When first presented with professional headshot rates, many people initially balk at the price. After all, isn't it just a photo of your face? Really. How hard can that be?
I understand why headshot photography can be perceived by many as expensive. In reality, investing in a new group of headshots is actually a sound strategy and is one that isn't as nearly as costly as it seems. If you’re in the market for a new position - either within your current organization, or somewhere else completely new, a new slate of headshots are among the first steps you should be considering as you navigate those professional waters.
Now … admittedly, I’m a bit biased in this regard, but give me a few moments to explain why investing in new new headshots - from a professional headshot photographer (pick me please!) is a good idea.
1. Business & Equipment Expenses
Many people see the price of a professional headshot session and think, "Why are you charging so much for photos?" “It’s just a digital photo, correct? Aren’t those exceedingly simple to create these days?” This is a common reaction, especially when comparing the cost to a quick snapshot taken with a smartphone or (perish the thought) using some AI app to generate a series of headshots for you.
In reality, photographers – like all other small business owners – have business and equipment expenses that must be met in order to remain in business and earn enough to pay their bills and invest in their future. Those expenses can be considerable and are the prime factors that drive their fee structure. As with any business, overhead is a considerable expense. A photographer that maintains a studio as an example must meet and exceed all of the overhead that comes with a physical structure. In stands to reason then, that that individual’s rate might be considerably higher than mine (since I don’t currently maintain a standalone studio). I do have overhead expenses in the form of equipment, insurance, and software subscriptions (among other things) that drive my current rates. As an example, here’s a list of the equipment (along with their approximate costs) that I bring on location for each headshot session I do – regardless of whether I’m shooting five people or 50.
| Item | Approximate Cost |
|---|---|
| Canon 5D Mark IV & battery grip | $2,699 |
| Fuji X-H2 & battery grip | $2,400 |
| Canon EF 70-200mm F2.8 Lens | $2,000 |
| Canon EF 50mm f/1.4L Lens | $1,300 |
| Fuji XF 56mm f/1.2 R Lens | $900 |
| Flashpoint AD300Pro Flash (x2) | $1,000 ($499 each) |
| Godox S2 Flash Bracket (x2) | $50 |
| Glow 48” Softbox (x2) | $200 (approx. $95 each) |
| Westcott 36” Umbrella (x2) | $65 (approx. $32 each) |
| Westcott Eyelighter | $199 |
| Manfrotto Light Stands (x2) | $720 ($360 each) |
| Avenger C Stand | $200 |
| Sekonic L-308X Light Meter | $229 |
| Tether Tools Tether Pro Cable (x2) | $120 ($59 each) |
| Laptop | $2,500 |
| Manfrotto Monopod | $129 |
| Grey Card | $20 |
| Westcott X-Drop Pro (backdrop) | $299 |
| Pelican 1510 Case | $400 |
| Neewer Light Stand Case | $129 |
| Sony CF Express Memory Card (x2) | $360 ($179 each) |
| SanDisk SD Memory Card (4) | $240 ($60 each) |
| CompacFlash Memory Card (2) | $130 ($65 each) |
| Card Reader | $60 |
| Memory Card Pouch/Holder | $39 |
| Adobe Photography Subscription | $9.99 per month |
| Microsoft 365 | $8.25 per month |
| Canon 5D Mark IV batteries (4) | $320 (approx. $79 each) |
| Fuji XH-2 batteries (4) | $260 (approx. $65 each |
| External SSD drives (2TB each) (x2) | $300 (approx. $150 each |
You might’ve noticed the list includes duplicates of a couple of the more expensive items (cameras, lenses, and lights). Bringing backups of those essential items is one clear indicator of professionalism since it demonstrates preparedness and reliability. Equipment failures can happen unexpectedly, so having backups on hand helps to ensure the session can continue smoothly without interruptions, regardless of technical issues that may arise. If I only bring one camera and lens - and then I drop that camera, we’re likely done for the day and I’ve wasted everyone’s time.
Backups are a hedge against Murphy’s Law. This level of preparedness minimizes the risk of delays to you and your staff and showcases my commitment to delivering high-quality results. Novices might overlook the importance of backups, but professionals understand that being prepared for scenarios such as equipment failure or loss is key to maintaining a reputation for dependability and excellence.
And … if THAT list wasn’t exhaustive enough, additional costs that include, but are not limited to, liability and damage insurance, website/domain name and email hosting, cloud backups, and the costs of maintaining an LLC all add to the photographer’s expense line.
