Episode Transcript
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(00:00):
Hello and welcome or welcomeback to the podcast.
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I am really excited for thisepisode because I have been
getting a ton of questions aboutthis.
Am I in the pricing zone?
I wanna raise my prices to thisprice, but I think it's the dead
zone.
How do we know what the deadzone is?
And all of these otherquestions, and I realized, I
looked back in the archives ofthis program.
It's gone through manyiterations, of course, and an
(00:24):
old training that I had talkingabout the pricing dead zone and
the different levels of pricingand the kinds of couples you're
gonna be faced with at thoseprice points.
And I decided to just give it toyou guys for free.
And it is a training that Ithink you might come back to
time and time again when youneed the confidence to raise
your prices, and then when youfeel like you've reached the top
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of the threshold for a certaincouple.
And so what I dive into isaffordable, average, mid luxury,
and luxury.
Those are the four steps andwhat raising your pricing looks
like and the max for each ofthose couples.
And they're all different.
Like some people, when youdouble or triple your prices,
you might actually skip twodifferent types of clients.
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And so you're gonna have towait, for the algorithm to
change and for a differentclientele to get in contact with
your brand, with your businessversus being like, oh, okay, I
raised my prices two or three Kthousand dollars, let's just
say, and now it's crickets.
It's crickets because you wereserving a different clientele
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and now you have to wait to getin front of the higher end
clientele.
I lay it all out in this littlemini masterclass, and if you're
really struggling with yourpricing and being like, where am
I?
Why isn't this working?
And you feel like you're just onthis hamster wheel of pricing, I
dive all into it today.
And yeah, I save it.
(01:48):
Come back to it later.
Share it with a friend who'salso struggling with their
prices.
I think it will definitely serveyou all for free.
A little bit of an update is Iam going to be diving into a
mindset and pricing series forthe next month.
So if you're just like, oh mygosh, I really need to get over
myself, get over these thoughts,these blocks, these stories, or
(02:09):
what I like to call mindsetdrama, you are in for a treat.
And I think what's really funnyis a lot of people will say, oh
my gosh, like you're soconfident and you're so bold.
You have to be, if you're gonnado something crazy, like dive
into sales and you don't haveconfidence, you will never
succeed.
And so in order to be good inbusiness, you have to learn how
(02:30):
to make money and you need tolearn how to make money
consistently, or there is nobusiness.
This is a hobby that is superfun and doesn't pay your bills,
and I'm very adamant about thatand I will be sharing some spicy
takes with you.
But listen, if no one else isgonna tell you, I will never.
Take your money and tell yousomething because I'm your
friend.
That is not why you want to workwith me.
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That's not why you hired me.
You did not want to hire afriend.
That's what your businessbesties are for.
That's what your peers are for.
That's what your parents arefor, right?
I'm gonna tell you the truth andI'm gonna tell you what's
working, what's not working, andhow we can fix that.
If you loved this class and thatthe Future Podcast to come, we
are opening the doors to the newand updated name change of
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wedding, CEO in April 22nd, andthere will be a live masterclass
where I'm gonna walk you guysthrough your pricing and I'm
gonna be doing live pricingaudits on the call.
It's gonna be so fun.
So you actually wanna come livebecause I'm gonna rip up your
pricing live and in person, andyou will walk away with new
(03:32):
prices that you can applyinstantly.
And if you wanna confidently beable to sell them, then you can
join us inside of the program.
Simple, easy.
There'll be lots of bonuses,lots of new things.
We're adding lots of, ugh.
I just, I wanna tell you, but Ican't.
I've had to hold the surprise insince December.
Come on.
It's really hard.
But we're just, we're revampingthe whole program.
(03:54):
It's it's gonna be incredibleand it's gonna change your life
and business faster.
Than ever before.
I want these trainings to beeven more bite-sized, even more
strategic, and a lot more donefor you.
Done with you will be, ofcourse, me ripping apart stuff
on the calls, but it's gonnacompletely just, I'm so excited.
Okay, let me just dive into thislesson so you guys can listen to
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the Pricing Dead ZoneMasterclass.
Let me know your thoughts, DMme, I'd love to hear from you,
and of course I'll send you avoice message back because I'm a
girly who loves to yap.
So without further ado, ontothis pricing Dead Zone
masterclass.
Alora (04:30):
In this lesson we're
gonna be talking about whether
or not you may feel like you arein the pricing dead zone.
