How to Launch a Photography Business

Lesson 33 of 87

Pricing Fears & Myths


How to Launch a Photography Business

Lesson 33 of 87

Pricing Fears & Myths


Lesson Info

Pricing Fears & Myths

Pricing, Its methodology and psychology. This is a, this is a good one. So now we are here in creating the product. We're still in that weeks five to eight period under product development where we start finalizing our overall pricing packages, which you're gonna jump into the worksheet six and we'll get to that in a minute. But first, pricing fears and myths. There's only one right way to price. This is just simply incorrect, inaccurate. So I'm gonna say forget that altogether. We're gonna learn how to price and there's gonna be varying like degrees of right and not really wrong just different. How many times have you heard this though? That's too much. I can't charge that. What if I can't afford that? This is you. Okay these are your own fears of that's too much. You mean for you? When you say that's too much, are you saying, Sharon right? Yes. If your client comes but you have the perception that your own price is too much, whose fear is gonna be communicating through that meeti...

ng? My own. Yeah, and it has nothing to do with your clients. And your, this is the crappy part about sales, that this is where sales has to begin with yourself. Because you can't sell when you think something is too much. Or I can't charge that because hey I can't buy what I'm charging. That's gonna be another one of those things that you guys try and overcome. It was one that I faced. I can't afford $4,000. Why would a client ever be pay that? You might not be able to afford yourself right now, but you will. One day you will. And if you ask yourself whether that is right or wrong, let me give you a simple question. Let's go back to Louis Vuitton. We love Louis Vuitton. Not really, I mean I, they do make nice stuff, let's be honest. (audience laughing) How many of their employees do you think can buy their own purses? Raise your hand if you think a Louis Vuitton employee could buy their own purse. Wow. Yet you're gonna devalue yourself constantly because you can't buy your own product, and therefore you're gonna have these preconceptions of therefore I can't sell at that price. Let's start to work on that now. This is what I want you to think. This is the only right when it comes to pricing. At any price, I'm a value for what I offer. Right now my minimum in 2017-2018 is 10, okay. For me and for what I feel I'm bringing to the table, I think it's a good value. For the experience that I offer to my clients and the personal nature, it's a good value. And my clients would agree. Maybe all of you guys are like well your pictures are just marginally better. But that's you guys. That's everybody else. That's a photographer. That's not your clients. Because you could say the exact same thing about the purses or the exact same thing about the Bentley. Is a Bentley six times more valuable than a Mercedes Benz? Do you think they're using components that are six times better? No, maybe 20, 30, 40% better. It's all marginal. It's simply brand perception and the overall experience, and you could say the same thing about purses. They're not using leather made from golden cows at Louis Vuitton. They should be for $6,000 for a freakin purse. (audience laughing) I should get golden cow leather. But you don't. It's the same leather that you get in a Coach bag. This is what's false. Be weary of anybody with a guarantee like this. Take this workshop and you can book $10,000 weddings. No, I'm gonna be straightforward with you. You will book 10,000 weddings, $10,000 weddings. In multiple years over time you will build to that. It will take you time to get there. But whether it comes to SEO, I'm gonna guarantee you on the front page of Google, I'm gonna promise that you're gonna do this right after doing this. Just walk away from all of it. That goes back to our expectations of one of the big reasons you're gonna jump into newborn photography and you're gonna quit. You're gonna jump into shooting maternity, and you're gonna quit. You're gonna jump into families, and you're gonna quit. Because you have this expectation set by social media marketing and all the marketing messages that you're gonna get, and when you jump in and you realize that those expectations are false, you're setting yourself up for a big disappointment and then you just simply drop it. This course can help you to get to $10,000 wedding bookings. That's absolutely right. We will help you. Clients won't pay that in my area. Well freak man, go market in another area. There's plenty of clients out there, and just because you live somewhere, doesn't mean that you're stuck shooting there. Not to mention, I'll probably guarantee that if clients aren't willing to pay that in your area, you probably just aren't getting to the right clients. I will say that there are some areas that just don't have enough clients willing to spend a certain level of money. Doesn't mean you still can't make a good income. It just means that perhaps you market yourself as a destination, travel, adventure or some other photographer. Get out of that market. Market to a different, create a different experience, and then market to people that will appreciate that experience. Oh I love this one. Clients won't pay that for my service. You're absolutely right. Yeah they won't pay that for your service. If you say it, you're right. We all buy luxury in the areas that we value. And I want you to, because I've had so many clients, I had so many photographers in workshops say those words to me, these words. They just won't pay that for my service. You're right. Lee if you came to me and you said that, you're right. Like if that's what you believe, there's nothing I can do to convince you otherwise. So we're gonna, I'm gonna play some tricks on you guys which is gonna be really fun. But these deep set fears, they are real, okay. You look at this and you go, I value myself. I'm good. And it's gonna bite you in the ass. Because you're gonna go into your meeting and you're gonna say things subconsciously that reveal your fears. We talked about this previously. We all buy luxury in the areas we value. We said that you would probably spend $10, on a dream vacation and trip. Well you're also a travel hacker, so, you know how to do everything. (audience laughing) But if it came down to something that you really wanted and it was in the area of travel and adventure, you would spend your money for it. So what are the things that each of you appreciate and would spend? Raise your hand right now and blurt out. Look if you got more than one word, grab the mic. (audience laughing) If you got one word, say it. What is an area that you would spend luxury type money on to have? Car. A car, okay, wonderful. Travel. I love cars. (laughing) What? Sunglasses Angela? Travel. Sunglasses. Sunglasses. (laughing) Sunglasses, travel. Kayak. Kayak, there you go. Gear. Gear, awesome. Food. Food, I love food. I mean these are all areas, and you start identifying going backwards and you're like, man, I spend a lot of money on a lotta stuff. I would, I mean the kayak I probably wouldn't, but everything else that. (audience laughing) I'm just kidding. Does that give you a little more peace and comfort in kind of knowing like, it's okay, we all spend money on things that we value. Because what we're gonna be working on through the rest of this class is building that value for your clients before you present the price.

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.