Another great post, Ron. Always appreciate what you put out there.

Oh that’s an easy one. First, how much one makes has nothing to do with whether you’re a commodity. Second, Zack’s style, the experience of working with him is not something you can get from any place else other than him. Lastly, you can be a non-commodity in one area, and a commodity in another. My company (I hope) is not viewed as a commodity with regard to the marketing communications, strategy and production services we provide to our commercial and non-profit clients. However, there are some service we offer that are indeed commodities. I will go and video tape a seminar for a client if they want me to. There’s no distinguished style or experience from that. So, that part of my business is a commodity. But, if a client wants a full blown promotional video, they’ll get a product and experience that will be different from my competition.

Packaged education in and of itself is typically a commodity. So, you could make the argument that a DVD about OCF from Zack could be just as worthwhile as a DVD from some other guy with equivalent experience. And with sites like CreativeLive, the commoditization of education is in full effect. However, that doesn’t mean the photography services Zack offers is also a commodity.

Hope that answers the question. Thanks for commenting.

Hi Frank. Thanks for the comment. I don’t know if you had a chance to read what I wrote yesterday, but in case you didn’t… my whole premise is that a high price on a website may turn off clients that may otherwise decide to hire you once they get an opportunity to build that rapport. My personal experience has borne this out many times. I don’t think excluding your rates is not being open. In fact, quite the opposite. It OPENS the doors of communication more.

As I mentioned before, you pick what’s right for your business. I know that when I was a high end wedding videographer, I needed every opportunity I could muster to educate brides about video and get them to know me. There was so little knowledge about what was possible. My rates would have scared off many clients I ended up getting once they engaged me and my work. It’s very different with photography. Clients have such a higher value of it in general, they go into it knowing the really good ones are expensive, and since they value it, they may not be turned off as much. So, if the business you’re getting as a photog is vibrant with your prices listed, then I can see your point. Why bother with price shoppers. More power to you.

As to whether including prices on yours site and being a commodity are orthogonal (which I must admit I had to look up 🙂 I disagree. If your business is a commodity (which isn’t necessarily a bad thing) then having prices on your site will be a good strategy just about all the time.

I feel strongly that having pricing on your website and whether you are viewed as a commodity are completely orthogonal. Our brand experience is always about transparency and openness. For us it is a logical extension to include our entire price book available for any one to see.

Our prices are among the highest in our market and we almost never have issues dealing with bargain-hunting couples, which both fly in the face of a definition of commodity.

It is all about ease of access to information and open communications from our first interaction.