How to Launch a Photography Business

Lesson 74 of 87

Step 4 : Close, Make the Ask


How to Launch a Photography Business

Lesson 74 of 87

Step 4 : Close, Make the Ask


Lesson Info

Step 4 : Close, Make the Ask

Then comes the close. You make the ask. The presentation of price. At this point, you guys are like, "yeah, I can do this now." And, what is our rule? Be bold. (laughs) Let me give you an example of not being bold. Angela, give me your notebook. "Angela, I would really love to document your family. "Here's our prices. "What do you think?" (laughs) I have to think about it. Okay, just let me know if there's any problems. Okay. (audience laughs) You're laughing and how many of us have done it? Yes, we're raising our hands. We're like, "yes, I've done that. "I've said those words." That is not being bold. Being bold is, "I can't wait for our photo shoot. "It's gonna be absolutely incredible. "So, here's what I would recommend." (audience laughs) Thank you. You're welcome. I win. (audience laughs) The first person who talks loses. (audience laughs) And you think I'm kidding? I swear to you that is how it works. (audience laughs) I can do awkward silence all day long. (audience ...

laughs) So, here's our line. "I don't wish to pressure you. "Your date has five other inquiries. "We are a first come, first serve studio." That's not a line. Remember way back when I told you to track every one of your calendar leads, schedule, everything? And I said, "it'll come back to you later." Because at that point, we present to them our studio calendar. And I say, "this is your date. "Blue are bookings. "Red are leads. "Guys, we're almost fully booked on that date "and we have 14 more leads on that day. "This is not to pressure you." It is to pressure you. (audience laughs) But am I, I'm not adding pressure to the conversation because I don't need to, right? What I'm doing right now is creating scarcity and a reason for them to act and move. And I don't need to add any additional tactics. There nothing else that I need to put down other than simply say, "look guys. "I would love to book right now." Now, maybe your calendars aren't this packed yet. Okay, fine. Does it need to be? No. This a tool that you use a little bit down the road when you start getting those leads. But, look, anytime you got a lead. You can make it hit your calendar. Just make the lead hit the calendar. Put it in a certain color, okay. And eventually, six months or 12 months down the road, you're gonna have this as another tool for scarcity, but when you don't have that tool, "Julie, I want to work with you both and I would love to. "Let's get everything started. "I can actually take a card right now "if you'd like to make your deposit." Okay. You lose. (laughs) I win again. I'm just kidding. I'm kidding. But, you get what I'm saying, right? It doesn't, you can create that same scarcity by just saying, "look, this is first come, first serve. "I wanna work with you. "Let's get started." Be bold. Make the ask. Then, "I'd love to reserve your date. "All we need if your deposit and a signed contract. "How would you like to make your deposit?" And write this part down. This is the shut the hell up. Stop talking. Because when I undersold myself, when I devalued, remember that example I gave when I was like, "it's 2,500 bucks, but I can do $2000." (laughs) Haldis, you gave it to me for free. Dang. But, as soon as you drop your price a little bit, then it, you just chum the price waters, right? Now it's, "well, if he's willing to go down "to two will he do $1,500? "Will he do $1,000?" Just present and stop talking.

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.