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How to Start a Photography Business

Lesson 37 of 87

Pricing Q&A


How to Start a Photography Business

Lesson 37 of 87

Pricing Q&A


Lesson Info

Pricing Q&A

Questions on pricing. Yes. Hollis. So you say not to include pricing on your website. Do not provide a pricing sheet. When do I provide pricing? And how do I avoid wasting my time with somebody that isn't. Qualified? Yeah. So starting at gives you the qualification. And that gives you an idea followed by I want to talk to you. Like get that person on the phone. The phone is the, that's your hot spot. That's where you're gonna make your sales. But after that, you need to get 'em on the phone. So there should not be an email. Shoot me an email. There should be a call me right there. Starting at this, call me. I'd love to discuss your service. I'd love to discuss setting up an experience. That's where we back ourselves into this. We're gonna go through something. We're gonna talk about like we have so many issues with price and we're not realizing that we are the ones actually educating our clients to come to us on price. Because of the way the site is set up. And if you start ema...

iling somebody and you start it with price, starting at, send me an email. The first thing they're gonna ask you is can I get a price list. So get 'em on the phone. If you can't get 'em on the phone after multiple tries and follow ups, send 'em the price list. Be done with it, move on. Just don't have an expectation that you're actually gonna book them. What else we got? Several people, including Patrick, are still asking about how to assess other people's prices if they're not listing that on their own websites. So Patrick, when we went through the competitor analysis, there's a lot of things that you can do, including joining up with local groups. I mean like with my photographer friends, like we are pretty open about pricing and stuff. Like on all these different groups, you can join whether it's, you know, pick a group. Newborn, maternity, boudoir, film, all that stuff. You know, film has a huge group like that that what are they, like the film. Film is not dead. Film is not dead. Join there and put down the thing of like what's a good place to start in terms of pricing if I'm. And put down your experience level. You will have a bajillion people chiming in as far as like what they. Like everybody wants to answer questions. So you'll get a lot of great feedback there. Understand this though. If you're new and starting out, it's not so much a question of what everybody else is charging. If you don't have a client walking in the door, it's not what should I charge. It's I will do whatever it takes to shoot. For free, for $250, for $500. That's how it's gonna be until you have a significant amount of people coming in. And then you go to cost-method pricing. And then you go to demand-based pricing. So we have to understand the steps there. 'Cause I think people get the preconceived notion. They go onto these groups. And they haven't shot a single wedding. They haven't done any boudoir. They haven't done anything. They don't have a portfolio. Or they maybe just barely started. And then they start asking the question, what should I charge? Zero. Not until you can deliver a product that merits charging for it. It doesn't have to be a fantastic product. Maybe it's a $250 product. But until you can at least deliver that, you shouldn't charge anything. So thank you for that because the next question from Claudia with lots of votes on it is, I'm an aspiring photographer currently shooting for free to get that experience. How do I identify that point when it's the right time to start charging for my service and what is a good level to start with? How do you know? So a good place to start is what does she shoot? Weddings? Did she say? Don't know. Okay, for weddings, if you're doing something that is acceptable, $500 bucks, $1,000 bucks. Those are great places to start. You can find classified listings that are free to publish in, like Craigslist, local listings, all those kind of places where you can get $500, a thousand. We're gonna show you how we did it, the entire process of Craigslist and directory based marketing to get these low. They're essentially non expectational clients, right. We're looking for non expectational clients to come and start patronizing our studio, giving us something with practice. Those are the places that we began. And then you move from there. And generally what we're gonna talk about is you're better off shooting for free. Go onto these classifieds. Go find something. Go somewhere. You're better off shooting for free than you are sitting in front of your computer. Because at least if you're shooting for free, you're networking, you're putting your name out there. There's definitely somebody in that group. And here's the funny thing. Our first $4,000 wedding, we got through a lead, of a lead, of a lead, starting at a $500 wedding. So $500 wedding to $1,000, to a $1,500. And then eventually, someone at that wedding was willing to spend $4,000. They thought we were worth it. They flew us out to Cabo to shoot their wedding. And it was following that chain of kind of growth, right. Does that answer the question? Yes, thank you. And to follow up on that, another question had come in from Tony who says, he or she, is in a cost-basis mode, but is