How to Launch a Photography Business

Lesson 46 of 87

Facebook Because You Must


How to Launch a Photography Business

Lesson 46 of 87

Facebook Because You Must


Lesson Info

Facebook Because You Must

Facebook, Because You Must. I don't have anything against Facebook. I love Facebook. I have a lot of things. Nope, I'm just kidding. I'm good, I'm fine, it's fine. This is not about me. Once great, it's now has diminished value, do the basics, and don't rely. Why have we created a four prong marketing approach. Why have we had you go in different sections, from listings, directories, everything, networking, friends, all those? We now have multiple channels to go along with, because everybody, four years ago, that relied on Facebook to get their business, is now out of business, or they had to figure out something real quick. It was almost an overnight switch when Facebook turned off the algorithm, and instantly all of our posts were seen 20% of the time. Do you guys remember this, right? It's happened multiple times. It continues to happen, and you know what? Their team, Facebook, has respond that, "Facebook, "we don't want it to be a place for business. "We want it to be a place for p...

eople "to connect with people." What do you think that means as businesses? You need to be there, without spending your time there. And here's what we're going to do on Facebook. We still need it. It's just not for customers. We need it for legitimacy of our business. Everybody expects it. That's number one, and that's what is expected. But, fans, clients, and vendors need to have a place to tag you, and you need to have a place to tag them, because, while Facebook isn't great for client acquisition, it is amazing for vendor relationships and network relationships. Everybody that you work with, everybody that helps you, you tag them. People that are in your photographs, all of that is fantastic. That works very, very well. Also, your listing will have local SEO value. Has nothing to do with organic search, but we'll talk about this later, it's going to have value in terms of local SEO. It's great for connection with vendors and photographers. This is SEO MOZ, one of the largest platforms for generating inbound leads, SEO marketing, all that kind of stuff, who's saying Facebook is no longer a client acquisition channel. Same rules, though, high quality content. I want you guys to read Jab Jab Jab, Right Hook. Those of you that know boxing, will understand that the most valuable punch in boxing is the jab. It's the one that sets you up. Posting contents with value to the people that are watching it, right? To the people that are in your personas. The people that are in your networks. This means you post things like your personality to Facebook. You have a cute dog that you just got? Oh, by all means, that's Facebook. I have a new studio mascot, that's Facebook. In fact, here's a funny, little strategy that I know multiple female friends have employed, which was buying studio mascots. They got dogs, and they regularly post, I mean, they love dogs anyway, but they regularly post their studio mascot doing things, in between their business posts. So, like, they'll do dog post, something educational, something of value to clients, a feature of one client, and five posts later comes the right hook. Accepting new bookings for family sessions. Here's a discount. Here's a promotional price. Yeah, Sharon. I had a question about Instagram and Facebook. When I post to Instagram, I'm set up to automatically feed it to Facebook. Don't do it. Don't do it? Is that confusing just, because they're two different messages? I don't want to say it's a bad practice, in the sense of like, it works, it's easy. It gets both things done, right? The problem is that your just not effectively using either platform at that point. So, on Facebook, Facebook is set up for the story. It's set up for you to connect. It's set up for you to talk personality. It's set up for all those things. Instagram is set up for you to post pretty pictures. So, you post to Instagram and have it automatically go to Facebook, usually the Facebook flops. You post from Facebook and have it go automatically to Instagram, usually the Instagram flops. You know what I mean? It's both, both time Right, I'm just going the one way from Instagram to Facebook. Yeah, and so you'll generally see the engagement going from Instagram to Facebook, a regular Facebook post that was written organically for Facebook will do better than an Instagram to Facebook post. And you can try it. Okay, makes sense. Has anybody else seen that? Like going from Instagram to Facebook automatically will bring down your content, because Facebook wants organic content that's relevant. That's what they're looking for now. And the annoying thing about it is, do you remember when Facebook was doing their Facebook Live? They were promoting Facebook Live like crazy. So there was a period where if you did Facebook Live, you would get ridiculous amounts of interaction, until they got enough traction on Facebook Live, then they drop it, and it goes back down to regular. So whenever they launch new features, there's a major opportunity, and that's what this last thing is. There's a major opportunity in there, whenever they introduce new features, to just jump on board. Grab it up. Run with it. Don't rely on it, just run with it as long as they have it. Know that once they finish, kind of that promotional phase, they're gonna drop it back down. Now, this is, funny, Michelle you kind of brought up kind of deceptive practices, right? Right. And it's like, oh my goodness. Like everybody is, I'm not even going to argue, like, any of that stuff. But just know that it's kind of messed up to ask every single business to start up business pages, and drop all of their fricking engagement, and say you have to pay for it now. Those are things that will aggravate people. Deals, promotions, generally don't, because you're up front about it. For Facebook, would you have a business page or personal page? You probably already have your personal page, Yeah. Right? You need a business listing. You need a business page. I've got both. Yeah. Okay. Most people should probably have both. If you don't have the business side, you're going to create that, it should be separate. Got it. Facebook is fantastic for managing and connecting with brand ambassadors. This is where your brand ambassador team is going to rely. If you'd like to create a specific page for them, and say, "Guys, I'm starting my business. "I'd love for you to be a part of this group. "and just for us to be able to connect with each other," it's totally fine to do that, too. But it's a great way to do that. It's also fantastic for contests and giveaways. This is one of the main channels that you're going to use for contests and giveaways, in addition to Instagram and all the other stuff. Still has it's value. I'm gonna say, "Watch your time. "Pomodoro your breaks. "Turn off alerts." Those are just managing time when you're on this medium, because it's so easy, it is so easy to click notifications and just start scanning and looking for what's going on. And then you post something, and you're like, "Oh, "I wonder if it's got an engagement yet. "I wonder if it's this." Just post, close it down, and toggle the time that you're actually on the platform.

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.