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How to Start a Photography Business

Lesson 34 of 87

Three Pricing Methods

 

How to Start a Photography Business

Lesson 34 of 87

Three Pricing Methods

 

Lesson Info

Three Pricing Methods

This is a meaty one. We've got a lot to talk about here. I'm gonna give you all three pricing methods which, once understood, you're gonna use to arrive at your own price because, again, I can't get give you an exact amount, you're all in different locations, you're all are offering different products, different services, different experiences. One solution doesn't fit any of you, to be honest. So, we're gonna give you a framework, okay? Let's start with three pricing methods and the first thing is, again, I'm gonna keep reiterating this, to understand your competitors because there was work that needed to be done earlier where if it's not done now, we can't continue. Go do it. Go do it! So, we are trying to look right now at direct competitors in your quality range. That's huge because you wouldn't be comparing apples to apples otherwise, right? So, look at direct competitors offering the same product, that offer the same level of quality, those are the ones we care about. What are th...

eir starting and average rates? Those should be pretty easy to find, little bit of research, possibly a Facebook group or two posting and getting information. It's information that's readily available regardless of the arena that you're in. Three pricing methods, here's where I want you all to start. Start with cost method pricing. Adapt it to demand based on your competitor analysis. Over time aim for luxury. Demand is gonna be something that you adjust with growth. That could vary for every single one of you. Three months in some of you might be booked to capacity. Six months in some of you might be booked to capacity. It might take some of a year to get to that place. But this is that place that you adjust once you start getting to a range of clients that, okay I got a healthy amount of people coming in, let's bring the price up because I can't handle that much more, okay? We adjusted demand. Cost basis is to get us clients now. If you're asking how do I get people now? We're gonna go based on that and I'm gonna give you two approaches where you don't have to hurt your own brand perception by starting with a low price for some and by posting a relatively higher price for others. We'll talk about it. Luxury is what's gonna come with time. This is that elusive $10,000, you know, booking to go and shoot, I don't know, Barack Obama's dog that nobody ever gets but... Does Barack Obama have a dog? Bo. He'd pay $10,000 to have his dogs take a picture. Like, he would. But that's that high end shoot, right? That's where we all aim for. You can get there eventually. There's no one magic bullet that's gonna take you there other than just time and the developing of your product. Let's start with cost method pricing and for those that are in the workbook, this is Workbook 06, Pricing. We're gonna discuss what it is. I've given you guys a template. The template has just ideas of what potential costs might be to give you an idea of where to start. What is, cost method pricing, is simple. You determine the costs that are going into the shoot. These are hard costs. These are out-of-pocket costs that you're spending to actually go shoot. You think your camera's part of that? Oh yeah. Oh yeah. You know, you buy your camera and then for some reason we don't actually apply the cost of it to each shoot that we take it on. In accounting, it's called depreciation, okay? You depreciate the asset over it's lifespan. Which means how many of you are buying a new camera once every three years? Raise your hand. Once every two years, raise your hand. Once every five years, raise your hand. Okay, so somewhere between three and five years is the lifespan of your cameras, your lenses, all the equipment that you're using. Which means that you would say, Okay, if I do 30 shoots a year, and I'm gonna use my camera for five years. That's 150 shoots. I'm gonna take my equipment and divide it by 150, that is the cost that you apply to every single shoot. That's an out-of-pocket cost. Make sense? 'Cause we generally never think about out-of-pocket like the gas that I'm using, food that I need to buy, props, that kind of stuff that I need for the shoot but we don't think about the gear that we've already once purchase because we already purchased it. But it's part of your cost. Set your desired hourly wage. This is how much you're worth, right? Give me an idea. 40 bucks. 40 bucks an hour. 70 bucks an hour. 70 bucks an hour. Give me a hundred. Who got a hundred? A hundred bucks an hour. A hundred bucks an hour. Everybody? Julie's at a hundred bucks an hour, all right. 