hoping for all of those referrals. So if the referrals might be looking for that same price. So say the $500 person thinks they're gonna get $500. So how do I get the folks with the upgraded prices is the question. So this is where a little bit of sales is required. Now what you want is when I book somebody at $ or at that entry-level price point, I'm gonna tell them that look, do me a favor. If you love your images, fantastic. Tell your friends. I would love for you to refer me to your friends. Just don't tell them the price. You guys are getting a price that's exclusive that I'm not gonna be able to match again. Do you know how they feel when you tell them that? Oh holy crap. Man, and even if they tell their friend the price, they're generally gonna say, but he or she gave me a price that I don't think they can honor again. But maybe they can cut you some sort of a deal, okay. Now maybe your price has gone up to $1, and this person refers somebody who they wanted $500. And you can do the same thing with them. And you say, look, I actually said to her not to repeat the price. But because you're a friend of hers, I'm gonna come down from $1,000 to 750. And you've just edged up. On the exact same referral, you gave them a deal and now you're working up to that next place. So it's kind of like. Every person that buys something, everyone. All of you. When you go and buy something that's expensive, you want to walk away feeling one thing. That you got a good. Deal. Deal, right, that's it. So it honestly doesn't matter if you have to come down $100 or $ or whatever it might be to get that. The fact that you're doing it makes them feel that way. And you still kind of edge them up. And you can continue doing that all the way up. And we still do it. Like we'll do it for high end coordinators, designers, like our yeah. So when you give someone a deal on pricing, what do you think about presenting them with an invoice and showing a higher price, and then showing a discount? I try not to. Okay so discount is a forbidden word. So we're not gonna use the word discount. Okay, what would be a better word? Therefore when you drop the price point, then I wouldn't even put that other thing on there. Like anything written should just be the final price. 'Cause what's happening is, using the term discount is training them to continue down that line of reasoning. Well do I get a discount for the album? Do I get a discount for this? No, you were given a collection price. The collection price is this amount. And if they say that again, is there a collection price for the albums, absolutely, if you buy three albums with me, I can give you a collection price of this. So that sets you up for a little bit different type of conversation. Got it. You know what I mean? Yeah. Would you consider using the terminology valued at also similar? Valued at's okay. Like a design consultation valued at 299. I would definitely say you don't ever say things for free. Gift valued at that price, right. So that way they understand. 'Cause a design consultation for us, that's like an IPS thing, right. When you bring them back in to sell prints. That has a cost to it. They need to understand that there's a value to us sitting down with them and designing artwork for their home. Otherwise they don't respect it. And they simply say, well what if I remove it, or what if I don't want that? Can I get a deal? Can I get a discount? So there has to be like. This is like a gift, inclusive gift, that comes in this collection valued at 299. But you don't ever do credits. Credits are what they go oh, it's a credit. I can apply that to something else. So a lot of times when I present my product, I usually use the word complimentary photo print. Is that? That's a better word. But it still means free. Yeah. And I would still appreciate you giving me a gift more than something that's free. But I use the word complimentary. I know, yeah. Even complimentary is still like kind of. It's better than free. I would still go with gift over complimentary. But like this is coming down to like how you're gonna vocalize your product. And you're gonna choose what best fits you. I would say complimentary and free are synonymous. They're just one word that slightly is better than the other one. But a gift, you know, is even better. Better yet, not even saying it. It's like they have a collection. And when you gift them something, don't put it in your packages. A gift should not be something that's already included somewhere in your pricing. That's not a gift. A gift should be something that they're not expecting. Does that make sense? Yes, okay. Okay. Great, I love this psychology stuff. And there's so much more to come with marketing and the sales. But we have some more great questions for your Pye. Cool. Okay, so we talked about not sending the price sheet immediately if somebody asks. And you get them on the phone. So what happens then, this is from Mark, when a client asks for a price sheet and then also like, hey now you're on the phone, but can you email that to me. And also getting into the sort of pricing of the A la carte items as well. Let's do the phone thing first 'cause I love this. This is gonna be a little preface to what's coming in the sales portion. 