How to Launch a Photography Business

Lesson 83/87 - Chumming the Price Waters


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.

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.


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