200 bucks... Okay, you set your hourly wage of what you'd like to walk away with. Haldis? So, I'm a product manager for a large telecommunications company. And I'm fairly successful at what I do but I'm new to photography and trying to transition into a different world, essentially. Would you set our hourly wage at what you're currently making with a large corporation or try to -- I would say that's a great starting place. Okay. Yeah, if you're evaluating it on a time-for-time basis, I would say that's a really great starting place. Okay. Because if it's, that's where you can evaluate that if you're making a lot less in photography, do you truly love it enough to stick with it until you're making more but knowing that you're not getting the same return on your time is important. But it's a great place to start. Shannon, right? Yes, Shannon. Do you include your post production hours and everything that goes into the shoot in your hourly wage or just strictly the shoot itself? Great question. What do you think, logically? Everything. Yes, everything. Include your post production. Include everything that you would to do get to that final product. Mark, right? Yes. You charge them at the same rate all the time. I mean, like charge 150 an hour to shoot and a hundred an hour to edit. Do you, Different tasks, do you rate them differently? We do have, like, in studio, we do have like editing time where somebody wants to edit, someone else is doing it but, yeah, we do have, like, editing hours versus that kind of stuff. It's not openly facing and right now what we're trying to figure out is we're trying to figure out what is the cost of the product that you're delivering? So, custom stuff, you would build in the cost that you would charge for those different things. So, if you would charge a hundred bucks an hour for editing and you'd used two editing hours and you charge 150 for shooting and you'd use four editing hours, yes, you'd factor those into the cost. What if you're at the stage where you actually don't know how many a project might take? You should shoot a few and start getting a gauge, that's where, see this is where I could tell you based on my experience, if I do a three hour engagement shoot, it takes me roughly two hours to edit that shoot. That should have absolutely no meaning to you because, well, you don't even know if you're shooting engagements and if you are shooting engagements, how accurate are you out of the camera? And are you doing presets? Are you doing Photoshop on everything? You don't know if the product is similar to me and that's why I'm not gonna give you a number. I'm gonna say go back to your ideal product, that base minimum product, do it a few times and then see. We've got a lot of, This is great! (audience laughs) I love this. Julie? Do you also include time for marketing and visiting, attracting new clients? Not into your package price. Not into figuring out the cost of a package. You can, that's a client acquisition cost which eventually you can build into it. The purpose of cost method, I honestly don't want you guys doing cost method pricing passed your first year. It has nothing to do with business passed your first year. This has to do with setting a baseline number where you can just get people in the door. I'm looking for you guys to say, 800 bucks for a wedding, 1200 bucks for a wedding, 600 bucks for a wedding. That's what we're gonna get to with cost method and where are we competing when go back to Porters, what are we trying to do with that? We're competing in that cost focused area simply to get some people coming through. How do we get the first sets of clients coming through, okay? Was that area sustainable? No, it's not sustainable which is why we're not gonna stay there for long. We're just gonna start there. Add a margin to it. So, on top of the hours that you just put in you're gonna add a healthy margin. Somewhere between 20 to 30% is a decent margin since you already have your hourly wage built into it. That margin is what is essentially covering marketing costs and things like that. It's a guestimate right now, okay? And the goal of cost method is to undercut. This is where your competitor analysis is gonna come into play where you just looked at your quality, your competitors and their price and you said, right now I just need people in the door and my goal is to actually undercut. That sounds brutal to hear, right? Your goal is to undercut somebody else but that's a temporary strategy simply to get you working. I need to get you guys some business first. So, if you start at lower price and you retain a customer how easy is it going to be to raise your prices over time to equal your competition? I love that question. So, it really depends on your perception of it because if you're in the thousand dollar price point, a $500 increase from three months down the road that's a bite that most of those existing clients could chew off but you can quickly price yourself out of business if you go a thousand to 3,000 in one jump. So, what we're gonna do is start with incremental changes frequently and small changes over time. Generally over three months. So, you're looking to adjust three months, three months, three months until two years in, your pricing model has little to do with cost, it's all to do with demand and you're approaching seeing that luxury end. Once you're at that place, you're gonna go to, like, adjusting every six months, adjusting every year. But frequent adjustments at the beginning. Make them small. Don't price yourself out of your existing network. Cool? Okay, so I have a little example here. And these are just things I'm gonna throw up on here. I just wanna get to a base number. So, if my gear cost me $5,000 each year and I would depreciate that to $250 per shoot, and then my mileage is $27 based on IRS rates, and then for booking the client it's $100. This is that, kind of, the time that your putting in in booking and marketing. Then prepping my gear is another hour, that's $25. I did this at a base rate of 25 bucks per hour. Driving to the shoot is another two hours, three hours of shooting, four hours of post production. So, basically each one of these is 37.50, this is all in the workbook by the way. So, just pull out the workbook and it's already done for you. I just wanna put something on this board. So this