'Cause we're gonna cover phone conversations, and setting up dialogue, and setting up the experience, and going through the wave, and all those different things we're gonna do in sales. But it'll be a little teaser. When you call somebody up on the phone, you know what. Let's talk about this, price. We all get annoyed by it right? Don't feel special. Photography is not special. People aren't doing this to us. 60% of consumers, 58% to be exact, the first question that they ask when they buy anything is price. You guys do that everywhere you go. So stop getting frustrated by it. It's not just us. That's just consumer behavior in general. Now if someone calls you and they're fixated on price, and it's Sharon, ring ring. Hello. Hi, I would love. Sharon, can you grab the mic first 'cause I would love first if you got your mic. Hello, Pye. Hi. Sharon, I'm looking for some photography. Do you have a price list? No, I don't. (participants laughing) Okay, can you just tell me how much you cost? Can we discuss the services you're looking for? Well I just want to make sure I can at least pay for the price that you want. Like, I don't even know if it's in my budget. Can you just tell me what you cost? Well our first package starts at $500. Okay, that's out of my range. I was looking for like $50, but thank you. (participants laughing) Thanks for calling. Okay, had you asked that question. When you said, would you like to come in. And I said well I don't even know if I can afford this. This is the point where a consumer will start to get annoyed. When you start holding off, okay. 'Cause here's what's happening. Think of me as a puppy dog who's got my mind fixated on a bone. And that bone is price, okay. You can't take that bone out of my mouth without getting bitten. It's impossible. Would you ever take food out of a dog's mouth? No, they've got it there. Leave it there. They want a price. Stop trying to fight it. Stop saying come in. Stop saying all that kind of stuff. Here's what you say. What's your name? Pye. Pye, I'll bet every other photographer would send you a price list or just say that they can't tell you the price until you come in. Here's what I'm gonna do. I understand that you're busy. Our typical client would spend between $500 and $1,000. I'd love to tell you what it is that you're actually comparing against though. Do you have a couple minutes? Take the bone out of their mouth. Or let them better yet swallow it. Like get it done. Get it out of their system. You don't need to send me a price list. Why waste your time? Your time is valuable. Why do you want to send me an email? Qualify the client first right off the bat. And if I say that's out of my price range, you say, do you have a minute? Let me talk to you about what it is that you're comparing. I know you think it's apples to apples. I'd love to tell you kind of what we do so you can go and make an informed decision. That is a script that's very disruptive. Because that's not what anybody else would say, right? It's simple. And it gets you to where you want to be. And it get them off the price argument. And you didn't have to send an email. Make sense? We're gonna talk more about that later. And once we get that value piece and they go yeah, I do have a couple minutes. That's when you're gonna dive into the wave which we're gonna cover in the sales process. So, this is from Lucas. What is Pye's opinion to selling A la carte? We did cover that a little bit. For example, weddings are minimum eight hours, upgrade per hour is x dollars. Optional photo booth, optional album. I like the A la carte upgrades. And I'm gonna tell you from a weddings standpoint which upgrades are most desirable. More time, number one. Number one, your best upgrade is more time. Do you start with having to upgrade that, no. You start with your minimum to get to a product that you love. More time is a huge upgrade potential. Albums, big potential there for more. Photo booths. We are dropping from our product line. We offered it for quite a while. But it's just become too cumbersome to try and maintain like the props and everything that comes along with it and having somebody go out, and the price points for them. The companies that are doing them really well that we have to compete against, they're charging $500, $750 for a photo booth for a couple hours. It's just becoming not worth our time to maintain that line. So we're like, you know what, let's let it go. It is desirable. If you feel like you want to bite that off and kind of go and make that part of your thing, there is a market for it. It's just, it's getting very saturated. Here's where I want to kind of put something out there. When you get to a place inside of weddings. 'Cause IPS is a very hot term right now, is it not? Like everybody's talking about IPS and making money with IPS. And I'm not shooting it down by any means. But I want you to be realistic with your expectations in terms of what it is. In terms of weddings. Weddings themselves. Your main, primary, revenue generation is gonna be in the package. That's where you're gonna make your money, okay. That's the market expectation. That's what the clients expect. The clients do not expect to come in, pay $4,000, $3,000, $6,000. Whatever the amount is, it's still a lot of money. At any of these price points it's still a lot of money. And they don't expect to come in and pay that amount and then come back to have you sell them another $3,000 of wall art. That's not to say that you can't do it. What I'm saying is, that's not the market perception. And anytime you fight