How to Launch a Photography Business

Lesson 83 of 87

Chumming the Price Waters


How to Launch a Photography Business

Lesson 83 of 87

Chumming the Price Waters


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.

Class Description

The content and opinions expressed in this course are for informational purposes only and not for the purpose of providing legal advice. You should contact your attorney to obtain advice with respect to any particular issue or problem

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.


  1. Class Introduction
  2. Common Myths & Unknown Truths
  3. The Road Ahead
  4. Find Your Passion
  5. The Lin & Jirsa Journey
  6. Part-time, Full-time, Employed, Partners?
  7. Stop Wasting Time & Money
  8. Your 12 Week Roadmap
  9. Great Plans Still Fail
  10. Strategy Vs. Planning
  11. Mind Mapping
  12. Select a Focus
  13. Competitor Research
  14. S.W.O.T. Analysis
  15. Strategy & Long Term Goals
  16. Values, Vision & Mission
  17. Effectively Managing Your Time
  18. Artistic Development
  19. Create Your Plan
  20. What's Your Product
  21. Luxury vs Consumer Products & Experiences
  22. Quick Break for Econ 101
  23. Your Target Market & Brand Message
  24. What's in a Name
  25. Your Client 'Why'
  26. Crafting the Why Experience
  27. Document the Client Experience
  28. Business Administration Basics
  29. Book Keeping Management
  30. Create the Logo & Branding
  31. Portfolio Design
  32. Design Your Services & Packages
  33. Pricing Fears & Myths
  34. Three Pricing Methods
  35. Package Pricing Psychology & Design
  36. Psychology of Numbers
  37. Pricing Q&A
  38. Grass Roots Marketing
  39. The Empty Party
  40. Friends & Family Test Shoots
  41. Join Groups
  42. Second Shooting Etiquette
  43. The Listing & Classified Hustle
  44. Make Instagram Simple
  45. Your Automated Pinterest Plan
  46. Facebook Because You Must
  47. Giveaway & Styled Shoots
  48. Content Marketing & SEO
  49. The Monster: SEO
  50. Selecting Your Keywords
  51. Testing Your Keywords
  52. Grouping Main & Niche Goals
  53. Your Content Road Map
  54. Content Marketing Q&A
  55. Inspiration to Keep Working
  56. How to Craft Your Content
  57. Internal Linking Basics
  58. Back Link Building Basics
  59. Link Value Factos
  60. Measuring Link Value
  61. Link Building Strategy & Plan
  62. Link Building Plan: Vendors & Guest Writing
  63. Link Building Plan: Features, Directories, Comments
  64. Link Building: Shortcuts & One Simple Tool
  65. What is Sales? Show Me!
  66. Your First Massive Failure
  67. The Sales Process
  68. Your Second Massive Failure
  69. Understand Buyer Psychology
  70. Step 0: Building Rapport & Trust
  71. Step 1: Identify Need or Want
  72. Cognitive Dissonance
  73. Steps 2 & 3: Value Proposition & The Solution
  74. Step 4 : Close, Make the Ask
  75. Step 5: Follow Up & Resolve Concerns
  76. Family Photography Hot Seat
  77. Business Example Hot Seat
  78. Boudoir Photography Hot Seat
  79. The Best Sales Person
  80. Your Mindset, Vibrations & Frequency
  81. Always Positive, Always Affirming
  82. The Second Money & Dual Process
  83. Chumming the Price Waters
  84. Creating Want or Scarcity
  85. Timeless Advice on Being Likable
  86. Selling Over The Phone
  87. Forbidden Words in Sales


Angela Sanchez

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!

Yenith LianTy

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!

Tai Hsin

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.