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How to Start a Photography Business

Lesson 22 of 87

Quick Break for Econ 101


How to Start a Photography Business

Lesson 22 of 87

Quick Break for Econ 101


Lesson Info

Quick Break for Econ 101

This is my friend Christina. She's actually a fantastic photographer. Very pretty too, which is why I'm using this ridiculous expression, because we're gonna do a little bit of Econ 101. We're gonna get into a little bit of graphs and things that are gonna make you go that. But it's not gonna be that bad, I promise. That being said, I get to embarrass her. Check out her work by the way, Christina Blanarovich, awesome film photographer, right up your alley, Shell. Does this look familiar? Okay. If you had business courses, it should. If you haven't, don't worry, not a big deal. I'm gonna show you guys what it is right now, and I'm gonna tell you how it applies to photography, 'cause that's the big thing, it's like, "Why does this matter?" This is a demand curve, okay? We have price on the Y axis, we have quantity on the X. Where our supply line meets the price point, we have this little spot, which we would call the equilibrium, okay? The equilibrium is where your price matches your sup...

ply. So as your supply increases, usually the price drops down, and as the supply decreases, usually the price goes up. And these two straight lines kind of describe a perfect market, until something odd happens, okay? So in a perfect market, price is where supply meets demand. Until you say, "Well, in the early 2000's, everybody and their dog got cameras," and instantly, there was a whole bunch more photographers. That's what that looks like in terms of a market model. So the supply curve shifted over to the right, because we're not adding more products, we're adding more companies doing it. So we shift the entire thing off to the right, and what happens to the demand and the price point? Where does it go? It has only one place to go, right? Down. Yeah, it'll go down. This is what we call inelasticity. Inelasticity has to do with your price points or the demand is not changing as much based on change in your environment, okay? That means for the commodity photographer, this shift killed you, because you're offering the same product that everybody else is, and your demand has shifted down and you're now in the dumps trying to figure out how to make money from $200 shoots, okay? But the luxury curve is a little bit different. In a luxury market, it doesn't change like that. And think about it this way, what are different luxury product that I'd want to have? Well, examples of inelastic products are like gasoline. Everybody needs it, right? Which means that the price goes up, we all still need to buy it to a point. Things are not completely inelastic, meaning that if the price on gas went up to $10 a gallon, most of us would still be driving. $15 a gallon, most of us would probably still be driving. $20 to $30 a gallon, we're gonna start considering other options of getting around, right? And at that point, there's opportunities for businesses to come in and say, "I have a cheaper way for you to get around." Apple. That's a relatively inelastic product, why? They've built this brand... Whether or not you agree with it, I don't even care. It doesn't matter whether you agree with the products they create or you like them or not. What they've created is a brand perception that they make these kind of products that are for creatives, and they are this, and they are well designed. They're the most beautiful piece of electronics you could probably get. That perception makes it so even at a higher price point, there's a strong demand for what they create, so it's relatively inelastic. Salt, another necessity. Alcohol and cigarettes, diamonds, lack of substitute. Alcohol, need and habit. Wouldn't it be great if photography was like a habit? (laughs) Just gotta have it? Like my mirror pictures, just gotta have them. Mental picture for y'all. Let that be the last thing you think about when you go to bed at night. Don't, that'll give you nightmares. Okay, so looking over here, this is an analysis of the products that we want to sell. And this puts different companies in different lights, and I want to relay this to photography. Over here you have cost leadership. These are people like Walmart, Honda, Toyota. And you can argue down to like, "Well Kia is more cost leader." Either way, cost leadership, yeah. They're Honda, Toyota, that's a cost leader, because they're differentiated brand is Acura and Lexus. So over here you have Walmart, you have Honda, Toyota, you have Costco, K-Mart photo. I have a new studios here with a warning. I'm gonna tell you about that in a second. So this means that your target is broad, and the way that you compete in that market is cost, meaning you're offering the exact same product that everybody else is, the only differentiating factor is somebody's cost. And if that's your only differentiating factor, how many times do you think you could be replaced by another studio who's just willing to do it for a couple bucks less? That's something that can... Well, based