As a photographer, you might think offering generous print credits and inclusive packages is the way to boost sales. However, industry veterans Ben Hartley from Style and Story and Rachel Greiman of Green Chair Stories recently shared some counterintuitive insights on the Six Figure Photography Podcast that challenge this common belief. Here’s what actually works when it comes to print sales and package structuring. Ps – Have you seen the incredible album & wall art options for photographers from Freedom Print Lab?
The Print Credit Trap
Let’s address the elephant in the room: print credits. While they might seem like an attractive offering, they’re actually limiting your earning potential. As Hartley explains, “Print credit is the fastest way to guarantee that you never make a sale beyond whatever your print credit is.” Think about it – if you offer a $500 print credit, your client has mentally set that as their spending ceiling. Even worse, if your minimum product starts at $1,000, you’ve created a disconnect that can frustrate clients and damage trust.
Less Is More: The Psychology of Print Sales & Offerings
The conventional wisdom of including standard prints (like an 8×10) in your packages? It’s time to rethink that approach. These token prints often add cost to your portrait packages without adding perceived value to your clients. It’s actually costing you print sales in the long run. Instead, consider these strategies:
- Start with Bare Essentials
- Offer a clean, simple session fee for your time and talent
- Let clients choose only the images they truly connect with
- Consider reducing initial digital file offerings (try 10 instead of 20)
- Create Clear Upgrade Paths Think of it like building a cake, as Hartley describes: “Give them the cake – that’s the basic product – but make the icing, sprinkles, and birthday candles extra.” This approach:
- Maintains your base price point
- Creates natural upsell opportunities
- Puts the upgrade decision in the client’s hands
Testing Your Approach
The key to success is experimentation. Start by reducing your standard offerings and watch what happens. Many photographers are surprised to discover that booking rates remain stable even with fewer inclusions. The key is maintaining quality and creating clear paths for clients to upgrade. 
Client Communication: Scripts That Sell
One of the biggest challenges photographers face isn’t just structuring their packages – it’s communicating these offerings confidently. Here are proven scripts for common scenarios during print sales: When Presenting Your Basic Wedding or Event Package: “I’ve thoughtfully designed this package to include exactly what most of my clients need – 6 hours of coverage and 10 carefully curated images that tell your story. From here, you have complete flexibility to add exactly what speaks to you, rather than paying for items you might not want.” When Clients Ask Why You Don’t Offer Print Credits: “I want to ensure you have complete control over your investment. Instead of locking you into a predetermined print credit, I prefer to show you all the beautiful ways you can display your images, and let you choose what works best for your home and style. This way, every dollar you spend goes toward products you truly love.” When Discussing Album Options: “Your initial album includes 20 pages of your key moments. Think of it as the foundation of your story. Once you see your images, you might fall in love with additional photos – and that’s where the magic happens. We can add pages, upgrade the cover, or create parent albums. But we start with the essentials, so you’re never paying for more than what you want.” When Handling “But Other Photographers Include More” Objections: “I totally understand comparing packages – it’s a big decision! What I’ve found is that by not padding my packages with extras that may or may not matter to you, I can focus on delivering exceptional quality in the areas that matter most. Would you rather have 50 digital files you feel okay about, or 10 images you absolutely adore?” For Upselling During Image Reveal: “Remember how we started with 10 images in your package? I’m noticing your reaction to these additional photos – they really capture some beautiful moments. Would you like to explore options for including more of these in your collection?” When Discussing Wall Art Print Sales: “While we don’t include standard prints in the package, let me show you what these images could look like in your home. Many clients find that once they see their images professionally displayed, they prefer investing in statement pieces rather than smaller prints. What spaces in your home have you been thinking about?” Follow-up Email Template: Hi [Name], Thank you for meeting with me to discuss your [wedding/portrait] photography. I wanted to quickly recap our conversation about packages: Base Collection ($X): – 6 hours coverage – 10 curated digital images (portrait photographers) – Online gallery for 3 months – Personal printing rights Remember, this creates the foundation for your photography experience. From here, we can add: – Additional hours ($X/hour) – Extra digital images ($X/image) – Wall art collections (starting at $X) – Heritage albums (starting at $X) Many clients find they appreciate this flexibility to customize their collection after seeing their images rather than being locked into predetermined items. I’m happy to answer any questions as you make your decision! Best, Your Name When Setting Expectations for The Reveal Session: “During our reveal session, you’ll see all your beautiful images and can make decisions about what you’d like beyond your included 10 images. Many clients find they connect with more photos than they initially expected, which is why I prefer to let you make those decisions after seeing your gallery rather than locking you into a set number upfront.” The Key Phrase for Building Value: “My goal isn’t to sell you the most expensive package today. It’s to show you your incredible images and let you decide what you can’t live without. That way, every dollar you spend is on something you truly value.” Remember: The key to using these scripts effectively is to adapt them to your own voice and style. They should feel natural and authentic to you. Practice them until they flow
conversationally rather than sounding rehearsed.
Smart Album Strategies
When it comes to albums sales, especially for wedding photographers:
- Start with a basic version that can be enhanced
- Offer one main album instead of multiple albums in packages
- Create upsell opportunities for parent albums rather than including them automatically
The Power of Choice
By shifting the burden of choice to clients, you:
- Avoid devaluing your products
- Create natural opportunities for increased spending
- Maintain better profit margins
- Give clients more control over their investment
Avoiding Burnout Through Better Pricing
Remember, underpricing or over-including isn’t just about money – it’s about sustainability. As the experts note, “Someone is paying the price, and if it’s not your client, it’s you, your family, and your future clients because you won’t be in business long enough to serve them.”
Action Steps:
- Review your current print offerings and remove complexity
- Eliminate print credits if you’re using them
- Create clear, simple upgrade paths
- Test reduced quantities in your base packages
- Focus on communicating value rather than quantity
Remember, the goal isn’t to sell less – it’s to create space for clients to invest more while maintaining the health of your business. What strategies have you tried for print sales? We’d love to hear about your experiences in the comments below.
Connect with Ben & Rachel more:
Six Figure Photography Podcast – Over 1.2 million downloads, 230+ episodes, 250+ 5-star reviews and the positive energy you need to help you grow – join Ben as he presses in with the industries top experts to bring you actionable steps and real results. SFP Mastermind Group – Join a community of photographers who are passionate about growing their businesses Green Chair Stories – Green Chair Stories is a copywriting collective for photographers. They write websites in 11 days that get photographers booked by their favorite clients. They also offer site audits + digital products to help photographers streamline their copy and email communication. 1k A Day Challenge – Each day – for 3 days – I’m going to give you THE MARKETING MOVE I would use from my own playbook to make YOU an extra 1k in your photography business.
