The Truth About Value Pricing (And Why You’re Not Ready for It Yet)

If you’re a photographer, videographer, web designer, or any kind of creative in the media industry, you’ve probably been told a million times that you should be “value pricing.” Charge based on value. Get paid what you’re worth. Raise your prices.

And yeah, that sounds amazing. Who doesn’t want to make more money?

But here’s the problem: you’re not actually providing value yet.

I know that’s not what you want to hear, but stick with me. If you’re in your first few years of freelancing, value pricing is actually hurting you more than helping you. And I’m saying this as someone who spent nearly a decade figuring it out the hard way.

The Harsh Reality: Your Clients Don’t Care About You

I started as a photographer back in 2016. I had the gear. I took the courses. I spent thousands of dollars learning my craft. And like most beginners, I thought that because I had invested so much time and money, I deserved to be paid well.

But here’s what I learned fast: Clients don’t care about your camera, your skills, or your effort. They care about results.

When you’re just snapping photos at a birthday party, there’s no real value there. The client is hiring you to show up, take pictures, and give them back some edited files. That’s a transaction. That’s not value pricing.

Value pricing only works when you’re delivering a result that actually impacts the business.

• Did your video help a company increase conversions?
• Did your website redesign help double their sales?
• Did your content strategy 10x their engagement?

If you can’t answer those questions, you’re not ready for value pricing.

The Value Pricing Myth (And Why It Feels So Awkward)

A big reason why I’m against value pricing for beginners is that all these gurus make it sound easy.

“Just ask your client what their biggest challenge is and charge based on that.”

But as a beginner, you don’t even know what questions to ask. You hop on a call, trying to “qualify” your client, asking them:

• “What’s your biggest obstacle right now?”
• “How would this video change your business?”
• “What’s the ROI of hiring me?”

And it just sounds forced. Because deep down, you don’t even know what you’re talking about yet. And the client knows it.

You’re sitting there reading a sales script, pretending to be some high-level consultant, when in reality, you’re just trying to get booked for a gig. That’s why value pricing only works when you have the experience to back it up.

The Key to Raising Your Prices (Without Faking It)

Instead of jumping into value pricing too early, here’s a better approach:

1. Start by being a rock-solid service provider.

   • Be reliable. Show up on time. Deliver what you promised.
   • Be efficient. Have a smooth workflow. Make it easy for clients to work with you.
   • Be consistent. Make sure your work is high quality every single time.

2. Get good—really good.

   • Instead of worrying about pricing, focus on mastering your craft.
   • Learn how to shoot videos that convert, not just look pretty.
   • Understand how websites drive sales, not just how to design them.

3. Track your results.

   • Did your video help a brand grow? Ask them. Get testimonials.
   • Did your website increase conversions? Show before-and-after numbers.
   • Did your photos help a restaurant get more bookings? Gather proof.

Once you have actual data, that’s when you can charge based on value. Because now, you’re not just “creating content”—you’re creating an impact.

Why Charging Hourly or Per Project is Actually Smarter at First

In the beginning, you should not be charging by the hour. Hourly pricing makes you look like an employee, not a professional. Instead:

• Have a flat rate for half-day and full-day projects.
• Charge based on time & effort, not just the final product.
• Keep your pricing simple & clear to avoid overcomplicating sales.

Once you start proving that your work brings results, then you can move into value pricing.

The Difference Between Value Pricing & Just Charging More

At some point, you’ll reach a level where charging a flat rate doesn’t make sense anymore.

Let’s say you create a social media video for a brand. You spend a day shooting, another day editing, and charge them $500.

Now, let’s say that video generates $100,000 in sales.

Would it make sense for you to charge just $500? Hell no.

That’s when you move into value pricing. Now, instead of charging per video, you charge based on the potential impact. Maybe $5,000. Maybe $10,000.

Because you’re no longer just a service provider—you’re a strategist who delivers results.

Final Thoughts: Get Good First, Then Charge What You’re Worth

If you’re in your first 1-3 years, forget value pricing. Instead:

• Get good. Focus on results, not just aesthetics.
• Track your impact. Collect testimonials & real-world data.
• Increase your prices naturally. Charge more as your results improve.

Once you can prove that your work brings value, then you can start charging for it.

But don’t jump ahead of yourself. No one pays for “potential.” They pay for results.

So go get some.