How to Launch a Photography Business

Lesson 36 of 87

Psychology of Numbers


How to Launch a Photography Business

Lesson 36 of 87

Psychology of Numbers


Lesson Info

Psychology of Numbers

Psychology of numbers, this is fun stuff. You guys are here, you're gonna see it for a lot longer. Here's what I want you to do. If you guys are online, great. When you see the next slide, point at the number, within two to three seconds, that looks cheapest to you. Okay, so point, like, imagine yourself pointing. Don't think about it. I'm curious, what did you guys come up with? $1,439. Which, who had what? $1,435.99, okay. $1,499. $1,499, okay. $1,436. $1,436, okay. (several audience members talking) $1,599 okay. The first one. The first one, $1,565 okay. So, oddly enough, I've ran this between many different test groups. Usually people will end with something that ends with a nine. Or whatever's the smallest print. (audience laughing) Isn't that funny? That's actually the most expensive price on there. But people would jump to it. $1,599 okay, cool. So, what does this tell us? That presentation actually does matter. Here's the psychology of a number. Everybody knows th...

is. Don't include cent figures in your packages, when you're talking about $1,500 or $2,000, $5,000 packages. That's just ridiculous. Nobody cares at that point. But, $9,899 will look more attractive than $10,000. Just from a psychology standpoint. Removing the comma to simplify. It makes it look, can you guys see that this didn't have a comma in it? Simple and small fonts. Psychology of the easier font is? So a sans serif face font. Serif face fonts are more complicated. A simpler font. Ariel, a sans serif face font, is gonna look cheaper. Weird! We put high prices towards the right of a page. Why? 'Cause you read left to right? Yes. And what do we want to establish before we show a price? Value. Value. So we follow the same mentality on anything that we show. Build in the necessary taxes. You're dealing with clients that are paying a good amount of money for your services. Build in whatever taxes you need to put into those products. Don't, don't, again, stop nickel and dimeing people. Put yourself in your clients' shoes for just a second and ask yourself what would be the experience that you would want. It's already complicated enough. They have enough to think about. Ease their minds. Make it simple. Make the process easy. This is a good, a better, a best. This is a best, better, good. What is the difference? Give it to me. Jason. I've learned that it's psychologically easier to go down than it is to go up. It is psychologically easier to go down than up. You're absolutely right. The problem is, what about those people that you're gonna price out by starting that high? So I have a simple rule for you guys. Online, start at your good. When people, if you wanna say, "starting at" online, simply to just price out people that are too far below what you're looking at, start with your good. When you present a pricing guide to somebody, that is after you've established value, then, in a pricing guide, do best, better, good. So when they receive the guide, it's holy shite, I can do that, oh that's pretty cheap. In reality they're all pretty expensive. But that's gonna be the perception they have as they go down. From here you build a simple price guide. Again let's, let's not work harder, let's work smarter. Creative Market again, you can have also Envato. We used to get a lot of our stuff off of Envato. We switched over to Creative Market because the quality of assets is generally a little bit better that we've found. I mean this is a very objective thing. So, objective, subjective. It's a very subjective area to say that, but, like, we just find better luck on Creative Market. But there's two markets there for you guys to go and look at, where you get templates. All you simply do is type in photography, pricing, template. Okay? I had to delete the, we deleted the slide with that because it had a lot of logos on it. We didn't want to show the logos. But it's photography, pricing, template. And you'll see a grip of them. Pick one that fits the brand assets that you created earlier. Here's a sample and we've also included this in your downloads. So this is in your downloads. It's one of our sample past PDFs that we used to use and it gives you an idea of, it starts with kind of our message. So this is, like, a simplified brand experience guide. Generally these would be four to eight pages. I gave you two pages. It's enough to kind of come up with whatever you guys wanna come up with. But the first page is about who you are, what you do, your experience. This is everything that we talked about prior, right. Our why. The client why. And then, afterwards you would include your collections. Notice that in each collection we kinda follow the same principles of, all the value, starting at. Ha, ha, ha, it's a small number. It's tiny. It's okay. No commas, no nothing. Cinematography, we built everything onto this. If this were a best-better-good, you'd separate every single collection out on the different pages so that they jump from page to page to page. But I just included it all in one place 'cause honestly we only send this out when we expect to not get a phone call back. So there it is in your downloads. experience-pricing-example.pdf It is an editable file. Please don't use our images. Feel free to change those out. And then, the biggest mistake you're gonna make. Openly showing that price prior to establishing the value. We've already touched on this. So now that you have your price list, don't show it. Now that you have it, don't show it. Non until you're ready to make your ask. And you're gonna come to that sales process, we're gonna go and establish that, where we do everything and get to the ask, and that's where we present the price. Because only then is your client actually comparing correctly, right. Only when they actually understand what it is that you're offering can they make an educated decision on prices. So, we don't show it. Should I show my pricing on my website?

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.