It’s been a while since I last wrote for the blog, but a few discussions I came across on Reddit recently got me thinking.

They started as general discussions about photographers’ pricing, with some of the conversation turning to albums. I didn’t know the full details of what was being offered, so I couldn’t comment on the individual situations. Some of the comments were hard to read, knowing how much time, thought and care can go into creating an album. But they sparked my thinking about how photographers help their clients understand that — and see the value in what they’re being offered.

A photographer might put a lot of thought into choosing the albums they offer — comparing materials, looking at the printing and considering how their photographs will look on the pages. There may also be time and care involved in helping a client choose their images and bringing the design together. How much of that does the client get to see before deciding whether to buy?

If all they see is a photograph of an album and a price, have they been given enough to understand what goes into it?

Recently, I helped a friend design an album for his anniversary. He described the experience as being a bit like an interior design project, which I thought was such an interesting way to put it.

We sat down together to discuss the images. We chose materials with her favourite colour in mind, designed the cover and worked through how it would all come together.

Each of those decisions helped make the album personal. There was an opportunity to talk, consider the options and create something with her in mind.

His description stayed with me because it captured something that can be difficult to communicate on a product page: the experience of having someone help you create a piece especially for you.

I’m not suggesting that every album needs that level of involvement, or that this is the right or only way to sell one. A straightforward online purchase can suit someone who knows what they want and is happy to make those choices themselves.

But these are different experiences, and the way we present them needs to help clients understand what each includes.

If you offer a more bespoke service, can a client see that before they reach the price? Do they know you’ll help them choose their photographs, consider materials, design the cover and bring the album together? Or does it look as though they’re simply selecting a size and placing an order?

It’s easy to treat that help as something we naturally do and forget to explain it. Yet for a client who doesn’t know where to start, it could be a valuable part of the service.

The product itself has a role to play, too.

Putting an album in someone’s hands gives them a chance to feel the cover, turn the pages and see the printing. You can show them the details you love and explain why you chose that particular album for your work.

Words like “beautiful”, “premium” and “luxury” can only do so much on their own. When someone can see and feel what you mean, those descriptions have something behind them.

That also makes the products we choose worth thinking about.

There’s a practical temptation to choose a cheaper product to keep costs down. But if the finished album looks and feels much like something the client could buy themselves for considerably less, it may be harder for them to understand your price.

Your photography, design and service all contribute to the value. The finished product needs to support that, too.

That doesn’t mean always choosing the most expensive option. It means choosing something you believe in, that suits your work and the experience you’re offering. Something you can confidently put in a client’s hands and explain.

Looking back at the album for my friend, the conversation, the materials and the design were all part of the same experience. Talking about the finished album alone would have left quite a lot out.

Perhaps that’s a useful place to start when we think about expressing value: making the whole offering visible. Showing the product, explaining the help we provide and giving people a clear idea of what creating their album will involve.

Not every client will want the same experience, and not everyone will choose to buy an album. But we can help them make that decision with a better understanding of what’s available.

Those Reddit posts were uncomfortable to read, but they left me with a question worth asking: have we helped clients see what we see?

I’d love to hear how you approach this. How do you show clients the value of your products and the experience you offer around them?