How to Launch a Photography Business



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.


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