This is such an important question I get all the time….When do I tell people my pricing — and how much should I say?

If you’ve ever felt awkward, pressured, or unsure when someone asks, “How much do you charge?”, you’re not alone. So I decided to share a lot of my thoughts and strategies with you in this solo episode.

I talk about why leading with price too soon can cost you wonderful clients, how your business model should guide your pricing strategy, and how to talk about money with more confidence and ease.

I walk through how I personally handle pricing on the phone and by email, why I don’t list my prices publicly, and how I invite clients into an experience instead of a simple transaction. I also share a simple way to think about pricing based on your income goals and the kind of clients you want to serve.

Along the way, I share a favorite analogy, a mindset shift around value, and why stretching a client’s budget — when done thoughtfully and with integrity — can actually help them love what they purchase even more.

Listen for:

• Why answering pricing questions too early can lose great clients
• When it does (and doesn’t) make sense to put pricing on your website
• A simple script for confident, comfortable pricing conversations
• How to think about pricing based on your goals and business model

If pricing feels confusing or uncomfortable, I hope this episode helps you see there’s no single “right” answer — just the right strategy for your business.

And remember: people don’t just buy photography. They buy the experience, the relationship, and how it makes them feel.

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Okay photographers — if you love people, love creating, and would also really like to make good money doing it, this one’s for you.

This is a new interview with the amazing Chip Dizard. We had such a great conversation a few years ago that I reposted it, and everyone loved it so much I knew I had to have him back.

Chip is a photographer and entrepreneur who’s amazing at helping creatives build and market event and headshot photography businesses in ways that actually feel good — not salesy, not icky, and not overwhelming.

He’s fun, high-energy, super generous with what he knows, and really good at showing you how to turn relationships into a steady, sustainable business.

We talk about:

• How to build and market events and headshot photography without burning out
• How to make more money while still being a good human
• Simple ways to stay connected with past clients so they keep coming back
• How to work with planners and partners without feeling awkward
• If you’ve ever thought, “I just want a business that works and still feels like me,” you’re going to love this one.

FREE GIFT https://content.chipdizard.com/free-event-planner-course-photographers

www.chipdizard.com to check out all his goodness

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Do you want to sell your travel or scenic photography?

You are not alone. So many have this desire, and so few are actually successful and profitable in selling their personal work.

My guest is an incredible PPA Master Photographer, an ASP Fellow, and a highly profitable photographer, both with his studio work and his gorgeous, award-winning travel and nature photography. And he shares lots of tips for selling prints and creating books that you can use!

Dennis has been a professional photographer for over 50 years, and he’s one of those people who has grown and evolved with the industry — from film to digital, from studio and boudoir work into fine art landscapes and teaching around the world.

In this episode, we talk about:

• Dennis’s self-published book “The Art of Yellowstone” — a black and white winter collection with artist statements — and how he approached creating it
• His simple framework for making a photography book: start with a clear desire, strong imagery with a story, get support for layout and production, and use good resources and referrals
• How he uses the book as a business and branding tool — not just for income, but for credibility, connection, and print sales
• Practical tips for selling scenic work, including pricing with confidence, offering finished framed art, and reminding viewers that prints are available for purchase

This is a fun and informative conversation. So....if you’re thinking about creating a book, selling personal work, or building a photography career that has both heart and longevity.

PS...he hosts trips to wonderful places, and you can find out more on his website or just email him at [email protected] or https://hammon.photography

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Is it time for you to give back? Is your heart calling you to use your talents to help others?

My guest, Amina Mohamed, is here to talk about her non-profit called “Cameras for Girls” and her efforts to bring the art of photography and photojournalism to young women across Africa who likely would not otherwise have had the opportunity to explore it. 

In 2018, she started an initiative with a mission to teach photography and business skills to marginalized females across Africa who endeavor to become journalists. She gives each of them a camera and and has taught  129 in Uganda and has 50 enrolled for 2026, 25 in Tanzania with 10 enrolled, and 80% of our students have paid work within 6 months of completing our program!! And Cameras for Girls is launching in Kenya in 2026. Truly amazing.

In addition to her volunteer efforts, Amina has spent fifteen years exploring her passion for photography while working in film and television as a producer and production manager on numerous movies and documentaries. 

Amina share tips onabout how to proceed when you are called to give back, and want to make the world a better place using your photography. 

Here are some of her tips for getting started: 

• Figure out what you are talented at
• And which segment of society you want to help
• Don’t worry about registering for any “official” programs
• Look for places to volunteer (but be careful about “voluntourism”)
• Listen now to hear Amina’s amazing story and find out more about tapping into your inner volunteer!

And connect with Amina at:

• @CamerasForGirls
• [email protected]
• www.camerasforgirls.org

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Hey friend. Thought I would do something different since this is dropping on Christmas Eve day.

I’m sharing a few of my own holiday memories, just to share more about me personally. In thinking of stories to tell you, I realized how many memories are in my mental vault because there are photographs that anchored them to my experiences and emotions around them. Some things I do remember clearly… and some things I only remember because there’s a photo that proves it happened.

I share about my family and our holiday traditions, old photos, and why images matter more this time of year. Not in a big, dramatic way—just in the real-life way that sneaks up on you.

And what life as a wedding and portrait photographer (for 40 years) has been like during the busiest time of year…at least for me. It was so stressful, and yet a joy to be gifting people their memories.

I also share a few practical thoughts for photographers during the holidays—how to handle the season with clients, set expectations, and still enjoy your own life while you’re running a business.

That’s it. Just some thoughts and memories and a hope it makes you smile, maybe remember something you’d forgotten, and feel a little more grounded going into the holidays.

