Why do headshots cost so much?
Why do headshots cost so much?
Why do headshots cost so much?
This question came up to me recently, and I thought as a headshot photographer perhaps I should put together a little post about it.
I feel a bit silly writing this. I’m not generally a defensive or argumentative person. It can feel odd to justify the cost of something, particularly as a small business. But here we are, and I hope to apporach this in a kind and respectful way.
The Costs Of Running A Photography business...
Ultimately, the cost of a headshot comes down to two main things:
- The cost of doing business.
- The experience and demand of the photographer.
Now I could leave it at that, but I’d like to expand a little bit on the above. I honestly think for the everyday person, it’s difficult to comprehend all of the little costs that go into running a business.
Talking numbers can feel dirty, so I’d like to briefly outline some of the business costs that headshot photographers incur.
Business Costs built into your headshot fee:
Tax: Remember in Australia you’re probably looking at a tax-inclusive price. GST in Australia is 10%. If you look at the excluding GST price, that’s the initial take-home for the photographer.
Photography Studio Costs: studio rent and outgoings (power, internet, water service charges, council rates, landlord insurance, safety upkeep), studio contents and business interruption insurance, maintenance and cleaning costs. Food and drink costs for clients.
Photographic Equipment Costs: beyond the upfront costs of new equipment, there are the costs of: cleaning, maintenance and repair of equipment. Updating of storage devices (SD cards and backup hard drives).
Software & Business Costs: accounting software subscriptions, editing software subscriptions.
Merchant Fees: when accepting payment via card (online or in-person), 1.9-2.2% is taken by the merchant.
Marketing: The costs to advertise, the printed brochures and business cards.
The Cost Of The Photographer:
Wage: The take-home for the photographer (or photography team) has to be built in to your headshot cost as well.
Experience & Demand: You will find photographers with more experience, a higher quality of work, and a higher demand may charge more. This comes into your cost, as you are paying for their years of expertise and training.
Taking all of this into account, most photographers who are running profitable businesses want to take home around 50% (or more) to make a living wage.
This is not a complaint...
Please don’t see this as a complaint. Business owners understand all of the costs that go into running their businesses.
The everyday person might not understand what the going rate is to rent a commercial property. They might not realise that software costs increase yearly, as does insurance. It might seem like equipment is a once-off purchase.
As a photographer, I’ve set my rates to reflect my costs as well as to allow myself to have a living wage. What I can guarantee is that I dedicate myself to my clients, to give a great experience, a great headshot result and to develop a positive relationship.
If you are choosing to invest in a professional headshot photographer, make sure to communicate, plan and get the absolute most out of it. I find the best sessions are with those who have taken the time to open themselves to me, fill in the surveys and maintain great communication.
There are a lot of photographers to choose from, with lots of offerings. There are photographers starting out with lower fees, and photographers with established studios for higher fees. Respect everyone and work with those who are in your budget with work you love.
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