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How to Start a Photography Business

Lesson 71 of 87

Step 1: Identify Need or Want


How to Start a Photography Business

Lesson 71 of 87

Step 1: Identify Need or Want


Lesson Info

Step 1: Identify Need or Want

Step number one comes the identification of the need or the want, and I'm first gonna ask you guys to make sure that everybody understands this. Need or want? Which one do we want? Which one do we probably need? Okay. Is this a need or a want? We all understand that these are wants, right? Photographs are luxuries. These are wants. Then what do you clients want? This is my favorite part 'cause welcome to the W.A.V.E. I want to have every one of you, everyone, take this and make it your own, okay? Rephrase it, do whatever you need to do to make it your own and then put it into a script so that you can practice and rehearse it. We call it the Wall Art Vision Exercise, and it's based on a simple series of questions. Imagine your home, pick a location where, knowing the cost, four, understand you're gonna see it daily, and what single image. These are our opening lines for our script for each of these things. So here we go. I'm gonna pick one of you. Who do I want, who do I want? Lee. Get ...

'er miked, buddy. For the rest of you, I want you to imagine as if I'm actually asking you the question. Lee, imagine your home. I want you to think of a place where you might hang some wall art. What place do you think you're thinking of right now? I was thinking either the hallway when you first walk in so you'll see it when you're coming and going, or just on the middle of the living room area. Rad, okay. Yeah. So that space is maybe five feet wide? Sure, yeah, close enough. I have a question that I wanna ask you, and you'll understand where I'm going with this but first, I need you to know something. Wall art like what you see in our studio, like what you see here, the wall art that you see inside of here and something that would fit that space is gonna cost probably around two to three thousand dollars. Not a big deal, just understand that it's expensive, okay? So the point is wall art is expensive, and it's an investment. It needs to be something that you love. You're gonna see it every single day. So I'm gonna do this, I'm gonna limit you to one single image from your engagement shoot. What one single photograph do you value enough to spend that kind of money on to put up on that wall and to see every single day? So the hypothetical engagement shoot that, okay. I mean, I think it's gonna be a personal picture and probably be a close-up, and it's gonna show the kind of connection or the emotion between my partner and I, so it'd be a, I don't know. It's kinda hard to think through and see what it looks like. It is. Yeah, I mean it's gonna be at a special place so it'll be a special moment. I don't know what it looks like, but I'll bet it's nice. Yeah, so this is one of those questions that, I mean, you said that want something romantic, so I'm thinking in a special place. What we might do is, can you think of that special place that you two might go often? Because if so, I would love to take you there, and I would love to grab that photograph there. Now Lee, don't you think it's important that as your photographer, I know what you actually value? Yeah. This is the Wall Art Vision Exercise. Now every single one of you here, we can switch the genre, switch anything out, and run the same thing, and I bet while I said that, you guys were thinking of other things. At the beginning you're probably thinking of your homes. You're probably thinking of a space that you would actually hang something. Then you're probably thinking about what kind of photo shoot would I wanna do, and what is the one single image that I wanna hang up from that thing? So from there, I'm gonna play in deeper to it. I'm gonna play in deeper, I'm gonna use words to help them visualize it, and we're gonna set a premise for this where we actually will set an example and do it again, but what do we achieve through this exercise? Without ever selling you ... You know what, I'm gonna ask you guys. What did we do through this? I didn't yet sell him anything. Do you all have an idea of my price points of wall art? Raise your hands if you know how much it was. How much was it? Two thousand. Two to three thousand dollars, right? But when did I ever sell him a piece of wall art? Okay. What else did I do? Grab the mic. You made him visualize the piece already on his wall. I made him visualize hanging up something on his wall so not only is he thinking about the photograph that he wants to put there, but he's now starting to accept the belief of actually hanging up photographs. Does this play back into my original vision, life belongs in print? Oh, heck yeah it does. You also got a lot of information about him and what he wants. A lot of information about him. And in fact, I can use his exact words now in describing that information. He now knows, or should know whether he can connect with you. Yes. Because anybody could take a picture. Does anybody care about the picture other than the F-stop? Absolutely. I think you established a very emotional connection between us because I associated the ... You put me in an emotional place and then connected personally at the same time, so it was What system did I hold you in? (audience murmurs) The limbic system. I held you there the entire time. And one of the biggest things to remember during this process, did you see the pauses that I inserted in that script? Some of our salespeople feel uncomfortable with pauses, so I put it into the script so they'd understand you have to. This is a dialogue and you think it's odd, but I'm literally using the exact same techniques in this entire class and the way that I'm talking to every single one of you. You'll see them unfold right in front of your eyes as we explain the psychology of all of it. But between it I'm sitting here and pausing so that I can make sure that you have time to accept and understand the words that I just said, and I'm nodding through it because I know that if I give affirmative, positive nods, most of you are gonna process and then nod back. And you're doing it subconsciously, like right now. (audience laughs) But we get you on that level where we have a deeper understanding now of your wants and needs, I know you better as a person, I held you in the limbic system, I visually had you think to the exact photograph that you wanted documented. This is what I'm saying about becoming a better photographer, because if you knew the exact photographs that meant the most to your clients before walking into the photo shoot, how many of you feel a little more at ease about getting the shots that you need to get? A lot more, right? We know