gets me to $614. Those are, including my wages, that's my cost. And then this is what we add the margin to. Maybe it puts you at 800 bucks for a shoot. That's what we're trying to land at. And let's say your direct competitors in your target market are offering $1200, oops, okay? We can come in anywhere underneath that and be a value to our clients, correct? We're just not gonna stay there long. Okay. I'm gonna put that down. Cost method make sense? Let's go to demand. This is where you set your desired capacity now. So now you've got 10, 15 shoots coming in and you say that I'd look to shoot 20 total shoots per year, you set your desired capacity, you raise prices without pricing out and you adjust as needed. The goal is to match the demand and approximate your competition now. Okay? Then, I want you to transition to this. So, this is... Many of you are gonna be in this place right now. If you already have clients coming in, you're in this place right now. If you don't have clients coming in, start with cost method because that's what we're gonna do. I'm gonna show you, like, classified listings to get people in the door for 400 bucks, 500 bucks, 800 bucks and it's gonna have nothing to do with the price that you show on your website. This is just to get those first few clients coming into the door. And we're not gonna tarnish our brand perception on the website by showing a website price lower than what we wanna be charging. So, the website price is gonna stay a little bit higher, the classified listing price is gonna stay lower. We won't tarnish because we're not gonna tie that name back directly. So when people see the price point over here there's no name on it until they click through and they see it. But we keep them separated so that way when someone Google's it, they don't find, oh you're charging this over here and you're charging this over here. That will tarnish you brand name. So, this is where I want you guys to be in. This is the fun part. Okay, I'm gonna turn this just a little bit. So I can stand here and see you guys. So, we're just gonna create a graph. We'll go... We're gonna be working mostly over here and basically what we're gonna have is on the Y axis we have our quality level, right? On this axis we have our price point. And you're gonna map out those competitors that, based on height you're gonna go up in quality. I hope that none of you are competing down here. Like, let's just not compete over in this range. You're going from good to best, okay? We're not competing in the craptastic arena. Okay, so, along the good, you have these ranges and you're gonna give it numbers if you need to. If you wanna go and get down into it, give your competitors numbers or whatever it might be and plot them. So you're gonna say this person is at 4K and they're exceptional, their work is great. There's another person in that arena at 4.2. There's another person in this arena at 4.5. There's another person in the same quality range, and you're gonna plot these out onto this map right here in different areas where they all fall in place. Where do you want to not be? Circle the big clusters and stay away from those. All you have to do is, if you offer this quality, you adjust back to 3.9. You just stay right outside the box. Does that make sense? So, this area is the area of heavy competition. This is the area we want to avoid. Avoid. You could go up here, couldn't you? With the 10K. There's not that many people up there. That's what you're aiming at. You're looking to map out this strategic environment and if your quality level is that good and there's nobody, there's like two other people competing up here, that's a great place to position yourself especially if you already have people coming in. Is that a different way of pricing than maybe we've thought about it before? So, this is where you're gonna do your pricing analysis. Put this thing together. Map out your business environment, where your competitors are, map out your danger zone, stay outside of that area. And as long as your offering a similar quality at a price point outside of that arena, you're good to go. Luxury method. This is down the road. This is, it has to do with quality but the quality's implied at this point just like a Bentley, with a Mercedes Benz, with a Louis Vuitton bag, with every other luxury item, a Tesla, Apple computers. Quality's implied. You don't need to talk about it but it's assumed that you got it. Made sense? More importantly is the brand perception than quality. Because at that range, at this luxury price point, are all of your competitors offering a pretty good product? Yeah. They're all right up there. There's gonna be difference in style but they're all doing something really great. So this is about perception and what you do is you set a symbolic or perceived price. Do you guys know what that means? A perceived price, like a symbolic price? Give me guesses. Anybody have any guesses on that? Maybe it's you look at something, you look at what they offer and all of sudden in your mind you say, God, that's gotta be expensive. That's really good value. It's not gonna be cheap but it's fine. Yeah, it's that exact thing reversed. Gosh, dang, that's freakin' expensive, it must be good. Right, right. It's that exact thing. You look at the price point and you're like, damn, for that price, that's gotta be good. And don't tell me you don't do that. If there's a sushi place down the road that charges four bucks a roll and there's one place that charges 30 bucks a roll, for your anniversary you wanna go to the place that charged 30 