against what's the market perception, you're fighting an uphill battle. And if you're expecting it to happen a lot, it's not. You're gonna have one-off clients that do want wall art. Here's the issues that we've had. When it comes to family portraits, senior portraits, boudoir. When it comes to newborns, maternity. These are arenas where the market has set up a customer expectation of a low sitting fee and A la carte pricing for additional items. It's set up for you already. That's what the expectation is because that's what most everybody is doing. And that's the arena where IPS has the biggest potential. Is that making sense? But on the wedding side, that's not the way that it works. So you're fighting against what the market is naturally wanting and naturally doing, which becomes difficult. Here's the other clincher on IPS. It better be you selling it. It has to be you selling it. This is our biggest thing. I can, me, Justin, or Chris, we can sell our own artwork up the wazoo. But we don't want to be in these meetings. And every time we hand it off to somebody else, something gets lost in translation. And the effect of the artist walking through and presenting is not there. And it's difficult to make the sale. So IPS works best inside of boutique studios where it's you and a partner, or you by yourself running the process from start to finish. Because it's a very experiential process. And to get clients that want to spend and want to do that, it has to be you that they're buying. Does that kinda make sense? So, I want you guys to erase the expectation that this is gonna be a big piece of your revenue in the wedding side. You may set the expectation that this can be a big piece of your revenue on the portrait side. But have the understanding that it has to be you and it has to be a seamless experience from start to finish which we're gonna set you up for. So I want you to be clear as far as the difficulties that we've seen in a studio of 55 people trying to get IPS to work. I'm not gonna blow smoke up your butts. Like it's difficult to get it to work in this system. But I can teach it like all day long. I can help you set up a perfect studio that can do it. But to try to get a sales. 'Cause you'll see how it works. The sales process from the beginning of the phone call all the way through to the entire experience and to the end has to mirror IPS. And that's what we're setting up for in this entire class. The problem is for us, we have 10 people touching it from this point to this point. And even when you take notes from beginning to the end of the experience, things are lost. Does that make sense? Are we clear on kind of like which industries to kind of expect that in? On the wedding side, you can still do it. It's a bonus. Count it as a bonus. Clarification for people who aren't familiar with it. IPS is? It's a term denoting In-Person Sales. Which I hate, I'll be honest. 'Cause In-Person Sales in and of itself, the connotation is that you have to be in person and selling something for it to be of value. So in our studio, we call IPS, S3. It's shooting stories that sell. So triple S, S3. So we call it that because we want our shooters to have the impression, the connotation that this isn't selling you something you don't want. This is shooting something that the clients want. Shooting stories that sell. That's honestly what IPS is in a nutshell. It's just not what the name denotes. So when people hear the name In-Person Sales, they think eww, I don't want to be that person that's like used car sales person selling my clients on wall art. But it's a process that's great inside of the album side for weddings. We use it for that a lot. Yes. Pye, I've had a couple people ask. And I know this can be a concern when you're getting started and people freak out about being in a competitive market. So a couple people asked about what if you're afraid that another photographer who's in your neighborhood is the one calling and asking you for your prices. Don't worry about it. If that's the way they want to spend their time, then let 'em. Like, who cares? Who honestly cares what other photographers are doing? I want you guys to, look, we're all friends, we're also all competitors. Understand this of, create friendships and relationships with everybody. If some other photographer wants your price, they'll either ask for it or they'll pretend to be a client. Either way, they're probably gonna get it. So who cares, who cares. If they want it, they're gonna find it, right. Just stop worrying about it. Focus in on one thing. And that's your clients, making them happy. That's all you should care about for your imagery, all you should care about for anything else. And then just be friends with the community and use each other and help each other as a resource because that's what we are to each other. We are each other's assistants. We're each other's second shooters. We're each other's mentors and friends and everything. That's what we are to each other. So kind of treat it that way and just focus in on that one thing and stop caring about. I have these photographer friends who have like huge Instagram accounts. But the only people following them are other photographers. It's like not a single person is actually paying for your work but you do pretty work. But you sure get a lot of likes from photographers. You're missing the mark. Like we're focusing on the wrong area.

