How to Launch a Photography Business

Lesson 87 of 87

Forbidden Words in Sales


How to Launch a Photography Business

Lesson 87 of 87

Forbidden Words in Sales


Lesson Info

Forbidden Words in Sales

Forbidden words, this one's gonna be simple. I want you guys just to delete these words. I love that baby's face. Delete these, there's a lot of babies in the last section. I just like babies. Delete these words from your vocabulary. These are our forbidden words on the left side. This is the impression that those words have. These are more appropriate words. So a photo shot doesn't sound, anybody can do a photo shoot. I want to give you an experience. I want to give you a photographic experience. I want to do something that's unique. Call it whatever you want, just don't call it a photo shoot. Hey, do you have time for an initial phone call? No, I'd like to set up a consultation. I can do a consultation with you next week. Hype call is internally. We use internally for hype calls because we want our people to buy into what they should be, which is a call to get your clients excited. We don't call it a hype call to the clients, though. That would be weird. (laughs) Kenna, you got time ...

for a hype call? I'll get you all excited! Woo! (laughs) An initial meeting has no value, but a consultation does. An IPS or viewing has no value, but a design consultation does. These are all words on the left side that have no value. Free has no value, and guess what, nobody respects free. That's the crappy side about it, that you could be given something that costs a hundred dollars, as a gift, for free, and you wouldn't really care. And I know the ones here that are nodding have been given nice gifts, things that they don't really care about. You're at a conference and you win something, a piece of software, you get something, it's expensive, but you just don't value it. You value what you pay for. There's no value in free. If there's a discount, then can I get one for everything? A voucher, well that sounds like a discount for me. So all these are like, your collection includes. Credits, I would still say, man, be careful with credits because people want to apply them to different things. Okay, just understand that. If you give a credit for something, they'll want to apply it to something else. A gift certificate instead of a voucher, so much better. Picture, images, instead of artwork, prints. Those are all the things that I want you guys to kind of just slowly delete from your vocabulary. But again, we've gotta get comfortable with just that sales process first. Get comfortable with the basic scripts first, and then start deleting these words from your vocabulary. All right, guys, so here we go. Objections and questions and answers. Can I get that for free? We all know our way around this right now. Are we good? I hope so. Haldis, you gave ... why? That's how we get around it. I'm just kidding, I'm kidding. She just really liked me and she's like, it's cool, I'll do it for free. Can you do it for less? Do we know our way around that? It's simple. For what you're getting, Joe, for what you're getting, it's gonna be worth it. Simple. Shell, I know it's expensive. You're gonna love it. Simple. Sharon, are you good with this? Are you good with ... Because I know, I know when you come to me, I'm gonna give you everything that you love. I know it's expensive. It'll be worth it. Easy. Just, we've got to get a buy into it ourselves, right? We need to buy into that ourselves. Can I get my pictures early, I hate that one. Oh my goodness. You take the pictures, and then they're like, hey, when can we see these photos? Man, we just finished, like I haven't even gotten back in the car yet. Doesn't that happen all the time? Like you're on the way back, so when can we see these? You know what, they're excited. They love, they loved the experience that you gave them. They're stoked. Here's the beauty of it. We're struggling with this right now. Our studio is struggling with this, like, you get these different pain points and these different kind of growing pains in your studio. One of ours is, with the volume and with the quality we want to deliver, is getting the post production, getting everything timely. Okay? But if you can get this process quicker, well, that's better. Because, Angela, if you came away from one of our shoots right now, and you had that kind of emotional high, and within two days I got you your images, you would still be riding that emotional high. Whereas, a month down the road, not so much. But the line that you say, when they say, can I get my pictures early? You say, I'm gonna do my best, but what I want to do is make sure your images have our quality. I don't want to let anything out of the studio that doesn't, that isn't a representation of my work. And that's why it's gonna take a little bit of time. I didn't say no. I never said no. We're here. We're at the end. This is our Q and A, what else do you guys got? This is all the places that you guys can join us. Yes, Tori? Just a quick question about the phone call situation. A lot of times you call even if someone, like, reached out to you, and then you call them back, people don't necessarily answer their phones if they don't recognize the number. So do you leave a message in that case, or do you try to reach