SmugMug Development Lab

As a creative professional, it can sometimes be a challenge to treat your work as a business. Taking photographs is a form of self-expression and a personal passion, and that can muddy the primary goal of making a living. In this article, we’ve set out a financial management roadmap, to help set you and your photography business up for success.

First: How to price yourself properly.

Pricing yourself as a photographer is challenging, whether you’ve been in the business for one year or twenty. Taking the time to ensure you're pricing your work appropriately and budgeting carefully is absolutely essential to your success. 

But never fear! There are some simple considerations that can make your life a whole lot easier when it comes to pricing your services, or when to adjust your pricing. They are:

1. Costs of running your photography business
2. Costs of goods or services 
3. Costs of your time and labor
4. Your desired profit
5. Taxes

It may sound intimidating, but let's dive into each of these a little deeper.

1. ‍Costs associated with running your photography business: These are the nuts and bolts of your business.
   • Equipment costs - your owned gear, rented gear (remember to include wear and tear and repair/replacement into your estimate!).
   • Office/studio costs - if you work from home, estimate the square footage of your work space and include that, or your office/studio rent (as well as utilities).
   • Marketing costs - the cost of your SmugMug subscription, paid advertisement, business cards, etc.‍
2. ‍Costs of goods and/or services: These are the services you outsource. Think photo storage, printing, order delivery (all included in a SmugMug subscription, of course), as well as bookkeeping and other organizational tools. If you are in the business of selling your prints, creating photo bundles and packages is an important part of your pricing. 
3. Costs of your time and labor: Here’s where the rubber meets the road. When considering how you price your time and labor, do your homework!‍
   • ‍Place yourself in the competitive market. This takes some research but is a good starting place for making this important decision. Research working photographers in your area, ideally within your niche, and find out what they are charging. Try to aim somewhere in the middle – don’t price yourself at the low end of the market, but also don’t price yourself at the top. It can also be smart to choose a range of pricing to allow for some flexibility in terms of client budgets.‍
   • Estimate your personal value, based on experience. This is tough because it’s subjective, but try to be as objective as you can. Take into account how long you’ve been at it and what your strengths and weaknesses are. Take into account the quality of the gear you work with, and how quickly you turn around images. If you are in the commercial sector, take into account the caliber of clients, and brand equity of your clients. And never work for free.‍
   • Remember to never undervalue your own time. If you undervalue your time, clients and customers are likely to do the same. When estimating your time on a project, include the time not spent behind the camera: pre-production, traveling, client meetings, set up and take down, that’s all time you should be incorporating into your fees.
4. Your desired profit: This is where you decide on your own personal profit margin, which should come on top of your time and labor costs.
   • How much money would you like to make off a single project? Are you charging hourly, or a flat rate? It will vary project to project and shoot to shoot, so make sure to think it through on a case by case basis, and don’t hesitate to consult your network for insights.
   • How will your photos be used? Should you charge extra for that? To help you get started, use these helpful calculators created by The Association of Photographers and Getty. 
5. Taxes: everyone’s favorite financial topic!
   • We’re no tax experts, but you know who are? Accountants. If you’re serious about running a photography business, you owe it to yourself to hire an expert. And if you’re not at the stage where you’re ready to take that plunge, at least check out this handy guide from our friends at F-Stoppers. At the bare minimum, remember: set aside money from each paycheck to make sure you have enough money to pay your taxes!

Next: A little thing called P&L.

A good place to go next when managing your business finances is your profit and loss statement, also known as an income statement, or P&L. You’ve done all the hard work above, so a P&L is just a helpful document to make sure you’re on track. Put simply, your P&L is your business’s revenue (often referred to as the top line), followed by your costs, or operating expenses (studio rent, payroll, travel expenses, gear rentals, insurance, etc). The difference between your total revenue and your total expenses (also known as the bottom line) is your net income, or profit.

The more you are able to update your P&L statement, the easier it will be. At the very least, we recommend doing this quarterly, especially if you are filing your taxes as a sole proprietor (because you’ll be filing every quarter). Without tracking your revenue and expenses, you won’t know if you’re making a profit, so it’s a crucial step in running a successful photography business.

Lastly, and ongoing: Stay organized!

In order to sustainably and accurately manage your finances, it is important to stay organized. There are endless ways to do this, but for simplicity’s sake, we picked our top three.

