April 1, 2025 • 12 mins
Celebrating 200 Episodes & Mastering Pricing Strategies for Wedding Packages
In this milestone episode, Alora celebrates the podcast reaching 200 episodes and almost 100K downloads. She reflects on the importance of taking breaks and consistency. In this episode, she dives into why clients aren't booking the highest-priced wedding packages.
00:00 Celebrating 200 Episodes!
01:50 Introduction to Pricing Strategies
02:15 Common Pricing Mistakes
04:48 Effective Package Differentiation
07:32 Tailoring Packages to Your Business
10:34 Final Thoughts and Upcoming Changes
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Hey, I'm interrupting thisepisode really quick just to
say, how in the world have wehit 200 episodes?
Woo.
That is amazing.
I cannot believe for 200 plusepisodes, I have been yapping
away and you guys have been bingand listening every week, except
when I take the summer off or avacation.
Thank you so much for beinghere.
(00:22):
This podcast would be nothingwithout you.
With all of my weekly monthlylisteners, you guys, we are
almost at a hundred K downloadsand I have not spent enough time
really just reveling in that.
And I was talking about this onmy Friend Miles podcast, but
we're always trying to, go tothe next thing, hit the next
(00:43):
milestone, squash the next goalwithout, just reveling in the
moment and just sitting with itbeing like, wow, I have been
consistent enough to get to 200episodes, nearly at a hundred K
downloads.
And it feels really good.
It feels really good.
They say consistency is key, andI agree and I disagree.
(01:04):
Because sometimes life happens,right?
Sometimes you need to take abreak and sometimes you can't
always be consistent every day,every week, every month.
But I digress.
I just wanted to say thank youguys so much for being here, and
I think I'm eventually gonnahave some kind of podcast
giveaway to thank you guys somuch for all of your kind
reviews.
(01:24):
I read them every time they golive, and if you haven't
reviewed the podcast please posta review.
I would love to know what youguys love so much, because
apparently you guys like spicyepisodes, so I'm gonna give it
to you this year, but I'll neverknow if you don't give me a five
star review.
So anyway.
Thanks a lot for being here.
I'm gonna wrap it up so you guyscan get to the training about
(01:44):
why no one is booking yourhighest package.
It's a good one if I do say somyself, welcome back to the
podcast.
In this episode, we're gonna betalking about why no one is
booking your highest package,and I'm just gonna walk you
through basically the same thingthat I have been doing on all of
these pricing audits.
Okay, so I'm gonna scroll up toall of the pricing audits that I
(02:08):
have done the past few monthsthat I launched it, and walk you
through some of the trends thatI've noticed that people have
been doing with their pricing.
One.
Raising their prices a hundreddollars between packages.
This one blows my mind.
I would never book the highestpackage.
If it was a hundred dollarshigher, I would get the lower
one.
'cause I don't see the need toupgrade.
(02:30):
And they all include the samethings except for one hour more.
It's almost like, why do I wantthe highest package if I can pay
the same price for one hour lessand it's a$100 difference?
Huge.
No-no.
I don't know if it's becausephotographers aren't scared to
make big pricing jumps, but as aconsumer.
(02:54):
It.
We look at pricing and kind offigure out what the anchor is,
what the differentiation is, andwhat the value is based on what
we're being presented.
Now, some people just do onesize package fits all, so this
does not pertain to you, but tothose of you that have three to
four to five packages, and theonly difference is 50 to a
hundred dollars, why at thispoint just charge the flat fee
(03:18):
that you want to charge and thentailor it to the couples on the
call, me having to decidebetween five different packages
and there's a photo and videooption two I don't know how
couples make the, thesedecisions.
I get overwhelmed easily, but ifI'm looking at 10 different
packages with and without filmor photo.
(03:39):
I don't know.
I just, I get crippled I think,in my decision making because
there's way too much and Icannot figure out why I need the
higher package, why I need themiddle package.
Most of the time people areprobably going to say they keep
booking my lowest package and Idunno how to get them to book
the middle package, which is thebare minimum of what we all
really want.
(04:00):
And so I'm gonna scroll down.
I did a pricing audit forsomebody and they had, let me
look, 12 different packages andI ripped it to shreds five
minutes.
I think I've went over fiveminutes.
'cause how could you really, andI just, I really was like, what
is the difference?
And a lot of the packages allhad the same hours of coverage,
(04:21):
so I really didn't know.
What to do.
Like the, I think it was like ingroups of four, and then there
was like a bottom four thatincluded both photo and video.
If they're 100,$200 between eachother.
