How to Launch a Photography Business


Lesson Info

Your Mindset, Vibrations & Frequency

This segment is all about techniques to close the rest and refining your sales skill set. This is broken down into four categories that I've placed here. This guy you're going to do on your own. The roleplay, the practice. We did a little bit of it here, we'll do maybe a little bit more, just kind of in our seats and stuff and ask questions. But, this is, by and large, in your own time. We can cover a lot of the psychology, a bit of the body language and some of the verbal communication as well here, but I'd recommend picking up some more books on this kind of stuff as you go further. But I'm going to give you your foundation for the next five years. Sales psychology that's our first thing. This is a fun one. "Your Mindset, Vibration and Frequency" Answer me this question: I want to hear it from a few of you. What is your greatest fear in any potential client meeting? Give it to me, what is your greatest fear, what is the worst thing that can happen? No. No, they don't book you. Ok...

ay. Me messing up. Messing up, okay. That I don't meet their expectations. Don't meet their expectations, okay. They think I'm too expensive. They think you're too expensive, okay. Like Leigh had said, that they would say no, the 'no' word, I guess. The no, the rejection, okay. Anybody else? Did we cover it? How many of you are worried that they think you're going to be too expensive, or they think, how many are worried that you're going to be too expensive? Raise your hands. Cool. How many are worried that they're not going to book you. Raise your hands. Cool. I mean that is basically the worst thing that can happen, right? Here's the fun game. Remember when we said we were going to talk about this later on? Pull out your sheets where you wrote down what you're worth earlier. And I said I'm going to play this game later, where we bring this back up. And you're gonna write down what you're worth, and I'll bet all of you think you're worth somewhere in this range, I hope. $100 to $1000 an hour, I hope you're somewhere in that range. And yet all of you, your greatest fears are gonna be that you're too expensive, that they're not gonna book you. So you have to drop one of those things. You have contradictory, your own cognitive dissonance in your own heads. On the one side, that "Hey, I'm worth this much," "Hey, they're not gonna book me." That's a fun game, isn't it? Did you expect that? What did you guys write down for your numbers? Yes. A hundred? And almost all of your raised your hand that they might think that you're too expensive and that they might not book you. It's a fear, I've done this repeatedly, with all of our own team members, with other photographers, and we all think we're worth anywhere in this range and we think we're worth a lot yet our greatest fear is this. Now, that's a problem, because which one of those things are you going to give up? Which one of those, you have to give up one of those fears in order to continue down the path, right? And this is about changing your mindset, your frequency, and not being afraid anymore that they book. Not being afraid anymore that they think you're too expensive. Understanding your value, creating that value, and presenting it in front of them. The only reason that I'm good at this is because I believe it. So, there's a slight difference in the way that I present it because you're talking to someone who has bought into their own belief system. Does that make sense? Does this make sense now, why I told you all that you are your own worst enemy? And we just basically proved it, yes? Okay, great. Now that we admit it, now that we know that, we can reset. Press the reset button, let's go from here. Your fears are going to become your reality and even if you have this somewhere, deep-seated in the way that you think, it's going to come out in the way that you speak. So, if you're afraid of a client not valuing you, they won't. If you have a fear of a client saying it's too expensive, they will. If you feel your product is inferior, it is. And I bring back up these luxury brands for one simple reason again, to reiterate again that same fact of, "Which of their employees can buy their own product, guys?" Don't feel bad if you're offering a luxury product and it's a good product, charge what you deserve for that product. And we already know that we need to charge a fair amount for that product to be able to stay in business, do we not? We know from the forecast that we did that even at $3,000 per job we still have to do 30- of them to have a decent take-home. Okay. Stop, change your frequency, then move forward. It's okay to not be able to afford your own product right now. One day, you will. We get this. This is something I just want you guys to take home with you and remember at the end of this entire class. So it's not about the features, and I've selected this image for a single reason. Girls, how many of you think this is cute? Okay. Guys, how many of you think this is shot really bad? It's okay to raise your hands. 'Cause every time I show this to, like, a group of photographers, they're like, "Man, that's blown out," and it's only the guys. The sky's blown out, it's like this weird pastel vibe, it's all this. Because they lose the, they're stuck in the feature side of a shot, right? They're stuck in the technical components of a shot. They're stuck in, they've lost the emotion of a shot and that's why I say this shot, and the fact that the clients love it has nothing to do about the way it was lit, how was shot, how it is post-reduced, if the background is too bright, any of those things. And therefore I hope nobody is still selling the features. Okay? We've talked about this, this we've covered this, photography equals luxury, luxury equals the emotional cell. So, we gave it that earlier example of walking into Bentley asking them if they use genuine leather for their seats. It's ridiculous. In the same way, just assume that your clients know that you're using the best gear. Assume that they know that you are a professional. Assume that they know that you will do what it takes to create an amazing images. And unless they ask, that's not where any of your energy should be.

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.