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.


  1. Class Introduction

    Go from nothing to a booked client or grow a young photography business -- that's what students should expect from this course. Learn what's ahead in the course in this introductory lesson.

  2. Common Myths & Unknown Truths

    Bust the myths and set appropriate expectations for running a photography business. In this lesson, Pye shatters some myths, then lets photographers know what to expect before launching a business.

  3. The Road Ahead

    There are easier ways to make a living, Pye says, and the expectation that photography is easy money is setting yourself up for failure. Find out what the average studio spends on costs and start calculating rough numbers using an easy spreadsheet included in the class workbook.

  4. Find Your Passion

    The reality of working as a photographer, Pye says, is that 10 percent of your time will be spent taking pictures -- and 90 percent will be running the business. Pye redefines the passion that you need for business.

  5. The Lin & Jirsa Journey

    Go behind the scenes of Lin & Jirsa Photography and learn the story for how Pye's business launched.

  6. Part-time, Full-time, Employed, Partners?

    Walk through the different options for running a photography business. Learn the pros and cons of working as a photographer part-time or full time. Dive into options for working with a partner.

  7. Stop Wasting Time & Money

    Can your clients really tell the difference between an f/1.2 and an f/2.8 lens? Between a good camera and a high-end camera? No -- which means you shouldn't be wasting money on gear that you think that you need. Instead, re-focus on what clients easily notice.

  8. Your 12 Week Roadmap

    Getting a photography business off the ground can be done in as little as 12 weeks. In this lesson, Pye shares the roadmap for a 12-week launch, using the included class workbook to build your plan of attack.

  9. Great Plans Still Fail

    Strategies won't protect you from failing, but those failures can still take you somewhere. And you're not alone -- in this lesson, Pye shares some of his past failures.

  10. Strategy Vs. Planning

    Don't make the mistake of jumping right into business without first planning. Slow down, Pye suggests, and develop both a strategy and a plan.

  11. Mind Mapping

    Jump into step one for strategy and planning with mind mapping. Use this technique to brainstorm and build ideas using nothing but a sketchpad and a few minutes of time.

  12. Select a Focus

    Develop a focus to make the task of launching a business less monumental -- and launch a business that's better poised to compete. In this lesson, learn the importance of developing a focus then narrow down the focus of your business.

  13. Competitor Research

    What are your competitors doing? Professional photographers shouldn't burn up all their time comparing businesses, but researching competitors is an important part of the process. Learn who's really your competitor, develop a research strategy, and understand what to look for.

  14. S.W.O.T. Analysis

    Analyze your business environment by looking at your strengths, weaknesses, opportunities, and threats -- or S.W.O.T. Adapt this common business practice to photography and learn how to apply the analysis to your own business launch.

