How to Launch a Photography Business


Lesson Info

Your Client 'Why'

This is that meaning and the experiential part. Isn't it funny that we define all these things before we even do the packages? Crafting the experience. I want you guys to think of this. I want it to be short and simple. I want it to have a meaningful message to your clients. I want it convey and be something that your company and team can rally behind which means that before you can do this you probably do need to have your vision and mission and core values established. Correct? Here's ours. So, our client why. When they walk through the door, we have these messages up on the wall. I'm gonna play a video for you guys so you can see it. On the left side it says, "Stop. "Breath." On the right side it says, "Family. "Friends, family, love, experiences, memories." When you go around the corner it says, "Lost in the digital world," on this side and when you step into the main gallery it says, "life belongs in print." This is part of the brand experience that we create when you come to us. ...

On the right side here, these are all client praise and love. So as they walk through this tunnel they go, "what are these? "Oh, these are all of our clients "and the thank yous that we've received." So, it's this process. Now, what I'm gonna tell you is I want you guys to define your experience the exact same way with one, a disrupter. What the shit is going on? (audience laughs) I bet all of you are paying a little more attention than you were just a second ago. (audience laughs) Okay. That's a disrupter. It's something that, it's so odd and unusual, it makes you stop and call yourself back to presence. It's an interesting thing. If you ever watch Tony Robbins, he does it all the time. He drops the F bomb constantly. He comes on stage and like the first thing he says is like an F bomb. Snap. I'm here. What'd you say? You don't need to do that. (laughs) Like when your clients come in there, "what the shit's going on guys? "So happy to", no don't do that. Sorry audio guys. (laughs) That was loud. I should have given them a warning. But, it had to be done, Kenna. (audience laughs) Had to be done. Ours is stop, breath. How unusual is it to walk into a studio and for the studio manager to say, "stop. "Breathe." I want you to look at the words on this wall. Right then you're probably going, like as a client that walks in like, "whoa, whoa, this is different. "What, what, what's happening?" And now, that busy work schedule, the traffic that was just bugging you all the way over here, the planning and all the stuff that's gone into wedding, and all the stresses, they kind of fall into the background for a second as you are called to presence and that's what a disrupter does. For you all, you're not gonna have a studio yet. We're gonna talk about that 'cause you can create the exact same experience in a coffee shop. Let's go through what this means though. Let's take a tour. Okay, so when you open our studio there's our lovely reception team, Corinne and Leanne. This is our front foyer where our clients will take a seat. Right here, the first things that you see, boom, stop, breathe, friends, family, love, experiences, memories and they stop. We're gonna give you the presentation in a second that our person will do. They see the lost in the digital world and the wall and they walk into the main gallery where they see life belongs in print. Kind of all these different moments that we've captured. Next to each card is a description of that moment and what it meant to those people and a description of that piece of art. Yup, that's an elephant. (audience laughs) This is client reception. We project everything onto the wall in the back. And over here on that far side is design consultation. And you're about to see Bekah open up and go, "what the heck are you doing?" Here's design consultation right here. This is a full 'nother room. And, there she is. (audience laughs) Okay. Okay, great, so, I don't have a studio yet. Fantastic. What the freak do I do? Remember, this was my studio for three years. This message and, by the way, my other studio wasn't that much better. I only had one little space to meet clients that was nice and then all of us would just, when they went to the bathroom, oh man, we better have established value before they need to go to the bathroom because when they had to go to the bathroom they went all the way through the warehouse and through everything and we're like, "oh no, it doesn't look good anymore." So, it's all about building the experience and you can do this anywhere you want. Let's talk about what the experience is.

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.


Class Introduction
Common Myths & Unknown Truths
The Road Ahead
Find Your Passion
The Lin & Jirsa Journey
Part-time, Full-time, Employed, Partners?
Stop Wasting Time & Money
Your 12 Week Roadmap
Great Plans Still Fail
Strategy Vs. Planning
Mind Mapping
Select a Focus
Competitor Research
S.W.O.T. Analysis
Strategy & Long Term Goals
Values, Vision & Mission
Effectively Managing Your Time
Artistic Development
Create Your Plan
What's Your Product
Luxury vs Consumer Products & Experiences
Quick Break for Econ 101
Your Target Market & Brand Message
What's in a Name
Your Client 'Why'
Crafting the Why Experience
Document the Client Experience
Business Administration Basics
Book Keeping Management
Create the Logo & Branding
Portfolio Design
Design Your Services & Packages
Pricing Fears & Myths
Three Pricing Methods
Package Pricing Psychology & Design
Psychology of Numbers
Pricing Q&A
Grass Roots Marketing
The Empty Party
Friends & Family Test Shoots
Join Groups
Second Shooting Etiquette
The Listing & Classified Hustle
Make Instagram Simple
Your Automated Pinterest Plan
Facebook Because You Must
Giveaway & Styled Shoots
Content Marketing & SEO
The Monster: SEO
Selecting Your Keywords
Testing Your Keywords
Grouping Main & Niche Goals
Your Content Road Map
Content Marketing Q&A
Inspiration to Keep Working
How to Craft Your Content
Internal Linking Basics
Back Link Building Basics
Link Value Factos
Measuring Link Value
Link Building Strategy & Plan
Link Building Plan: Vendors & Guest Writing
Link Building Plan: Features, Directories, Comments
Link Building: Shortcuts & One Simple Tool
What is Sales? Show Me!
Your First Massive Failure
The Sales Process
Your Second Massive Failure
Understand Buyer Psychology
Step 0: Building Rapport & Trust
Step 1: Identify Need or Want
Cognitive Dissonance
Steps 2 & 3: Value Proposition & The Solution
Step 4 : Close, Make the Ask
Step 5: Follow Up & Resolve Concerns
Family Photography Hot Seat
Business Example Hot Seat
Boudoir Photography Hot Seat
The Best Sales Person
Your Mindset, Vibrations & Frequency
Always Positive, Always Affirming
The Second Money & Dual Process
Chumming the Price Waters
Creating Want or Scarcity
Timeless Advice on Being Likable
Selling Over The Phone
Forbidden Words in Sales


  • 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!
  • 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!
  • 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.