How to Launch a Photography Business

Lesson 84 of 87

Creating Want or Scarcity


How to Launch a Photography Business

Lesson 84 of 87

Creating Want or Scarcity


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.


  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.