How to Launch a Photography Business


Lesson Info

Chumming the Price Waters

Chumming the Price Waters. We've briefly mentioned this throughout. We've talked about this multiple times. 60% of buyers want to discuss the price first. And now if I asked anybody here if 60% want to and they come to you on the phone. Who am I gonna pick on? Tori grab the mic. If I called you on the phone, and I said, Tori, what's your price? what's the line now? I'd like to know what you want out of the photographs. Tori, I don't even know if I can afford the photographs. (laughs nervously) This is harder. Some of our customers pay about $600 per shoot, but I really wanna understand what you want out of these, or what kind of pictures you wanna have. Perfect. You went back to it. Perfect. Have a seat. That was amazing. Now, this is the beauty of this, had I asked that three segments ago, you probably wouldn't have been able to answer, even if I asked during the hot seats, you wouldn't have been able to answer, but now that you saw the hot seats, you're like, Okay, now at lea...

st I can answer this. Now you're gonna practice it until you believe it. Right? You're gonna give them the, let them have their bone, give them that piece so they can let go, and then present your value. But what else are we doing to chum our price waters? What else are we doing to make people want to come to us and talk about price only? That's where the website comes back in to play. How do we display it on the website? Do we have too much information on the website? Do we ask them to talk to us? Do we give them a starting place and then simply try and get them on the phone? 'Cause that's what you should be doing. If you're sending out price lists, if you're sending out... if you're putting out information into the world of, like, packages and all that kind of stuff, no. Just remove all of that. Let's not train them to come to us just on price. Okay. So the theory, the thought behind this, any time there's a price concern, I want you to solve the price concern, I want you to redirect and then to establish the value. That's simple enough. Yes, Haldis? What's a good place to put the pricing on your website? The info page, about page? And when I say pricing, I mean, starting at X. Is it-- I would honestly say, there's no right or wrong here, but I would think Contact Us might be the best place to place your pricing info because you want them to reach out to you. And then simply stating, Collections start at this. We'd love to discuss your needs. And then phone number. If you wanna have a pricing, that's fine too. People generally click Pricing more than they do Contact, so in terms of website heat, it's called a heat map, where does a person click the most, it's on Pricing. So if you want them to simply click Pricing, fine. Do the same thing: Starting at... Let's talk right now. And you know what you can get for your website? You can actually get these little aids. There like little plug-ins, basically, that you can install on your website, that lets you start up a dialogue with them, like an instant chat message. So when they're on the pricing page, it could pop up an instant chat, and a little automated message will say, Hey, this is Haldis. How can I help you? And if they respond to that, it comes to you. Hey, Haldis, there's someone new on the site. Talk to them right now. Kind of cool, right? If they don't respond to it, you don't get a new message. So only if they respond, does it tune you in.

Build a business and get people to spend money on your photography. Award-winning photographer and co-founder of Lin and Jirsa Photography Pye Jirsa will walk you through the first 12 weeks of building your business. With his relatable and actionable teaching style, he’ll explain how to define your product as a photographer and determine where it fits into a consumer mindset. You’ll learn the steps to creating a brand, pricing yourself confidently, sales techniques, and basic marketing practices. This class covers everything you’ll need if you’re considering photography as a job, including:

  • Where to position yourself in the market
  • Branding your business to attract your ideal client
  • Pricing and basic financing
  • Creating a business plan
  • Setting up a portfolio
  • How to get your first customer in the door
  • Getting leads on new clients
  • Understanding sales
  • The psychology of a buyer

Pye has built multiple successful businesses from the ground up and this course includes your 12 week road map to launching your business.


Class Introduction
Common Myths & Unknown Truths
The Road Ahead
Find Your Passion
The Lin & Jirsa Journey
Part-time, Full-time, Employed, Partners?
Stop Wasting Time & Money
Your 12 Week Roadmap
Great Plans Still Fail
Strategy Vs. Planning
Mind Mapping
Select a Focus
Competitor Research
S.W.O.T. Analysis
Strategy & Long Term Goals
Values, Vision & Mission
Effectively Managing Your Time
Artistic Development
Create Your Plan
What's Your Product
Luxury vs Consumer Products & Experiences
Quick Break for Econ 101
Your Target Market & Brand Message
What's in a Name
Your Client 'Why'
Crafting the Why Experience
Document the Client Experience
Business Administration Basics
Book Keeping Management
Create the Logo & Branding
Portfolio Design
Design Your Services & Packages
Pricing Fears & Myths
Three Pricing Methods
Package Pricing Psychology & Design
Psychology of Numbers
Pricing Q&A
Grass Roots Marketing
The Empty Party
Friends & Family Test Shoots
Join Groups
Second Shooting Etiquette
The Listing & Classified Hustle
Make Instagram Simple
Your Automated Pinterest Plan
Facebook Because You Must
Giveaway & Styled Shoots
Content Marketing & SEO
The Monster: SEO
Selecting Your Keywords
Testing Your Keywords
Grouping Main & Niche Goals
Your Content Road Map
Content Marketing Q&A
Inspiration to Keep Working
How to Craft Your Content
Internal Linking Basics
Back Link Building Basics
Link Value Factos
Measuring Link Value
Link Building Strategy & Plan
Link Building Plan: Vendors & Guest Writing
Link Building Plan: Features, Directories, Comments
Link Building: Shortcuts & One Simple Tool
What is Sales? Show Me!
Your First Massive Failure
The Sales Process
Your Second Massive Failure
Understand Buyer Psychology
Step 0: Building Rapport & Trust
Step 1: Identify Need or Want
Cognitive Dissonance
Steps 2 & 3: Value Proposition & The Solution
Step 4 : Close, Make the Ask
Step 5: Follow Up & Resolve Concerns
Family Photography Hot Seat
Business Example Hot Seat
Boudoir Photography Hot Seat
The Best Sales Person
Your Mindset, Vibrations & Frequency
Always Positive, Always Affirming
The Second Money & Dual Process
Chumming the Price Waters
Creating Want or Scarcity
Timeless Advice on Being Likable
Selling Over The Phone
Forbidden Words in Sales


  • This class has been an eye opener for me; a point of change in my vision as photographer. Pye is and AMAZING, INSPIRING, GENEROUS instructor, with an, authentic desire to help people and to share with them the best of his knowledge. I will not have enough words to say thanks to Pye Jirsa, as a teacher and as a human being, and thanks to Creative Live who allows us to benefit from the experience of such a knowledgeable, educated, well-versed photographer and instructor. 1000% recommended!
  • Been following this guy forever. Pye Jirsa may be well known in the wedding & portrait photography world and if there is something that this guy knows it is how to create a business, a sustainable one. The workbook he provided is comprehensive, and I honestly wish I had this when I first started out as a photographer! I love that he talks about his failures, keeping it real and honest for anyone starting out. He is definitely one of the best instructors around, super humble, down to earth and with a sense of humor to boot. The course is worth it! THE WORKBOOK is AMAZING! SUPER DETAILED!
  • I saw the live broadcast and it was amazing. Pye is one of the best instructors and inspirational photographers.. there are two type of ppl.. one who has the knowledge and doesn’t know to teach another who has the knowledge and knows how to get it through.... I still didn’t purchase this as I am saving for my daughters entrance fee for collage... :) Anyways he’s one of the best instructors and a good friend.... very humble and always cracks jokes.... Keep inspiring and keep teaching.... my blessings are always with you pye.