Skip to main content

How to Start a Photography Business

Lesson 33 of 87

Pricing Fears & Myths

Pye Jirsa

How to Start a Photography Business

Pye Jirsa

Starting under


Get access to this class +2000 more taught by the world's top experts

  • 24/7 access via desktop, mobile, or TV
  • New classes added every month
  • Download lessons for offline viewing
  • Exclusive content for subscribers

Lesson Info

33. Pricing Fears & Myths
Continue building that pricing structure by dispelling the fears and myths surrounding pricing your work. Stomp out pricing fears in this lesson.


  Class Trailer
Now Playing
1 Class Introduction Duration:13:12
3 The Road Ahead Duration:13:03
4 Find Your Passion Duration:06:06
5 The Lin & Jirsa Journey Duration:13:54
7 Stop Wasting Time & Money Duration:06:07
8 Your 12 Week Roadmap Duration:04:33
9 Great Plans Still Fail Duration:06:01
10 Strategy Vs. Planning Duration:04:16
11 Mind Mapping Duration:07:25
12 Select a Focus Duration:14:16
13 Competitor Research Duration:09:34
14 S.W.O.T. Analysis Duration:13:54
15 Strategy & Long Term Goals Duration:03:50
16 Values, Vision & Mission Duration:27:49
17 Effectively Managing Your Time Duration:15:05
18 Artistic Development Duration:07:30
19 Create Your Plan Duration:13:12
20 What's Your Product Duration:10:51
22 Quick Break for Econ 101 Duration:16:31
24 What's in a Name Duration:09:20
25 Your Client 'Why' Duration:05:43
26 Crafting the Why Experience Duration:24:17
27 Document the Client Experience Duration:08:29
28 Business Administration Basics Duration:27:03
29 Book Keeping Management Duration:06:51
30 Create the Logo & Branding Duration:07:04
31 Portfolio Design Duration:15:11
33 Pricing Fears & Myths Duration:08:46
34 Three Pricing Methods Duration:25:39
36 Psychology of Numbers Duration:07:29
37 Pricing Q&A Duration:23:51
38 Grass Roots Marketing Duration:09:36
39 The Empty Party Duration:07:03
40 Friends & Family Test Shoots Duration:16:28
41 Join Groups Duration:04:32
42 Second Shooting Etiquette Duration:07:44
44 Make Instagram Simple Duration:13:55
45 Your Automated Pinterest Plan Duration:08:01
46 Facebook Because You Must Duration:07:37
47 Giveaway & Styled Shoots Duration:12:17
48 Content Marketing & SEO Duration:08:12
49 The Monster: SEO Duration:07:26
50 Selecting Your Keywords Duration:05:45
51 Testing Your Keywords Duration:07:53
52 Grouping Main & Niche Goals Duration:12:39
53 Your Content Road Map Duration:11:47
54 Content Marketing Q&A Duration:10:45
55 Inspiration to Keep Working Duration:07:45
56 How to Craft Your Content Duration:15:03
57 Internal Linking Basics Duration:05:30
58 Back Link Building Basics Duration:04:55
59 Link Value Factos Duration:14:38
60 Measuring Link Value Duration:04:24
61 Link Building Strategy & Plan Duration:06:10
65 What is Sales? Show Me! Duration:12:58
66 Your First Massive Failure Duration:05:17
67 The Sales Process Duration:07:31
68 Your Second Massive Failure Duration:05:23
69 Understand Buyer Psychology Duration:10:00
71 Step 1: Identify Need or Want Duration:15:39
72 Cognitive Dissonance Duration:12:01
74 Step 4 : Close, Make the Ask Duration:04:32
76 Family Photography Hot Seat Duration:12:06
77 Business Example Hot Seat Duration:15:52
78 Boudoir Photography Hot Seat Duration:16:09
79 The Best Sales Person Duration:07:45
83 Chumming the Price Waters Duration:03:57
84 Creating Want or Scarcity Duration:09:54
86 Selling Over The Phone Duration:10:59
87 Forbidden Words in Sales Duration:11:40

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

Short on time? This class is available HERE as a Fast Class, exclusively for Creator Pass subscribers.


  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy


Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.


  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography


Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.


Armstrong Su

This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!

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!