses fail by year 5, mainly because they lack a consistent marketing system.
You've mastered your craft. Now it's time to master your business by scheduling your FREE "Clarity Call" Your creative skills are solid. Your business skills? That's another story. Too many brilliant photographers and artists struggle financially because they never learned to think like entrepreneurs. I get it—I've been there. As both a working photographer and business strategist, I help creatives like you transform artistic talent into sustainable profit. You'll learn to market with authenticity, price confidently, and attract clients who eagerly pay premium rates. Ready to build the profitable creative business you deserve? Click the button below, and let's have a simple conversation on Zoom to see if what I do matches where you are. This will be a relaxed, no-pressure Zoom conversation focused on your goals, challenges, and the next best steps for your business. You'll walk away with:
This isn't a sales pitch. It's a strategy session designed to give you clarity. If we discover working together is a good fit, that would be great. If not, you'll leave with ideas you can implement immediately. ​Schedule a date and time that works best for you.
I'm looking forward to chatting with you! Doug Mattice |
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I help professional photographers replace guesswork with clarity, confidence, and a business that pays consistently. I envision a future where photographers run profitable businesses that support the life they want, with clear direction, and dependable income.
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