A Well Written Article on Pricing

Rolando over at Garage Glamour has given us some excerpts from the Tom Zimberoff book on pricing photography. I am reading it now, and recommend you do as well. (Hat Tip to Steve D for the link)

Photography: Focus on Profit--Competitive Pricing: "Although price is seldom the only factor considered in hiring a photographer, it always plays a role in determining where and when you pop up on a buyer�s radar screen. If publishers are looking for the highest quality, they�re not likely to start out by looking for the lowest prices. Therefore, up to a point, the higher the prices you charge, the greater will be the perception of the quality of your work.

Still, some buyers are influenced by low prices more than others. (Please note, however, that this kind of consideration is based on overall price, not just your assignment fee, or "day-rate.") Some buyers might not be sophisticated enough to realize the difference between a great shot and merely a good one, so quality is less of a factor.However, even with top-echelon buyers, and when all other things are equal (i.e., photographic talent, studio facilities, personality - your caterer! - whatever), price can indeed become the deciding factor."