When you can go to several nearby stores and order prints
for a few dollars (more or less), why would you pay the prices many
professionals are placing on an 8 X 10, 5 X 7, 4 X 6, or wallet portraits? Due
to the fact that prints can be reproduced fairly inexpensively, people can get
confused by the prices of professional photographers. This confusion is
increased when “faux-tographers” offer a c.d. with all images and copyright
release for an unbelievably low fee. In this article, a clear divide will be drawn between amateur and professional photography and will explain why the
professionals charge premium prices—and why that price is worth paying in the
long run.

Technology is a wonderful thing – but with the evolution of
cameras into the digital age, many people have embraced photography as a hobby—and
several hobbyists have begun charging fees and offering their services at rock bottom prices. The first question you should ask a photographer that you’re
considering hiring is whether or not they have a valid, current business license to legally offer their services for a fee. A true business person will obtain legal standing to do business in their community – and, as such, will pay all associated taxes and fees. This professional standing is accounted for in the professional’s pricing structure.

The second question you may want to ask is whether or not the photographer belongs to any reputable, noteworthy professional associations such as the PPA (Professional Photographers of America), PPN (Photo Pro Network), or local associations for photographers.

All of these groups have membership fees, but they also offer seminars, webinars, expos, and conventions
that have costs tied to them. These costs are also incorporated into the
professional’s pricing structure because they help the professional perfect
their craft through education.

Don’t be afraid to ask your photographer in advance what type of camera, lenses, lighting, or other equipment they use in their craft. If all they have is a compact camera (point-and-shoot) and only work with natural or available light, this should be a red flag to you. Any true
professional photographer is going to use a DSLR camera and will know how to
operate the camera manually to achieve various effects. Some professionals do
shoot only natural and available light – but if they’re pros, they’ll be fully
licensed and will still use a DSLR camera.

What about getting all of a photographer’s images on disc
with a copyright release. Lots of people seem to think this is where they get their greatest value – but that’s not the case at all. Professional photographers spend ample time after a shoot polishing and perfecting those
images in expensive programs. Professionals do not like to show their unfinished work. The cost of these software programs, the knowledge of how to properly use them, and the time invested in editing or post-production are all
figured into the cost of a professional photographer’s work.

Speaking of expensive software and equipment, professionals
must insure their tools and must also carry liability insurance in case any
accidents take place during a session so that you, your loved ones, and your
belongings are also fully protected. These insurance costs are also
incorporated into the pricing structure of a professional’s business.

If you are working in a retail studio or a home-based
studio, there are additional overhead expenses – backgrounds, props, and
additional equipment that must be factored into pricing.

Aside from the basics, and perhaps the most important factor beyond the equipment, overhead expenses, insurance, and legalities of operating
a legitimate business, photographers are artists. When you hire a professional photographer, you’re not “buying a print” or paying someone to push a button on a camera. You’re commissioning an artist to create a unique piece of fine art, crafted from that artist’s inspiration, personal style, and experience. As professionals, photographers also respect one another and the art and science of photography, so professionals will respect industry standards in terms of pricing. There will always be a competitive edge between photographers – it is, after all, a business – but true professionals will not under-cut one another in terms of pricing to the point that it damages the industry’s value as a whole.

There is nothing wrong with hobbyists or amateurs carving
their path into the profession of photography. Photography is an amazing craft, a marriage of art and science, that stimulates passion and creativity – but it’s
not just an art and science – it’s also a business. Iif you’re paying for professional photography – make sure you’re getting what you pay for, and know that your money is not buying an 8 X 10, it’s commissioning a professional artist who has established themselves legally in the business community.

Make the most of your moments with Mitchell Photography.