exactly what they value, and it's something that a mood board can't just do for us. A mood board can dictate style. We know the exact images to capture, we have set an expectation of wall art and wall art price. I don't need to talk about it again. This is what I mean by setting you up for IPS. IPS is beyond the scope of your first 12 weeks in running a business, and it might even be beyond the first year, but this is the process of setting up for that expectation and understanding so that when they come back to your studio or when they meet you in that coffee shop and you present the price point of $1, that's not a shock, because there was an expectation set a long time ago, one that you'll actually repeat throughout the process. Now take this and make it your own, and the fun part of this becomes where you get to become the Jedi Master, because here's what we're gonna do about continuing the meeting. So we're gonna understand their wants, I'm gonna now, I know what it is that he's looking for. I'm gonna use his words and his language. I'm gonna build upon those desires that he said he wanted. I'm gonna show my understanding, and then finally I'm gonna use cognitive dissonance to lock him into it. From that series of questions from the W.A.V.E., I can get to what Julie values, what Angela values, what Shel values, what Erin values, and it doesn't matter what line of service you provide, I can figure out what you want. And if I can provide you a service that you want, Erin, what am I selling? I'm giving you what you want. Is that different from the concept of sales that you all learned a long time ago? I hope so. It should be dramatically different because now you're providing somebody something that they want. I do have a question for you that came from Scott who says "When you're asking all these questions, "are you taking notes?" And Scott says, "I always feel weird writing down notes "and keeping the conversation going, "so do you just have a knack "for remembering all these things, "or what are you doing?" I don't necessarily write down notes 'cause I do agree with Scott that it's difficult to stay present when you're writing. The trick here is, I've practiced things like remembering names, so I can remember everybody's names in the audience. When you do those kinds of things enough your memory will actually get better, and there's elasticity practices for brain memory that you can do, but the main thing that's maybe simpler that you can do right now is repeat their dialogue. It's parroting. By parroting and by repeating back the things that they're saying, it gives you enough to hold on to until the end of the meeting or until the end of that moment when you then right it down. But writing it down mid-process will take them out of the whole emotional aspect of the W.A.V.E. Another question from Jose Alvarado. We talked about that we need to get people on the phone as the beginning of their inquiry and he says, "How do you start the W.A.V.E. process "when they send that initial email or phone call? "I understand once you've got them in a meeting, "but how about that initial point of contact?" That's beautiful. So remember when we talked about, and we're gonna do this over the phone. I've set you guys up for the W.A.V.E. repeatedly by saying over the phone, what did we give them, we gave them a bone, the price point, right? And then I said if you have a minute, do you have a minute that I can talk to you about what we do? Then you kick off the W.A.V.E. I have an odd question that I wanna ask you. Bear with me for just a moment. Think about your home. I know this is weird. We're over the phone, you don't even know me, I know it's odd, but think about your home and a place that you might hang up a piece of wall art. And we just drop straight into the W.A.V.E. The W.A.V.E. always ends with this when you have established that correlation. Who here can think of that image that they want for anything? Erin, what is it? It's my son jumping in the desert with this giant grin at sunset. Perfect. So this will take us into the next segment, because your son jumping in the desert behind a sun, Erin, if I can capture your son jumping in a desert behind a sunset, would that be a photograph that you would value? Would that be something you might hang up on the wall of your home? Do you feel like that's important that I as your photographer understand that? Perfect. Three affirmations, and you can do that on the phone or in person, but those three affirmations that she just gave me right now are gonna play back to when you complete the W.A.V.E. We're gonna go to Erin, this is what we do here. Now I understand that you're comparing prices across different studios, but those prices, they're not apples to apples. You're comparing apples to oranges, I want you to understand what we do because our goal is to create imagery that matters to you. And I can end the phone call right there. I mean, the goal is to invite her in the studio, right? My next thing is I'd love for you come in and meet with us. Okay? If she says no, that's okay. She says "I don't have time" or "You're out of my budget" or whatever, that's fine. Let her go. At that point, it's five minutes in, cut your loss, let her go because you've planted a seed, which is cognitive dissonance and that's gonna come back and bite her in the butt later and she'll call you back. Julie. What about boudoir and woman portraiture, because it's hard for women to, it's like there's a complex about putting your own portraits on your walls, so how do you do the W.A.V.E. in this situation? This is where I want you to flip it. The W.A.V.E. is ours, and I remember meeting with Andrew Fundy with Fundy Software and Andrew gave me his version of this whole thing which I just tied into our "life belongs in print" thing and the wall art and that thing. But could you not do the W.A.V.E., what is the product that you end up with? Maybe 8x11 prints, a box set, okay. Could you not do the exact same thing by playing into, if you saw a photograph of yourself looking amazing and beautiful and confident, and that's something that you saw every single day, how would you feel? Do you think you might feel a little bit differently about yourself and your self-image? That's my goal. I wanna capture you in that way so that when you have that book of 8x10s, you can look at every single one of those images and remember how beautiful you are. That's literally why I got into this in the first place. You've just taken the W.A.V.E. and now you've adapted it to you. The main thing is identifying that need and then working back and presenting it back to them, that you understand what it is they're looking for and then getting them to agree that you understand what it is that they're looking for.

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!