It doesn't seem like enough of ajump for me to want to do
anything, and if they allinclude the same thing, I'm
gonna, I'm gonna pick the lowestpackage and maybe add on an hour
(04:42):
later.
Because if they all include justone photographer, like what's
the point?
Another trend that I havenoticed is somebody told me they
really wanted to charge.
Five figures, but they didn'tknow how to raise their prices
by adding a five figure package,right?
Because they started at 6,000.
(05:03):
They had one at 7,000.
They had one at 8,000, and theyall included the same things.
The top two included 10 hours ofcoverage they all included
hybrid shooting.
This is a film photographer.
They all included the custom boxwith the USB.
They all included a clientlounge, a password protected
gallery, sneak peeks, and thenthe highest package had an
album.
And I said what is your popularpackage?
(05:24):
The lowest.
I think I had one book, themiddle, and I think the reason
for that is because the middlepackage is 10 hours.
Second photographer.
And an engagement session.
The lowest package didn't havean engagement session, and it
was two hours less so in a waythat seemed valuable, just not
sure if it seemed profitable.
There was another one I saw.
(05:45):
Where they had three packageswith a$300 difference between
them with two hours?
Yes, two hours more coverage.
They wanna charge 5K, but theirlowest package is 1600 with the
highest package ending at 2,800.
And the top two packages bothincluded a wedding album.
(06:06):
Which means that's gonna takeprofit outta the packages.
And to add video is a differentprice per package.
Like one package is 800, onepackage is 1100, and the other
package is 1450.
My advice to them was if theywanted to charge 500 or start
leaning towards 500.
It sounds like the last package.
(06:27):
If they're going from 1600 to5K, then they should just start
their lowest pricing at 2K andthen ending their highest at
five.
That way if they book thehighest package, reposition some
things, change the videoadd-ons, because it was so
confusing.
Somebody will be willing tospend 5K if they are being
(06:48):
served at a level to where theysee the value in a 5K package.
So what do all of these have incommon?
The packages just don't seemthat much different.
And so what I like to suggest isI like them to tell me.
What packages they have, at whatprice point, what's included,
and what is the averageinvestment like, what is the
(07:08):
popular package, which issomething I even ask at
restaurants.
What is the most popular mealbeing ordered?
Because I wanna know what thepeople want.
What the people know that Idon't know.
And everybody's couples aredifferent.
Some couples want an engagementsession, some couple value.
The second photographer.
And I think based on the waythat this person runs their
business and their own businessvalues, like they can.
(07:30):
Up their prices based on theirneeds.
And so one thing I've noticed isthe lowest package should be
their get out of bed rate.
So whatever you're willing toleave the house and get outta
bed for should be your lowestpackage.
If you're at a point where youhave a package and you just
cross your fingers that nobodybooks it, raise the price like
or just take it off.
(07:52):
You don't even have to havethree packages if you don't want
to.
If you want two packages, thatis so fine as long as you can
stand behind it confidently andserve and sell your couples in a
way that lets them know it'sexactly what they need.
That's the secret sauce is justtelling them what they need
based on what they've given youin the inquiry form, and I'm all
(08:12):
over the place because I lovepricing obviously, but in a
sense, I think that you need tomake the decision.
Do you want to have two or threepackages and then you can always
have one if you're like, this ismy flat rate.
Maybe you're good outta bed rateis like your flat rate, I am not
leaving my house for less thanan eight or nine hour wedding.
(08:33):
I know some photographers thatare like, I want 10 hours or
nothing.
'cause storytelling is value,documentary is value.
And that can't happen if I'm notthere the full day.
So what matters to you really,because you are gonna be setting
the precedent of your couple'swedding day based on the
packages you provide.
I know another photographerwho's I have one package and
it's an unlimited package.
(08:53):
It's all day, and that issomething that sets me apart in
the industry.
I said, go on so do what youwant to do, make that decision
and be confident in it.
Stand behind it and your coupleswill trust you as long as you
trust yourself.
So one, two or three packagesand some of you want four,
whatever, man.
I don't say more than four.
I think leave it at four.
I think.
Anything else?
Other than that is overwhelming.
(09:14):
I think three is the sweet spot,and even two, if you're more of
like a minimalist brand, right?
You're like, I don't want toomany decisions.
Some people are like, I hate thesix hour package.
I hope nobody books it.
And I'm like you can always havean intimate wedding package.
And that will be your intimatewedding upon request package
only, right?
It can be four to six hours.
(09:35):
Maybe you're a micro weddingspecialist.
