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How to Start a Photography Business

Lesson 32 of 87

Design Your Services & Packages

 

How to Start a Photography Business

Lesson 32 of 87

Design Your Services & Packages

 

Lesson Info

Design Your Services & Packages

We need to design our services and packages. So this is product development. I know there's gonna be plenty of questions on this. So let's dive in with what should I sell? That's the first question I swear everybody asks. What should I sell? And the first thing I ask is, what the heck do you want to sell? The question is is, what do you need to sell to get to a product that you love? That's what we're gonna map out. The minimum you need to get to a product you love. Meaning, would you go to a Louis Vuitton store to buy a $6,000 purse to have them say, "Would you like a handle with your purse?" Like the thing to hold it with. Do you want a handle? What about zippers? Do you want a zipper on that purse? (audience laughing) It's funny and it's ridiculous because none of us would ever do that. You wouldn't go buy a car and they wouldn't ask you, "Would you like a steering wheel with that?" But that's how so many of our packages are set up. And how would you feel if they did do that? Michel...

e, how would you feel if they did do that? (audience member speaking faintly) If you went to a, buy a beautiful purse and you're gonna spend that kind of money, and they asked you, "Do you want a handle?" I feel like this a trick question. It's not. Like, be honest. How would you feel? You're like, I just spent $2,000. How would you feel if I said, "Oh it doesn't come with a handle." I'd kind of be a little irritated. Probably a lot irritated. Yeah, very irritated. And that's what our clients feel when they come into your studio and they go, "I want this." And you say, "Well most packages, ah, most albums have 20 spreads. This one only has 10. Would you like to upgrade to 20 spreads?" And they're like, man, why do I have to buy something just to get you to sell me something else. What if I just wanna buy that thing and have it be all encompassing? This is the, this weird mindset that is across artists and photographers and cinematographers and everybody is that I'm gonna set a base price, which nobody wants. And that's frustrating. That is not the way any good consumer business works. So why would that be the way that we set up our packages? You're just setting yourself up to have a lot of angry people. And to have people that are gonna feel upsold. And then you're gonna hate, because you don't like sales, right? None of us really like sales until you're good at it. And then you'll love sales. But in the meanwhile, if you don't want your clients to feel upsold, stop upselling them. Start with the minimum you need to get to the product that you love. That's your base package. I don't know what that is for you guys. I can tell you what it is for us. But we're gonna go back and look at something that's really important. Compare that with your competitors. You know what's beautiful about competitors. All of us look at our competition as like, oh my gosh. These people that I have to compete with. Well first of all, they're your friends. You better not dislike them because they are gonna be the people that help you in your career the most. Second, be grateful. Be grateful for every one of your competitors successes. Because they just gave you a roadmap. They just proved that what you wanna do is doable. Be afraid going into an area where nobody else is doing that thing. That's what I would be terrified about. If I wanna offer a product that literally nobody else is offering, oh man, you got a lot of work in front of you. Because you've gotta convince consumers that they need to buy something that doesn't yet exist. So we're gonna start with our competitors. I want you to first map out the minimum product that you need to get to something that you love. Then go and compare that minimum product to our zero two competitor analysis worksheet that we did prior. This is, I'm hoping all kind of unraveling now of why we set up ourselves on day one, sorry, on the previous four segments, to this. We're gonna compare that and we're gonna see where it fits. Are our competitors offering much much more in their base packages? Do we need to look at this and tweak and modify? Are they offering much less? Do we need to take some things out? What do I need to, kind of, you're gonna do a balance between what you want in that package and between what you see others doing to get to a base. So for us, if you would like to us as an example, our engagements are three hours. And you're probably thinking who in their right minds spends three hours on an engagement shoot? Because most engagement shoots are 30 minutes to 60 minutes. It's a throw in that you kind of put in there. Our engagements are a little bit different. To get to a product that we love, we wanna tell a complete story of the clients. We tell them that we want our engagement shoot to be like their ideal date night. We're gonna go do something that they would normally do. If they would be at the beach, a lot of people love the beach, so we go to the beach a lot. If it would be going to a restaurant. Whatever it might be. But we're just gonna make it a date night and you're gonna dress maybe one step above what you would typically dress. So if you normally dress in loose jeans, I'm gonna say, dress in form fitting jeans. That's it. It's a three hour session. We generally do a