Shoot & Burn VS IPS: What's better?
When I tell photographers that it is possible to make $1000+ per portrait client, I usually get one of two responses:
Yeah right! I could never charge that!
I would love that! Tell me how!
You see portrait photographers usually fall into one of two categories when it comes to pricing their sessions. This may seem basic to some, but I have found that many photographers are not entirely clear on these pricing structures. So this email is to share with you what those two categories are so that you can price and structure your business in a way that makes the most sense to you.
PRICING STRUCTURE #1: Shoot & Burn / All Inclusive:
If you select this structure for your business, it means that you charge a session fee and include all the digital images within that session fee. It's pretty much the norm for wedding photography and brand photography, but you'll often find a lot of shoot and burn portrait photographers too.
Of course this varies greatly depending on the photographer's experience and skill, but typically I've see shoot and burn portrait sessions go anywhere from $95 to $750 and this might be the right fit for you if you want to provide your clients with a gallery full of digital images that they can download and use as they wish!
The very first paid session I had was a shoot and burn style. I charged $100 and provided 117 digitals images for my clients (clearly, I didn't know much about running a profitable business back then)! After that session, I realized something: charing $100 and giving away every digital would not allow me to make a full-time income with photography and support my family. That's when I decided to structure my business with option #2...
PRICING STRUCTURE #2: In Person Sales / IPS:
With this option, the photographer charges a retainer fee (again this can range anywhere from $95-$500) and does NOT included any digitals within that fee. In fact, the photographer up-sells the digitals, along with prints and products at the In Person Ordering Appointment. This allows the photographer to sit down one-on-one with their client, personally reveal their portrait images and help their clients create artwork for their home. Personally, my portrait clients have loved purchasing albums and canvas wall galleries.
This option means a few extra steps for the photographer, but in my opinion, it is well worth it. Not only is the photographer serving their client at a higher level, they have a potential to earn way more income. For example, in person sales averages can range anywhere from a few hundred dollars to multiple thousands of dollars!
I've worked for years on my in person sales process and it's not uncommon for me to get $3500, $4500 and $5500+ sales (and that's ON TOP of the session fee). If you do the math, if I stayed with my old $100 a session and included everything, I'd have to photograph 35+ clients to make the same amount of money! Clearly, in person sales is the route to go if you also want higher sales and the satisfaction of helping your clients create printed artwork for their home.
IPS is typically what I recommend to most portrait photographers as it will allow you attract higher quality clients who truly value photography and will allow you to make more money in less time, but there really is no right way or wrong way.
In my opinion, how you structure your business and pricing needs to align with your unique financial and booking goals. If you're happy making an extra $1000 every month and your perfectly happy sending galleries, do that!
But if you have hopes of making $3000, $5000, $10,000 or more every month in your photography business (and still have a life), I highly encourage you to consider the In Person Sales model.
Comment below and let me know what you do in your business!
Cheering you on!
Heather
P.S. Have you grabbed your copy of The Becoming Booked Method Ebook yet? Inside, we share our uncomplicated and easy method we use to help photographers consistently attract their ideal clients and earn a comfortable living doing what what the love! Get your copy here!