If you are lowering your prices or offering freebies just to get booked, hear this: discounts do not create loyalty.
Yes, they might fill your calendar short term. But research in consumer psychology shows that price-driven customers are the least loyal.
They are far more likely to switch brands or service providers for the next deal they see (Harvard Business Review). You end up exhausted, undervalued, and stuck on a hamster wheel of constant client chasing.
That is not why you picked up a camera! I remember my early years in photography, nervously sending out discounts just to fill my calendar. The inquiries came in, but so did the red flags: clients who ghosted, rescheduled endlessly, or treated the photos like a commodity.
Yes, I was busy, but I was not fulfilled.
What Actually Brings Dream Photography Clients Back Year After Year
What makes people book again and again is the experience you give them!
I preach about this endlessly with my mentor students!! Because its TRUE!! Even, studies on customer retention show that clients who feel cared for are five times more likely to return and four times more likely to refer you to others (Bain & Company).
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The kind of photography experience where:
- They feel seen, heard, and cared for.
- The process feels smooth, not stressful.
- The final images look like them… not stiff, posed strangers.
When clients feel that, price stops being the deciding factor. They come back because they trust you.
I will never forget one of my favorite family sessions in Milwaukee. Their toddler refused to stop squirming (typical and totally normal), so instead of forcing a pose, I suggested we let him lead. We ran through the backyard, played with his trucks in the dirt, and by the end, the parents were laughing so hard they forgot the camera was even there. Those images still hang in their living room. They book me every year because the photos feel like their family.
My Approach
Here is the customer experience framework I have built my business on:
- Honesty: I do not sugarcoat timelines or overpromise edits. I set clear expectations so there are no surprises.
- Transparency: Clients know exactly what to expect before, during, and after their session. From outfit guidance to gallery delivery, nothing is left vague.
- Respect: I respect their time, their budget, and their personalities. Sessions are not one-size-fits-all.
- Emotional Dedication: This is the secret sauce. I invest in their story. I learn about their kids, their pets, their quirks. That emotional connection is what makes their photos feel alive.
Another Real Example from My Photography Business
A family booked me for a fall session a few years ago. After the shoot, the mom said, “I did not realize how easy this would be. You had everything handled.” She has booked me every year since. Not because I was the cheapest. Not because I offered a mini-session deal. But because she remembered how she felt.
That is the power of having a STRONG client experience.
Another time, during a newborn session, the mom was overwhelmed because her baby would not settle. I put my camera down and gave her space to breathe. I even went across the street and got her an iced chai so she could reset and feed her baby. Ten minutes later, we captured the most peaceful images of her holding her daughter. She later told me in a text full of crying emojis, “You weren’t just my photographer, you were my calm in that moment, and this being my last baby… you have no idea how much that meant to me.”
How You Can Do This Too
- Listen first.
- Simplify the process.
- Add small touches.
- Follow through.
When you layer these into your workflow, you move from being a service provider to becoming part of a family’s story.
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The Takeaway
You do not need to cut your prices to book clients. You need to create an experience worth coming back for. Research shows that increasing client retention by just 5% can boost profits by up to 95% (Harvard Business Review). When you build your business on honesty, transparency, respect, and emotional dedication, you stop attracting bargain hunters and start building a base of raving fans. That is when your business becomes sustainable.
P.S. Want to build a photography business that runs on repeat clients, not discounts? That is exactly what I teach inside The Momtographer Method.
About the Author
Ren Lenhof is the creative force behind Studio 29 Photography. With over a decade of experience capturing candid family moments and mentoring photographers nationwide, she’s passionate about helping others build sustainable, joy-filled businesses. Through her warm, strategic coaching style, Ren empowers photographers to improve their communication, create unforgettable client experiences, and grow a business that keeps people coming back year after year.
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