What is it that our clients are paying for? Photography? (But what does that mean) Entertainment? (Couldn't afford the clown for the party) Documentation? (Recording content for a historical document) Memories? (Least we forget) Glamorisation? (See, the bride can look glam with the right dress, makeup, hairdo, and some photoshop!) Impressionism? (To impress the neighbours) Fairytaleism? (Living the dream) Then you might ask, what are each of these worth in the final package? It would be an interesting exercise to give each a percentage value. And then think about those percentages, and ask yourself – not what are you selling, but what is your client buying? Nigel had a great post on The Junction about a washing machine that sold on New Zealand auction site TradeMe. ... If you read the listing (and comments - well worth it if you feel like a break) you'll see it wasn't a washing machine but in fact a "time portal" ... obviously worth much more than a cranky old machine ... So it sold for over five grand after 806,219 page views. Are your clients buying what you think they are? Could you change that? Hugs Johannes