of course i feel flattered and i would even give them the image for free.
but i read so much about photographer should not work for free and how this undermines the value of photography.
This IS important. Not just with photography, but with any business. I've worked with many ad agencies and have done freelance graphic design (not so much photography that is directly paid for)—but it becomes more and more apparent to me that this concept holds true. With agencies that are always giving their clients "deals" and cutting prices, it's a massive pain to work for because you become the client's bitch. Even though the price only came down a little, the value (in their head) is completely gone. Now they are confident in their position that 'these people need my business', and from then on it's a game of guilt and their low price isn't a "good deal" anymore—it's the norm. Next time they want an even better price, or free (as a 'loyal customer'). You'll learn more and more that the value of your product is almost 100% based on your personal brand/reputation. Being tactful is the difference between having shitty clients like described above, and having clients that are excited to have reserved your time for themselves, and feel confident that their money is well spent.
I guess my advice/moral of the story is, don't be afraid to charge a fair price (the fair price is what you think they should pay—not what the photo is worth to you personally). NEVER give something for free if the client is using it to make himself money, unless there is a clearcut incentive for you to do it and and the client knows that this incentive is the only reason you are dropping your price (which is normally super expensive--but hes getting a special deal).
Just another small thing I've learned: You're typically better off if you don't acknowledge that you're excited about the "exposure" in front of the client.
- Excitedness can be interpreted as "oh.. hes pumped about this... I can probably get away paying less next time"
- Because it makes the client feel like you might have gotten the better end of the deal
- If only subconsciously, this ruins your value to the client because they have developed their own definition of what you're worth.
I'm definitely not saying to be an asshole to a client. Just don't act super pumped that you have their business.