Maybe you only want intimateweddings where it's a couple and
50, no more than 75 guests.
You can make that decision.
So really asking yourself like,what kind of service do I wanna
provide?
What kind of business do I seefor myself and how do I want to
arrange my packages, my prices,the wedding day according to
(09:56):
what it is that I wanna bring tothe table.
Everything is unique in its ownway and personalized to you.
That is the beautiful thingabout being a CEO and
entrepreneur.
You call the shots, you make therules, you are the boss.
That's what I always say.
Whatever you wanna do, you arethe boss, okay?
I give you strategies if youdon't wanna implement them,
cool.
Okay, we'll go in a differentdirection.
(10:18):
I will give you the tools, butultimately you decide how they
fall into place.
So these are some of thequestions that I've been
getting, and people being like,look at my packages.
Why am I not booking my highest?
Why am I not booking my middle?
Middle is bare minimum.
If you're not booking yourmiddle, DM me.
We'll hop on Intensive realquick.
Join the wait list for thewedding, CEO and the new name
that it's going to be in April,and it is really just gonna
(10:40):
revolutionize your business.
Once you master the art of salespsychology, pricing psychology,
your business will never be thesame and you will never look
back.
Don't even look back withwhiplash.
Okay, here's the answer.
Why no one's booking yourhighest package?
They're not different.
The pricing is$200 apart.
They usually have the samethings included, and maybe you
(11:01):
have too many packages and it'soverwhelming, and even your
client doesn't know which onethey should pick.
Honestly, sometimes couplesdon't even want to look at a
pricing guide.
They're like, can you just hopon a call and tell me what works
best for me?
Hey, custom is a new luxury.
I've been saying it for years.
Okay, custom.
Anything that's personalized tome.
I'm all in.
(11:21):
Hence why I hired 12 strategistsfor this rebrand.
It was all personalized to me.
It was all done for you, right?
Maybe your couples want a moredone for you approach, or they
do like the pricing guide.
Maybe they wanna be able to maketheir own decision and create
their own custom package, whathave you.
Man, whatever you want, you arethe boss.
Alright I hope you love thisepisode.
If you haven't already joinedthe wait list when we launched
(11:42):
the wedding, CEO.
And it's new name and it'srebrand and the whole Laura
Rochelle makeover.
It's gonna be great.
It's gonna be like PrincessDiaries, but in real life, I
can't wait.
I can't wait to see you insideand also help you raise your
prices, double your prices, andeventually help you book 10 K
Weddings.
We have done it time and timeagain, and you are next.
All right, I'll see you in thenext episode.
(12:04):
Bye.
Hey, I'm interrupting thisepisode really quick just to
say, how in the world have wehit 200 episodes?
Woo.
That is amazing.
I cannot believe for 200 plusepisodes, I have been yapping
away and you guys have been bingand listening every week, except
when I take the summer off or avacation.
Thank you so much for beinghere.
(00:22):
This podcast would be nothingwithout you.
With all of my weekly monthlylisteners, you guys, we are
almost at a hundred K downloadsand I have not spent enough time
really just reveling in that.
And I was talking about this onmy Friend Miles podcast, but
we're always trying to, go tothe next thing, hit the next
(00:43):
milestone, squash the next goalwithout, just reveling in the
moment and just sitting with itbeing like, wow, I have been
consistent enough to get to 200episodes, nearly at a hundred K
downloads.
And it feels really good.
It feels really good.
They say consistency is key, andI agree and I disagree.
(01:04):
Because sometimes life happens,right?
Sometimes you need to take abreak and sometimes you can't
always be consistent every day,every week, every month.
But I digress.
I just wanted to say thank youguys so much for being here, and
I think I'm eventually gonnahave some kind of podcast
giveaway to thank you guys somuch for all of your kind
reviews.
(01:24):
I read them every time they golive, and if you haven't
reviewed the podcast please posta review.
I would love to know what youguys love so much, because
apparently you guys like spicyepisodes, so I'm gonna give it
to you this year, but I'll neverknow if you don't give me a five
star review.
So anyway.
Thanks a lot for being here.
I'm gonna wrap it up so you guyscan get to the training about
(01:44):
why no one is booking yourhighest package.
It's a good one if I do say somyself, welcome back to the
podcast.
In this episode, we're gonna betalking about why no one is
booking your highest package,and I'm just gonna walk you
through basically the same thingthat I have been doing on all of
these pricing audits.
Okay, so I'm gonna scroll up toall of the pricing audits that I
(02:08):
have done the past few monthsthat I launched it, and walk you
through some of the trends thatI've noticed that people have
been doing with their pricing.