bucks a roll even if you've never been to both. Like, you've never been to either of these places. Your mind automatically assumes that the higher priced one's gonna be better. So this is a symbolic or perceived price. It has nothing to do with your competition. In fact, the goal is to be greater than the competition. My goal is, if you wanna come and book me, you're gonna spend more than anybody else. Because when they leave my studio I will convey the fact that what they're getting is better. So you will spend more. But that price is gonna set the tone right up front. This is a place we're gonna get to. We limit the number of bookings. So I tell my clients that I take on a maximum of 20 client commissions per year which is true. I'll take on a max of 20 weddings. And we adjust as needed. Would I take on 21 or 22 if they came along? Sure. Would I tell my clients I'm fully booked when I hit 20? Absolutely. I'm fully booked for 2018, cool. That doesn't mean that I can't take an additional client it means that I wanna create scarcity so that they understand the value of this product. And the product is you. This is why we talked about that early in the previous segments. What is the product your selling is you. You're the ultimate limited resource and we have to convey that in the way that you price and the way that you talk if you ever wanna get to this place of luxury. So, is it possible to jump straight to a pricing, luxury pricing model? No. It's gonna happen with time. It's Tonya? Tonya. So, when in that conversation with your luxury clients do you actually talk about pricing? That's a great question. We mentioned this earlier, after the value has been established. And when we get to the sale side, we're gonna talk about how that's the biggest mistake people are gonna make, talking about price before value's been established. Which means to all of you, all of you, anybody sending out list, holy shite, stop doing that. Stop sending out price lists. Unless you've had an in depth conversation with them and that client understands the value of what you're offering. Otherwise you've just allowed your client to compare you to a competitor on the single basis of price alone and would you ever compare yourself to your competitor based on price alone? But you just taught your client to. You're all nodding because we all have done this. It's not, don't feel bad about it. We've literally all done this. And it's something that we talk to our sales people about non-stop. You know what the only time, the only time you send out a price list without properly establishing value, do you know what that is? When you just don't really care. The client is so far below what you're looking for that you don't wanna invest time there, you're just giving him a basic set of information to walk away from it. And if they come back and buy it, okay, great. But you're not expecting it. You're expecting him to walk away. That's like they come into the door saying, I wanna buy, I wanna invest in Pye Jirsa to be my photographer but I have a thousand dollar budget. Cool, here's our price list. A thousand dollars it too far of a jump to make, I can get you from six to 10, I can get you from four to eight but a thousand to 10 times more than what you originally expected, that's a leap that 1% of people will be able to make. Don't put your time on it. Send the price sheet out. That's it, be done with it. Everyone else is sending out price sheets expecting your clients to call you, that's the rude awakening. They won't. So, questions on pricing methods. Everybody should have a concrete framework right now where you can think to every single competitor you should have a number in your head right now of where you can go. If not, go back, do your competitor analysis, put it down on paper and it'll give you a complete guide of where you need to be. Julie. So, would you recommend to have a session fee plus collections or just, have like, one price including the session and prints? So, give me, the arena's boudoir, right, because you are a boudoir photographer. So, my question to you is, what are the local competitors doing in your quality? Like, do they have session fees with a la carte? Like, what are they doing? 'Cause when I looked at, when we went to add newborn into our price line-up and into line and roots, we simply looked at what the competitors were doing. And it was 199 to 249 session fee, 10 images included, on average and it gave us an exactly listing of what we should do. So, we had two options. We could say that we're all inclusive and we charge 895 all inclusive or we can charge slightly less for the session fee and do a similar kind of pattern of what they're doing. There's no right or wrong to it but you have to realize, though, if you're doing something different from your competitors, you have to, have to educate them before they see that price. Because if I say 795, mine's all inclusive, retouch and digitals, I hate that word, retouch and artwork are included and theirs is 249, 10 images included, a la carte for everything else, before I send that out to somebody, I'm gonna have the conversation that that, look you're gonna see a lot of different prices, let me give you a quick idea. This is an all inclusive price, which includes everything our gonna get in this package, which is this. Most everybody else, it's a session fee and you can see that on their prices as a session fee. That way way when they go back to compare they're comparing apples to apples. So, if you choose a different pricing model, you have to educate before they see it.