1. Separate your money. In order to properly keep track of your business P&L, you need to separate your business finances from your personal finances. Open a business checking account, where you will deposit all revenue from your photography business, as well as pay any employees from (and manage business expenses, if you choose not to use a credit card). If you want to build credit, a Business Credit Card can be where you track all business expenses – not to mention a great way to accrue points! Pull at least 20% of your earnings into a Business Savings account to make sure you have enough money to pay your taxes when the time comes.
2. Define your payment policies (and methods), have them clearly stated on both your website and invoice template, and most importantly, stick to them. Decide which payment methods you accept, what your terms of payment are, set a security deposit percentage, and if you handle refunds or not. Don’t leave any room for confusion or misinterpretation.
3. Invest in management software. Using accounting software (like Quickbooks) and customer relationship management (CRM) software (like Paypal) to auto-populate your books and invoices will free up your precious and limited time for more important things, like getting more clients!

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Managing the finances of your photography business is no easy task, and like the market itself, your finances are not fixed, they are in constant flux and so your pricing is something that will need to be adjusted and reevaluated periodically to reflect that. We are confident, though, that taking the above steps will get you started on your way to growing a successful photography business!

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At SmugMug, we’re always looking to improve your experience and provide you with the best tools and services to preserve, show off, and sell your photography. So without further ado, please help us give a warm welcome to our newest lab partner, world-renowned leader in photo printing and imaging solutions, Fujifilm!

Why Fujifilm?

For over almost a century, Fujifilm has been at the cutting edge of innovation and excellence in the world of photography. Known for their high-quality prints and state-of-the-art technology, Fujifilm shares our commitment to delivering the best possible products to photographers of all kinds.

What this means for you.

SmugMug users will now have access to Fujifilm’s state-of-the-art printing services. Here are some of the exciting features you have to look forward to:

• Premium quality: Enjoy vibrant, true-to-life colors and stunning detail in every print. Fujifilm uses advanced printing technology to ensure your photos are dressed to impress.
• Wide range of products: From classic photo prints to mugs, canvas prints, and even tote bags and pillows, Fujifilm offers a diverse selection of products to suit all your printing needs.
• Easy integration: Ordering is just as easy as its always been. With seamless integration into your SmugMug workflow, you can select your favorite photos, choose your products, and place your order—all from the SmugMug platform.‍
• Fast and reliable service: Fujifilm is known for their fast turnaround times and reliable delivery, ensuring you receive their prints and products quickly and in perfect condition.

Pro Tip: For those who sell photos, check your pricelists and make any adjustments necessary. We are doing our absolute best to make this a smooth addition behind the scenes but we always recommend that you stay in control of your margins and product offerings.

A new chapter in photo printing.

We believe adding Fujifilm will help you improve your photography and your business. Whether you’re printing family photos, creating custom gifts, or setting up a shop for your customers, you can trust that Fujifilm will deliver the highest quality prints and photo products with the care and precision you and your customers deserve.

Thank you for being a part of the SmugMug community. Cheers to a new lab partner, and a new chapter.

Happy printing!

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If you find yourself glued to your camera seven days a week, it might be time to shake up your photography-pricing game.

Whether you're snapping shots at events, welcoming clients into your studio, or selling your art, the eternal question remains: How much should you charge, and when should you change your rates? And when you do decide to tweak your pricing, how do you figure out the magic number?

Here are five telltale signs it's time to adjust your photography prices (up or down!), along with some advice on how much to adjust them and how to break the news to your clients.‍

5. Your schedule is packed.

If your calendar's bursting at the seams, it's a surefire sign you're the go-to photographer in town—or beyond. And if you're having to turn clients away, that's your cue to start thinking about raising your rates.

It can be difficult to increase prices immediately, so send an email to past clients and current leads to give them a heads-up that your rates are about to change. You can also post to your social-media accounts to let people book holidays or occasions in advance.

When it comes to how much to adjust your prices, let demand be your guide. If you have a large waitlist, consider a higher amount, such as 50%. If your waitlist is shorter or you have a regular influx of leads, try a lower amount: 20% for a trickle of new leads, or 35% if you're swimming in inquiries. You can always increase later if your calendar stays booked.‍

Pro tip: Don’t panic if a few clients complain. Even if a handful jump ship, remember that a 20% price increase means more cash in your pocket and more time to savor that work–life balance.

