How to Launch a Photography Business

Lesson 80 of 87

Your Mindset, Vibrations & Frequency


How to Launch a Photography Business

Lesson 80 of 87

Your Mindset, Vibrations & Frequency


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.

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.