How to Launch a Photography Business

Lesson 25/87 - Your Client 'Why'


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.

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.