How to Launch a Photography Business

Lesson 74/87 - Step 4 : Close, Make the Ask


How to Launch a Photography Business


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.


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.