Why Photographers Discount — and What It's Really About

If you are a portrait photographer who has ever built a discount into your pricing hoping it would make clients more likely to say yes, this episode is for you. We talk about why the impulse to discount makes complete sense on the surface, what is actually driving it underneath, and why a simple package structure will always outperform a complicated incentive every single time — whether you are shooting family photography, newborns, or motherhood sessions.

In this episode:

• Why discounting your digitals, bundling add-on products, and building in savings rarely moves the family photography clients you are hoping to reach
• What is actually happening in a client's brain during the ordering meeting and why she does not need a discount to say yes
• The real reason portrait photographers reach for incentives when building their pricing guide
• Why simplicity is not a shortcut for family photographers, it is the strategy

Links: The Art of Selling — lauraesmond.com/ips

If it feels harder than ever to stand out as a portrait photographer right now, you’re not imagining it.

In this conversation, Laura sits down with photographer and educator Katie Lamb to unpack one of the biggest challenges in today’s industry: everything looks the same.

From identical editing styles to repeated locations and trends pulled from Instagram and Pinterest, photographers are unintentionally blending in and when that happens, clients default to one thing: price shopping.

But standing out isn’t about being more talented. It’s about being more intentional.

In this episode, Laura and Katie break down what actually differentiates a photography business today (hint: it’s not your presets), how to create an experience clients can’t compare, and why adding something like video + a guided sales process can completely transform your profit per session.

What You’ll Learn

• Why photographers are blending together more than ever
• The real reason clients price shop (and how to stop it)
• Why your photography style alone isn’t enough anymore
• The two key ways to stand out: experience + product
• How video creates an emotional, undeniable “I have to have this” moment
• What happens when you guide clients instead of just delivering a gallery
• Why in-person sales (IPS) isn’t about pressure—it’s about service
• How to create a full-circle client experience that leads to higher sales and stronger referrals

The Create & Sell Bundle: www.katielamb.com/bundle

• Katie’s Creating Session Videos Course
• Laura’s The Art of Selling Course
• A one hour live Q&A with both of us

Together, these approaches help photographers:

• Create something unique your clients will love
• And confidently guide clients to go beyond digitals

🔥 Why This Matters

Your clients aren’t just buying photos.

They’re navigating:

• Busy schedules
• Emotional expectations
• The pressure of “getting it right” for their family

If the experience ends with a digital gallery they never print, the value fades.

But when you:

• Create something tangible
• Guide them through decisions
• Help them see the meaning behind the images

You don’t just sell more, you create lasting impact.

About Katie Lamb

Katie Lamb is a photographer and educator who has been in the industry since 2008. With a background in fine art photography, she’s known for simplifying complex things and helping photographers create meaningful, standout work—especially through session films.
Find her education at: www.katielamb.com
Instagram: @katiebethlamb

There’s a version of working on your business that feels productive… but doesn’t actually move anything forward.

In this episode, we’re pulling apart one of the biggest traps photographers fall into, especially in a slow season. Posting more. Tweaking captions. Trying to “stay consistent.” And still feeling like nothing is really changing.

This is not a visibility problem.

It is a differentiation problem.

We’re talking about why being seen more does not lead to being chosen, what clients are actually deciding between when they hire a photographer, and the one question that will shift how you approach your marketing moving forward.

Because the goal is not to compete.

The goal is to be chosen.

In This Episode

• Why “working on your business” can feel productive but still keep you stuck
• The hidden problem with posting more content
• What happens when your marketing looks like everyone else’s
• The difference between being visible and being chosen
• Why beautiful photos, good service, and fast communication are not enough
• The trap of relying on style or trends to stand out
• The question that changes how you approach your marketing entirely

Connect

Come find me on Instagram at @lauraesmondeducation for more conversations like this and a behind-the-scenes look at how this work actually gets implemented.