I had a project estimate presentation with a large client.  We had a long list of topics and services to discuss.  One of the services was search engine optimization (SEO).

I was asked to justify the price tag for SEO.  I explained what we do, the actions, research and management of each page.  Although my response was accepted by the client,  I felt my answer was incomplete.  It was the wrong answer.

SEO is a valuable service.  Much of my photography work comes from people finding my portfolio through the search engines.  SEO works.  In fact, this company originally found our Web site because of our SEO efforts.

So what was wrong with my answer? I focused on what our company does — what some might call the features. No one really cares about feature details, only how the features will benefit them.

The client only needed to know one thing: Better search engine placement will help them make more money.

SEO is a good investment. The client most likely will earn back more than they paid for the service. I know it. I’ve experienced it.  The future of most companies hinges on being highly visible on the Internet.

The same principle holds true for your photography.  Your work is valuable.  When someone asks you  to justify your price, make sure you have a good answer. Here are a few examples:

• “My photography will help you sell more products.”
• “You are losing money with the poor photography on your Web site.”
• “I will make you look beautiful.
• My vision, style and passion will capture the memories of  the most important day of your life.”

People don’t care how you’re going to do it. They just need the justification to spend money on the amazing results you will provide.

Rosh