How to Launch a Photography Business

Lesson 82 of 87

The Second Money & Dual Process


How to Launch a Photography Business

Lesson 82 of 87

The Second Money & Dual Process


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.


  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.