Packages go so many differentways, and the pricing structures
change as the industry changes,as there's inflation, the rise
and fall of not booking as much.
But I do have a couple of thingsto say about that.
So let's dive in.
If you are here, which most ofyou guys starting out are
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anywhere from one K to three k.
And it could be a couple ofthings.
You could be booking out likecrazy.
You could be getting budgetbrides, you could be feeling
like you're giving themeverything in the kitchen sink
and they want more.
This is your affordable budgetbrides that will never be happy.
The bad news is this bracketwill take advantage of you.
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A lot of people quit at thispoint because they're not
charging enough and they'rereally tired of serving these
brides that just want aphotographer and don't actually
value them as the photographerand their specific style.
This is the client that isliterally going to take
advantage of you and leave youwondering whether or not you're
cut out for the business.
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A lot of people die here.
That's not what we want for you.
We want you to really startdipping your toes in the
average.
Now, in the average, this can goone of two ways, and this is
often where the pricing deadzone occurs somewhere over here.
So the average price is where alot of people.
On their way to burnout.
This is it because, and this iswhere I was on my way to
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burnout.
I was at 3.5 K and I would booklike 25 to 30 weddings a year.
Not to mention second shootingfor friends.
They would only book my middlepackage because I gave them
everything.
I gave them an engagementobsession, a second shooter, and
nine hours of coverage.
Why in the world would they bookmy highest package if I gave
them everything in the middlepackage?
So that was a huge no.
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The second thing was that theyvalued me as a photographer.
I can't say that theydisrespected me.
They were nothing like theaffordable bride.
So I thought this.
Was where I was going to beforever, except you have to book
so many of these clients toreally profit and give yourself
a nice salary, a decent salary,and I had a pretty decent
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salary, but.
I was burned out at my core.
I had hardly any weekends free.
I missed so many events, so manybirthday parties, so many
everything.
I did not really have a life atthis price point.
If I would've booked them all at5K, I think it would've been a
little bit better.
But a lot of people stay here,and the pricing dead zone could
be somewhere from 5K to six K.
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Mid luxury is where your pricesare starting at six k.
This is when I was terrified toactually get here.
I was terrified to even raise myprices to 5K.
I'm gonna be honest with you,but I thought six K was luxury.
I remember wigging out.
I was in the middle of a rebrandand I was terrified to say that
my prices started at six k.
I remember talking to a friendof mine, she now books like 15 K
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plus weddings packages now, andI was like, oh my gosh, I don't
know what to do.
Like I'm booking six K brides, Idon't know if I'm good enough
for them.
And she said, babe, six K is notluxury.
And left it at that.
And I was like, what?
What do you mean?
Because when you double yourprices from this market to this
market, it almost seems it's toogood to be true in terms of your
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income, right?
And at six K you can still book15, 15 weddings and still make a
pretty good, decent income, but.
I liked the mid luxury.
I'm not gonna knock it.
I'm not gonna tell you like, ohmy gosh, skip this and go right
to luxury.
'cause I love my mid luxurybrides.
They were very kind to me.
They cared about me, they gaveme gifts.
They loved my style.
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They were so down to earth andstill friendly.
And I'm not saying that luxurybrides aren't, but don't knock
them mid luxury.
And I think this is the journey.
That we're taking you here.
And I'm not saying that you haveto charge these prices to be in
these brackets.
I'm saying this is what you canexpect to be working with at
these price points.
So you have to ask yourself,where do I wanna go from here?
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Who do I wanna serve and why?
How many weddings do I reallywanna book a year?
Am I willing to sacrifice myhappiness or am I willing to
sacrifice comfortability and,this might change as pricing
changes, like I said as theindustry changes.
But overall, this has beenconsistent for the past five
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plus years.
I would even say a decade.
Like the price points are prettytrue to how the client is and
how their weddings are.
So back to mid luxury.
I say that it ends at nine K,but I feel like really mid
luxury ends at eight K.
I wouldn't say your startingprice should be nine K.
You should just go to 10 K ifyou wanna hit luxury.
I feel like your highest packagemaybe could be nine to 10 K or
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something like that.
But I'm just thinking aboutstarting prices and like pricing
fluidity.
I.
Your starting price is six K.
Maybe your middle package iseight K, and then your largest
package could be like 10 K orsomething, and that's everything
in the kitchen sink.