them again, or, you know, how do you get them back, if you weren't able to reach them, even if they are, you know, a qualified lead? Great question, Tori. So I would go back to that same thing of, hey, this is Tori with ... Tori Awesome Photography? (laughter) So, and what you do is, I just had a few minutes to give you a call, I saw your inquiry. Hey, I'm gonna be here for the next ten minutes if you have a moment. If not, I'll be in the office from 4:00 to 5:00 p.m. tomorrow. I'd love to chat. Okay, so you give them those windows, you do the same thing, we did the same thing with scarcity. But if maybe they don't answer, you give them a little window like calling back right away. Hopefully they hear it soon and they're like, oh, yeah, I need to jump on that right now. But still create that, don't leave the message of like, hey, this is Tori, call me back anytime. Okay, I will call you back anytime, in a year. Okay? Now I have one last slide which my producer happened to switch up. (laughter) So thanks, Sarah. She popped that in there, without me knowing. This is a ... This is what happens when photographers get, and hang around each other and they want to test lights. And you take pictures of each other and then you get this stuff. Okay, no, what I wanted to get across was this. I wanted to tie this back to what you saw on the walls of our studios, and to why maybe you think that I truly believe what we do, because I do. A couple years back, I read something in a book, it's actually called The Untethered Soul, okay. Actually I read that book recently. I read something else a couple years back. Anyway, the point of that was, I read this piece that talked about basically the kind of impermanence of life, right? And our whole concept of just breathe, it came from the fact that I read something that said, at any moment, your breath in right now, Shell, could be your last. You could breathe in, and then everything stops, and you're done. And it sounds morbid, but it's not supposed to. What the education is supposed to teach us, what this piece is supposed to teach, is that, death is kind of the ultimate teacher. The only problem is most of us don't learn from it until it touches us in some way. Okay, most of us kind of live our lives in a way of like, we just don't realize the impermanence of everything until someone close to us or until we have our own set of issues. And then suddenly it kick our butts and it wakes us up and it makes us realize the impermanence of everything around us. So just breathe. The words friends, family, love, experiences, memories, those things written up on our walls, it's not just our client why. This is what we believe. This is who we are, this is where it ties back to, that any one of these moments can be the end. So our responsibility in documenting those things is great. Our responsibility in living our own lives in a way where we would be okay that this moment was our last, that's an even greater responsibility. And for all of us that are out there that are looking to basically, this class or something to give us kind of that motivation of starting up a business or doing something that we love or fighting against whatever it is that we are going against, I want to remind you, breathe. This breath, this moment, could be your last. It is kind of that defining phrase that hit us a couple years back, that has shifted every single thing that we have done, including why we're in business and we came to this realization and we said to ourselves, I said to myself, personally, that I am gonna spend my time with my family. I'm gonna document my children. I'm gonna do all the things that I've taken for granted for a very long time. And I'm gonna work and struggle against all those things that are very difficult because, how much time do each of us get? It's all borrowed time, is it not? Every one of us is living on that borrowed time and these things are all cliches, until you tear your achilles, and then a month afterwards, you almost die because you had an emergency gallbladder surgery. And then your mom has a heart attack. These are all things that have happened to me in the past three years. That make you go, wow, if all of this were taken away right now, would I be okay with the things that I have done? And I want you to leave with that because you've learned so much. You've learned a lot in this class. We've covered so much material, and it's daunting. And at this point, I want you to run with it, and just keep running. It's a blessing to be able to fight, to do something that's outside of your comfort zone. If this is outside of your comfort zone and it's something that you want, push against it and go for it because that's the way that you're gonna grow the most. That's where just breathe, friends, family, love, experiences, memories, that's where our entire process changed, and that's where it came from. I wanted to share that with you guys and I want to say thank you guys for being here. You guys have been an amazing class here and you guys have been amazing online. The team here at CreativeLive has been incredible. Our team back home with Lynn and Jirsa, they're all doing things to support everything right now, so thank you to everybody. This has been an amazing trip and journey.

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.