How to Launch a Photography Business

Lesson 10 of 87

Strategy Vs. Planning


How to Launch a Photography Business

Lesson 10 of 87

Strategy Vs. Planning


Lesson Info

Strategy Vs. Planning

Time to start a photography business this is like the typical mindset right, I'm going to start by getting a website and a portfolio, really, let's slow down. Or in other words slow down muchacho. Got a little more to go, you guys heard this quote, give me six hours to chop down a tree and I'll spend the first four sharpening my ax Abraham Lincoln. Such a great line, I'm going to give you an example of this because it still happens to me constantly today. I've switched everything over to Apple and I'm still using PowerPoint for all my presentations and I think to myself I'm just going to wait until after this Creative Live course to go and learn Keynote and then I go and create 1000 slides in PowerPoint on a Mac, which is very difficult and very time consuming and all the shortcuts and all the things that would make it efficient and quick don't work on Apple. So by not learning Keynote and by not just saying look I'm going to spend a day just to learn Keynote, I end up spending 40 to 6...

0 hours longer in developing these slides and I get so far into it that I can't even go back at that point. I was like how odd is it that as I'm putting this into a slide I'm literally doing the exact same thing right now and we all do it though. We all throw ourselves into something without having a proper plan, without taking the time, without slowing things down and in the long run we end up hurting ourselves. Slow down, do it once, do it right. Planning versus strategy, these two things are actually used interchangeably but they're far from the same, we're going to develop a strategy and a plan coming out of this segment. So what are they? It's not a trick question you guys can answer it's fine. What is a strategy? What is a plan? Do we all use these words synonymously like yeah they're pretty much the same thing right. But the thing is is that the strategy is the overall goal, it's that overarching objective. If you're playing football or you're playing basketball or whatever sport you could possibly think of, the strategy is basically to win. That's the end goal, that's the end thing to score a point to win whatever it might be. But how do you get there? Because a coach has a strategy to win to score points but the player's going to ask what's the plan coach. The plan is the specific set of action steps that we need to arrive at that and that's where you come up with a plan A versus a plan B versus a plan C. Because you can have the same strategy and have multiple plans, if one fails you start the next one. We want to do that for our business. Raise your hands if you're willing to bet that our success in photography was luck. We got one! Some, I would agree with that 100%, that success is a mixture between preparation and opportunity right of that luck that moment, perfect. There's a plan behind it though, absolutely. Are you willing to bet your career the future of your business just simply I'm going to go out and get a portfolio and start selling my work, I hope none of you are at this point. So here are four pieces, I want you guys to get your notebooks out, if you're online get your notebooks out we're going to start a process here and you can write these things down. Where do we compete, these are four pieces of strategy from the BYU School of Management my business partner Justin went to BYU, I went to Utah we're competing schools, we love but hate each other. Anyway, their business school is fantastic and they had these four pieces of strategy, where do we compete, what is our unique value, what resources and capabilities do we have, and how can we sustain that.

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.