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

AFTER THIS CLASS YOU’LL BE ABLE TO:

  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy

ABOUT PYE'S CLASS:

Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.

WHO THIS CLASS IS FOR:

  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography

ABOUT YOUR INSTRUCTOR:

Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.

Lessons

  1. Class Introduction

    Go from nothing to a booked client or grow a young photography business -- that's what students should expect from this course. Learn what's ahead in the course in this introductory lesson.

  2. Common Myths & Unknown Truths

    Bust the myths and set appropriate expectations for running a photography business. In this lesson, Pye shatters some myths, then lets photographers know what to expect before launching a business.

  3. The Road Ahead

    There are easier ways to make a living, Pye says, and the expectation that photography is easy money is setting yourself up for failure. Find out what the average studio spends on costs and start calculating rough numbers using an easy spreadsheet included in the class workbook.

  4. Find Your Passion

    The reality of working as a photographer, Pye says, is that 10 percent of your time will be spent taking pictures -- and 90 percent will be running the business. Pye redefines the passion that you need for business.

  5. The Lin & Jirsa Journey

    Go behind the scenes of Lin & Jirsa Photography and learn the story for how Pye's business launched.

  6. Part-time, Full-time, Employed, Partners?

    Walk through the different options for running a photography business. Learn the pros and cons of working as a photographer part-time or full time. Dive into options for working with a partner.

  7. Stop Wasting Time & Money

    Can your clients really tell the difference between an f/1.2 and an f/2.8 lens? Between a good camera and a high-end camera? No -- which means you shouldn't be wasting money on gear that you think that you need. Instead, re-focus on what clients easily notice.

  8. Your 12 Week Roadmap

    Getting a photography business off the ground can be done in as little as 12 weeks. In this lesson, Pye shares the roadmap for a 12-week launch, using the included class workbook to build your plan of attack.

  9. Great Plans Still Fail

    Strategies won't protect you from failing, but those failures can still take you somewhere. And you're not alone -- in this lesson, Pye shares some of his past failures.

  10. Strategy Vs. Planning

    Don't make the mistake of jumping right into business without first planning. Slow down, Pye suggests, and develop both a strategy and a plan.

  11. Mind Mapping

    Jump into step one for strategy and planning with mind mapping. Use this technique to brainstorm and build ideas using nothing but a sketchpad and a few minutes of time.

  12. Select a Focus

    Develop a focus to make the task of launching a business less monumental -- and launch a business that's better poised to compete. In this lesson, learn the importance of developing a focus then narrow down the focus of your business.

  13. Competitor Research

    What are your competitors doing? Professional photographers shouldn't burn up all their time comparing businesses, but researching competitors is an important part of the process. Learn who's really your competitor, develop a research strategy, and understand what to look for.