canvas as a gift. We're gonna talk about why it's called a gift. It's not free. It's a gift. And it generally includes the digitals. Do we ever say digitals? No. Again, you're setting yourself up for, digital conveys what kind of a message? Cheap. Cheap. We're gonna go in our last segment, when we fine tune your ability to sell I'm gonna give you a list of forbidden words. Words that you never say again. And this is one of them. Digitals. But I'm gonna put it on here because you guys are photographers so let's just talk plain and simple, rather than saying, "And we deliver your photographic experience." I don't wanna say that every single time to you guys. When I just mean the files. Okay? So, this is largely gonna depend on what you intend to do afterwards. We're gonna teach you how to set yourselves up for IPS, which is in-person sales. And I'm gonna give you the short of it and tell you when you will be able to do IPS. And when it's gonna be very difficult to do IPS. I'm not gonna sell you on BS of we make $30,000 after every single shoot in IPS. No, when you see people posting that kind of stuff online, they're one offs generally. Especially in the wedding world. Because with weddings, the main thing that you're gonna sell after the fact is the album. That's where you're gonna be able to get upsales. Not for selling the steering wheel. You're gonna give them the entire car and the steering wheel. You're gonna show them how much they love that. And then you're gonna get mom and dad to buy one on each side. And then you're gonna say, "Wouldn't this look amazing on your wall?" That's your place of reference to kind of go from here. But we're gonna set up the process for that. You guys can choose when you wanna implement it. And guess what I'm gonna say if you guys say, I wanna start doing IPS right now, when you're just getting your business off the ground. What do you think I'm gonna tell you? Slow down muchacho. Take it easy. Let's build those things in over time. But let's set ourselves up for the future. And that's what we're doing. Our weddings will typically consist of eight hours. This is our base. Two shooters. One assistant. An album. Look, I wanna have two shooters there. That's for me to deliver my product. I want an assistant there. That's for me. That's my product so that I can get lighting and do all the things that I wanna do. I'm building out my minimum including the hours. I don't wanna do a six hour wedding package. Do you know how stressful that is to do six hours of coverage? You're going from one thing to the next. Like, it's miserable. So, mine is eight. Does this all make sense? Now adapt this to whatever you're shooting. Maternity. Newborn. Fine art film. I don't know. But start with your minimum package. The minimum you would want to deliver to get to a product you love. Then you add more. Make sense? So sample packages. 'Cause I'm not gonna leave you hanging. I'm gonna give you an idea of a place to start. So, if you can do a six hour wedding day, and that is your ideal, because maybe you do elopements. Right? Elopement photography you don't need eight hours. Six is a good place. So you start our with a six. And you like your engagement sessions to just be a quick set of portraits so that you can get back to work. You go to one hour. Lead and second on the shooter, on the day of. You have a high resolution images. And maybe a credit towards an album purchase. That's the minimum. This is your bread and butter. Package two is the package you wanna sell. This you're gonna add in a little bit more of everything. This is like your ideal world. You can get to a product you're proud of with package one. But you want to deliver every client package number two. Package three is your price anchor. We'll talk about this more when we get to sales psychology. Package number three is kind of like, you have to think of package number three as what would everybody ideally have in their package? Not just, I'm gonna throw in the entire kitchen sink that nobody wants. But going back to your persona, it's what would that person ideally want to have in this package. Do you know what it is for an Indian bride? Ideally, they want their three days of coverage. Four hours for each pre-wedding day. They generally want 12 hours for the actual wedding day. They want their own album, which is usually 40 pages. They want two parent album duplicates, which are 20 pages apiece. Or 20 spreads. Okay? Plus they want their images. That is their ideal. I'm not saying, oh I'm gonna throw you a bunch of wall art. And I'm gonna throw you a bunch of this stuff. Because what's the first thing they're gonna say. Can you guess if I put stuff that they don't want in package number three, or in package number two, or in package one? If I put things in there that that personal does not want, what are they gonna say? Take the price down. Yeah. What will it cost me if I take that out? So that's what we're trying to avoid, is what will it cost me to take that out. Don't, and we have to know who we're marketing to to be able to do that. So this is what that third package is. I expect kind of a decent jump in price point from package one to two. A significant one from two to three. Let's keep going. Don't sell things that they have to upgrade. Just don't to that. Bad business. Bad, it's just poor business ethics. It doesn't make any sense. Desired products need to be in package one. And then we sell, I'm sorry, desired product in package two. So like, let's say I wanna offer package one because I wanna get people in the door. I'm still happy if I can't deliver an album. But I'm gonna give them an album credit because I do want them to buy an album. But I wanna have that price point available to them. We have people locally that say no. A signature album is my minimum. Is there a right and a wrong to this? No. It's just for them a signature album is their minimum. So their price point starts with like our package two. And that's their base. You just understand that you're trimming off one segment of the market that might not understand what you're doing prior to making a decision on price. That is not necessarily a bad thing. Yes, questions. So, for the package one, don't sell things they have to upgrade. Does that mean, like ala carte items? 