4. Print sales are in a slump.

If you’ve noticed print sales are slowing and seasonal spikes are down, it may be a good time to think about reducing prices. But that isn’t your only option.

Try creating a photo package where people save 20% if they buy multiple prints or sizes. If you have an email list, try sending a custom deal to previous customers and share new photos you think will sell. These short-term fixes can help tide you over until demand picks back up.

If you discover your market is saturated, a price reduction may be the solution while you expand your reach to new customers or open shop in another market or niche. Don’t panic! Every photographer hits a dry spell now and then.

3. Your costs are creeping up.

Costs to run a business can always increase—sometimes unexpectedly. A landlord could increase your rent. Gear breaks. Clients demand new trends that require new equipment. 

If you’re scared to do an increase across the board, start small. Try selecting only a couple of offerings or tossing in a few add-ons to sweeten the deal, like bonus prints or limited-edition backdrops. Or change up your portrait sessions with some fun props. Not only will it add value to each session, it can also make you a trendsetter in your market.

‍Pro tip: When adding bonus prints, focus on lower-cost items that clients perceive as high value, such as upgrading the print size or material type. Metal, wood, and acrylic prints all offer an extra special touch to meaningful photos.

2. You’re a rising star.

Getting featured in glossy mags? Picking up steam on social media? That extra boost to your brand can mean big money.

Before you increase your prices, update your portfolio to feature the images that took off and brought you recognition. You’ll also want to reference them on your homepage and potentially add an “as seen in” section with logos. Remind folks that you're the mastermind behind the trend—and why they should be booking you.

‍Pro tip: If your photos are being featured across the web, ask site editors if they can link your art or name to your portfolio. Not only will this help potential clients find you more easily, it can also help boost your search-engine optimization.

‍1. You’re overworked, and everyone else is charging more.

The biggest sign it’s time to increase the price of your photography services is when you’re overworked, facing burnout, and notice everyone else is priced above you. 

To figure out your fair market value, start by scoping out the competition. Check out what other photographers in your league are charging, factoring in everything from experience to turnaround times:

• Accolades
• Equipment
• Experience
• Skill levels
• Turnaround times for deliverables
• Locations (by transportation or available parking)
• Reputation

Now pick a price that's in the middle of the pack—or maybe a bit higher. You’ll be making more per session, so even if a few clients leave you’ll still be making the same or more as you were—and you’ll have reclaimed a part of your life. 

Knowing when to change your photography pricing is half the battle. Knowing by how much and if it should be permanent is the next. Once you recognize the signs, the rest becomes easy.

Looking to boost your photography business's average order value and make booking appointments a breeze? Crafting the perfect photography package is the key. We've got you covered with this five-step guide that breaks it all down. Plus, we'll sprinkle in some expert tips on how to present your packages to potential and returning clients. Let's dive in!

1. Curate your products.‍

First things first, look at your sales data to see which products are flying off the shelves. Whether it's canvas prints for pawtrait sessions or wallet-size paper prints for senior portraits, tailor your packages to what your clients love.
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Pro tip: Add high-margin items like metal prints or photo books as upsells to specific packages to boost your income and keep your clients happy.

2. Package variety is key.‍

When it comes to package options, three's the magic number. It's enough to offer variety without overwhelming your clients. But hey, if you've got a killer custom bundle in mind, toss in a fourth option for those looking for something extra special. And remember, each package can be tailored to different types of photography, so you're always ready to capture those unforgettable moments.

Here’s an example of offering three different packaging tiers for two different types of photography:

Pro tip: Create unique landing pages for each type of photography you offer to showcase relevant samples of your work to clients and improve your visibility in Google searches.

3. Name your packages.‍

Time to get creative with your package names! Keep it simple with standard labels or jazz things up with a bit of branding. From "Classic Collection" to "Pawsitively Platinum," let your imagination run wild (but not too wild—you want your clients to know what they're getting!).

‍Pro tip: Use themed package names to add personality and create a memorable experience for your clients, like "Hot Cocoa Holiday Specials" for seasonal sessions.

An example of standard package names:

4. Solve the pricing puzzle.‍

Pricing your packages doesn't have to be difficult. Start with a basic formula—think business costs + materials + labor + profit + taxes—and set your pricing based on your margins.