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Today on The Profitable Photographer, I’m hanging out with Jason Guy, and super successful boudoir photographer based in Sonoma, California.

He has spent the last ten years photographing women in a way that’s honest, empowering, and beautifully lit. He says his job is showing clients what they look like from their best angles—but what I loved is hearing how his clients ended up changing him. From health to aging, they taught him to see bodies (including his own) with a lot more respect and curiosity.

This was one of those easy, meaningful conversations—the kind where you’re talking shop, but you’re also talking about life.

In this episode, we talk about:

• How he found his way into photography and why boudoir became both his creative playground and a smart business move
• What years of photographing women taught him about confidence, bodies, health, and aging (spoiler: it’s not about perfection)
• Why boudoir is the ultimate training ground for posing, lighting, and sculpting the body in flattering, human ways
• How he helps clients relax fast and feel comfortable, seen, and even excited once the camera comes out

A Gift for You:

He’s sharing his Boudoir Guide, originally created for clients but now loved by photographers too—full of practical tips and insight: https://jgboudoir.com/boudoir-guide/

Want to Connect?

The best way to reach him is through his contact page: https://jgboudoir.com/contact/

If you photograph people—and especially women—this episode is a great reminder that when you lead with care, curiosity, and a little humor, both your work and your business get better.

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

I have always wanted to sit down with someone that knows all about Facebook/ Meta ads…how to do them, the cost, and the benefits. And my guest today knows all about this. I spent time talking (actually grilling) Brennan Haelig, the founder of Jumpstart ROI—an agency managing millions in ad spend and known for helping creatives (especially photographers) grow with simple, practical marketing. He even give us the investment potential, both from the cost of the ad to what to expect to pay a pro to help us.

Brennan shares journey from losing everything to building a thriving company gives him a grounded, real-world perspective that I think you will be inspired by. And how he ended up understanding the needs of photographers when marketing to potential clients.

What to Listen For

• The surprisingly simple, but very effective, ad offer photographers are getting great results from
• The one targeting shift that makes Meta ads actually work
• Why “boosting” isn’t all bad—and when to use it
• The mindset change that can transform your relationship with marketing
• His parting thought is to just challenge your limiting beliefs around digital marketing and around paid advertising. Just because you tried it once and it didn’t work doesn’t mean it can’t be a game changer with a few tweaks.

Connect with Brennan

• [email protected]
• www.jumpstartroi.com/photography

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

After you listen to this amazing conversation with Lori and me sharing all about psychology-based sales strategies... then run, don't walk, and sign up for her "Vision Forward Summit" going on now through Dec 14th, which features 25+ top educators teaching the business of photography. www.visionforwardsummit.com/ Each day, two photographers share their wisdom about running a successful photography business, and it is an amazing lineup.

So, who is my wonderful friend Lori Unruh Poole? A master photographer and co-founder of Photo Insight. She is a boudoir photographer and educator, known for her no-fluff, psychology-backed approach to helping photographers build profitable, sustainable businesses.

In this episode, we cover:

• How to make sales feel fun instead of pushy
• Simple, psychology-based tools to reduce overwhelm
• How to build real confidence and stop comparing yourself
• Clear steps for better pricing, sales, and speaking to your ideal client

To learn more about Lori: https://myphotoinsight.com/

And check out my lucidumascoaching.com website for info about me.

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

Hi friends, it’s Luci.

After more than 200 conversations with photographers and educators, I’ve collected a treasure chest of “aha” moments—some that made me laugh, some that surprised me, and some that completely changed how I look at this crazy, wonderful business.

In this episode, I’m sharing ten of the best lessons. Here’s a little sneak peek:

• Relationships really are the secret sauce. The photographers thriving year after year all remind me that genuine connection—not algorithms—is what keeps our businesses strong.
• Andrew Hiorth gave me a plot twist. I always thought hiring other photographers would pull me away from my own creativity… until he showed me how it can actually give you more time to play, explore, and create for you.
• Olesha Haskett opened my eyes even wider. From textured hair and makeup to posing curves to avoiding “washout” in retouching, she shares what every photographer needs to know to beautifully photograph Black women.
• And yes… pet photography really can be a high-end goldmine. I suspected it long ago, and my guests have confirmed it again and again.

That’s just a taste—wait until you hear the rest.

Want a freebie? Go to Lucidumascoaching.com and download my ebook on Marketing

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.

This week, my conversation is about two topics…how to get fabulous portrait and weddings, and how to be more inclusive of people with different backgrounds, orientations, and such.

The amazing Chip Dizárd is my guess and is a photographer, educator, tech-enthusiast, and someone who builds business with purpose, passion, and people at the center.

Chip shares how a Christmas gift — an Atari 2600 — set him on a path of creativity and connection that eventually led to a thriving photography brand. Today, he’s known not only for great images but for championing diversity and inclusion in the wedding and event industry.

We talk about:

• Moving beyond “friends and family” clients and building real momentum
• Attracting ideal clients by focusing on the best and letting go of the rest
• The 3 key questions to help define your niche and guide your success
• Why representation matters — and how to make sure clients feel truly seen and welcomed

Chip reminds us that success is like a train — slow at first… then unforgettable once it picks up steam. Stay consistent. Treat people right. And watch the magic happen.

Connect with Chip: https://chipdizard.com

Learn + grow with Luci: https://lucidumascoaching.com

Connect with Photography Business Coach Luci Dumas: 

• Website 
• Email: [email protected]
• Instagram 
• Facebook
• YouTube

New episodes drop every week — make sure to subscribe so you never miss an inspiring guest or a powerful solo episode designed to help you grow your photography business.