'Cause I've seen packages where, if you want more than the allotment it's kind of like based on ala carte. Is that what that means? No. So, like we talked about, this is for you and your product right? What I'm saying is, don't sell something that they have to upgrade to get to the product you want to deliver as the artist. Let's say you're doing newborn sessions. You would like to set them up for IPS. But you want them to walk away with something. So in your base minimum, if they come in and pay your $249 sitting fee, you want them to have 10 images. I wanna give you ten images as your final product. But then the additional images, and the additional artwork and everything else is ala carte. They could walk away with their 10 images, and you should be okay with that. Does that make sense? Yes. But if you feel like, let's say this, if you were selling weddings and you felt like every single person needs to have a signature wedding album. But you didn't have it in your base package. And so every time someone selects the base package they go, you say to them, "I really feel like you need a wedding album. It's another $2,000. I really feel like you need, you must have a wedding album, it's another $2,000." That's the aggressive, upsell. Got it. Where you've built something that doesn't fit what you believe. And you're gonna get the feeling of, man I don't like being a salesperson. I feel like I'm constantly selling. It's because of the way you've set up your own packages. Thank you. Yeah. Julie? Oh, go ahead. So you say that the package one, we shouldn't try to upsell basically. Ah, try to trick them. So does that mean that with the $500 credit, can they get an album? Or do they still need to add more money after? No you tell them upfront. You say, "You have a $500 credit towards an album because I'd love you to have one. That brings the price of an album down to $1,499." Okay So they know. And, it's your gift to them. So you don't say it's a credit. You say it's an album gift. And we're gonna talk about that too when we get to forbidden words. Basically, you give them a gift. So the other way they're not like, well what if I remove the credit? The duplicate parent album, versus the signature wedding album, what would be the difference? The duplicate parent album versus the signature? So what we do for our clients is we tell them that if you want a duplicate album, we give them like a collection price. So we don't say discount. We say collection price. If you want duplicate albums, the collection price drops by 30% or 40%. Because generally your album designer if you wanna create a duplicate album, you don't need to design it again. And also the printer will often give you a volume discount for two or more. So you build that in to incentivize them to buy more. The ideal goal here, and this isn't being lazy, this isn't bad business practice, this is the ideal goal here, is that, you're giving them things that they want that are marginal investments of your time. Once you've got an album designed, getting them wall art, getting them duplicate albums, getting them, even additional albums that have small modifications, that's a marginal investment of your time for a big increase in revenue. So even if you have to cut a significant part of that price to get them and to incentivize them to do that, well if you can make another $1, from an additional hour of ordering just more, that becomes very worth your time. Whereas, if they design three custom albums you need to make sure that all three of those albums are full price. 'Cause it's gonna be a lot of design time. X amount of hours for a shoot. Is that from when you walk into the place? Or is that from when you leave home? I mean, is that when the client shows up? Or do you make an agreement that, this is when we're supposed to meet? And then your time starts? How does that? How do you kind of? I wan you to work backwards into the answer to your own question. Think about you from the consumer standpoint, if you'd be pissed off if the customer, or if I said to you as the photographer, "That, your time begins when we all leave to go to the location." Would you be upset by that? Would it be stressful? Would it be a bad experience? Yes. Right Don't do it. Start the time when you arrive. And you say, " We begin shooting at 3 pm." I always say, "I'd like you guys to show up 15 minutes early to get you all warmed up." So when 3 pm comes we're ready and going. And it's communicated up front. So if they show up at 3:30, it ate into their time. I don't give them additional time unless, you know, I really, like maybe there's an extenuating circumstance or something like that. But we respect our time. But at the same time, don't do any business practices that you wouldn't appreciate yourself.