Focus on items with higher margins that are in high demand and aim for a base margin of 50% or higher. For example, if paper printing has a 20% margin and canvas has a 70% margin, include canvas prints in your popular packages to offset lower-margin items. Adjust your package contents to maintain or exceed the 50% margin goal. For instance:

Original package:

• 6 wallet-size paper prints at $10 with a 20% margin ($2)
• 1 8x10 paper print at $20 with a 20% margin ($4)
• 1 24x36 canvas print at $30 with a 70% margin ($21)
  Total margin: 31%

Adjusted package:

• 12 wallet-size paper prints at $20 with a 20% margin ($4)
• 2 8x10 paper prints at $40 with a 20% margin ($8)
• 1 24x36 canvas print at $100 with a 70% margin ($70)
• 1 24x36 metal print at $120 with an 80% margin ($96)
  New total margin: 64%

By making strategic adjustments, you can meet or exceed your margin goal, boosting your profitability.

‍Pro tip: Highlight high-margin items like canvas prints or metal masterpieces in your packages to boost your overall margin and offer added value to your clients.

5. Showcase your packages.‍

Now for the fun part—showing off your photography packages. Whether it's through eye-catching colors, playful fonts, or strategic sizing, make sure your options are front and center.

‍Pro tip: Use design elements like banners or starbursts to draw attention to your best-seller or current promotion and guide clients toward their ideal package.

Here are a few examples of ways to display your photography packages:

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And there you have it—the ultimate guide to crafting, pricing, designing, and showcasing your photography packages. 

Ready to take your business to the next level? Click here to give SmugMug a try for free and revolutionize the way you book clients, sell prints, and share photos securely.

What’s new.

• Discover a more visual and convenient buying experience with our Collage and Thumbnail gallery styles. The all-new buying flow allows you to effortlessly select and add multiple photos to your cart with a single click. Shopping has never been easier.

• Make your Collage or Thumbnail gallery more interactive with a new hover feature for your shopping-bag icon. Let your photos speak for themselves without any overlays until your customer is ready to buy. Enable this feature in your gallery settings.
• We fine-tuned our Android and iOS apps to address your concerns about gallery card sizes and icons. Explore a smoother, more enjoyable scrolling experience—because your visual journey should be flawless.
• A new help feature reminds you that filenames won't show if a photo has a caption. 

What’s changed.

• We made numerous updates to our help pages, offering detailed insights into new features, buying flows, SEO best practices, and more. Check them out and make the most of your SmugMug experience.
• Our ongoing efforts ensure your SmugMug site remains at the forefront of search-engine results. We continued SEO improvements for an even stronger online presence for your photos.

Bug fixes.

• Some users faced a small issue with default pricelists not being assigned, which we swiftly resolved.
• Your events and custom domains now work in perfect harmony! We squashed the bugs, ensuring a smooth and unified experience.
• We diligently worked to correct a temporary glitch in stats reporting and retroactively updated affected stats pages. 
• We fixed an issue that was causing private-sharing emails to ghost their recipients.
• No more worries about duplicate email addresses with different names when sharing—we've addressed the glitch.

Last year, we told you we were investing in uploading and getting images to your customers faster, a critical component for realizing sales. We kept this promise by focusing heavily on improving our upload experience this year, allowing you to better use the bandwidth offered from high-speed internet connections many of you have in your offices and homes. Some customers were able to enjoy a 50% improvement in upload speeds and reduce errors by 20%.

We also told you we’d be focusing on helping you sell your work wherever your customers are. We invested in improved order experiences for mobile devices, making it easier for people to get the products they want and helping them understand how a print might be cropped for the product they order. We also made it easier to add items to carts, and it’s all paid off—literally. In 2023 you all made more money selling on SmugMug than in any of our previous 21 years!

But it’s not just mobile-friendly access for your customers—you’re on the go, too. These improvements save you precious time before and after shoots as well as give you flexibility to work when and how you want. We added the most important features, including releasing proof delays, checking orders, and engagement stats, directly in the iOS and Android apps.

We were also focused on the impact that we and the photography industry have on the world. As of 2023, SmugMug is Climate Neutral Certified. We’re proud of the work we’ve done for the planet this year, and this is only the beginning of our journey to create a company and business that truly makes the world a better place.

You, our customers, are our priority. SmugMug already offers world-class support, where a real human is just a quick email request away. But this year we resolved your email and live-chat requests faster than ever before; even through your busiest sales times, requests were responded to in less than an hour. 

