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A dialog with Seth Resnick, photographer, industry expert, consultant and price advisor.
Your Salary - The aggregate assignment fees you earn throughout any given year should be at least equivalent to the annual salary of an employee doing the same kind of work for someone else.
Net Profit - At this point it is appropriate to include a more academic definition of profit. Conventional wisdom has always defined a simple formula for photographers and other sole practitioners to follow.
The Components of a Price - Considering all of the different kinds of fees, expenses, mark-ups, and taxes, the criteria for pricing break down like this.
A Wide Range of Fees Means a Wider Range of Clients - Each one of the many skills you have mastered corresponds to a discrete fee that should be billed to your clients, either directly or indirectly.
A Shift in the Dialog About Value - You have learned what a price is, if not - yet - how to come up with one. With that in mind, the first thing to understand about pricing photography is that you're not really pricing photographs at all.
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