  15. Strategy & Long Term Goals

    Where do you see yourself in three years? Build a long term strategy by looking at your ideal work-life balance and lifestyle.

  16. Values, Vision & Mission

    Developing your business values, vision, and mission creates a foundation that helps your strategy and goals fall into place. Whether you work alone or with a team, pinpoint your values, vision, and mission.

  17. Effectively Managing Your Time

    Business owners that work from home often fall into the trap of neglecting to set a schedule. Learn how to effectively manage your time as a business owner when you don't have a time clock to punch, from setting hours and goals to tools to help you track your time.

  18. Artistic Development

    Part of the 12-week business launch is education and developing your skills as an artist. Learn tricks to catching up and developing skills as an artist.

  19. Create Your Plan

    In this lesson, develop a plan to ensure the fundamentals of photography are in place before your first shoot. Craft a plan for improving your technique, no matter what genre you plan to shoot in.

  20. What's Your Product

    In this lesson, define what your product is as a photographer. As a photographer, your product is a combination of you, your photographs, your experience, your website, and more.

  21. Luxury vs Consumer Products & Experiences

    What's the difference between luxury and consumer, besides just price? In this lesson, Pye walks through the different qualities that tend to be associated with luxury brands compared to consumer goods -- and how that relates to photography.

  22. Quick Break for Econ 101

    Economics play a big role in business. Dig into a few economics basics and how those concepts apply to the photography business.

  23. Your Target Market & Brand Message

    Identifying your target market and brand message is essential to building your business. Dive into the topic with an example using Pye's own photography business.

  24. What's in a Name

    Choosing the name of the business is a tough decision. Weigh the pros and cons of using your name for your business or coming up with a unique business name.

  25. Your Client 'Why'

    Craft a simple statement that builds the experience, or the why that you want for your clients. Learn what that "why" is in this lesson.

  26. Crafting the Why Experience

    Clients choose photographers for the experience. Identifying that why experience, then building that experience is an essential part of growing your photography business. Learn how in this lesson.

  27. Document the Client Experience

    Writing down the client experience helps ensure every client gets the same careful attention to that client experience. Work to document your client experience in this lesson.

  28. Business Administration Basics

    Work through the basic business tasks you'll need to tackle, from gear to business management software. Tackle registering your business name (including checking for an available domain name) and opening a business bank account. Learn why an LLC is often best for protecting personal assets, and the different types, such as a sole proprietor.

  29. Book Keeping Management

    How often should you look at financial statements? How should you keep track of what you are making? Tackle the bookkeeping best practices for your business.

  30. Create the Logo & Branding

    Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.

  31. Portfolio Design

    Learn how to show off your work in a portfolio. In this lesson, Pye shares why less is more, how to choose the images in your portfolio, and more.

  32. Design Your Services & Packages

    Design a pricing structure that suits your business and your goals. Learn what to do -- and what not to do -- when building your photography packages. Stop upselling and create a package that you -- and your clients -- will love from the start.

  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.

  34. Three Pricing Methods

    There's no right way to price -- in this lesson, Pye shares three different methods for pricing your work. Adapt these pricing frameworks for your own business.

  35. Package Pricing Psychology & Design

    Setting a "price anchor" helps your mid-way price point feel less expensive. Learn similar pricing psychology tips in this lesson, along with all how to name and develop your package prices.

  36. Psychology of Numbers

    Presentation matters -- even the font of your price can play a role in how potential clients view your prices. Learn best practices for presenting your prices.

  37. Pricing Q&A

    Expand on your pricing know-how as students like you ask questions during the live class.

  38. Grass Roots Marketing

    How do you create a marketing plan when you have no marketing budget? Build a plan to market your business on a budget, including network marketing and social media. Then, adapt your marketing plan as your business grows.