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

AFTER THIS CLASS YOU’LL BE ABLE TO:

  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy

ABOUT PYE'S CLASS:

Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.

WHO THIS CLASS IS FOR:

  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography

ABOUT YOUR INSTRUCTOR:

Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.

Lessons

  1. Class Introduction

    Go from nothing to a booked client or grow a young photography business -- that's what students should expect from this course. Learn what's ahead in the course in this introductory lesson.

  2. Common Myths & Unknown Truths

    Bust the myths and set appropriate expectations for running a photography business. In this lesson, Pye shatters some myths, then lets photographers know what to expect before launching a business.

  3. The Road Ahead

    There are easier ways to make a living, Pye says, and the expectation that photography is easy money is setting yourself up for failure. Find out what the average studio spends on costs and start calculating rough numbers using an easy spreadsheet included in the class workbook.

  4. Find Your Passion

    The reality of working as a photographer, Pye says, is that 10 percent of your time will be spent taking pictures -- and 90 percent will be running the business. Pye redefines the passion that you need for business.

  5. The Lin & Jirsa Journey

    Go behind the scenes of Lin & Jirsa Photography and learn the story for how Pye's business launched.

  6. Part-time, Full-time, Employed, Partners?

    Walk through the different options for running a photography business. Learn the pros and cons of working as a photographer part-time or full time. Dive into options for working with a partner.

  7. Stop Wasting Time & Money

    Can your clients really tell the difference between an f/1.2 and an f/2.8 lens? Between a good camera and a high-end camera? No -- which means you shouldn't be wasting money on gear that you think that you need. Instead, re-focus on what clients easily notice.

  8. Your 12 Week Roadmap

    Getting a photography business off the ground can be done in as little as 12 weeks. In this lesson, Pye shares the roadmap for a 12-week launch, using the included class workbook to build your plan of attack.

  9. Great Plans Still Fail

    Strategies won't protect you from failing, but those failures can still take you somewhere. And you're not alone -- in this lesson, Pye shares some of his past failures.

  10. Strategy Vs. Planning

    Don't make the mistake of jumping right into business without first planning. Slow down, Pye suggests, and develop both a strategy and a plan.

  11. Mind Mapping

    Jump into step one for strategy and planning with mind mapping. Use this technique to brainstorm and build ideas using nothing but a sketchpad and a few minutes of time.

  12. Select a Focus

    Develop a focus to make the task of launching a business less monumental -- and launch a business that's better poised to compete. In this lesson, learn the importance of developing a focus then narrow down the focus of your business.

  13. Competitor Research

    What are your competitors doing? Professional photographers shouldn't burn up all their time comparing businesses, but researching competitors is an important part of the process. Learn who's really your competitor, develop a research strategy, and understand what to look for.