on my partner, this is what he says. "Competitive advantages predicated on price can be copied overnight." So we've tried to build all of our competitive advantages on things that people cannot copy overnight. And when you get enough of those, you create what's called a barrier to entry. Let's go back. A narrow target with a cost focus? This is like Michaels. They specifically just do crafts, but it's inexpensive. Bella Weddings, does anybody remember that name? Okay. They're out of business now. They were a narrow target, cost focused wedding studio. They were nationwide, and I think they might have even been a public... I don't think they were public, but they had investors. And they were targeting the not-brides, the $1000 to $1500 to $2000 range, and they would source out all their photographers from all over the place to do this. They're out of business. That's why I have a red flag in this area, because you're inherently offering a luxury product with the wrong business model. If Bella Weddings is sending out people that aren't that great to be shooting something that in a consumer's mind is still relatively expensive, you can't sustain it, and you can't find quality people to go and shoot for $200, $300. So to get to that price point of $1000 or $1500 to shoot your wedding, I would have to be paying the staff that did the shooting $250, the staff that did the editing $100, $200, the rest is in margin and basically admin, marketing, all the other expenses, to leave themselves with a 20% margin. It's not sustainable. And I said that, when we were coming in the industry, I'm like, "I don't know how they would do that. That can't be sustainable," and sure enough, within a couple years, they're out. Dangerous spot. This is though, where a great spot to start. So I put new studios in here, because that's not a bad place to be. Honestly, well actually it should be a narrow target. Should be a narrow target, new studios. So new studios are fine to be in these categories, you just need to get out of it quickly. And you have two options. On the differentiated side, we have companies like... So on the Walmart side, you have say kind of more boutique places, like you have Trader... Well, I guess Trader Joe's is pretty inexpensive too, but you have Whole Foods, that would be like the differentiated broad target, okay? Nordstroms to a K-Mart. Acura and Lexus to a Toyota. Mercedes Benz, BMW to Toyota. Nike, large boutique studios. This is kind of becoming our focus, where we're starting to branch into multiple arenas and say we can do all these things well, they're different companies, but this is a broad market differentiation. Currently, I'd say we're probably still positioned here, 'cause most of our stuff is wedding still. This is where I want you all to aim though. Narrow focus, differentiated products. Does that make sense? This is Porter's. Porter's applied to our business. So the people in your arena is a Neiman Marcus, a Saks Off Fifth, a Bentley, small boutique studios. And if that's the case, do you think you might learn a lot by walking into a Bentley dealership and just seeing what their experience is like? Yeah, the people that are gonna be shopping for your product are in that category. If I can afford to spend this amount of money on photography, which is a luxury product, then I can afford to spend money in other areas. And that gives us a great opportunity to learn how these other businesses are crafting their experiences. Does everybody here agree that photography is a luxury in this day and age? [Audience Members] Yes. Yes, good. I hope so. And we all know now that this is not a place that we can sustain a long-term competitive advantage. We can make a name for ourselves though. This is where you make a name for yourself, and you jump to this side, does that make sense? Okay. Julie? What about a studio that offers mini sessions? Studios that what? Offer mini sessions? It's still the same thing. A mini session doesn't mean that your product's not a luxury product, it's really what you offer, what you do after. So you can offer mini sessions and still be luxury studio? Let me give you an example. I have a mini session, it's $ to come in, this is just an example. After your mini session is included a design consultation. This is a $300 value. Come sit down with me or our designer, and then you bring them into that process. Maybe they come into your home, maybe it's into a studio, doesn't matter. But you sit down, you have drinks, and you go over this shoot that you just created for them, and you give them options. I love your home, your home is amazing. Let me show you what this would look like on the walls of your home. Do you actually have a picture? I'd love for you to bring a picture to this meeting. That's a luxury experience, right? But me saying, "Oh, $49, come over and I'll take your pictures and I'll give you a disk." That's not a luxury experience, but that's what a lot of people do, and then you get frustrated and flustered that you can't make money doing this. So like we mentioned, this is the relative inelasticity of luxury products. This is where positioning your company to be