I was reading an article by #BrettFlorens, a leading wedding photographer, in #PhotoproUK that suggested wedding photographers should ensure their rates take account of basic overheads, actual wedding costs that are incurred and a reasonable value for the time incurred.  I completed the exercise and was surprised to note the true cost of providing wedding photography was higher than I thought. This provides an interesting conundrum because if you include all the costs then the rates need to increase significantly; but if the rate becomes too expensive it may lead to limited if any bookings and of course too cheap may give the impression that the service will not be to an expected standard. I agree rates need to be competitive but at the same time reflect the costs incurred in delivering the service. My rate seems to be mid table, not the lowest nor the highest and I am pleased with that but this year I have lost many bookings to lower cost photographers, both professional and semi-professional. Increasing my rate further will not build my business so I need to keep costs down and focus on delivering stunning images and then the business, I hope, will continue to grow.