How to Launch a Photography Business



Lesson Info

The Second Money & Dual Process

The second money. And I use this photograph because first of all, our studio manager's family is beautiful. Second, it's much easier to convince your husband to have the third child more so than the first, right? That's second money. We've already got two. Let's do a third. Ladies, you know it's true. No? (gasping) You have to be convinced? (laughing) Yeah, yeah. Second money is easier than first money. This is a psychology, kind of sales psychology piece of why do we try to get somebody to buy something before they exit, okay. If they can't decide. If they can't pick what package to get into now. If they can't choose what service is best right now, that's what your minimum is for. Your minimum is set to get them into something. Don't worry, Shell, we'll think about it later. I want to get your date locked in though. Let's get you started here. How can I take your deposit? So when you come to me with the objection of well Pye, I really don't know which package and everything like that.

I don't know my wedding day. I don't know my timeline. I don't know any of those things. No problem, Shell. Let's get you locked in. I want to get your date reserved. Let's start with the minimum. We can always add more later. When I see she's on the fence, I go to the minimum and I try and get my first sell, okay. Because it's always easier to add later. We can add albums, we can add hours, we can add wall art. The second sell is so much easier than first money. So don't let them leave without first money, okay. Do your best to get them into something then. And then allow them some time to figure out what they actually want to add. Does that make sense? Book now. We can upgrade a little bit later. We need to empathize without attachment. This comes from Jeb Blount in Sales EQ. It was such a beautifully written piece of what this whole piece is of sales psychology. But this has to do with understanding, empathizing, being able to hold that line while also being able to hold your position and your value. That's called dual process. Okay, most of us break down. We understand and we empathize and we break down on our value. Do you know why? Because we all, you all, we're all creatives. We're empathetic creatures at heart. We are tied into our emotions. We love people. We love creating images. We love helping. We love the people that. You fall a little bit in love with every one of these clients that sit across from you that you can relate with. Don't tell me you don't. Because that's what makes you good at what you do. And that's what makes you terrible at selling to them. Because we don't know when to be firm, when to walk. We don't hold onto our dual process. We drop one side of it. Now here's a question. If we hold onto dual process, what does this create? If you push me, who's gonna push me? Jason. If you push me on my price on the service that I offer on everything, and I say Jason, I would love to work with you and I know you're gonna love the service that you get. I don't know if it's a good fit though. If you want what I have and I'm willing to walk away, how does that make you feel? Like I'm losing something. Oh man, you feel like you're losing something right now. Being taken away. Yeah. It instantly creates scarcity. Thank you. That's exactly how it feels. If you want something and I don't know if it's a good fit. I don't know if this is right. I know it would be great. I would love to work with you. It may just not work. And that's okay. When you say those words, if it doesn't work, it's okay. You have just created scarcity in their minds because now oh man, okay. This the funny part about sales. It's very much like trying to approach somebody that you would like to date. Okay, doesn't matter. Man, woman. LGBT, anything, doesn't matter. If you're desperate, everybody runs from you, right? If I have this scent of desperation in the air. Hey Kenna. It's so great to meet you Kenna. I know so much about you. You are amazing. I love you. Do you want to go get some coffee? (participants laughing) Maybe next time. I mean overpowering. This over kind of like excited nature to kind of close the deal. No matter what kind of deal it is. Whether it's a date, whether it's a package that you're booking. If you're not willing to walk, well the assumption is there's something wrong. Just like your assumption would be oh man. Why is this guy so like, what's wrong here? What's going on in this situation? If you sense desperation, that's the first thing. If you're buying a car, why is that guy so eager to sell it to you? Why is that girl so much want to get you, Joe, into a freaking Honda Civic? It should be a good Honda Civic right? Was it used? Did somebody else bang it into a tree? What happened to it? Why is she so eager to get it off of her hands? That's exactly where our reasoning goes when we start pushing and we start getting kind of desperate. But if she came up to you and said Joe, I would love to put you in this Civic. Is there anything that I could do today to get you in that car? And you're like, I don't think so. Well when you think about what you'd like and if you think that you'd like a reliable car at a great price, let me know, bye. And then you're like, you're so pretty, and I really want that car. Please give me the car. Okay, so be willing to hold onto your dual process. Okay, be willing to understand and empathize with that person while not giving up what your purpose is in supporting yourself and your family. Because you either devalue them, yourself or your family, by letting that go. Or you hold onto your dual process and you make sure that you value both sides. You understand and you empathize. But this is your family. This is your time. This is your life, your blood. And you hold that in equal priority to what your clients want and need.

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