  14. S.W.O.T. Analysis

    Analyze your business environment by looking at your strengths, weaknesses, opportunities, and threats -- or S.W.O.T. Adapt this common business practice to photography and learn how to apply the analysis to your own business launch.

  15. Strategy & Long Term Goals

    Where do you see yourself in three years? Build a long term strategy by looking at your ideal work-life balance and lifestyle.

  16. Values, Vision & Mission

    Developing your business values, vision, and mission creates a foundation that helps your strategy and goals fall into place. Whether you work alone or with a team, pinpoint your values, vision, and mission.

  17. Effectively Managing Your Time

    Business owners that work from home often fall into the trap of neglecting to set a schedule. Learn how to effectively manage your time as a business owner when you don't have a time clock to punch, from setting hours and goals to tools to help you track your time.

  18. Artistic Development

    Part of the 12-week business launch is education and developing your skills as an artist. Learn tricks to catching up and developing skills as an artist.

  19. Create Your Plan

    In this lesson, develop a plan to ensure the fundamentals of photography are in place before your first shoot. Craft a plan for improving your technique, no matter what genre you plan to shoot in.

  20. What's Your Product

    In this lesson, define what your product is as a photographer. As a photographer, your product is a combination of you, your photographs, your experience, your website, and more.

  21. Luxury vs Consumer Products & Experiences

    What's the difference between luxury and consumer, besides just price? In this lesson, Pye walks through the different qualities that tend to be associated with luxury brands compared to consumer goods -- and how that relates to photography.

  22. Quick Break for Econ 101

    Economics play a big role in business. Dig into a few economics basics and how those concepts apply to the photography business.

  23. Your Target Market & Brand Message

    Identifying your target market and brand message is essential to building your business. Dive into the topic with an example using Pye's own photography business.

  24. What's in a Name

    Choosing the name of the business is a tough decision. Weigh the pros and cons of using your name for your business or coming up with a unique business name.

  25. Your Client 'Why'

    Craft a simple statement that builds the experience, or the why that you want for your clients. Learn what that "why" is in this lesson.

  26. Crafting the Why Experience

    Clients choose photographers for the experience. Identifying that why experience, then building that experience is an essential part of growing your photography business. Learn how in this lesson.

  27. Document the Client Experience

    Writing down the client experience helps ensure every client gets the same careful attention to that client experience. Work to document your client experience in this lesson.

  28. Business Administration Basics

    Work through the basic business tasks you'll need to tackle, from gear to business management software. Tackle registering your business name (including checking for an available domain name) and opening a business bank account. Learn why an LLC is often best for protecting personal assets, and the different types, such as a sole proprietor.

  29. Book Keeping Management

    How often should you look at financial statements? How should you keep track of what you are making? Tackle the bookkeeping best practices for your business.

  30. Create the Logo & Branding

    Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.

  31. Portfolio Design

    Learn how to show off your work in a portfolio. In this lesson, Pye shares why less is more, how to choose the images in your portfolio, and more.

  32. Design Your Services & Packages

    Design a pricing structure that suits your business and your goals. Learn what to do -- and what not to do -- when building your photography packages. Stop upselling and create a package that you -- and your clients -- will love from the start.

  33. Pricing Fears & Myths

    Continue building that pricing structure by dispelling the fears and myths surrounding pricing your work. Stomp out pricing fears in this lesson.

  34. Three Pricing Methods

    There's no right way to price -- in this lesson, Pye shares three different methods for pricing your work. Adapt these pricing frameworks for your own business.

  35. Package Pricing Psychology & Design

    Setting a "price anchor" helps your mid-way price point feel less expensive. Learn similar pricing psychology tips in this lesson, along with all how to name and develop your package prices.

  36. Psychology of Numbers

    Presentation matters -- even the font of your price can play a role in how potential clients view your prices. Learn best practices for presenting your prices.

  37. Pricing Q&A

    Expand on your pricing know-how as students like you ask questions during the live class.

