The root of most pricing mistakes? Poor communication and vague estimates. Here’s how to fix that.
If you’re a creative entrepreneur, freelancer, or self-employed maverick, you’ve faced this inevitable moment: a prospective client wants to know your pricing.
You’re in a rush. You ask a few quick questions, get just enough detail to feel comfortable sending over an estimate. They approve. You get to work.
But once you’re deep into the project, it becomes painfully clear—the scope is far bigger than you expected. You underpriced. So now what?
Well, in hindsight, there are a few things that would have helped. First, you should have used a consistent list of discovery questions for every single client, no matter the size or complexity of the project. Asking the right questions protects your time, your boundaries, and your bottom line. And frankly, if a client seems annoyed that you’re asking too many questions up front, that’s a red flag.
Speaking as a photographer, I always want to know: When and where is the shoot? How long will it last? How many shots are needed? What types of shots? How many final edits? Will I need special gear, permits, or team members? What’s the turnaround? These aren’t overkill. They’re the basics.
Second, your estimate should never be vague. It should be built around clear, measurable deliverables. I don’t bid on a “photoshoot in Phoenix”—I bid on a four-hour shoot in Phoenix. I don’t bid on “edits”—I bid on 12 final edited photos. I don’t say “photo permissions”—I specify web usage for five years. Every item, every deliverable, every form of usage has a measurable boundary. That specificity protects you and gives your client clarity.
Sometimes, your client won’t know all the answers. That’s okay. In those cases, I offer a “best guess” estimate and I make that clear: I’m estimating based on a four-hour shoot and 20 final images. If that shifts, we’ll adjust accordingly. That flexibility is possible because everything is itemized. If the client wants more time, more edits, or broader usage, we can scale the scope—and the price—up or down.
That’s how it should work. But let’s come back to our original problem: you’ve already underbid, and the project is underway.
If new information has come to light that materially changes the scope—something the client omitted, or something you both didn’t know yet—you should feel confident revisiting the estimate. This doesn’t have to be a dramatic confrontation. Just be direct and professional. “Based on what we know now, the scope is different from what I originally priced. I’d like to revise the estimate to reflect that.”
It might feel uncomfortable, but it’s a reasonable ask. You’re not being difficult—you’re being accurate.
Now, let’s talk about the other scenario: when the client gave you all the right information and you still underbid. Maybe impostor syndrome crept in. Maybe you undervalued yourself. Maybe you just didn’t think clearly. In this case, some tough love: you need to honor your original quote. That’s on you. Take the hit, learn the lesson, and adjust your process going forward.
What this all comes down to is honest, open communication. If you’re walking into a project fearful that the client might take advantage of you, that energy will bleed into every interaction. But consider this: what if the client has that same fear about you? If you’re not being communicative, if you’re vague or hesitant, it can actually confirm their worst-case assumptions.
This is why I love working with line items and measurable quantities. It removes ambiguity. It creates trust. There’s no guessing—just clarity. And if something changes, there’s already a shared understanding of how that change affects the cost.
In my experience, most incorrect bids happen because the scope wasn’t properly understood. And most scope issues come down to communication. So if we want to stop underpricing, we have to stop being afraid to talk about money. Ask more questions. Set clearer expectations. And be honest—with your clients and yourself.
How to Price Your Services as a Photographer
Want to go deeper on how to price your work with confidence and clarity? Tune into this podcast episode where I break down real-world pricing strategies and the mindset shifts every creative needs. Don’t miss it!
