It comes up in every Facebook group, every videographer community, and probably every slow week you've ever had. Should you discount your prices? Is it a sign of weakness? Is it bad for the industry? Or is it just smart business?

Danny and Jason get into it properly this week, and the answer is more nuanced than the usual "never lower your worth" advice you see online.

Jason talks through how his thinking has shifted over the years, from a firm no when he first got established, to a more considered approach based on real factors: how close the venue is to home, whether it's a weekday, whether the date would otherwise sit empty, and whether the back end editing workload justifies the number. A wedding 12 minutes from the house where he's home by half nine and watching TV while the footage backs up hits very differently to a late-night drive back from the Borders.

Danny reveals how he actually manages this without ever calling it a discount. He runs three separate pricing brochures, one for peak season, one for off season, and one for local bookings, and sends the right one based on the enquiry. He has also deliberately taken on lower budget projects when the creative challenge appealed to him, and explains why that is sometimes the right call for keeping the work interesting.

They also get into why pride and ego plays a bigger role in the "I never discount" stance than most people admit, why outsourcing your editing completely changes the maths on what you're willing to work for, and why having wiggle room built into your pricing from the start means you never have to feel like you're giving something away.

If you've ever stared at an enquiry that's slightly under budget and wondered what to do with it, this one will help you think it through.

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Danny Rizzo
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Jase Hunter
https://www.instagram.com/afterglowweddings