47: Pricing With Joy Vertz, Photographer and Coach


Get Joy’s FREE course on pricing your photography at HowToPricePhotos.com!

Photo By Mitch Kitter at www.propagandaAK.com

Photo By Mitch Kitter at www.propagandaAK.com

Joy’s photography experience starts more than a dozen years ago. From a one-person shop run out of her basement, Joy has grown her studio into two locations, where she and her staff now handle more than 700 shoots annually and have clients across the nation.

Her Midwestern charm could melt snow, but her mind is always looking at long-term results and bottom lines. Joy’s approach keeps a balance between the sprint and the marathon. Years of systematically conquering her own personal and professional challenges has taught her that every problem has a strategy to match. No matter how hectic the situation, Joy will keep momentum and finish with finesse.

She firmly believes that no matter what stage your business is in, there are simple and effective steps you can take to make it a success, as defined by YOU! The hardest part is getting started – that’s where Joy really shines her brightest. Let her help you get going on the journey to profitability, creativity, and true SUCCESS!

Today we talk about determining your pricing at the start, educating your clients, and knowing the numbers behind your photography business.

I want to give a huge thank you to Joy for taking the time to chat with us! I consider myself as much a student as the listening audience, and appreciate her sharing her extensive knowledge.

“I tried to put just as much emphasis on elevating my craft as I did on learning the business.” -Joy Vertz


Top 3 Tips From the Interview:

1. Determine Your Pricing Before You Build Your Portfolio

This is for those of you just starting out. Before you ever start building your portfolio, know what you’re starting pricing will be. While this may seem frightening, it will help you attach value to your services even when offering free shoots, and will get you started on the right foot.

2. Educate Your Clients

Before the shoot ever happens, consider kindly and professionally explaining to your clients about the work and time that goes into the shoot and the post-processing stage. Many clients need to be educated, and will better understand your pricing when they understand how much work is actually involved.

3. Know Your Numbers

When determining how much you’re going to charge, factor in your expenses, such as insurance costs, studio rental, equipment, software costs, electricity, marketing etc. Also consider personal details, such as your experience and what you uniquely bring to the table as a photographer, and what you want to pay yourself.


Joy Can Be Found At:

» JoyVertz.com: Joy’s photography website.


Joy’s Recommended Resources

» HowToPricePhotos.com: Joy’s class on pricing your photography. Check it out!






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