The Second Money & Dual Process


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


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.