When people contact us about their wedding, if they are doing a general search, they most often ask, 'How much to shoot our wedding?' Eventually they get around to 'What do I get?' and finally 'Are you available?' This email just came in. It says it all really.We all want our clients to care, because it is the caring that makes them better clients. So what are we selling? Are we selling a product at a price? Are we selling our ability to make great photographs? Are we selling our ability as a digital artist? Are we selling our ability to tell a good story  (the one where the Princess wore white and the Prince was dashing – off to a wedding) and somewhere there is a happy ever after? Here atwe are selling something for them to care about. We are selling them more than just photography. We have photographs that show our skills. We have stories that talk about our experiences. We have albums that show our ability to put together a good fairy tale. We have a studio that reflects our attention to our clients' needs and our drive to be our best. We are not selling 400 images in a box, two enlargements and an album with 20 sides. We are selling them an. How much should that cost? The next question is how do we get our clients to recognise that? Cheers, Johannes