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.

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.


Class Introduction
Common Myths & Unknown Truths
The Road Ahead
Find Your Passion
The Lin & Jirsa Journey
Part-time, Full-time, Employed, Partners?
Stop Wasting Time & Money
Your 12 Week Roadmap
Great Plans Still Fail
Strategy Vs. Planning
Mind Mapping
Select a Focus
Competitor Research
S.W.O.T. Analysis
Strategy & Long Term Goals
Values, Vision & Mission
Effectively Managing Your Time
Artistic Development
Create Your Plan
What's Your Product
Luxury vs Consumer Products & Experiences
Quick Break for Econ 101
Your Target Market & Brand Message
What's in a Name
Your Client 'Why'
Crafting the Why Experience
Document the Client Experience
Business Administration Basics
Book Keeping Management
Create the Logo & Branding
Portfolio Design
Design Your Services & Packages
Pricing Fears & Myths
Three Pricing Methods
Package Pricing Psychology & Design
Psychology of Numbers
Pricing Q&A
Grass Roots Marketing
The Empty Party
Friends & Family Test Shoots
Join Groups
Second Shooting Etiquette
The Listing & Classified Hustle
Make Instagram Simple
Your Automated Pinterest Plan
Facebook Because You Must
Giveaway & Styled Shoots
Content Marketing & SEO
The Monster: SEO
Selecting Your Keywords
Testing Your Keywords
Grouping Main & Niche Goals
Your Content Road Map
Content Marketing Q&A
Inspiration to Keep Working
How to Craft Your Content
Internal Linking Basics
Back Link Building Basics
Link Value Factos
Measuring Link Value
Link Building Strategy & Plan
Link Building Plan: Vendors & Guest Writing
Link Building Plan: Features, Directories, Comments
Link Building: Shortcuts & One Simple Tool
What is Sales? Show Me!
Your First Massive Failure
The Sales Process
Your Second Massive Failure
Understand Buyer Psychology
Step 0: Building Rapport & Trust
Step 1: Identify Need or Want
Cognitive Dissonance
Steps 2 & 3: Value Proposition & The Solution
Step 4 : Close, Make the Ask
Step 5: Follow Up & Resolve Concerns
Family Photography Hot Seat
Business Example Hot Seat
Boudoir Photography Hot Seat
The Best Sales Person
Your Mindset, Vibrations & Frequency
Always Positive, Always Affirming
The Second Money & Dual Process
Chumming the Price Waters
Creating Want or Scarcity
Timeless Advice on Being Likable
Selling Over The Phone
Forbidden Words in Sales


  • 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!
  • 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!
  • 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.