How to Launch a Photography Business



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.


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