How to Launch a Photography Business

Lesson 35 of 87

Package Pricing Psychology & Design


How to Launch a Photography Business

Lesson 35 of 87

Package Pricing Psychology & Design


Lesson Info

Package Pricing Psychology & Design

Package pricing, psychology, and design. Okay, this is beautiful. Let me look over here. Our minimum product that we love, the one that we want to sell the most, the price anchor. What does that mean? That means the best way to sell a thousand dollar purse is to put it next to a $10,000 watch. You reset somebody's mentality on a price. Like if I just placed a thousand dollar watch on the table, you'd say that's expensive. But if I put a $10,000 purse on the table and then you saw a thousand dollar watch, all of a sudden, like this relative price point sets a different tone in your mind of like, "Oh, yeah, a thousand bucks isn't that bad." What? A thousand bucks is a lot of money for a watch! But it's the price anchor that brings the perception in and reels them into going with the value option, which is your number two. Okay? This is in a sample package and I want to give you ideas of poor naming structures for those packages. "Bronze." A lot of people do this. It's in red because does...

anybody want to come in bronze? (audience laughing) Nobody wants to be a bronze, so give your base package a good name. Like, gold is better than bronze. Yeah, I'd like gold. Gold is a good base level. But give it something creative, like let's not be all like Olympics superstars here and go gold and, actually that ends with gold. Bronze, though. Who wants a bronze? Boy, this is gonna be like that $2,000 price point. Let's say that. And again, careful picking picking the package names. Silver, again, denotes second place, right? Don't fall into these preconceived notions of a name. Don't use silver. If I were to start with a gold, I would jump to a platinum. Those are all good things. You think about it as good things. So when you're choosing a name, and again, get out of the metals. You don't need to call them metals. But my, like, our thing is, I think we have like an essentials, which is our base. This is like your must-have, this is your essentials. Okay? It doesn't sounds bad. This is what you gotta have. And you give each one of these a different name. Funny thing is that I actually, I don't even know if I know our name of our packages right now, because we don't sell them that way anymore. We basically just build these packages custom for most people. So, that's funny. But choose a name, whatever you wanna do. Uh, consider waiting to add albums. This is is one of those thoughts where, if you're in your first 12 weeks and you've got tons of stuff to do, it's okay to hold off. I know everybody's gonna tell you if you don't sell an album, you're not a photographer. That's a load of crap. Like, I just need time to get my business off the ground before I go, because when you start selling albums, doing what you gotta do, you gotta go research. The easiest way to research albums is to go to a conference. You go to a conference, and that way you can see 50 different album makers all in one place, you can weigh, evaluate them, you can test them out, you can see whatever you want, and then you pick one. But if you're in the first 12 weeks, maybe getting out to a conference just isn't doable. And adding all of the design structure and everything like that, it becomes too much. So you might leave that out at the beginning and build it in three months down the road, after your first 12 weeks. Ask yourself, "Can clients make the jump "from Package I to Package II?" It should be between 50 to 100 percent increase between those two numbers. And that's stating that your base number isn't already $5,000. It's a smaller increase the higher your number goes up. So if you start at a thousand, it would make sense if your second package were two thousand. But if you start at five thousand, it would not make sense if your second package was ten. Okay? So just ask yourself, instead of thinking percentages, ask yourself a simple question: "Can the person thinking about Package "re-evaluate, reframe, and make the jump to Package II?" If so, perfect. Then you wanna make it difficult to reframe and get to Package III. This should be a significant jump to the third. Not because building in a bunch of garbage products. Remember, we don't do that. We build in things that persona would want, but we build in everything they would want into this luxury, gold, diamond. Give it a good name. Okay? Everything that they would want goes into this, and then we have, we've doubled up on the price, from three to six. That's your anchor. That's the one that's gonna be, "Okay, that kinda resets my mentality "on what this price should be. "Package II is a good fit. "I like Package II. "I'm gonna go with that." Do you see how we back, we used that psychology to get them back into, there is really not a right or wrong in this. The only problem is if you make Package III a $1,500 jump from, let's say, if we go from $3,000 to $6,000, but you include too much in that jump, what ends up happening is they reverse it. What if you take out this, this, this, this, this on Package III, and then it gets you to a price point that's actually lower than Package II? So you have to be smart and understand that whatever you're putting in each package has to be worthwhile, priced accordingly, and you have a collection price, which lowers the price a little bit. But there shouldn't be anything they could remove from Package III to get down to a price lower than Package II. People will find it, and they'll trick you with your own incorrect pricing. Okay? Again, the goal. Every time I talk about pricing, the goal is always deliver a product that has a value higher than each price point. That is the biggest thing. I can't reiterate that enough.

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.