  39. The Empty Party

    Continue developing your grassroots marketing strategy and learn how to get people talking about your business. Use SEO, social media and word of mouth networking to grow your business.

  40. Friends & Family Test Shoots

    Taking test shots with a purpose both helps you practice your skills and expand your marketing efforts. Learn about brand ambassadors and organizing test shoots.

  41. Join Groups

    Joining online groups helps build a team of support, a resource for critiques and more. Learn how to make the most of online groups in this lesson.

  42. Second Shooting Etiquette

    Working as a second shooter is a great way to get your feet wet. Create more opportunities from second shooting by treating the task with proper etiquette.

  43. The Listing & Classified Hustle

    Directory listings and online classifieds are a simple, inexpensive way to get your name out there when you are getting started. Master some best practices for using online classifieds and similar options.

  44. Make Instagram Simple

    Continue working on social media marketing with tactics for using Instagram for your photography business. In this lesson, Pye shares the basics of using Instagram to find potential new clients.

  45. Your Automated Pinterest Plan

    Most brides use Pinterest more than any other platform to engage with vendors -- and the platform is important to other genres like family photography and newborn portraits too. Tackle Pinterest and learn to make your clients work for you by adding a simple plug-in to your site.

  46. Facebook Because You Must

    Pye cautions against relying on Facebook -- or any single source -- to build your business. But, Facebook is still an important part of your social media marketing. Learn Facebook marketing best practices.

  47. Giveaway & Styled Shoots

    Once you've built a quality portfolio, giveaways and stylized shoots can help boost your business. Learn why giveaways and stylized shoots are so important and how to make the most of them.

  48. Content Marketing & SEO

    Longterm, content marketing and search engine optimization is an important part of sustaining your business. Learn what content marketing and SEO is and how it plays a role in photography companies.

  49. The Monster: SEO

    SEO feels like a daunting task for photographers -- but in reality, it's just something that's simple once you learn how to do it. Master the keyword by understanding what keywords are.

  50. Selecting Your Keywords

    Now that you understand what a keyword is, how do you use them? Which one do you choose? Learn how to choose the keywords that will work best for your business in this lesson.

  51. Testing Your Keywords

    Just how viable is that keyword idea? In this lesson, learn how to determine if a keyword is good or not --and gain new ideas -- using the free Google Keyword Planner tool as well as options like Moz and SEM Rush.

  52. Grouping Main & Niche Goals

    Armed with your keyword ideas, determine what options should be your main focus and what should be a niche. Determine the main search goal, then build smaller niche goals for creating a searchable website.

  53. Your Content Road Map

    Build a strategy from those keywords and start building website content to bring potential clients in through search. Learn where to plug in those search terms and how to organize your web content using keywords.

  54. Content Marketing Q&A

    Gain additional insight into building your website content through questions from students during the live session, from how long web content should be to blogging tips.

  55. Inspiration to Keep Working

    Website content isn't a one and done thing -- but you shouldn't feel overwhelmed. In this lesson, find the inspiration to keep building your business when the tasks seem monumental.

  56. How to Craft Your Content

    Once you have your focus and keywords, it's time to start building your website content. Learn how to write better website content, where to place those keywords, and best practices for building content that will get noticed by Google.

  57. Internal Linking Basics

    Links play a role in how Google sees your website -- so how should you structure your website? In this lesson, learn tricks to building the links on your page.

  58. Back Link Building Basics

    What about links that originate off your website? Backlink building helps boost your website in the search results by building authority. Learn the basics for building authority by getting links on other websites.

  59. Link Value Factos

    All backlinks are not created equal -- so what determines a good link value? Master the basics of determining how to use backlinks to build the most value.

  60. Measuring Link Value

    Dispel misconceptions on link building and see how search engines value links differently.

  61. Link Building Strategy & Plan

    Develop backlinks to your website by building a strategy. Learn tricks like writing guest blogs as well as how often to work on backlinking.