You’ve been telling us where the product let you down, and we listened. We fixed hundreds of issues that prevented you from getting the most from our platform. We touched everything from how you log in, gallery displays, product selection, order delivery, and search-engine optimization, and we sped up parts of the site that “felt slow.” We want your experience to be delightful, consistent, and intuitive.

What’s next for SmugMug?

We’re focused on meeting the needs of your business. We’ve heard from many of you that better insights about how to run your photography business are critical. We’ll help you navigate the things that are unfamiliar. We’ll provide more actionable data and advice so you can make better decisions for your business and help you thrill your clients. You’ve seen past investments in gallery stats, and we’ll do more here to help you understand what’s working for your business to ensure your marketing efforts are driving the outcomes you want.

We’re also making it easier for your clients to find photos of their cherished memories. Not just from search, but finding the right photos in each gallery. Not everyone wants to buy prints of those cherished memories anymore, and we’re making it even easier for them to purchase digital copies and other keepsakes, too. You’ve captured the memories they’ll hand down for generations. 

Our money-back print guarantee ensures you can rest easy knowing clients are satisfied with the prints they order and, in 2024, we’ll expand the work we help you do even more. We’ll do more for you through amazing partnerships and exclusive offers, and by ensuring the solutions we build support your business needs. In 2023 this included offers for business banking through Found and discounts on the equipment, education, and software you need—and we’re just getting started.

As we’ve added new capabilities and fixed issues you’ve told us about, we haven’t always done the best job of telling you we did it. We want to go beyond sending you email updates. We’ll help you understand how to most effectively use SmugMug to thrill your customers and grow your business. We’ll do a better job of telling you about new capabilities through multiple channels.

We’re excited about what 2024 holds for photographers everywhere. And we’re thankful for your continued trust in us. Photography holds the power to change the world, and we’re excited to be on this journey together.

Offering coupons is a powerful strategy that can provide numerous benefits for you and your clients. SmugMug makes offering coupons a snap, so let’s learn more about how this feature can benefit your business.

Increase sales and urgency.

Coupons can create a sense of urgency and excitement around purchasing. When customers know they have a limited time to use a discount, they are more likely to make a decision quickly. This can lead to increased sales as clients are motivated to take action before the coupon expires.

Attract new customers.

Coupons are not only attractive to existing clients, but they also entice new customers to make their first purchase. People often try out products or services they've been curious about if there's a discount involved. This can help you expand your customer base.

Reward and retain loyal clients.

Coupons are a fantastic way to show appreciation to loyal customers. By offering exclusive discounts to repeat clients, you can strengthen your relationship with these customers and encourage them to return for more business in the future.

Enhance customer loyalty.

When clients receive discounts, they are more likely to feel a connection to you. This sense of goodwill can lead to increased customer loyalty as clients remember the positive experience and are more likely to return for future photography needs.

Drive seasonal or themed sales.

You can utilize coupons to align with specific seasons, holidays, or events. For instance, a discount offered for holiday family photos or back-to-school portraits can drive targeted sales during those periods.

Customize a variety of offers.

SmugMug coupons offer various types of discounts like "percent off," "amount off," or "free shipping." This allows you to tailor your offers to what resonates best with your audience.

Boost marketing efforts.

Promoting coupons through various channels—social media, email newsletters, or your website—can generate buzz and engagement. This not only leads to immediate sales but also increases the visibility of the your brand.

‍Delve into data Insights.

Through the use of coupons, you can gather valuable data on customer behavior. You can analyze which coupons were most effective, which customer segments responded best, and adjust your marketing strategies accordingly.

Gain a competitive advantage.

In a competitive photography market, offering coupons can set you apart from your competitors. Clients are more likely to choose a photographer who provides additional value through discounts.

Encourage repeat business.

After a successful purchase using a coupon, clients are more likely to return for future photography needs, even without a discount. This can establish a long-term relationship between you and your clients.

SmugMug coupons are a powerful tool that can help you boost sales, attract and retain customers, and strengthen your brand's presence. By using coupons effectively, you can create a win–win situation for both yourself and your clients. Haven’t tried coupons on SmugMug? Learn more about this feature today!

Available only for SmugMug Pro subscribers. Not on the Pro plan? Learn more about how the Pro plan can help you elevate your photography business.

