How to Launch a Photography Business

Lesson 36/87 - Psychology of Numbers


How to Launch a Photography Business


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.


1Class Introduction 2Common Myths & Unknown Truths 3The Road Ahead 4Find Your Passion 5The Lin & Jirsa Journey 6Part-time, Full-time, Employed, Partners? 7Stop Wasting Time & Money 8Your 12 Week Roadmap 9Great Plans Still Fail 10Strategy Vs. Planning 11Mind Mapping 12Select a Focus 13Competitor Research 14S.W.O.T. Analysis 15Strategy & Long Term Goals 16Values, Vision & Mission 17Effectively Managing Your Time 18Artistic Development 19Create Your Plan 20What's Your Product 21Luxury vs Consumer Products & Experiences 22Quick Break for Econ 101 23Your Target Market & Brand Message 24What's in a Name 25Your Client 'Why' 26Crafting the Why Experience 27Document the Client Experience 28Business Administration Basics 29Book Keeping Management 30Create the Logo & Branding 31Portfolio Design 32Design Your Services & Packages 33Pricing Fears & Myths 34Three Pricing Methods 35Package Pricing Psychology & Design 36Psychology of Numbers 37Pricing Q&A 38Grass Roots Marketing 39The Empty Party 40Friends & Family Test Shoots 41Join Groups 42Second Shooting Etiquette 43The Listing & Classified Hustle 44Make Instagram Simple 45Your Automated Pinterest Plan 46Facebook Because You Must 47Giveaway & Styled Shoots 48Content Marketing & SEO 49The Monster: SEO 50Selecting Your Keywords 51Testing Your Keywords 52Grouping Main & Niche Goals 53Your Content Road Map 54Content Marketing Q&A 55Inspiration to Keep Working 56How to Craft Your Content 57Internal Linking Basics 58Back Link Building Basics 59Link Value Factos 60Measuring Link Value 61Link Building Strategy & Plan 62Link Building Plan: Vendors & Guest Writing 63Link Building Plan: Features, Directories, Comments 64Link Building: Shortcuts & One Simple Tool 65What is Sales? Show Me! 66Your First Massive Failure 67The Sales Process 68Your Second Massive Failure 69Understand Buyer Psychology 70Step 0: Building Rapport & Trust 71Step 1: Identify Need or Want 72Cognitive Dissonance 73Steps 2 & 3: Value Proposition & The Solution 74Step 4 : Close, Make the Ask 75Step 5: Follow Up & Resolve Concerns 76Family Photography Hot Seat 77Business Example Hot Seat 78Boudoir Photography Hot Seat 79The Best Sales Person 80Your Mindset, Vibrations & Frequency 81Always Positive, Always Affirming 82The Second Money & Dual Process 83Chumming the Price Waters 84Creating Want or Scarcity 85Timeless Advice on Being Likable 86Selling Over The Phone 87Forbidden 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.