  38. Grass Roots Marketing

    How do you create a marketing plan when you have no marketing budget? Build a plan to market your business on a budget, including network marketing and social media. Then, adapt your marketing plan as your business grows.

  39. The Empty Party

    Continue developing your grassroots marketing strategy and learn how to get people talking about your business. Use SEO, social media and word of mouth networking to grow your business.

  40. Friends & Family Test Shoots

    Taking test shots with a purpose both helps you practice your skills and expand your marketing efforts. Learn about brand ambassadors and organizing test shoots.

  41. Join Groups

    Joining online groups helps build a team of support, a resource for critiques and more. Learn how to make the most of online groups in this lesson.

  42. Second Shooting Etiquette

    Working as a second shooter is a great way to get your feet wet. Create more opportunities from second shooting by treating the task with proper etiquette.

  43. The Listing & Classified Hustle

    Directory listings and online classifieds are a simple, inexpensive way to get your name out there when you are getting started. Master some best practices for using online classifieds and similar options.

  44. Make Instagram Simple

    Continue working on social media marketing with tactics for using Instagram for your photography business. In this lesson, Pye shares the basics of using Instagram to find potential new clients.

  45. Your Automated Pinterest Plan

    Most brides use Pinterest more than any other platform to engage with vendors -- and the platform is important to other genres like family photography and newborn portraits too. Tackle Pinterest and learn to make your clients work for you by adding a simple plug-in to your site.

  46. Facebook Because You Must

    Pye cautions against relying on Facebook -- or any single source -- to build your business. But, Facebook is still an important part of your social media marketing. Learn Facebook marketing best practices.

  47. Giveaway & Styled Shoots

    Once you've built a quality portfolio, giveaways and stylized shoots can help boost your business. Learn why giveaways and stylized shoots are so important and how to make the most of them.

  48. Content Marketing & SEO

    Longterm, content marketing and search engine optimization is an important part of sustaining your business. Learn what content marketing and SEO is and how it plays a role in photography companies.

  49. The Monster: SEO

    SEO feels like a daunting task for photographers -- but in reality, it's just something that's simple once you learn how to do it. Master the keyword by understanding what keywords are.

  50. Selecting Your Keywords

    Now that you understand what a keyword is, how do you use them? Which one do you choose? Learn how to choose the keywords that will work best for your business in this lesson.

  51. Testing Your Keywords

    Just how viable is that keyword idea? In this lesson, learn how to determine if a keyword is good or not --and gain new ideas -- using the free Google Keyword Planner tool as well as options like Moz and SEM Rush.

  52. Grouping Main & Niche Goals

    Armed with your keyword ideas, determine what options should be your main focus and what should be a niche. Determine the main search goal, then build smaller niche goals for creating a searchable website.

  53. Your Content Road Map

    Build a strategy from those keywords and start building website content to bring potential clients in through search. Learn where to plug in those search terms and how to organize your web content using keywords.

  54. Content Marketing Q&A

    Gain additional insight into building your website content through questions from students during the live session, from how long web content should be to blogging tips.

  55. Inspiration to Keep Working

    Website content isn't a one and done thing -- but you shouldn't feel overwhelmed. In this lesson, find the inspiration to keep building your business when the tasks seem monumental.

  56. How to Craft Your Content

    Once you have your focus and keywords, it's time to start building your website content. Learn how to write better website content, where to place those keywords, and best practices for building content that will get noticed by Google.

  57. Internal Linking Basics

    Links play a role in how Google sees your website -- so how should you structure your website? In this lesson, learn tricks to building the links on your page.

  58. Back Link Building Basics

    What about links that originate off your website? Backlink building helps boost your website in the search results by building authority. Learn the basics for building authority by getting links on other websites.

  59. Link Value Factos

    All backlinks are not created equal -- so what determines a good link value? Master the basics of determining how to use backlinks to build the most value.

  60. Measuring Link Value

    Dispel misconceptions on link building and see how search engines value links differently.

  61. Link Building Strategy & Plan

    Develop backlinks to your website by building a strategy. Learn tricks like writing guest blogs as well as how often to work on backlinking.