What are packages?

Packages are the perfect tool for professional photographers like you to offer curated bundles of photo prints and digital copies. Imagine being able to provide your clients with an all-in-one solution that simplifies their purchase experience while boosting your sales. It's a win-win.

The benefits of packages.

Boost sales: Packages allow you to create enticing offers that encourage customers to buy more. Offering bundled deals can increase the average order value and, ultimately, your revenue.

Simplify the purchase process: Your clients no longer need to agonize over choosing individual prints and files. They can easily select a package that suits their needs, making the decision-making process hassle-free.

Value for your clients: Customers love discounts and bundled deals. Packages provide them with great value, making them more likely to make a purchase and recommend your services to others.

Consider this example - you could offer a package that includes two 8x10 prints, two 4x6 prints, and the original digital files—all at a discounted rate. Your clients can then choose which photos they want to include in this package, creating a personalized experience.

Getting started with packages.

Ready to make the most of this feature? Here's how to get started:

1. Log in to your account.

2. Navigate to the packages section via the Selling Tools menu at the top of your account.

3. Create your customized packages based on popular combinations.

4. Promote these packages to your clients through your website, social media, or email campaigns.

Remember, packages can not only simplify your workflow but also enhance the buying experience for your clients, leading to more orders and happier customers.

Ready to get started? Learn more about creating packages.

Available only for SmugMug Pro subscribers. Not on the Pro plan? Learn more about how the Pro plan can help you elevate your photography business.

No sales? Hard time snagging clients? Your deep-discount pricing could be hurting your reputation. It's not uncommon to offer your services at a cut-rate discount with the hope you'll snap up eager bargain hunters. But is this the right approach?

Successful pros agree that raising your pricing may not necessarily scare away potential clients; in fact, it can do you some good. 

The trouble with “cheap.”

"Cheap" sets bad expectations for your clients. If you're a cheap photographer, clients wonder how you're cutting costs so much and if it's worth it for them to take the risk. They question your ability to manage expectations and communicate with them. Will you effectively guide them through an important experience, or will you simply fire a few snaps, hand over some digital files, and call it a day?

"Cheap" makes it look as though you don't think you're any good. Any business owner who doesn't think their brand's the best is probably in the wrong field.

How to not be expensive.

Right about now you're probably worried about scaring away clients by being too expensive. How do your clients know what "expensive" really is? It's all about pricing and a concept called anchoring—meaning they have to compare the value of something new with something familiar. In layman’s terms, clients will be able to better grasp the value of your work by judging their interaction with you.

Here are some tips to help you prove your work is worth every penny:

1. Create a unified brand: A professional website. Clearly placed information. A custom domain and email address go a long way, too.
2. Be professional: Be prompt, courteous, and friendly. You provide a quality service, which is worth paying for.
3. Look and act the part: No one is going to pay $5k to someone wearing stained T-shirts, especially if they show up late and forget to bring the paperwork.

How to do the "free" thing (the right way).

Just because you should be paid fairly for your work doesn't mean you can't cut clients a break, or even do the "free" thing once in a while. Samples are a great way to give clients a taste of what you do without giving away the farm. Some ideas of how to work this into your business plan:

• Model 1: Waive your session fee, but be sure to charge for prints and digital downloads.
• Model 2: Apply the sitting fee toward the purchase of digital downloads, making the first X-number free.

On SmugMug, it's easy to offer a few deep discounts by creating a custom coupon to hand out. There are five different types, ensuring you can keep changing it up and keeping things relevant.

Calculate your costs to avoid going broke.

The reason most photography businesses don't survive is because their owners didn't properly calculate their costs. And as the old adage goes, time is money. Don't forget that your time and expertise are more precious than replaceable objects like paper and gear; you can hire assistants, but they aren't you. 

Here are our suggested guidelines for calculating your costs:

• For prints: Your pricing shouldn’t be less than 4x your hard costs, including packaging and shipping. Seems like a lot? It's not; about half your balance goes toward taxes, 1/5th goes toward the base cost of the item, and the rest goes toward your profit.
• Albums and multi-photo goods: Your pricing should be no less than 3x your hard costs, which may include design work as well as the physical cost of the product.
• For downloads: Price your larger-than-web-sized digital downloads at no less than the cost of ten prints. Giving away images at any printable size means you have to make it worth your while: clients will use that file to print lots of prints, and you also run the risk of having your brand diluted if your client opens Photoshop and makes their own digital adjustments. Check out our resolution chart to find out how big different sizes can print.

