If there’s one question photographers ask me more than any other, it’s this:

“How much should I charge for my photography sessions?”

And not in a casual, curious way, but in a late-night Google spiral, second-guessing-everything kind of way.

If that’s you, I want you to know something right off the bat:

There is nothing wrong with you for feeling unsure about pricing. Pricing is hard – especially in a creative industry where your work feels personal and comparison is everywhere.

But here’s the good news: pricing doesn’t have to feel confusing or emotional forever. Once you understand a few key things, it gets a whole lot clearer.

Let’s talk about it.

Why Looking at Other Photographers’ Prices Isn’t Helping You

Most photographers start pricing by doing one thing:

Looking at what everyone else is charging.

And while that feels logical, it’s actually where a lot of pricing problems begin.

Here’s why:

• You don’t know their expenses
• You don’t know their goals
• You don’t know how many sessions they shoot
• You don’t know if they’re even profitable

Copying someone else’s prices without context often leads to undercharging-and eventually, burnout.

Pricing isn’t about being competitive.

It’s about being sustainable.

The Missing Piece: Your Cost of Doing Business (CODB)

If pricing feels like a guessing game, it’s usually because you’re missing one key piece of information:

Your Cost of Doing Business (CODB).

CODB is simply the total cost of running your photography business — including:

• Gear and equipment
• Editing software and subscriptions
• Insurance and taxes
• Education and marketing
• Website and email tools
• And yes… your time

So many photographers forget to factor in how much time they actually spend on:

• Emails
• Editing
• Prep and travel
• Client communication

If you’re only pricing based on session length or number of images, you’re likely underestimating what each session really costs you.

Download a FREE Cost of Doing Business Worksheet to help you determine how much you should be charging.

The Pricing Mistake Most Photographers Don’t Realize They’re Making

Here’s something I see all the time:

A photographer charges $250 for a session…

But when they add up the time spent before, during, and after the shoot, they’ve put in 5–6 hours of work.

Suddenly that price looks very different.

Pricing isn’t just about what happens during the session, it’s about the entire experience you provide.

When you understand your CODB, pricing stops being emotional and starts being intentional.

How Knowing Your CODB Changes Everything

Once you know your Cost of Doing Business, a few important things happen:

• You know the minimum you need to charge to stay profitable
• You can set prices based on your actual goals
• You stop second-guessing every inquiry
• You feel more confident standing behind your prices

CODB doesn’t tell you exactly what to charge, but it gives you a solid foundation so you’re no longer guessing.

And that clarity?

It’s powerful.

“But What If People Don’t Book Me?”

This is usually the fear that sits underneath pricing hesitation.

Here’s the truth:

• Not everyone is meant to book you – and that’s okay
• Clear pricing filters out the wrong-fit clients
• The right clients value clarity and confidence

When you price in a way that supports your business, you attract clients who respect your time and expertise.

Pricing Is Allowed to Evolve

Your prices don’t have to be perfect forever.

They can grow as:

• Your experience grows
• Your business expenses change
• Your life priorities shift

Pricing is a tool, not a permanent label.

The goal isn’t to charge the most.

The goal is to charge in a way that supports the business (and life) you actually want.

Want Help Calculating Your Own CODB?

To make this easier, I’ve created a free Cost of Doing Business (CODB) worksheet that walks you through breaking down your numbers step by step.

No complicated math.

No intimidating spreadsheets.

Just clarity.

👉 Download the free CODB worksheet here

And if you want to hear me walk through this in more detail, you can listen to the full podcast episode or watch the YouTube video where I break it all down in a way that actually makes sense.

You deserve to price your photography in a way that respects:

• Your time
• Your talent
• Your energy

Pricing doesn’t have to feel scary, you just need clarity!