  62. Link Building Plan: Vendors & Guest Writing

    Vendor websites are great places to build links -- and it's as simple as sharing photos with the vendors used on your shoots.

  63. Link Building Plan: Features, Directories, Comments

    Expand link building opportunities with features inside publications, as well as directories and comments. Learn how to target a specific publication.

  64. Link Building: Shortcuts & One Simple Tool

    Avoid shortcuts like buying links and unnatural link exchanges. Then, learn how to use the tool Backlinkwatch.

  65. What is Sales? Show Me!

    Sales is a life skill, no matter what industry you are in. Gain insight into the sales process as Pye roleplays sales sessions with students.

  66. Your First Massive Failure

    As Pye says, you can't sell to people that aren't in your target market. In this lesson, Pye discusses failure and how to qualify and differentiate your work.

  67. The Sales Process

    Walk through the process of selling your work in a simple four-step process. Learn tactics for selling your work.

  68. Your Second Massive Failure

    Avoid pitfalls to the selling process by tackling the most common mistakes, like sharing the price too soon.

  69. Understand Buyer Psychology

    What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

  70. Step 0: Building Rapport & Trust

    Sales start with a relationship. Establish that trust by starting a conversation with the client -- and not about photography.

  71. Step 1: Identify Need or Want

    By identifying the client's wishes early in the process, you can create the best pitch tailored to that individual. In this lesson, Pye shares the system he uses to get to know what a client is looking for.

  72. Cognitive Dissonance

    Cognitive dissonance in sales comes in when weighing the price against the quality of the product. Walkthrough how cognitive dissonance plays a role in the sales process.

  73. Steps 2 & 3: Value Proposition & The Solution

    Based on the conversation leading up to this moment in the sales process, it's time to present your package that best fits their needs. Learn how to create a value proposition and present a solution.

  74. Step 4 : Close, Make the Ask

    Most new photographers find the task of presenting the price and getting the actual booking daunting. Learn how to be bold and get that client in step four of the sales process.

  75. Step 5: Follow Up & Resolve Concerns

    Build your follow-up process to avoid losing those leads. Here, Pye shares his process for following up after a client conversation.

  76. Family Photography Hot Seat

    While sales is similar across genres, the process can vary slightly based on the type of photography. In the series of hot seat sessions, watch students improvise client meetings.

  77. Business Example Hot Seat

    Next on the hot seat, sit in on a business sales session. Build a list of dos and don'ts with a sales simulation focused on commercial photography.

  78. Boudoir Photography Hot Seat

    Sit in on a simulated sales session with a boudoir photographer. Learn ways to improve when meeting with a client and build your people skills.

  79. The Best Sales Person

    Fine-tune what you've learned about sales so far with tips to become a better salesperson and improve your charisma as you meet with clients.

  80. Your Mindset, Vibrations & Frequency

    Continue refining your sales skills by adjusting your mindset on sales.

  81. Always Positive, Always Affirming

    As you meet with clients, Pye suggests always staying positive and affirming. Learn how to integrate positivity through body language and more.

  82. The Second Money & Dual Process

    Booking a client a second time is easier than the first. In this lesson, Pye walks through how to book the first sale or the minimum package while allowing the client to upgrade later.

  83. Chumming the Price Waters

    What happens when a client pushes for the price first? Pye walks through "chumming the price waters" and getting potential clients to see your value first.

  84. Creating Want or Scarcity

    Looking at both right now and in the first five years of your business, Pye digs into techniques for creating a want for your work.

  85. Timeless Advice on Being Likable

    How do photographers get clients to like not just their work, but themselves as a person? In this lesson, Pye shares tips on building charisma and starting a relationship with clients.

  86. Selling Over The Phone

    Many sales start with a phone call. Learn how to start a relationship on the phone and other tricks for working with sales when you're not in an in-person meeting.

  87. Forbidden Words in Sales

    Word choice matters in sales. In the final lesson of the course, learn what words to avoid and what to use instead.


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!