a luxury brand gives you some safety against environmental threats, right? Because Apple, Tesla, Bentley, Rolls Royce, Neiman Marcus, Louis Vuitton, Tiffany, Cartier, these are all brands where if you just want those products, you gotta pay. And they're products that are all very desirable, are they not? And that's where we want to get and position our product. Problem is it's not gonna happen in 12 weeks, so we're gonna aim to come in as a cost differentiator, and we're gonna work into luxury leadership. About how long is that process? I mean, is it different for just your experience level? Or is there a timeline on that? This is what's interesting about it, is like I could give you a timeline, and it would not matter, 'cause I've seen companies come in and do it in like two years, and I've seen people come in and still be stuck at one place. And I've seen for us it's taken... It probably took about five years for us, but that's 'cause we started at a time where we knew nothing about photography. We had nothing. So our learning curve was a lot steeper than all of your guys', because we didn't have the education. That's why we created SR Lounge, was because it wasn't out there, and that's why Creative Live had such a big room to grow is because the need. So I'm expecting for you guys that you could do this transition in two to three years. If you have a picture of who you are right now and where you want to be, two to three years. And guess what, along that way from cost leadership to luxury differentiation, you can make a lot of money, because there's a big market in between, where there's a sweet spot, right around the four to 5000 dollar mark. You can shoot and there's plenty of weddings and shoots and everything, like in the portrait range, for example, senior portraits. If you're in that 700 to 1200 dollar range, that's a sweet spot, and you can milk that range as long as you want, shooting 40, 50, 60, 70, those are easy to do and pump out. And then if you want to, in three years, you bring your price up to $2500 per session, and you shoot 30, because it gives you the lifestyle that you want. So that's gonna matter depending on you and the industry that you're going into, but I want everybody to understand that between those two places, there's a great spot to make a good living, and be happy and do what you love right in between there. And you don't have to ever make it to luxury to be successful. But I'm just telling you that's a safer place to be. Even if you're a luxury like... We would classify ourselves as luxury, but we offer a price point that's just on the edge of where you might be like, "Oh man, it's $7000 for this other photographer, but for eight, I could get Pye to come and do this. And that's that place where it's just like, a little bump and you can get them into it, you know what I mean? So there's a lot of different options, and we're gonna teach you how to get there. All right, I know this is a thing. "I want to serve every client." I hope, I hope we're getting this out of our mindsets by now, but I want to show you guys, for those that are online still, thinking about focus, I want to show you guys a funny study. This is Komar and Melamide, the perfect painting. Anybody hear of this study? [Female Audience Member] No. Okay, let me tell you a little about it. This is a study that these artists did, that they said, "We want to basically figure out what is the perfect painting in every different culture?" So we're gonna put out a survey, and this survey, they're gonna answer questions on like, "What should a painting have? What colors do you love? And what," all this thing, and they say, "We're gonna create paintings that are based on exactly what these people want, on the masses." Here's what we get to. This is the most wanted painting. Don't mind that little dash in there, I don't know what that is. But this is America's most wanted painting. Now I don't know who's looking at this, but I don't want to hang this up on my wall, okay? But it's great. I mean, we have George Washington right here. It's very patriotic, that was one of the biggest things. A painting should be patriotic. It should incorporate blues in the sky. And we've got blues in the sky. We love nature, that was like another big thing for the Americas, the nature. Also, we got deer, like a painting should have deer in it, honestly, and diversity. We have some you know, Asian and Native American children over here on the right side, I mean it's got everything. There's a little dude over here creeping, I don't know what he's doing. But this is what statistically is the perfect painting. And they did this, it's a really fun study to actually go look up. They did this for all these different countries, and every country had a different painting. And this is where we land as a business when we're trying to satisfy everybody. And this is what... I love Ed Sheeran, who doesn't love Ed Sheeran? If you don't love Ed Sheeran, I can't talk to you anymore, I'm sorry. I can't tell you the key to success, but the key to failure is trying to please everyone. It's just impossible.

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!