  62. Link Building Plan: Vendors & Guest Writing

    Vendor websites are great places to build links -- and it's as simple as sharing photos with the vendors used on your shoots.

  63. Link Building Plan: Features, Directories, Comments

    Expand link building opportunities with features inside publications, as well as directories and comments. Learn how to target a specific publication.

  64. Link Building: Shortcuts & One Simple Tool

    Avoid shortcuts like buying links and unnatural link exchanges. Then, learn how to use the tool Backlinkwatch.

  65. What is Sales? Show Me!

    Sales is a life skill, no matter what industry you are in. Gain insight into the sales process as Pye roleplays sales sessions with students.

  66. Your First Massive Failure

    As Pye says, you can't sell to people that aren't in your target market. In this lesson, Pye discusses failure and how to qualify and differentiate your work.

  67. The Sales Process

    Walk through the process of selling your work in a simple four-step process. Learn tactics for selling your work.

  68. Your Second Massive Failure

    Avoid pitfalls to the selling process by tackling the most common mistakes, like sharing the price too soon.

  69. Understand Buyer Psychology

    What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

  70. Step 0: Building Rapport & Trust

    Sales start with a relationship. Establish that trust by starting a conversation with the client -- and not about photography.

  71. Step 1: Identify Need or Want

    By identifying the client's wishes early in the process, you can create the best pitch tailored to that individual. In this lesson, Pye shares the system he uses to get to know what a client is looking for.

  72. Cognitive Dissonance

    Cognitive dissonance in sales comes in when weighing the price against the quality of the product. Walkthrough how cognitive dissonance plays a role in the sales process.

  73. Steps 2 & 3: Value Proposition & The Solution

    Based on the conversation leading up to this moment in the sales process, it's time to present your package that best fits their needs. Learn how to create a value proposition and present a solution.

  74. Step 4 : Close, Make the Ask

    Most new photographers find the task of presenting the price and getting the actual booking daunting. Learn how to be bold and get that client in step four of the sales process.

  75. Step 5: Follow Up & Resolve Concerns

    Build your follow-up process to avoid losing those leads. Here, Pye shares his process for following up after a client conversation.

  76. Family Photography Hot Seat

    While sales is similar across genres, the process can vary slightly based on the type of photography. In the series of hot seat sessions, watch students improvise client meetings.

  77. Business Example Hot Seat

    Next on the hot seat, sit in on a business sales session. Build a list of dos and don'ts with a sales simulation focused on commercial photography.

  78. Boudoir Photography Hot Seat

    Sit in on a simulated sales session with a boudoir photographer. Learn ways to improve when meeting with a client and build your people skills.

  79. The Best Sales Person

    Fine-tune what you've learned about sales so far with tips to become a better salesperson and improve your charisma as you meet with clients.

  80. Your Mindset, Vibrations & Frequency

    Continue refining your sales skills by adjusting your mindset on sales.

  81. Always Positive, Always Affirming

    As you meet with clients, Pye suggests always staying positive and affirming. Learn how to integrate positivity through body language and more.

  82. The Second Money & Dual Process

    Booking a client a second time is easier than the first. In this lesson, Pye walks through how to book the first sale or the minimum package while allowing the client to upgrade later.

  83. Chumming the Price Waters

    What happens when a client pushes for the price first? Pye walks through "chumming the price waters" and getting potential clients to see your value first.

  84. Creating Want or Scarcity

    Looking at both right now and in the first five years of your business, Pye digs into techniques for creating a want for your work.

  85. Timeless Advice on Being Likable

    How do photographers get clients to like not just their work, but themselves as a person? In this lesson, Pye shares tips on building charisma and starting a relationship with clients.

  86. Selling Over The Phone

    Many sales start with a phone call. Learn how to start a relationship on the phone and other tricks for working with sales when you're not in an in-person meeting.

  87. Forbidden Words in Sales

    Word choice matters in sales. In the final lesson of the course, learn what words to avoid and what to use instead.

Reviews

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.