Why do some professional photographers charge more than others?

First of all, understand that just because somebody's charging money for their photography doesn't necessarily mean they're "professional." That word is used rather loosely. (There's a lot more to it than tilting the camera and applying a Photoshop trick that makes the subject's skin look yellow! Look again--is that really a great image, or is it a snapshot?) One answer is that every photographer charges according to the value of his or her work. But there's a lot more to it.  Professionals often have more overhead than somebody who just buys a camera and advertises as a "professional who specializes in location photography" (i.e. somebody who doesn't invest in the cost and the steep learning curve of operating a studio). But the overhead costs we pay are all to benefit you, the customer, and to give you professional service and the options a studio can offer. Here are some examples:
1. A professional pays for licenses--state, county, city--and we pay state sales tax and income tax. Very often, people who call themselves "professionals" are operating illegally and not paying for the privilege of owning a business.
2. Education: workshops, seminars, books, memberships in forums and web training. A professional never stops learning, and we spend a good deal of money to learn more about lighting, composition, photography, and post-production, as well as how to operate our business in a way that serves you best.
3. Studio operating costs: we continually search for new sets and backdrops to keep things fresh. Factor in utility costs, lighting and other equipment, and all the little extras that make your portraits a beautiful work of art. This not only gives you a variety of looks, but also the convenience of being able to schedule your session ANY time--not just when the weather is nice.
4. Professional organization membership: we belong to organizations for the opportunity of learning more about our profession and networking with the best photographers in the world. Our organizations promote education, and we support professional photography by trading information and learning from one another. In addition to that, membership in Professional Photographers of America provides liability insurance to its members, which in turn gives you, the customer, a level of support and confidence that you won't get from non-professionals.
5. The highest quality of printing available: we are on a first-name basis with the professional color labs who print our portraits. These labs ensure that your prints have perfect color and a beautiful finish and that they'll be around long after we're all gone. You can take a digital disc from a photographer who sells only images and have pictures printed at Wal-Mart, and you'll definitely save money. But here again, you get what you pay for. There's no comparison to the quality of prints that you'll receive from a professional color lab, and your print quality is guaranteed.
There are many other costs associated with being a professional photographer, but ultimately you need to make a decision. Do your memories deserve the best? We hope so. And we hope you'll call us to help you create your family's legacy.