The bottom line.

Don't be afraid to charge a fair price for your work. By understanding your costs and charging more, you're sending a stronger message to your clients and ensuring they value you, too.

If you're already in business and think your prices need an adjustment, remember that it's simple to adjust your pricing using SmugMug’s pricelists.

If you’re a portrait or event photographer, you’ve undoubtedly had clients ask you any or all of the following questions:

• Are digital files included with my booking?
• Could I get a digital copy?
• Will I get a USB with all my images on it?
• Can I post these photos on Instagram?

The fact is we're living in a digital world. Fewer and fewer people are interested in physical prints and are increasingly using websites and social media to store and share their precious memories.

At SmugMug, we still believe in the power of a printed photograph, but we think it's equally important to adapt your business to the digital needs of today’s customers.

You've already got your portfolio and proofing solution sorted out with SmugMug, and you know what a lifesaver our print labs are in fulfilling your print and merchandise orders. Don't leave money on the table by keeping digital downloads a secret!

Photos + video downloads = instant gratification.

Portfolio and Pro account owners can price and sell single digital images and video files to clients and they're retrievable immediately after checkout. In other words, they're perfect for customers who are itching to share with friends and family right away. Digital downloads also buy you time, especially if they'll be waiting for you to proof your prints; and they provide a little extra cash in your pocket.

Don't think you can emotionally "let go" of your digital files? Not to worry: You can lock them down and offer only smaller display sizes or choose to offer files that only include your printmark. Additionally, you can set one price for personal use and charge more for commercial licensing. Or sell the whole gallery at a single package price.

Steps to start selling.

1. Protect against theft.

When you decide to start selling downloads, it's of utmost importance to be sure you've got image protection set up the right way. Take a look at the resources we've written to help you set up watermarking, right-click protection, and more.

2. Strategize your pricing.

We've got a great article that helps you answer the eternal question, "How much should I charge?" but this is a very personal decision and there is no right answer. We can, however, offer some practical tips:

• Don't dismiss printmarks. While text or logos cover up part of your image, there's a greater benefit: they're advertising for you. Create a printmark that's tasteful and unobtrusive, and your clients will be happy to share your name with the world.
• Set your larger downloads at a higher price point than your prints. Assuming you're selling downloads so customers can get prints made locally instead of through SmugMug's print labs, you'll have to make up for that loss. Also remember that a digital file doesn't self-destruct once it's been printed, so make sure you build multiple uses of those files into your prices.
• Consider paring down your offerings. While it's true we make several download options available for you to sell, it doesn't mean you should actually do it. Decision paralysis throttles sales every day, and we want you and your clients to both be happy.
• Include digital files in your sitting fee/packing price, then give your client a print credit coupon after the shoot to purchase digital downloads. This method streamlines the amount of thinking they need to do, and it keeps everything close to your website at SmugMug. 
• Alternatively, use our client downloads feature to deliver a select number of full-res photos in the gallery to the client via zip file.

3. Set your prices.

Just like traditional prints and gifts, you price your photo, video, and gallery downloads in your pricelists manager to make them available to your clients. The only difference is that all digital downloads are delivered instantly via email from SmugMug, and they aren't tied to a specific print lab like physical products.

We hope we've inspired you to try an all-new way to make more money from your photography, as well as given you new ways to make your clients happier. If you're brand new to digital downloads or just want to read more about how you can make money at SmugMug, read our help pages for all the details.

As always, don't hesitate to reach out to our Support Heroes if you're confused, need help, or just have a question about what you need to do next. Happy sales to you!

The simple formula for profitability is revenue - expense = profit. But if success were that easy, why do most new small businesses fail? And what more should you be thinking about when starting your new photography business?

First off, where will your revenue come from? For photographers this is typically from one or both of two sources:

• Through the sale of goods: charging for prints, digital files, videos
• Through the sale of services: sitting/booking fees

And secondly, where will your profit come from? There are many pricing models available to photographers, but these are two of the most popular:

• Cost-plus: add a markup to your calculated cost of goods
• Value-based: based on the value of your service as perceived by your customer
  

What does it cost to do what you do?

