How to Launch a Photography Business

Lesson 84/87 - Creating Want or Scarcity


How to Launch a Photography Business


Lesson Info

Creating Want or Scarcity

This is the ultimate goal for you guys, I want us to be able to create want or scarcity in the product that we are making, okay, and we go back to this brand example of which brands here are we seeking, which ones are we moving to get, which ones do we want? Why do we seek those things? It comes back to kind of two different marketing standpoints and how brands create kind of a brand perception, and it comes back to another piece that we have direct control over, of scarcity. So first, push based marketing. This is really on the brand having the desire for the client to buy something. This is push based ads that are going to you and saying buy this, sale, you know, come in, get this. We have a great deal on this, da da da, they're trying to get you to want to buy the product, right? Whereas pull based marketing is generating the want on their side. These are subtle ads, subtle placements, things that make you desire a lifestyle, things that make you want to live a certain way. This is ...

where you shift the desire as actually on the client's side to seek the brand. Okay? So the question is, how do you create pull? Pull's not an easy thing to generate, because most of pull comes from quality of product and price exclusivity, you're creating a sort of luxury product to have. This is that piece of your business that I want you guys to create over the five years, three to five, six, seven, however long it takes you to develop that brand equity among the people that are seeking you out. It'll happen eventually. This piece, though, scarcity, limited availability is something you can do right now. Price and quality, with time. Scarcity we can control now. And what we can do is on your site you can state things, like limited bookings. I like to work with a limited number of clients each year to make sure that each clients get an exclusive experience. When you schedule calls, this is the most odd thing. We respect our clients' time, but not our own. How many of you send a client an email, call me anytime? How many of you are on the phone talking to somebody and they say I just don't have time right now, when can I, can I call you back? Yeah, call me anytime. How many of us say that line, call me anytime? A lot of us do, right? It's fine. I want you just to delete it, delete it from your vocabulary, and now what I want you to start saying in your emails is I know you're busy, tomorrow I have a window at 5:15 p.m. I know you get out of work at five, I have a window at 5:15 p.m., otherwise we can chat next week. Oh my goodness. You don't know how busy that person is, you don't know, like they have no clue what's going on. Your schedule might be completely open, but the fact that you said I have a window at 5:15, otherwise we can chat next week, they instantly go wow, Page, you're busy. I need to respect your time. And likewise on the phone when they say can I just call you back in a few minutes? No you can't. You don't say that, you say I'd love to talk to you. Julie, I'd love to talk to you, my next window is in a couple days, do you have time Friday at this time? I don't care if you're sitting at home twiddling your thumbs doing nothing, make it seem like you're busy, right? The whole point of everything that we did in the marketing side in the content marketing, in all that early on, was to fill the party. We need to make the party look full, and the party is never gonna look full when your time is so readily available for people. So with scheduling calls, with scheduling meetings, I want you to have that line, always, always in an email, I have time at this place, I'd love to do it here. I know you work here, I wanna respect your time, I have a window of 15 minutes here. And you know what you say when you just call somebody? 'Cause I want you to call your leads instantly, right. When you get a new lead in you should call them right away. And there's interesting statistics on the rate of close based on how long you wait. Like, if you call somebody within one hour, your rate of close is something like 70 to 80% higher than within 24 hours. So if you're instantly on the phone with that person, they're very likely to close, and you can close 'em on the phone. We do that all the time. But, when it comes to those discussions, when it comes to those phone calls, when you get onto that call, 'cause you just called 'em up instantly, right? They just sent the lead in, they just, oh yeah, I just filled that out one hour ago and you're calling me right now. When they say they don't have time to talk, okay, now you respond with, I just had a few minutes right now between meetings so I wanted to give you a call. If you wanna chat again, I have a window on Thursday. So that's the line that you're gonna give them because you're calling everybody instantly, but again, you want them to realize that your time is valuable, right? So, look, I just had a few minutes right now, I'm between meetings, I wanted to give you a call. Tomorrow would be a great time, maybe at seven? That works for me, does that work for you? But give them every time, every time you present a time, or every time you ask for a meeting or a follow up phone call, every time, you present a specific time. And the reason is, is because it's not real. When you tell me, hey, do you wanna meet tomorrow? That's not real to me until you set a time on it. Once you say, do you wanna meet tomorrow at seven, I actually think, oh, you know what, at seven I have this, but at eight I could do that. Otherwise it's just, yeah okay, we'll talk tomorrow. Sometime. And it's not gonna happen. Question? I was wondering, 'cause you earlier had showed your schedule, how do you not interrupt your workflow, say if you have a project, when you're getting interrupted with phone calls? This might be different 'cause you have, probably people handle that stuff for you, but I was just wondering how you keep your workflow, or do you schedule time in to return these calls, or? You know, early on in our process when a lead came in we were on the phone instantly. And I kind of expect that for you guys. As you're early on, let it interrupt you. Like, if a lead comes in, (sighs) I say this with a little bit of warning because I'm hoping that everybody here has already done that identification and marketing stuff that they need to make sure that the leads coming through are qualified. That's why we did everything, like the direction and all that kinda stuff, and the targeting, the personas, and the marketing, and everything so that who's calling is actually the people that we want. Because if, you're right, if you're getting a lot of cold leads coming through then stopping your day constantly to call these cold leads, you're not getting anywhere. But I'm hoping that what you're getting is warm to hot leads and you need to call those, like, right now. We've gotten to a place where, so right now we have 400 leads coming in a month. You don't need 400 to run a successful studio, you need five. Right? You book two or three of those leads in a month and you're good. So, at a rate of 400, we say that we want them to respond, the only time that they have a window of 24 hours is over the weekend. Otherwise they need to call back right away. Yes? What's up, Shell. So, I had an experience with a potential lead where it was a referral by word of mouth, and I tried several times, tried to reach back by phone and by email. The response I received from this client, potential client, said well, I'm too busy, but you can just keep calling me back until I answer. But she reached out to me, so I decided I didn't wanna play these games, so I'm letting her walk, but I mean, how do you, I don't wanna say no, but if I just, like if it's just crickets I'm not sure how to approach that, because it was a word of mouth referral. Yeah, I mean you probably can guess the kind of person that I am. I'm respectful of other people, but I also expect the same. I'm kind of a no BS kinda guy, and if I get you on the phone, Shell, and you say, oh, I'm kind of really busy but you can keep calling back, I'm gonna say, Shell, look, you were a referral from this person and I really respect them and I would love to work with you, but just to let you know, my next window to even have a phone call is in two weeks. Do you wanna talk right now? If not, why don't you let me know when you're interested in services, and if we have a window to serve you then I'll be able to help you out. Yeah. You throw it right back. That's kind of a very disrespectful thing for them to say, and you need to, so what's happened is she's taken the frame from you and she's taken your frame of control, and what you need to do is snatch it back. Take it back and reestablish that I have the frame in this position. And to do that, you can't be desperate, right? You have to come from a place of, like, I don't need your business, I don't need that, I want it.

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.