How to Launch a Photography Business

Lesson 2 of 87

Common Myths & Unknown Truths


How to Launch a Photography Business

Lesson 2 of 87

Common Myths & Unknown Truths


Lesson Info

Common Myths & Unknown Truths

I wanna talk about common myths and some unknown truths. This is all about setting the expectations of what you're about to get into. I think that's so critical, to have the right expectations, because, have you guys ever heard that basically disappoints, what do disappointments come from? It's literally just unmet expectations. So the the problem is that when you're setting out on a journey like this one, a career path, having the wrong expectations can derail you very quickly. So let's talk about it. How many people have heard this? You must have a studio. Nobody's heard that? You just promised to interact with me. You have to have a studio to have a photography business. Oh my goodness. So false. You do not. We ran the first three years, like Kenneth said, over there, over here. Like Kenneth said, the first three years of our business was out of my apartment. I had an employee in my apartment. Oh, here's the funny thing. I actually had a video I was gonna show you guys. But me, Just...

in, and our first employee Joe, we lived in the exact same apartment complex, and so our commute was like, you'd open Justin's door, walk three feet, and you're at work, and then you walk in on the other side. And we did that for years. Completely fine. At home, in an apartment, doesn't matter where you are, totally fine. Nobody makes money in photography. That's completely wrong. How many people have heard this? Please, tell me your parents said this. Everybody's parents said this. My dad just told me he'd disowned me. I'm kidding! But seriously. Okay, your portfolio has to be perfect. Oh, I'm gonna prove this one wrong. I'm gonna prove it. I'm gonna show, you guys wanna see some of our early on photos? Oh yeah, you do. Everybody loves a good bashing session. You need the best camera and lenses. Eh, wrong. Have you heard this, yeah? We were shooting, it sounds, this is almost embarrassing to admit, we started out our studio on Rebels. The Costco kit. Hey, let's start a business. Let's go to Costco and buy some Rebels. That's literally what we did. And the very first shoot that we did was in a helicopter with a Rebel. It didn't come out great. You're looking at me like, no, it didn't come out great. We made it, okay, you're gonna see it, you're gonna see it, don't even worry about it. You need a perfect brand and look. No. It's great to have a good brand and a good identity. We're gonna help you create that. But these things evolve over time, right? How many of you have not bought a great product because their logo wasn't good? Okay, how many of you have gone onto Amazon, found a really great reflector, like a five-in-one reflector, and you're like oh man, 20 bucks, it's got good reviews. How many of you looked at their logo and branding and made the decision at that point? Raise your hand if the logo and branding mattered. No. You saw the reviews, word of mouth, you saw the price, it was good. Okay, Apple is the only computer for creatives. Oh, holy crap, that's wrong. You can use anything you want. I recently switched everything over to Apple, if you guys are curious about it, I can tell you why. But, the first nine years of my career, I've been on PC. I've been on PC my entire life. I still love PC. It's just tough to maintain a studio of 60 PCs, so we're switching everything over for maintenance side. If you take great pictures, you will be successful. Oh man, that is so false. You can take the best pictures in the world and tank it. It has nothing to do with that, unfortunately. I mean, in the perfect world, in the perfect business environment, business decisions and purchase decisions would be made strictly on the quality of the product. That's just not the world that we live in. Business decisions and purchases are made based on how you feel, on what's presented to you, on the information that you actually have. So, probably a lot of the world's best photographers are people that nobody knows about. My market or clients won't pay that price. That's wrong. Your market might be smaller. Maybe it doesn't have a ton of high-end, super wealthy clients, but every time I've heard this statement, I've thought, man, there's a lot of ways around that. Either find that audience in your existing market or market outside of your existing market. Solved. Full RAW only. Please, gosh. I know studios that run jpeg. Their clients pay $8,000 to $10,000 per wedding, and they shoot all jpeg. That's not what we do. From a shooting standpoint, we shoot medium RAW for all journalistic moments. Basically moments that are not gonna be blown up to a 20 by a 30. We shoot full RAW for anything that could be. Family portraits, portraits of the clients, that kind of stuff, we'll go full RAW. But this is up to you guys to choose that. Now, I saw a question in the back. Tell me what that is, what's the resolution on that? That's like, it depends on the camera. On