One.
Raising their prices a hundreddollars between packages.
This one blows my mind.
I would never book the highestpackage.
If it was a hundred dollarshigher, I would get the lower
one.
'cause I don't see the need toupgrade.
(02:30):
And they all include the samethings except for one hour more.
It's almost like, why do I wantthe highest package if I can pay
the same price for one hour lessand it's a$100 difference?
Huge.
No-no.
I don't know if it's becausephotographers aren't scared to
make big pricing jumps, but as aconsumer.
(02:54):
It.
We look at pricing and kind offigure out what the anchor is,
what the differentiation is, andwhat the value is based on what
we're being presented.
Now, some people just do onesize package fits all, so this
does not pertain to you, but tothose of you that have three to
four to five packages, and theonly difference is 50 to a
hundred dollars, why at thispoint just charge the flat fee
(03:18):
that you want to charge and thentailor it to the couples on the
call, me having to decidebetween five different packages
and there's a photo and videooption two I don't know how
couples make the, thesedecisions.
I get overwhelmed easily, but ifI'm looking at 10 different
packages with and without filmor photo.
(03:39):
I don't know.
I just, I get crippled I think,in my decision making because
there's way too much and Icannot figure out why I need the
higher package, why I need themiddle package.
Most of the time people areprobably going to say they keep
booking my lowest package and Idunno how to get them to book
the middle package, which is thebare minimum of what we all
really want.
(04:00):
And so I'm gonna scroll down.
I did a pricing audit forsomebody and they had, let me
look, 12 different packages andI ripped it to shreds five
minutes.
I think I've went over fiveminutes.
'cause how could you really, andI just, I really was like, what
is the difference?
And a lot of the packages allhad the same hours of coverage,
(04:21):
so I really didn't know.
What to do.
Like the, I think it was like ingroups of four, and then there
was like a bottom four thatincluded both photo and video.
If they're 100,$200 between eachother.
It doesn't seem like enough of ajump for me to want to do
anything, and if they allinclude the same thing, I'm
gonna, I'm gonna pick the lowestpackage and maybe add on an hour
(04:42):
later.
Because if they all include justone photographer, like what's
the point?
Another trend that I havenoticed is somebody told me they
really wanted to charge.
Five figures, but they didn'tknow how to raise their prices
by adding a five figure package,right?
Because they started at 6,000.
(05:03):
They had one at 7,000.
They had one at 8,000, and theyall included the same things.
The top two included 10 hours ofcoverage they all included
hybrid shooting.
This is a film photographer.
They all included the custom boxwith the USB.
They all included a clientlounge, a password protected
gallery, sneak peeks, and thenthe highest package had an
album.
And I said what is your popularpackage?
(05:24):
The lowest.
I think I had one book, themiddle, and I think the reason
for that is because the middlepackage is 10 hours.
Second photographer.
And an engagement session.
The lowest package didn't havean engagement session, and it
was two hours less so in a waythat seemed valuable, just not
sure if it seemed profitable.
There was another one I saw.
(05:45):
Where they had three packageswith a$300 difference between
them with two hours?
Yes, two hours more coverage.
They wanna charge 5K, but theirlowest package is 1600 with the
highest package ending at 2,800.
And the top two packages bothincluded a wedding album.
(06:06):
Which means that's gonna takeprofit outta the packages.
And to add video is a differentprice per package.
Like one package is 800, onepackage is 1100, and the other
package is 1450.
My advice to them was if theywanted to charge 500 or start
leaning towards 500.
It sounds like the last package.
(06:27):
If they're going from 1600 to5K, then they should just start
their lowest pricing at 2K andthen ending their highest at
five.
That way if they book thehighest package, reposition some
things, change the videoadd-ons, because it was so
confusing.
Somebody will be willing tospend 5K if they are being
(06:48):
served at a level to where theysee the value in a 5K package.
So what do all of these have incommon?
The packages just don't seemthat much different.
And so what I like to suggest isI like them to tell me.
What packages they have, at whatprice point, what's included,
and what is the averageinvestment like, what is the
(07:08):
popular package, which issomething I even ask at
restaurants.
What is the most popular mealbeing ordered?
Because I wanna know what thepeople want.
What the people know that Idon't know.
And everybody's couples aredifferent.
Some couples want an engagementsession, some couple value.
The second photographer.
And I think based on the waythat this person runs their
business and their own businessvalues, like they can.
(07:30):
Up their prices based on theirneeds.
