Charge What You're Worth: Photography Pricing Tips with Kelly Ruta

Photographers don’t just struggle with marketing and pricing—they struggle with the mindset behind it. If you’ve ever felt burned out, afraid to raise your prices, or stuck in imposter syndrome, this episode will help you understand what’s really happening and how to charge what you're worth.

In this episode of The Professional Photographer Podcast, Pat Miller (‪@SmallBusinessOC‬ ) sits down with Kelly Ruta (‪@kellyruta8608‬) , a clinical psychotherapist turned advisor for entrepreneurs, to explore what she calls “internal architecture for external success.” Kelly explains why hustle and strategy alone don’t create long-term success, and why photographers must build confidence, emotional resilience, and identity clarity to grow their business without sacrificing their health or creativity.

Kelly breaks down the mindset behind pricing confidence, why photographers tie self-worth to money, and how to step into your zone of genius without discounting your expertise.

What You'll Learn:
✅ How to charge what you’re worth without guilt
✅ Why photographers underprice their work (and how to fix it)
✅ The mindset shift that helps you raise prices confidently
✅ How to build a photography pricing strategy based on value
✅ Why your “zone of genius” is worth paying for

Whether you’re a portrait photographer, wedding photographer, commercial photographer, or freelance creative, these photography pricing tips will help you raise your rates, attract better clients, and grow a sustainable business without burnout.

Connect with Pat Miller of ‪@SmallBusinessOC‬ ⬇️
LinkedIn 🔗​   / jpatmiller  
Website 🔗 https://www.smallbusinesscommunity.com/

Connect with Kelly Ruta ‪@kellyruta8608‬ ⬇️
LinkedIn 🔗   / kellyruta  
Website 🔗 https://kellyruta.com/

Chapter Markers 🔖:
00:00 – Introduction
01:24 – From Clinical Psychotherapist to Entrepreneur Advisor
02:04 – Entrepreneurs vs Students: Different Context, Same Human Stuff
03:03 – What “Internal Architecture” Actually Means (Explain It Like I’m 5)
05:42 – Why Creatives Tie Their Identity to Their Work (And Why That Hurts)
06:56 – Why We Overinvest in Hustle and Strategy (And Skip the Inner Work)
10:04 – The Risk of Unqualified Coaching + Handling Resistance Safely
11:50 – Where We Go Wrong When Starting a Business
12:03 – Mistake #1: Building Strategy Without Building the Person
13:26 – Mistake #2: Following “Gurus” Without Discernment
15:50 – Why Photographers Are Especially At Risk Early On
17:41 – The “I AM” Exercise to Audit Your Identity
20:30 – Pricing When It Feels Easy: Zone of Genius vs Self-Worth
23:04 – How To Handle Critique Without Spiraling
26:11 – Imposter Syndrome, Ego, and the “Where’s Your Evidence?” Reset
31:10 – What You Can Do Right Now: The Big Leap + A Practical Starting Point
34:46 – Kelly’s Imaging USA Talk: The “Five Second Fix” for Money Beliefs
36:52 – Where to Follow Kelly Online
37:18 – Conclusion

Episode Highlights 🎤💡:
(13:58) – Why learning without discernment keeps photographers stuck
(21:05) – Zone of genius vs. self-worth: why you can charge more
(24:28) – Handling critique without internalizing it

#photographybusiness #photographypricing #photographermindset #chargewhatyoureworth #photographypodcast #creativeentrepreneur

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