  14. S.W.O.T. Analysis

    Analyze your business environment by looking at your strengths, weaknesses, opportunities, and threats -- or S.W.O.T. Adapt this common business practice to photography and learn how to apply the analysis to your own business launch.

  15. Strategy & Long Term Goals

    Where do you see yourself in three years? Build a long term strategy by looking at your ideal work-life balance and lifestyle.

  16. Values, Vision & Mission

    Developing your business values, vision, and mission creates a foundation that helps your strategy and goals fall into place. Whether you work alone or with a team, pinpoint your values, vision, and mission.

  17. Effectively Managing Your Time

    Business owners that work from home often fall into the trap of neglecting to set a schedule. Learn how to effectively manage your time as a business owner when you don't have a time clock to punch, from setting hours and goals to tools to help you track your time.

  18. Artistic Development

    Part of the 12-week business launch is education and developing your skills as an artist. Learn tricks to catching up and developing skills as an artist.

  19. Create Your Plan

    In this lesson, develop a plan to ensure the fundamentals of photography are in place before your first shoot. Craft a plan for improving your technique, no matter what genre you plan to shoot in.

  20. What's Your Product

    In this lesson, define what your product is as a photographer. As a photographer, your product is a combination of you, your photographs, your experience, your website, and more.

  21. Luxury vs Consumer Products & Experiences

    What's the difference between luxury and consumer, besides just price? In this lesson, Pye walks through the different qualities that tend to be associated with luxury brands compared to consumer goods -- and how that relates to photography.

  22. Quick Break for Econ 101

    Economics play a big role in business. Dig into a few economics basics and how those concepts apply to the photography business.

  23. Your Target Market & Brand Message

    Identifying your target market and brand message is essential to building your business. Dive into the topic with an example using Pye's own photography business.

  24. What's in a Name

    Choosing the name of the business is a tough decision. Weigh the pros and cons of using your name for your business or coming up with a unique business name.

  25. Your Client 'Why'

    Craft a simple statement that builds the experience, or the why that you want for your clients. Learn what that "why" is in this lesson.

  26. Crafting the Why Experience

    Clients choose photographers for the experience. Identifying that why experience, then building that experience is an essential part of growing your photography business. Learn how in this lesson.

  27. Document the Client Experience

    Writing down the client experience helps ensure every client gets the same careful attention to that client experience. Work to document your client experience in this lesson.

  28. Business Administration Basics

    Work through the basic business tasks you'll need to tackle, from gear to business management software. Tackle registering your business name (including checking for an available domain name) and opening a business bank account. Learn why an LLC is often best for protecting personal assets, and the different types, such as a sole proprietor.

  29. Book Keeping Management

    How often should you look at financial statements? How should you keep track of what you are making? Tackle the bookkeeping best practices for your business.

  30. Create the Logo & Branding

    Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.

  31. Portfolio Design

    Learn how to show off your work in a portfolio. In this lesson, Pye shares why less is more, how to choose the images in your portfolio, and more.

  32. Design Your Services & Packages

    Design a pricing structure that suits your business and your goals. Learn what to do -- and what not to do -- when building your photography packages. Stop upselling and create a package that you -- and your clients -- will love from the start.

  33. Pricing Fears & Myths

    Continue building that pricing structure by dispelling the fears and myths surrounding pricing your work. Stomp out pricing fears in this lesson.

  34. Three Pricing Methods

    There's no right way to price -- in this lesson, Pye shares three different methods for pricing your work. Adapt these pricing frameworks for your own business.

  35. Package Pricing Psychology & Design

    Setting a "price anchor" helps your mid-way price point feel less expensive. Learn similar pricing psychology tips in this lesson, along with all how to name and develop your package prices.

  36. Psychology of Numbers

    Presentation matters -- even the font of your price can play a role in how potential clients view your prices. Learn best practices for presenting your prices.

  37. Pricing Q&A

    Expand on your pricing know-how as students like you ask questions during the live class.

  38. Grass Roots Marketing

    How do you create a marketing plan when you have no marketing budget? Build a plan to market your business on a budget, including network marketing and social media. Then, adapt your marketing plan as your business grows.