And so one thing I've noticed isthe lowest package should be
their get out of bed rate.
So whatever you're willing toleave the house and get outta
bed for should be your lowestpackage.
If you're at a point where youhave a package and you just
cross your fingers that nobodybooks it, raise the price like
or just take it off.
(07:52):
You don't even have to havethree packages if you don't want
to.
If you want two packages, thatis so fine as long as you can
stand behind it confidently andserve and sell your couples in a
way that lets them know it'sexactly what they need.
That's the secret sauce is justtelling them what they need
based on what they've given youin the inquiry form, and I'm all
(08:12):
over the place because I lovepricing obviously, but in a
sense, I think that you need tomake the decision.
Do you want to have two or threepackages and then you can always
have one if you're like, this ismy flat rate.
Maybe you're good outta bed rateis like your flat rate, I am not
leaving my house for less thanan eight or nine hour wedding.
(08:33):
I know some photographers thatare like, I want 10 hours or
nothing.
'cause storytelling is value,documentary is value.
And that can't happen if I'm notthere the full day.
So what matters to you really,because you are gonna be setting
the precedent of your couple'swedding day based on the
packages you provide.
I know another photographerwho's I have one package and
it's an unlimited package.
(08:53):
It's all day, and that issomething that sets me apart in
the industry.
I said, go on so do what youwant to do, make that decision
and be confident in it.
Stand behind it and your coupleswill trust you as long as you
trust yourself.
So one, two or three packagesand some of you want four,
whatever, man.
I don't say more than four.
I think leave it at four.
I think.
Anything else?
Other than that is overwhelming.
(09:14):
I think three is the sweet spot,and even two, if you're more of
like a minimalist brand, right?
You're like, I don't want toomany decisions.
Some people are like, I hate thesix hour package.
I hope nobody books it.
And I'm like you can always havean intimate wedding package.
And that will be your intimatewedding upon request package
only, right?
It can be four to six hours.
(09:35):
Maybe you're a micro weddingspecialist.
Maybe you only want intimateweddings where it's a couple and
50, no more than 75 guests.
You can make that decision.
So really asking yourself like,what kind of service do I wanna
provide?
What kind of business do I seefor myself and how do I want to
arrange my packages, my prices,the wedding day according to
(09:56):
what it is that I wanna bring tothe table.
Everything is unique in its ownway and personalized to you.
That is the beautiful thingabout being a CEO and
entrepreneur.
You call the shots, you make therules, you are the boss.
That's what I always say.
Whatever you wanna do, you arethe boss, okay?
I give you strategies if youdon't wanna implement them,
cool.
Okay, we'll go in a differentdirection.
(10:18):
I will give you the tools, butultimately you decide how they
fall into place.
So these are some of thequestions that I've been
getting, and people being like,look at my packages.
Why am I not booking my highest?
Why am I not booking my middle?
Middle is bare minimum.
If you're not booking yourmiddle, DM me.
We'll hop on Intensive realquick.
Join the wait list for thewedding, CEO and the new name
that it's going to be in April,and it is really just gonna
(10:40):
revolutionize your business.
Once you master the art of salespsychology, pricing psychology,
your business will never be thesame and you will never look
back.
Don't even look back withwhiplash.
Okay, here's the answer.
Why no one's booking yourhighest package?
They're not different.
The pricing is$200 apart.
They usually have the samethings included, and maybe you
(11:01):
have too many packages and it'soverwhelming, and even your
client doesn't know which onethey should pick.
Honestly, sometimes couplesdon't even want to look at a
pricing guide.
They're like, can you just hopon a call and tell me what works
best for me?
Hey, custom is a new luxury.
I've been saying it for years.
Okay, custom.
Anything that's personalized tome.
I'm all in.
(11:21):
Hence why I hired 12 strategistsfor this rebrand.
It was all personalized to me.
It was all done for you, right?
Maybe your couples want a moredone for you approach, or they
do like the pricing guide.
Maybe they wanna be able to maketheir own decision and create
their own custom package, whathave you.
Man, whatever you want, you arethe boss.
Alright I hope you love thisepisode.
If you haven't already joinedthe wait list when we launched
(11:42):
the wedding, CEO.
And it's new name and it'srebrand and the whole Laura
Rochelle makeover.
It's gonna be great.
It's gonna be like PrincessDiaries, but in real life, I
can't wait.
I can't wait to see you insideand also help you raise your
prices, double your prices, andeventually help you book 10 K
Weddings.
We have done it time and timeagain, and you are next.
All right, I'll see you in thenext episode.
(12:04):
Bye.
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