I wouldn't necessarily sayyou're in the luxury bracket
unless you start at 10 K and youdon't book any client less than
10 K.
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That's what we're reading here,but it's your business.
You can do whatever you want.
You can say whatever you want.
This client is pretty much whenyou get here, you know for sure
you don't need to book more than10 weddings a year.
Pay probably less because anyclient that's willing to spend
10 K is willing to spend 12 K iswilling to spend 15 K.
And I've gotten inquiries frompeople who literally saw my
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starting price was eight K andthey were like, my budget's 15.
And I was like, I don't evenhave a package for you.
If I don't hold on let me createsomething, i, I'm not saying
that like these things don't,clash with each other, but just
know that if you are servingclients that are at the eight K
(10:15):
package, but that's your highestpackage, you may have reached
the threshold there.
And there's nothing wrong with.
Playing around with your pricingand seeing what people like, but
if they book your highestpackage, like I've said many
times, if they're booking yourhighest package like 5, 6, 7, 8
times, I booked my, this was myhighest package.
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I started at 5K.
No, it was 4,500 and then I hada 5,500 package and then I think
it was like 6800 I booked thisfive times and I was like, Nope,
6800 is my starting.
Like obviously your highestpackage is supposed to be like.
Such a high ticket package.
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It's supposed to be somethingthat's almost unobtainable, like
it's, that's how you know yourclient is booking at their max.
Or they'll even tell you, likeat the wedding, I've had clients
being like, when I was chargingeight k you are our most
expensive vendor.
That's how I knew eight K was myclient's threshold at that time.
Now this shouldn't.
(11:17):
Interfere with the way that youraise your prices and the way
that you do things.
But this is just to give you anidea of I'm charging three K, so
I know eventually I'm gonnawanna raise it to maybe 5K and
be like the higher average, or,oh, I can't be mad that my
client's aren't treating me withrespect because I'm at three K,
I'm affordable, I'm veryaffordable.
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My client gets everything.
And they want more.
Of course they do becausethey're affordable.
So this is just so you canunderstand your clients and not
make it about you.
This basically, that's what thiswhole lesson is about, not
making it about you.
So while you're working throughyour prices you can even use
this to plan for next year'spricing, maybe you haven't even
opened the doors to next yearbecause clients are asking, and
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you are still priced here, andyou're like, I wanna be priced
here next year.
I don't wanna be charging six Ktwo years from now.
And it is totally okay to closeyour doors on that and being
like, Hey, we're not acceptingnext year's weddings or the next
two year's weddings until I evenknow what I'm gonna charge
y'all.
'cause you already know.
You ain't getting me outtasteal.
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You are not gonna have meresentful at this six figure
wedding.
And I was only this much.
Okay, so definitely, take aminute, figure it out just on
the numbers, and also make sureyou're comfortable with what
you're charging.
We don't want you to beliterally on the phone with your
teeth chattering because youjust raise your prices to nine K
and you're like, nobody's gonnabook this.
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We want you in a positive space.
If you want your startingpackage to be six, but your
highest package is here, then dothat.
Do that and C like, for nine KIcan give you X, Y, Z.
That's how you becomecomfortable charging five
figures.
You just start here and you moveyour way up and you move your
packages around.
If everybody's eating this up,you got six clients eating this
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up, it might be time and that'show we confidently raise our
prices, understand our clients,understand the market.
All this in one training.
There's no right or wrong, butif you are charging 3k this is
wrong.
This is the only one that'swrong.
We want you to make a hundred Kwith half your weekends free.
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You can't do that here.
Okay.
Can you do that for me?
All right.
That's enough for this lesson.
I will see you in the next one.
So what do you think?
Did you love it?
Hello again.
It's me, allure from the futurecoming on, just to remind you to
join the wait list when werebrand and relaunch the
wedding, CEO as a completelydifferent program.
The doors will open April 22nd.
(13:47):
So if you join the wait list,you will get access to exclusive
bonuses, a early bird bonus, anda one-on-one intensive with me.
When you join the wait list,you're gonna get emails that are
gonna tell you what's included,what our previous students have
gotten as a result, and who thisis the best fit for so many
goodies coming.
I cannot wait to open the doorsand welcome all of the new
(14:08):
female wedding photographers inthis program.
I will see you in the nextepisode.
Bye.