  39. The Empty Party

    Continue developing your grassroots marketing strategy and learn how to get people talking about your business. Use SEO, social media and word of mouth networking to grow your business.

  40. Friends & Family Test Shoots

    Taking test shots with a purpose both helps you practice your skills and expand your marketing efforts. Learn about brand ambassadors and organizing test shoots.

  41. Join Groups

    Joining online groups helps build a team of support, a resource for critiques and more. Learn how to make the most of online groups in this lesson.

  42. Second Shooting Etiquette

    Working as a second shooter is a great way to get your feet wet. Create more opportunities from second shooting by treating the task with proper etiquette.

  43. The Listing & Classified Hustle

    Directory listings and online classifieds are a simple, inexpensive way to get your name out there when you are getting started. Master some best practices for using online classifieds and similar options.

  44. Make Instagram Simple

    Continue working on social media marketing with tactics for using Instagram for your photography business. In this lesson, Pye shares the basics of using Instagram to find potential new clients.

  45. Your Automated Pinterest Plan

    Most brides use Pinterest more than any other platform to engage with vendors -- and the platform is important to other genres like family photography and newborn portraits too. Tackle Pinterest and learn to make your clients work for you by adding a simple plug-in to your site.

  46. Facebook Because You Must

    Pye cautions against relying on Facebook -- or any single source -- to build your business. But, Facebook is still an important part of your social media marketing. Learn Facebook marketing best practices.

  47. Giveaway & Styled Shoots

    Once you've built a quality portfolio, giveaways and stylized shoots can help boost your business. Learn why giveaways and stylized shoots are so important and how to make the most of them.

  48. Content Marketing & SEO

    Longterm, content marketing and search engine optimization is an important part of sustaining your business. Learn what content marketing and SEO is and how it plays a role in photography companies.

  49. The Monster: SEO

    SEO feels like a daunting task for photographers -- but in reality, it's just something that's simple once you learn how to do it. Master the keyword by understanding what keywords are.

  50. Selecting Your Keywords

    Now that you understand what a keyword is, how do you use them? Which one do you choose? Learn how to choose the keywords that will work best for your business in this lesson.

  51. Testing Your Keywords

    Just how viable is that keyword idea? In this lesson, learn how to determine if a keyword is good or not --and gain new ideas -- using the free Google Keyword Planner tool as well as options like Moz and SEM Rush.

  52. Grouping Main & Niche Goals

    Armed with your keyword ideas, determine what options should be your main focus and what should be a niche. Determine the main search goal, then build smaller niche goals for creating a searchable website.

  53. Your Content Road Map

    Build a strategy from those keywords and start building website content to bring potential clients in through search. Learn where to plug in those search terms and how to organize your web content using keywords.

  54. Content Marketing Q&A

    Gain additional insight into building your website content through questions from students during the live session, from how long web content should be to blogging tips.

  55. Inspiration to Keep Working

    Website content isn't a one and done thing -- but you shouldn't feel overwhelmed. In this lesson, find the inspiration to keep building your business when the tasks seem monumental.

  56. How to Craft Your Content

    Once you have your focus and keywords, it's time to start building your website content. Learn how to write better website content, where to place those keywords, and best practices for building content that will get noticed by Google.

  57. Internal Linking Basics

    Links play a role in how Google sees your website -- so how should you structure your website? In this lesson, learn tricks to building the links on your page.

  58. Back Link Building Basics

    What about links that originate off your website? Backlink building helps boost your website in the search results by building authority. Learn the basics for building authority by getting links on other websites.

  59. Link Value Factos

    All backlinks are not created equal -- so what determines a good link value? Master the basics of determining how to use backlinks to build the most value.

  60. Measuring Link Value

    Dispel misconceptions on link building and see how search engines value links differently.

  61. Link Building Strategy & Plan

    Develop backlinks to your website by building a strategy. Learn tricks like writing guest blogs as well as how often to work on backlinking.