Whether you decide to use a cost-plus pricing model or a strategic pricing model based on the value of your service, you need to have a good understanding of your actual costs of doing business. This is more than an hourly rate or the cost of the products you’ll provide. 

Consider the following:

• What is your time worth?
  Make sure you consider all the time involved in a shoot—contact with customers before the shoot, travel, shoot time, edit time, delivery time: it all adds up.

• Wear and tear on your equipment.
  Shutter count, dust and grime, not to mention upgrading to keep current with ever-improving technology.

• Business expenses.
  Electricity, insurance, marketing, software, website, child care...

• Who do you want your customers to be?
  And what will it cost to market and appeal to your target audience?

Hot tip: The National Press Photographers Association has a handy cost calculator that might help you figure out your cost of doing business.

‍Why you should never lowball your work.

How you value your work is more than material cost and time spent, it’s about the time, experience, and artistry it takes to capture the images uniquely as you and only you can. If customers could take the photos themselves, they wouldn't be hiring you. 

Every business owner will battle pricing pressure at some point. It can come from price wars with a competitor or a persistent customer who won't buy anything without a discount. That being said, starting low is bad for business. 

Low prices set low expectations from your clients. If you’re a cheap photographer, clients might immediately question your reliability or the quality of your work. 

Being “cheap” also means you can’t afford to invest in your business or use more effective marketing strategies like coupons and special sales. These tools are invaluable for creating urgency and closing sales. Also, placing a fair (higher) monetary value on your work will inspire confidence in yourself and your clients.

"Moms and young kids out of college are opening up shop down the street. The new freelancer charging $50 per session has taken some of my clientele," Susan Sidoriak of Silverbox Creative Studio said. “Yet I have raised my prices throughout the recession, and the economy hasn’t really hit my business." Sidoriak got a bit of pushback when she raised her prices on 4×6 and 5×7 holiday photos last fall, but not one customer jumped ship.

‍Use SmugMug pricing tools for an easy advantage.

SmugMug's pricing tool allows you to create different pricelists for different products and event types: weddings versus senior photos, limited-edition prints versus stock photos, etc. You can then apply each pricelist to galleries or individual photos.

Every new SmugMug Pro should set up pricing. You’ll have some important decisions to make:

• SmugMug offers many great print labs. Which one is right for you?
• The labs offer color-correction services. Should you use it?
• SmugMug offers more than 300 print, merchandise, and download products. How many will you offer?
• How much profit do you want to make?

Offer clients discounts with a built-in coupon tool to sweeten the deal. Who doesn’t love a sale? Incentivize your customers to make their purchase quickly by setting expiration dates on your coupons.

“Print credits are vital to my business model,” said Meghan MacAskill of Wild Bloom Studio. “[I noticed] that many clients weren’t actually pulling the trigger and getting prints. I decided to model photo sessions differently and include a print credit in every package to guide clients into purchasing prints. It has been very successful, and SmugMug's coupon feature is vital for it to work without me filling those orders myself.” 

A couple more Pro tips.

Packages are also a popular tool for school and sport photographers. With packages, you can bundle a set of prints together for a single price, creating a value incentive for your customer...and a simpler buying experience.

Printmarks allow you to “sign” prints and photo downloads. They can be used as an artist's signature, to add value to a print product, or as advertising, which then allows you to offer the product at a reduced price compared to a non-printmarked version. 

Pick the strategy—or mix and match several—that makes the most sense for your business!

What’s new.

You can now assign pricelists at more granular levels within your organizational structure: the Folder and Gallery levels.

Simply select your pricelist at your desired level. Remember, at the Gallery level, you can set a pricelist via the Gallery settings as well as through the pricelist itself.

What’s changed.

• Migrated customers using EZPrints for prints to WHCC for print fulfillment due to EZPrints no longer supporting print processing. WHCC is an amazing print lab partner with incredible quality so you and your customers will be delighted with print orders. EZPrints will still be available for providing personalized keepsakes to your customers.
• It is now even easier to find and review default pricelists in the Selling tools section. Default pricelists are clearly visible in its own section.

Bug fixes.

• Found some bugs and glitches and squashed them!

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Remember to keep an eye out for updates in the ‘What’s New’ section in your SmugMug account. And tell us what you think or what features you’d like to see: start a conversation on our Twitter, Facebook, and Instagram.