> They probably need a wedding photographer, and they're only going to actually go with me if they like the look of my photos better than everyone else and my price is within their budget. Without advertising, they might not be exposed to my work and end up with someone that would take worse photos for them.
Because you had the money to advertise, they wound up exposed to your photos; they liked them and they were able to afford you, so they booked you.
However, the cost of your services necessarily accounts for you spending money on advertising. Someone who doesn't advertise may have had the same quality and style of photography and a better price, but because of your advertising, the couple were tricked out of finding the best vendor. You distorted the wedding photography market in your area, and your customers actually got a worse deal than they maybe could have.
Or, perhaps you are actually the best photographer in your area, and no one else would have come close for that couple. You still lost money because you paid for advertising.
Even worse, someone who is worse than you at photography may come along with a huge advertising budget and become the only visible photographer in the area, scamming both you and the couple from a better deal.
If instead there had been some open local directory of wedding photographers, which may charge some fee for services but otherwise present all phtogorpahers neutrally, the couple would have still found the best deal, and you would have been able to either offer lower costs, or made higher profits.
