Over the years, many of us have invested precious sums of money developing a full time studio or photography business. We expect to compete with other photographers who have paid their dues, sweat and tears, and who suffer similar overhead and expenses.
But in photography there has always been a segment of the business with photographers who keep their full-time jobs and go after the same clients we seek. Their day jobs pay all of their personal expenses, so they see an opportunity to charge their clients what appears to be a fair price for their services. In reality, some of them greatly undercut the studios and other full time photographers, not aware of the damage they cause to the value of the industry.
There are some extremely talented photographic artists who work what would be considered a part-time schedule, yet in a year earn more from their work than many established photographers. They understand well that the value of a photographer in the market can be determined not by how much others charge but by what their talent is worth. True, these young artists who excel and charge what the market will bear are not likely to keep their so-called day jobs in the long run. If they quit the day job, does that make them full time? It doesn't matter.
Part time status is not unique to the photography industry, nor even to the wedding business. There are many wedding vendors who operate as part-timers including deejays, florists, make-up and hair artists, and even caterers. While prices vary, photography and videography seems to be the most affected by the low-ball mentality. Great part-time caterers do not normally undercut full-time caterers. They simply take on fewer jobs. Talented part-time florists also find that the public will pay them what they would pay a full-time florist if their work is great. Their talent is visible and the value is clear.
What is it about many part-time photographers that give them a low-ball perspective to the industry pricing models? I believe that it is mainly a lack of education, in combination with a desire to get some business to start. There are so many new "professional photographers" entering the business every year that high pressure certainly exists in price competition. Every business has the right to set its own prices, and certainly every business person would like to make as much as possible. And then too, someone will always need to serve the budget-minded end of the market, which may not be your target market.
The important thing for new photographers is that they commit to growth in both their craft as well as their business and marketing knowledge. As they mature, they should remember to charge what they are worth, not what they're willing to settle for.
Discriminating brides with thousands of dollars to spend on a talented photographic artist with top of the line products will never hire a photographer who is missing an extensive portfolio. The middle income bride will also likely opt for someone with experience and a nice portfolio, even if they are on an average budget. That leaves new photographers working part time, and with low, starter prices.
Being part-time and competing with pros working for a living is not in itself evil. What is detrimental to the industry is not charging a fair price, whether as a full timer or part timer. In the long run it hurts everyone.