The One Behind the Lens: Pricing, Confidence & Building a Business That Actually Fits with Jill C. Smith

Pricing is one of the most emotional parts of running a photography business and yet, it’s often treated like it should be purely logical.

In this episode of The One Behind the Lens, I’m joined by Jill C. Smith, a Catskills-based family photographer and business coach who helps photographers untangle pricing, offers, marketing, and client experience in a way that actually makes sense.

This wasn’t a “raise your prices and everything will be fine” conversation.

Instead, we talked about why pricing feels so personal, why imposter syndrome shows up so loudly for photographers, and why competition is often blamed when something else in the business needs attention.

Why Pricing Feels Personal (Because It Is)

Most photographers didn’t come from business school.
They didn’t plan to run a company.
They didn’t expect to be the one setting prices.

As Jill explains, pricing is layered with:

• Identity

• Relationships

• Fear of rejection

• Old beliefs about money

• And the pressure of being a one-person business

When you raise your prices, it can feel like you’re risking relationships — especially with repeat clients. That emotional weight is real, and pretending it isn’t doesn’t make it go away.

Pricing Doesn’t Exist in a Vacuum

One of the biggest takeaways from this episode is that pricing can’t exist in a silo.

Raising prices without adjusting:

• Your marketing

• Your messaging

• Your client experience

• Your offer structure

…often leads to frustration and confusion.

Jill breaks down why aligned pricing means your numbers, your offers, and your audience all need to be speaking the same language.

Competition Isn’t the Villain

A powerful moment in the episode comes when Jill addresses the idea of “too many photographers.”

Her take?
Competition isn’t ruining the industry.

If someone else’s pricing feels like it’s hurting your business, that’s often a sign that something inside your business needs refinement not that someone else is doing something wrong.

This shift alone can be freeing.

All-Inclusive Pricing & Choosing What Actually Works

We also dive into:

• All-inclusive vs. session-fee models

• Why there’s no “right” pricing structure

• How Jill evolved her pricing over time

• And why sustainability matters more than trends

The message is clear: your business should support your life not drain it.

The Confession Booth Moment

Because no episode is complete without a reminder that we’re all human…

Jill shares a hilarious (and painfully relatable) story about calling a repeat client the wrong name — for 45 minutes.

Spoiler: everyone survived.

Where to Find Jill

You can connect with Jill here:

• The Business Focused Photographer Podcast

• Instagram & Facebook: The Business Focused Photographer

• Photography work: Jill C. Smith Photography

She also shares a VIP Sessions guide — a thoughtful tool for photographers navigating big price increases without burning bridges.

Final Thoughts

This episode is for photographers who:

• Feel stuck around pricing

• Want clarity without shame

• Are tired of comparison

• And want to build something sustainable

You’re not bad at business.
You’re not behind.
And you’re definitely not alone.

xo, Kate