  62. Link Building Plan: Vendors & Guest Writing

    Vendor websites are great places to build links -- and it's as simple as sharing photos with the vendors used on your shoots.

  63. Link Building Plan: Features, Directories, Comments

    Expand link building opportunities with features inside publications, as well as directories and comments. Learn how to target a specific publication.

  64. Link Building: Shortcuts & One Simple Tool

    Avoid shortcuts like buying links and unnatural link exchanges. Then, learn how to use the tool Backlinkwatch.

  65. What is Sales? Show Me!

    Sales is a life skill, no matter what industry you are in. Gain insight into the sales process as Pye roleplays sales sessions with students.

  66. Your First Massive Failure

    As Pye says, you can't sell to people that aren't in your target market. In this lesson, Pye discusses failure and how to qualify and differentiate your work.

  67. The Sales Process

    Walk through the process of selling your work in a simple four-step process. Learn tactics for selling your work.

  68. Your Second Massive Failure

    Avoid pitfalls to the selling process by tackling the most common mistakes, like sharing the price too soon.

  69. Understand Buyer Psychology

    What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

  70. Step 0: Building Rapport & Trust

    Sales start with a relationship. Establish that trust by starting a conversation with the client -- and not about photography.

  71. Step 1: Identify Need or Want

    By identifying the client's wishes early in the process, you can create the best pitch tailored to that individual. In this lesson, Pye shares the system he uses to get to know what a client is looking for.

  72. Cognitive Dissonance

    Cognitive dissonance in sales comes in when weighing the price against the quality of the product. Walkthrough how cognitive dissonance plays a role in the sales process.

  73. Steps 2 & 3: Value Proposition & The Solution

    Based on the conversation leading up to this moment in the sales process, it's time to present your package that best fits their needs. Learn how to create a value proposition and present a solution.

  74. Step 4 : Close, Make the Ask

    Most new photographers find the task of presenting the price and getting the actual booking daunting. Learn how to be bold and get that client in step four of the sales process.

  75. Step 5: Follow Up & Resolve Concerns

    Build your follow-up process to avoid losing those leads. Here, Pye shares his process for following up after a client conversation.

  76. Family Photography Hot Seat

    While sales is similar across genres, the process can vary slightly based on the type of photography. In the series of hot seat sessions, watch students improvise client meetings.

  77. Business Example Hot Seat

    Next on the hot seat, sit in on a business sales session. Build a list of dos and don'ts with a sales simulation focused on commercial photography.

  78. Boudoir Photography Hot Seat

    Sit in on a simulated sales session with a boudoir photographer. Learn ways to improve when meeting with a client and build your people skills.

  79. The Best Sales Person

    Fine-tune what you've learned about sales so far with tips to become a better salesperson and improve your charisma as you meet with clients.

  80. Your Mindset, Vibrations & Frequency

    Continue refining your sales skills by adjusting your mindset on sales.

  81. Always Positive, Always Affirming

    As you meet with clients, Pye suggests always staying positive and affirming. Learn how to integrate positivity through body language and more.

  82. The Second Money & Dual Process

    Booking a client a second time is easier than the first. In this lesson, Pye walks through how to book the first sale or the minimum package while allowing the client to upgrade later.

  83. Chumming the Price Waters

    What happens when a client pushes for the price first? Pye walks through "chumming the price waters" and getting potential clients to see your value first.

  84. Creating Want or Scarcity

    Looking at both right now and in the first five years of your business, Pye digs into techniques for creating a want for your work.

  85. Timeless Advice on Being Likable

    How do photographers get clients to like not just their work, but themselves as a person? In this lesson, Pye shares tips on building charisma and starting a relationship with clients.

  86. Selling Over The Phone

    Many sales start with a phone call. Learn how to start a relationship on the phone and other tricks for working with sales when you're not in an in-person meeting.

  87. Forbidden Words in Sales

    Word choice matters in sales. In the final lesson of the course, learn what words to avoid and what to use instead.

Reviews

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.