a 5D Mark IV, that'd be something like 16 to 18 megapixels, something like that. It's in between. Okay yeah middle. The point is, you choose. This isn't a huge, honestly, when I shoot for myself, like family stuff and all that kind of stuff, if I'm doing a portrait session for friends, I'll shoot in jpeg. Full jpeg. You know why? I'm shooting it myself. I know exactly how my camera works, I know exactly the range that I have, and I shoot it in camera to be almost, you pop a preset on it and it's done. So I'll shoot it in camera that way. But when you're operating a studio of 30-something photographers shooting, how easy is it to make sure that every single person shoots the exact same way? So we operate RAW, so that way we have more flexibility in post to be able to fix errors. Does that make sense? So, but I'm saying that I have friends that operate studios that shoot only jpeg. High-end studios. You need the best camera and lenses. No. Canon greater than Nikon, Sony, I mean that's true, let's be honest. Just kidding. Pick your weapon. It totally doesn't matter. They're all great. Use your iPhone. I'm just kidding, don't use your iPhone. If you're online, I take it back, don't use your iPhone to take wedding pictures, that's no, that's not what we want. You probably could, actually. Working for free is a waste of time and a bane to the industry. This is one of the biggest incorrect statements that has been put around the internet, that working for free is a bad thing. Working for free without purpose is a bad thing. But working for free has opened up some of the best opportunities that I've had in my career. We'll talk about it. You matter more than your camera or product in the success of your business. This is a truth that nobody ever talks about. Do you know what I mean by that? You will, 'cause I'm gonna show you how we were producing some not so great images, but we still sold $3,000, $4,000 weddings at the very beginning of our studio. It had nothing to do with operating out of an apartment, it had nothing to do with anything. Something had to do with the people that we're interacting with. Education is greater than gear. Can we start spreading this truth around? We are so brainwashed by all the fantastic marketing efforts on the parts of these camera companies that we actually believe that the lens and the exact specific aperture diameter matters. This is something that we're going to talk about quite a bit. The client experience trumps all. This is right. This is one of my favorite things to talk about. If I asked you guys here to think about an image, okay, if you're online, think about an image in your head, one of your favorite photographs of you or your family or your loved ones. You have something in your head? Are you thinking about a particular image right now? Give me my nods. Pick a picture. Now tell me if the lighting or the exposure or any of those things mattered about that photograph? Did the picture that you select, was it a perfect exposure, was it a beautiful image with amazing dynamic range? Or was it something emotional? Was it something that had a meaning and a purpose to you? This trumps all, because it doesn't matter how good of a photograph I take if I made you feel like crap when I took the photo, if I said oh my gosh, this is your wedding day, just relax, there's no reason to do that. It doesn't matter how great that picture looked, if I made you feel bad about something, that's what you're gonna remember. When you see that photograph, you're gonna remember how you felt when it was taken. Alright? Which means that if I made you feel good when I took your picture, it probably doesn't matter so much what the picture looks like. If you look flattering, if it looks good, and you remember that good feeling, that's all that matters. Is that a weird thing to hear? Good. I hope not. The business of photography is more about service and experience over the product itself. Yes. Now, you can call this an unfortunate truth, I don't know. To me, it's wonderful, because if you can separate yourselves, and this is the beauty of a statement like this, and this is the beauty of the truth of this. If I said to you to be successful, you had to be, my dear, what is your name? Chelle. Chelle, I'm Pye, nice to meet you. If I said you, Chelle, like... It's Michelle, but I go by Chelle. Ah, that is, I've never heard, that's amazing. Sorry. So, Chelle. Yes. Along these lines, if I said to you to compete in the photography industry, you have to be taking the best photographs, better than everybody else, how would you feel? I would feel intimidated. Okay, what if I said, instead, that to compete in the photography industry, you just have to give the best client experience? How would you feel now? I would do all I could to make that happen. Do you feel like one's more controllable than the other? I think so. Yeah. Giving somebody a great experience should feel a lot less intimidating, a lot more in your control, than something subjective like being the best photographer.

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.