Find Your Passion


How to Launch a Photography Business


Lesson Info

Find Your Passion

You ask anyone what we do? Ha, I take pictures and fly around the world, and I'm always at islands that always have exactly two palm trees. They are really small. I would really love to, no, for like five minutes. That would suck if you were stuck there. And I take pictures of people at parties and have a great, all this stuff. And I get paid $10,000 to do it. That's what people will think. Everybody has that perception of photography. That's great, that's a good feeling to feel like, okay, people think that my job is really cool. Here's the closer reality of what we do as a business. This is all to set the expectation of the reality. The reality is that 10% of your time is going to be taking pictures. 90% is going to be everything else that we're going to be talking about, okay? That's not to depress you. I hope anybody online, any of you here, it's not to say, honestly this should be encouraging because if 10% of your job is taking great pictures, isn't that a relief a little bit whe...

n you're starting out in this industry and you're comparing yourself? If only 10% of being successful is that part of it, don't you kind of settle a little bit and say, "I can ease into that". I would. Passion is becoming a four-letter word for me. I don't like it. And the reason is because of the way it's thrown around. You need passion for the process not just the camera. If your gonna say passion, say it this way, okay? Because people keep saying, "What are you passionate about?" It's this thing that's getting thrown about, "What do you want to do, what are you passionate about?" Anybody, raise your hands. Give me a passion. Oh now nobody wants to, Kenna. Travel. Yeah, but you're actually making that into a business though. But it's a passion. Okay, let me, I love racing cars. There you go. What do you got? Kayaking. Kayaking, okay, perfect. Grab the mic. You're gonna be my demo for this, you love kayaking. Okay, what if I said to you, "Have you ever thought about being a professional kayaker, you're really good at it? Actually, I have. (laughing) Perfect, this is good, let's play into this. So what do you do for a living right now? Trying to (laughs). Trying to get a business off the ground? Yeah, for photography, yes. And I'm an educator in photography for children as well. Perfect, okay, so kayaking. What if I said, "To become a professional kayaker, you need to sit in your kayak for eight hours a day kayaking." Okay. And then you need to do that for about four years straight, travel around to every single possible river, make sure that you put your family on hold and everything else on hold because you're going to be going around to all these different places, you need to get your butt time, that's your seat time in your kayak. Do you think you might have the same passion for it after four years of doing that or do you think it would become a job? Everyday, yeah, it could be a job. Okay, that's perfect because that's the exact same way I think about racing. I love taking my car to the track and going racing. I have a track car, it's fun, it's set up. And I love putting on my helmet, and I love instructing people. I instruct people on how to high performance driving. It's really fun, but if you told me to sit in the car for eight to twelve hours a day and when I'm not in the car I need to be sitting in a simulator, and when I'm not in a simulator, I need to be studying footage, and when I'm not studying footage, I need to be doing this, and I need to do that for 20 years, from the time I was young all the way up to this point to be able to think about getting a professional job as a racing driver? I'd be like no, I'm sorry. I can't do that. That's passion, that's where passion takes you. If you simply follow down that road. And you'd be doing yourself and your family and everyone around you a disservice by doing it. That's not to say that you shouldn't be passionate. It's to say that we're using the word wrong. You should be passionate for the 90% on the right side. This, this is where you passion should be, not here. My passion, do you guys have any idea what it is? I'll give you a hint. It has nothing to do with photography. Absolutely nothing to do with accounting. I enjoy teaching, it's a byproduct. Photography is a byproduct of what I'm actually passionate about. And it took me years to find it, it took me five years of trying to identify what it was that I actually loved doing. What I loved doing is creating systems. I love creating systems and frameworks. I love standing here and teaching, yes it's great. But what drives me is the fact that I've created a system and a framework for all of you to be able to be successful on your own. I love taking those systems and frameworks and implementing them into a business and helping others to do the same thing. I write books on all that, like, this is what I enjoy. It doesn't matter what the topic is to be honest. I'm writing a book right now that has nothing to do with photography, but it's another system and it's another framework. So that is my passion. Okay, that probably sounds weird. I think I take pretty decent pictures. I'm hoping that's encouraging also because so many times we get thrown that word and we feel a sense of pressure that comes along with that. Passion, what am I passionate about. Oh my goodness, relax.

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.