In a recent blog post, I shared why photographers are often seen as “expensive” and broke down what really goes into our pricing. Recently, I saw a post that perfectly illustrates why this conversation is so important:

Someone was asking for a photographer with a $100 budget. Within minutes, multiple photographers jumped in saying they could do it—and it honestly made me so frustrated. Here’s why:

$100 Isn’t Profit. It’s a Loss.


Even if we don’t set $100 as the “official” number, it’s a common budget people throw out. But here’s the reality: at that rate, most photographers aren’t even making minimum wage—let alone turning a profit.

Photography isn’t just the time spent in front of a camera. Even a short 30-minute session often takes 10+ hours of work when you include:

  • Pre-Shoot Planning & Communication: Scheduling, emails, answering client questions, helping plan outfits or locations, and making sure the session runs smoothly.
  • The Shoot Itself: The “fun” part, which can be 30 minutes to a few hours.
  • Post-Shoot Editing: Culling hundreds of images, retouching, color-correcting, and ensuring every photo is polished and ready to share.
  • Business Management: Invoicing, contracts, software subscriptions, website maintenance, marketing, and continued learning to stay sharp in the craft.
  • Travel & Gear Maintenance: Gas, wear-and-tear on expensive equipment, and other hidden costs.

When all of this is accounted for, a $100 session often costs the photographer money rather than paying them for their time, skills, or expertise.


Not Every Photographer Does It for the Money

Some photographers might not prioritize money—and that’s okay. They may do it for fun, passion, or to grow their portfolio. But for most photographers, this is how we make a living. We rely on fair pricing to cover expenses, sustain our business, and continue delivering quality work. Underselling ourselves isn’t just unsustainable—it can threaten our ability to keep doing what we love.


Why Undervaluing Photography Hurts Everyone

When photographers agree to work for far below their value, it creates a dangerous expectation in the market: that professional photography should be cheap. Then, when clients encounter photographers who charge fairly, it suddenly feels “too expensive.”


Lower-priced photographers often can’t sustain their business long-term. They risk burnout, cutting corners on quality, or stopping photography altogether. Clients lose too—because they don’t get the quality, consistency, or full experience they deserve.


The Clients You Want to Serve

The right clients understand that photography is an investment in memories, not just a transaction. They value your time, creativity, and ability to capture moments that last a lifetime—not just a few snapshots on a phone.


If someone is only looking for the cheapest option, they’re likely not the client you want. Your ideal clients appreciate the value you bring, the expertise behind every shot, and the care that goes into delivering beautiful, lasting images.


Standing Firm in Your Worth

I don’t (and won’t) shoot sessions for $100. Because I know the value of my work, the hours I put in, and the quality I deliver. Clients who book me aren’t just paying for photos—they’re investing in a professional who truly cares about capturing their moments in a way that lasts forever.


At the end of the day, photographers deserve to make a living doing what we love. Clients deserve an experience that reflects the true value of their memories. That balance only happens when we stop underselling ourselves and start standing firm in our worth.


✨ Bottom line: If you see photographers charging less than what it costs them to run their business, know that’s not the standard—it’s a shortcut. And shortcuts rarely create the kind of memories that last.