How to Launch a Photography Business

Lesson 55 of 87

Inspiration to Keep Working


How to Launch a Photography Business

Lesson 55 of 87

Inspiration to Keep Working


Lesson Info

Inspiration to Keep Working

We're going to be finishing up on SEO. And I know SEO and content creation and that was a monster. I'm going to simplify this down and keep this in mind. So we are in the roadmap. We're looking at weeks, usually it's going to be around 8 through 12 at this point. You're site's up and now you're creating the content and you're populating that content, you've got a keyword strategy. All those things have been previously defined which means, if you're watching this and you haven't set your focus, you haven't set your vision, your mission statement, all the things to help you understand who you're marketing to, your personas, everything, set a key word strategy, all of that stuff up until now, you go back. You go back and watch it 'cause none of this will make sense otherwise. The beauty about this segment right now is that there's a lot of information for you guys to refer back to. I'm gonna give you some simple ideas on how to think about this section because it's going to get complex. W...

e're going to break it down, but there's a lot of stuff here. So we're going to give you a simple way to think about everything. At this point, I think a lot of you might be going, "What the hell did I get myself into? What is this business?" I know I'm asking you guys to do a lot with your own businesses, and it's probably more than you thought was involved in a photography business. You're going to be giving and you're going to be giving, and you're going to be giving. It's gonna require a lot out of you. And I want to give you guys an idea of what it will give back to you because we haven't really talked about that and because at this point, you might be a little bit, kind of, struck by how much there is in front of you, to do. So, from a personal standpoint, I want to speak just from my own growth. Photography has done things for me that have helped me spiritually, they've helped me personally. It's helped me in how I view people and how I see people, it's helped me to be a better person. It's given me a purpose and a reason to get up, and a lot of that has to do with the team that we build around us. The friends, everything that we have created has been because of this one industry. And yes, creating the artwork is amazing. What's more amazing is the families that you're going to affect by doing it. All the people that are going to be changed, and you will have your own stories. There are so many stories like this, and I'm going to do my best not to get emotional right now 'cause I don't like getting emotional, but the stories of going to a wedding and documenting a family, and then telling you, that this is my grandparents'-- we recently had one where my grandfather has cancer and he's out here at this wedding, we need to document this. And knowing that the images that you're capturing are going to be helping them to preserve something that is not going to be there much longer and then hearing about it after the fact, and the experiences are too close to my heart to even share, to say names, to do any of that. These are experiences that people will come to you and they will say, "You captured the last moments of this," "the last time I saw my mother, my grandmother, my grandfather's smile." They're difficult things to process, and that's why I don't show images, that's why I don't talk about client names, because I hold those things as sacred to me, if that makes sense. That's the responsibility, that's what this industry will give back to you for all the hard work that you're going to put into it. On top of that, whether you choose to go and lone wolf this or you choose to go and create your own team, you're going to have a team. It's either going to be your external team of network friends and peers, or it's going to be the ones inside your company, or it's going to be both. But those people are going to become the reason why you do what you do. Everybody back at our studio, it's incredible the family that we have created at Lin & Jirsa. And I've said it before, Kena has given us so much praise with what Justin, Chris, and I have created but honest to God, this is not the three of us. This is a team of incredible people who are there for a purpose, that is far greater than any individual. I'm telling you this from a person that-- I used to be the guy that wanted to do everything by myself. Justin and I thought about this a lot at the beginning of our company, where Justin would tell me, as my brother, "You need to learn how to work in a team. You need to understand what it is to be in a team." I never played team based sports growing up. I was the nerd. Justin played team-based sports, he knew that. He knew the power in what you could accomplish as a team, and I've learned that through the process of seeing first hand, how a team can lift you up. Last year was a tough year for me. It was a growing year. And amongst all the personal things that I was going through, I tore my achilles. I tore my achilles in April, and guess what happened, my team rallied around me. And when our internal team needed help, they called out to our external team of peers. "We need help to do this shoot." "We need help to do this. Pye's down, we need help." Everybody stepped in to help in this process and then a month later, I almost died. I had an emergency gall bladder surgery. My gall bladder almost burst and went into sepsis and all that kind of stuff. All in the span like, a two month period. My house flooded. $100,000 plus of damage, insurance won't cover it. Like all these different things can happen you and you should expect them to happen to you, because the punches don't really stop, right? We've all lived our life long enough to know that you keep thinking it's going to get easier, no, you get more and more on your plate. But the people that you surround yourself with, the fact that in those moments and in those dark times, you get an email from a client who shares with you something that you did for them, and then you see your teammate stepping in for you, you see your friends helping. This is what I want you guys to create for yourself. This is what it's given back to us, and I can't wait to go back home to my family away from my family at our company. They are so much of the reason of why I'm here right now, and I want to give them as much of the credit as I possibly can because they deserve it, so do my partners Chris and Justin. Chris is, by the way, tuning in, I think, for the SEO section so Chris is going to be here in case you guys have any deep harried questions on SEO. He can chime in on that chat room. But these two have been a backbone in everything that we've done. So this is what you have to look forward to. There is going to be a lot of work in front of you. I'm asking you to do a lot but this industry is going to give you back so much that you hadn't even-- you have no idea the blessings that are in store for you by going down this road. And I don't like using that word. Arlene said it best last night, that word is overused, but it's the truth that this industry and what you're about to embark on will give you back so much more than you're going to put in. Just put it in. Put the time in and go and do it.

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.