How to Launch a Photography Business

Lesson 54 of 87

Content Marketing Q&A


How to Launch a Photography Business

Lesson 54 of 87

Content Marketing Q&A


Lesson Info

Content Marketing Q&A

So, do you recommend to create educative content on your blog or on specific pages? Well, a lot of times you can actually, so you want them to be housed on the main website. You want them to have a home. Things that are just on your blog, don't really have a home, right? They don't have a place to get to from that main menu. So you generally want these things to be searchable. That's not to say that often times these blogs and things that you purchase, whenever you publish a new page, you can actually give it a home on your website, and you can serve it to your blog. Does that make sense? Your blog basically serves up all new content, whereas you gave it a direct link and a permanent home on this spot. So it does both. I expect it to hit your blog, if you write something about new venues, I hope it hits your blog, it needs to. I have a question from Danny, who says, for example, for five tips every new bride should know, or newborn safety tips, I love that. her question is, can s...

he use content from a magazine if she is crediting them, so how much can you be sort of curating other content that's out there and putting it on your own site? I would very much advise against that. There's a fine line between what's called curating of content and plagiarism. So, yeah, don't go there. And the other thing is, it doesn't benefit you from an SEO standpoint. The reason why is, if you pull content from some other place, if it's been up there for 24 hours or more, what's the likelihood that Google or all the other search engines have already crawled it? Raise your hands if you think that it's already been crawled and searched and looked. The engine has already found that content. That's bad news when you take that content and you publish it on your own page. Because then the search engine itself dings you. Ooh, bad practice, you just plagiarized someone else's stuff, your ranking is gonna drop. So, these are things that are very legitimate, and any time you publish non-organic content, the SEO benefit is minimal, meaning that if you're not creating the content yourself, if it's not new content, if you're taking somebody else's stuff, the benefit is either minimal to damaging, depending on what it is that you exactly did. So avoid it, don't take other things, that's why I say look to the Lin and Jirsa site as an example of what to do, go take it and make it your own. Adapt it, put it in your own voice, make it your own, write your pages. Cool? Alright cool, and Chris chimed in and said, "Google penalizes duplicate content." So there you go, you got it. Yes! Look at that. How long should blog posts be, is there sort of an ideal length, or is does it really kinda depend on your genre, or I know people don't like to read on the internet sometimes, they just wanna look at pictures, but... This is a great question, I'm gonna answer this from the standpoint of, I used to be the editor in chief for SLR Lounge, so our writers would come in and write stuff, usually 500 words, 800 words, is great. You don't need to go and write page long essays and in fact, what I would say is, the more you write, it better be so damn good that people are gonna keep on reading. Because beyond a certain point, Google's not looking at the keywords 10 pages down in an article, they're looking, what's closer to the top. Is that making sense? So they're gonna look at, that's actually one of the search factors, is what are the closest things to the top of the page? Those are the more relevant things. You're better off with to the point articles, easily digestible, because even though we are, we're gonna cover this in the next segment, even though we're writing, with keywording and content, kinda this categorization and SEO in mind, we're not writing for the search engine. We're writing for the end user. We're writing for the consumer who's gonna come and read it. It needs to be good content, it needs to be valuable. It needs to serve all those things, and in fact, if it's not, if Google feels like you wrote this for Google, bam, knock you down, it's that good. It's that good at detecting how you're writing. And if you say things like, we're gonna talk about keyword stuffing, like, I really love being a wedding photographer in Los Angeles. Being a wedding photographer in Los Angeles means the world to me. That is a keyword stuffed sentence. It has absolutely no value to the person reading it, and Google knows it. So, keep it shorter, keep them targeted, the easiest way to write beautiful content is list format content that follows a popular keyword term. Newborn safety is your keyword term. Five tips on newborn safety. As I'm saying this, do you hear Gizmodo, and all these other sites popping up in your head? Buzzfeed, and every single other site that uses these frameworks? This is where it comes from, okay? You just take it and adapt it to what you do. Boudoir. What do I wear for a boudoir shoot? What to wear... My boudoir shoot, what to wear, 10 ideas. And you have 10 simple ideas that guide them through. This way, Haldis, you don't need to be the best writer in the world, you just need to come up with interesting ideas. And two or three lines here or there to explain them. You don't need to write an essay for any of these things. Got it? Follow up question from Kate Garen, If your blog posts are too short, and people aren't staying on your site very long, is that bad, are you considering how long people should be staying on your site? I believe that's one of the tracking metrics, that Google would use, or a search engine would use is how long do people stay on the site. The key there is it's an important thing to understand, but the problem there is that the content itself is not valuable enough to stay. So you're pulling somebody in somehow, you got them there, but for some reason whatever they're seeing is not enough to keep them there. Which would lead me back to what keywords are you targeting, are you getting the right people on the page in the first place? Because if it's somebody that's interested in what you do, they should be willing to look around a little bit. It's like walking into a store and browsing. Imagine this. Let's go back to Louis Vuitton. We're standing in Louis Vuitton, and I wanna get people in the door. So I put ice cream on a cone, I'm like, "I got free ice cream for anybody who wants free ice cream, just come on in!" You could probably get a lot of people to walk into Louis Vuitton with some free ice cream on your cone, right? And you just hand out free ice cream. Free ice cream, one for you, one for you, Sharon you want some, what's your favorite flavor? Salted caramel. Ooh, I love salted caramel. You got some salted caramel, but then after you've had that salted caramel Sharon, are you gonna stick around and buy a bag? Nah. You're good, you got your salted caramel, you're out. (audience laughing) And that's the problem that we have, when people are coming into a site and frequently bouncing, is that we're either engaging the wrong audience, or the content is not valid to that audience. So pick one or the other, and then adapt it. Question from MPD Photo Guy, who's wondering about how you find out, how you track how algorithms are changing when it comes to SEO, so he's mentioning that some of the bigger ones have announced that some of the algorithms don't work anymore, and so how do you keep up with that? Okay, I'm gonna channel Chris right now. SEO Moz. SEO Moz is kind of the foremost authority on search engine ranking, everything search engine, they have a blog that you guys can follow. Keeping up to date on it is a good thing, don't drive yourself crazy with it. Don't let SEO drive yourself nuts, this is where your main thing, if you're too focused on that main SEO keyword term, you can drive yourself nuts, because one day you're at first, one day you're third. One day you're second, one day you're sixth. And it'll keep bouncing around, don't worry about it. Worry about your niches. Those are honestly the gold mines. Because those are things where somebody's considering something specific in your area, and it's a direct lead to you. That's your bread and butter, your niches should be your bread and butter. And then the organic ranking of the overall site will come a time. And we have more factors, the next segment is gonna talk about all the other factors and how to build that authority. Which sucks, because it used to be called page rank, and Google deleted that. There's no more page rank. So now we're just stuck saying authority. Because nobody knows. That make sense? It's a non-stop game. I wanna break this down in the simplest way possible. Don't think about what do you do for a search engine. Okay, if you go that route, all of you are gonna drive yourselves crazy. Think about this. Let me use my search engine to dictate what keywords, what category to be using. Then from there, just put out great content. From there, just put out good articles, good education. Okay? We're gonna teach you some back lane stuff, we're gonna teach you, but that is the big piece of it. Because if you're putting out good stuff, that people like and people read, that's the end goal of a search engine, right? The algorithm constantly changes because they're trying to figure out what is the most relevant thing to be serving up? So don't think about what do I need to do to please them, think about what is the most relevant thing you could serve up to your target market. Just use some good practices along the way, and it'll automatically rank.

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.