2. It’s Not Rocket Science, It’s Just a Photograph!
The time and energy that photographers also expend while training and studying their craft has to be factored into their rates as well. Professional photographers spend numerous hours learning a variety of lighting, composition, and post-production techniques so they can tailor the session to your individual needs. This ensures your best features are emphasized and that any shortcomings you’re concerned about are minimized.
In addition, you’re also paying for that personal connection that a practiced and seasoned professional can offer on set. Honestly, learning the technical aspects of the cameras and lights that I’m using just comes with study, exposure, and practice. But easily and quickly relating to a wide variety of people of all ages, ethnicities, and backgrounds is a much trickier skill to learn and master. If you’re uncomfortable onset or if your photographer simply isn’t connecting with you throughout the shoot, that will create a discomfort or unease that will be evident in your images. Professional headshot photographers will have an ability to make you feel relaxed and comfortable on set so that you can create exceptional images together.
3. Limited Number of Photos Delivered
Clients sometimes feel that receiving just a few edited images from their photographer doesn't justify the expense regardless of the quoted price. After all, the photographer isn’t shooting film (most likely), so shouldn't the client be getting dozens and dozens of photos for that fee?
Reality: Quality instead of quantity is key in headshot photography. An experienced headshot photographer doesn’t just “spray and pray” hoping to get one or two good shots out of 20-30. Instead, they take the time to create an atmosphere and then place you in a series of impactful, dynamic, and yet relatable poses that results in images that represents you and your personal style and personality.
The post production process the follows the shoot begins with a rigorous culling process that selects only the best images. The editing process then fine tunes the keepers to ensure they meet your needs, desires, and standards. The result is a handful of images that can be used in a wide variety of social and professional settings and that act as your brand ambassador online. Twenty to thirty bespoke images will do that. One hundred mediocre images simply won’t.
Having said that, I can tell you that, unlike many of my competitors, I don’t charge you separately for the session and then upsell you on individual photos. My rate is my rate and does not include any additional fees above and beyond the ones we agree to in our contract (such as mileage or rental fees where required). You will get more photos that you might expect, all will be of the highest quality, and I don’t (again … like some of my competitors) restrict how you can use them. Use ‘em however you want, for as long as you want.
4. Reason: The Cost of Studio Time
Some people believe that part of the reason headshots are expensive is because of the cost associated with renting and maintaining a studio space.
Reality: While studio time does factor into the cost, it ensures a controlled environment with optimal lighting and background setups that can be difficult to replicate “out in the wild.” However, many photographers, including myself, offer on-location shoots that reduce my overhead costs and save you and your staff time and energy while still delivering professional-quality results. This flexibility offers significant value to you and your staff – both in terms of funds and time - without the need for a traditional studio setting.
5. Reason: Perceived High Profit Margins
There's a misconception that photographers charge high prices because they have high-profit margins on headshot sessions.
Reality: The reality is that professional headshot photography involves more than just the time spent taking photos. It includes pre-shoot consultations, travel, setup, the actual shoot, post-processing, and often delivering final images in various formats. When all of these aspects are factored in, the profit margin is typically much lower than you would assume. My rates are closely calibrated so that I can remain competitive in a very crowded marketplace, meet my expenses, and still make enough to pay myself a living wage, and save enough to invest both in my personal future as well as that of my business.
Conclusion
While it’s easy to look at the cost of headshot photography and wonder why it seems expensive, understanding the time, skill, and resources involved in producing a high-quality image can change that perception. When you invest in a professional headshot, you’re not just paying for a photo; you’re investing in a tool that can enhance your personal brand, open doors to new opportunities, act as your online ambassador, and present you in the best possible light 24/7. So, while the initial cost might seem high, the value you receive in return far outweighs the price tag. Interested? My rates are here. Call or write and we’ll talk further!
LES DISHMAN PHOTOGRAPHY
〰️ 310.614.5119 - les@lesdishman.com -
LES DISHMAN PHOTOGRAPHY 〰️ 310.614.5119 - les@lesdishman.com -
Thank you for taking the time to read this article! I hope it has provided some useful insight and information as you consider your headshot photography needs. I understand the importance of professional headshots for businesses and individuals alike and stand ready to help you get high quality, impactful headshots for all of your corporate staff..
As a veteran-owned small business (USAF, 21+ years), I take pride in providing top-notch service to my clients. I am available 24/7 to cater to your headshot and event photography needs. If you're looking for high-quality headshots to represent your company or personal brand, please consider Les Dishman Photography for the task. My expertise, attention to detail, pricing, and commitment to customer satisfaction makes me a perfect choice for your photography needs.
To learn more about my services or to schedule a session, please call me at 310-614-5119 or email me at les@lesdishman.com. I look forward to hearing from you and helping you invigorate and elevate your corporate and/or personal brands!