How to Launch a Photography Business



Lesson Info

The Monster: SEO

This is a daunting one. The monster. This is Mordor, you know, like, we're going into Mordor right now. Don't worry. Relax. It's okay. This is Chris's line. It's not, every time we bring someone new in for SEO, Chris is like, relax. It's not rocket science. It's gonna take a little bit of time, that's it. Understanding keywords. This is a keyword, okay? San Francisco wedding photographer. This is a keyword. New York portrait photography. Tucson newborn photography. Salt Lake City pet photographer. Do I know right now whether each of these has a market to actually buy? Not really. That's gonna be based on your competitor research. If you see a lot of pet photographers in an area, that's kind of your proof. Your competitors, you know how we talked about that? When you research your competitors in an area, if there are competitors competing there, the more that there are, the more proof that that's actually viable as a business in that area. But those are the keywords that we're looking a...

t. Areas. It's literally what you would type into a search engine, is it not? What is the name of this class, guys? Anybody, raise your hand, tell me the name of this class. Anyone? (woman speaks without microphone) Say it into the mic. How to launch a photography business. That's not the sexiest title in the world, is it? Do you think it might be someone, something someone would put into a search engine? Yeah, well, maybe. There might be other search words before, keywords. The name of this class is based upon the two most likely things that people are gonna put into a search engine. How to start a photography business and how to launch a photography business. Huh. Why'd they name the class that? This is the SEO that I want you guys to do. This is understanding keywords. And the simple side of understanding keywords is placing relevant keywords in the areas... You're gonna learn the nitty gritty. This is the simple. The content that you write should have the relevant keywords for the person looking for it. Why did we identify a friggin' persona? Because we need to know what the people we're targeting and what they're looking for when they search. Okay. So if understanding keywords is simply about understanding the words and phrase used in the copy of a site. About page, title, URL, copy, image names. And all we need to do is select keywords that our target market would be using, that makes the first part of SEO very simple. That's just simply understanding keywords, right? Pretty basic, yes? Okay. Pause. Go back to your persona. If you need to draw out multiple personas, fine, but craft the personas. Know who you're actually targeting and know what are they gonna be searching. We're gonna help you with that part, too. So this was our persona. So what would Karishma... Don't go looking up Karishma Patel. I'm sure you can find one. It's not this person, though. This is a fictitious person. Poor Karishma Patel out there. Some Karishma is gonna be, like, hit up by 10,000 people, like, hey, you were on Creative Live. I feel really bad now. I should've, like, I don't know, not used a name. But this is a keyword phrase that a Karishma would look up in Google. The keyword is the category. It's the subject that we're talking about, right? Now, how it shows up, the first step is properly categorizing the content by putting in the keywords. That's step number one. Step number two is raising your authority of your site so that the way it displays in Google or a search engine is up to the top. Do you understand what that means? So if I were to simplify it down to two things, SEO is two things. First, properly categorizing your content with keywords. Step number two is proving to Google that your content is important. That's a lot easier to bite off and chew, right? Now, there's a lot of things that go into each of those components, but that's as simple as the game is. Once you have it categorized, great. That doesn't mean you're gonna show up at the top of Google, because now Google simply knows what your category is. What you have to do now is tell Google I'm important enough to be towards the top of your listing. So rank and position. These are things that are dependent upon page quality, quantity, inbound links, outbound links, domain age, site speed, internal linking structure, hundreds of other factors. And the problem is I could teach you every single one of them, but they're always changing, and every search engine has its own algorithm, and the algorithms are proprietary. They don't go and tell you what they do. So what I can give you is a structure of good SEO practices and a simple framework to follow that'll work. It'll work. It'll take a little bit of time and a little bit of effort on your side, but it's gonna work. I'm also gonna be completely clear about this. This arena... This is the beauty of having partners, because we're about to dive into Christopher Lin's arena of our business. This is his subject, his expertise. Do I know a lot about it? Sure, I do. I can teach anybody that's a few years into their business about SEO. But I will tell you this, if you ask me a deep, dark, hairy question about SEO that probably doesn't really matter, I will tell you I don't know. I'm not gonna lie about any of these things, because these things constantly change. Chris is the one that's tasked to keep up with every single one of them. But I can give you the framework that's gonna get you to the top of Google over time, and it will work. Why do we target Google? Because, well, all the other search engines are following the same principles, but they're doing different weighting factors, okay? We're gonna talk about those principles shortly. But if 75% of online search is Google, we probably wanna use the practices that are best for that engine that has the most traffic and let the other ones pick us up as needed. And if we need to, we can learn more at that time. But getting your business started, for the first few years, do this, and then if you want to, you can source it out to somebody else to handle, or you could better yet bring somebody in to do it for you.

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