I used to have clients tell me they came to me because they heard I was really good, but I was cheap, too. I never wanted to compete with department store studios on price, because I felt my quality was better, even when I was just starting out. I've always been sensitive about whether our prices are too high. I don't want to be "expensive." I didn't want "cheap" to be associated with my art either. I've always longed to have my art evaluated on quality and the emotions it evokes, and not price (even when people thought I was "cheap").
I understand that sometimes there just are budget limitations, and you have to make a choice based on whether you can afford something. However, I also know that almost all of us spend money on whatever we really want to spend money on. We eat out, we buy cars, we buy pets and invest in food, vet bills, toys for them, etc. It's called discretionary spending, and if we really want something badly enough, we'll find a way to get it - charge it, save for it, stop spending on something we value less - whatever it takes.
The past couple of years, with the pressure we've all felt due to the national economy, I've often second guessed my prices and whether I should lower them (in spite of the fact I have a consultant who tells me I'm "giving away" my wall portraits and should at least double my prices immediately). I know people invest in photography for emotional reasons - because of love for family, because it makes them look good and feel good about themselves, because it captures and preserves special memories and moments in their lives.... When it really touches the heart, price is irrelevant. (If it wasn't, I know of some studios that could not possibly still be in business, because they are really "expensive." Yet they are in business, and quite successful.) Even so, when the economy is tough, and people are struggling to make ends meet, it pushes me to get really analytical about my prices.
So, today, I took a recent client's order and compared it to the prices of three other studios. One is in a small west central Oklahoma town. One is an independent studio in the OKCity Metro area. One is a chain of studios with several studios throughout OK and No. TX.
The client ordered a 16x20, a collection of 8x10s and 5x7s, and 90 wallets (3 poses, with free name imprint). Our wall portraits are framed (even a 20" senior portrait gets a nice frame of your choice - from 20 or more frame moldings) and carry a lifetime guarantee. The frame is included in the price. The small print collection had no limit on poses, they wound up with 11 different poses, plus the wallets. All our portraits, whatever the size, receive basic retouch - removal of blemishes and softening of facial lines. But we also soften the skin, enhance the eyes, remove stray hairs, and do any other art work that's needed to get the best possible print. We just care. We want people to be absolutely thrilled with their portraits and look their absolute best, and never have to settle for something less. The client's total with tax was a little over $800. We included a bonus 5x30 6 image digital composite (framed), and a DVD of images for Facebook.
She called the chain studio, and was told she could get the same thing for a little over $600.
Using the price lists of the three studios I mentioned above, here's what I found. None of the other studios included the extensive retouch we do. They all included basic retouch, but for the softening, the removing of stray hairs, whitening teeth, they all charged additional fees. None offered the 5x30 as a bonus item, and only one offered the DVD. Only one offered a frame, but it was a basic 1" cherry or oak frame. Anything else would be additional. The studio that told her she could get the same for less, also limited the number of poses in the collection to four! For additional poses, it was $12/pose. All charged extra to imprint the name on the wallets. The most notable difference between Carr Portrait Art and the other three studios is none of them offered a 100% money back guarantee, and none of them offered a lifetime guarantee on wall portraits!
To get exactly what she was getting from us from the other studios, here are the price tags:
The west OK, small town studio - $1080
The OKCity Metro independent studio - $968
The chain studio that quoted her $600+ - $1,127 (plus - she'll have at least an $80 session fee)
Now, if she drops the frame, the name imprint on the wallets, the 7 additional poses, the 5x30, the DVD, and the softening of the skin, enhancing the eyes, and removal of stray hairs the price at the chain studio will be $608 (plus the $80 session fee).
That's why we don't post our prices on our website - an apples to apples comparison would take more than a quick glance. If you looked at the individual print prices, ours would appear more expensive. To get what we offer you for our price, you'd have to read through pages of price lists at the other studios to find all the details and the added fees. You may not even realize you might want some of these things. We used to offer a pricing structure like the other studios. But even though some of our clients "settled" for the cheaper prints, I couldn't. I wanted them to look great in their portraits, and usually did the extra artwork anyway. A photograph is more than an image on a piece of paper. It's the moments, the memories, the emotions it evokes. That's why we are committed to excellence.
The numbers show we aren't the most expensive studio around, especially for our level of experience and the quality we offer. Maybe I just care too much? But I have a hard time using the bait and switch tactics of showing one level of work on my website, displays, and studio walls, but quoting a price that does not offer that level of work without additional fees.
We want you get to know us, and know that we really care, that we are going to take great care of you and create beautiful, meaningful portraits for you. We guarantee it!
