Your Second Massive Failure


How to Launch a Photography Business


Lesson Info

Your Second Massive Failure

So now let's talk about your second massive failure. And I have, you remember he was, like, the dude that was all contemplative looking into the camera? He was my original sales dude. And I got him here again, "Yeah!" This is, like, my thought of the guys on the first dates. I'll show you. Let me show you. She may not want the whole truth but she wants the real you. Will Smith, Hitch. I love that line. This is the part where you peel back too many layers of your onion before they actually have a chance to kind of get settled in, right? Guys, we do it on dates all the time. You start, you know, your first date is probably not the place to talk about psychological problems, and the ex, and all those kind of things. Let's give it a break. She wants the real you, she just doesn't need it all in the first 15 minutes of meeting you. And that's the way that our sale needs to be as well. They want the real you, but this is what happens, is presenting a price here is peeling back too many layer...

s of your onion before they even have a chance to know the real you. Presenting your price here, not ready for the whole truth prior to knowing the actual service. So that's what, okay, presentation and price. Look at this. Even if we present the price here, you haven't developed the value. You haven't helped them to understand what it is that you need. What are you showing them a price for? You don't even know what they need, to be honest, okay? So any point that you're presenting that price prior to actually developing the value proposition and showing them why they need this thing, you have failed the sales process. There. That is where the presentation of price comes in. Yes, Julie. I find it kind of hard to see the difference between develop the value proposition and present the solution. Mm-hmm. We're gonna, we actually lump these two things together because when you present it, you're developing the value proposition in your head of what they would want, what they would need. The presentation of that solution comes almost at the same time. You think about what it is that you want for them, what fits, and then you present it to them. That's the two differences. Haldiss. So I think one of the hardest things I have with this whole thing is really to articulate my value. I don't know what my value is and I don't know what it is that I'm selling. I know that I'm selling artwork, but how do I articulate, like, that you need that and you need what it is that I'm selling versus the guy that's selling it for three seventy-five? This is the beautiful part about this, is that you don't need to articulate it. I'm gonna teach you a process where you make them say what they value. Then you simply play into it. Sweet. Cool? Okay. So what the heck do you say when people just want the price? Haldiss, when I said I just want the price, you give me my bone. Remember that dog reference? I got that bone stuck in my mouth, right? Give me my bone. Let me have something basic. Well, clients typically spend around this. I'd like to tell you though, and ask you what it is that you're looking for so I can talk to you about the value included in that and I wanna tell you about what we do. I have a question for you. And then you spin it back. Simple answer and then spin it back, okay? Take control back. You need, that's the place when ... Okay, so there's a really great book talking about the framing of power and conversations and I forget what that book name is. But he talks about reframing the power of a situation, right? He uses this analogy of a waiter in Italy. The waiter comes to the table. Now the waiter knows that in order to choose a correct wine, in order to get the right pairing, you have to actually know what it is you're eating first, right? It's a very simple thing, the waiter knows that. But everybody thinks they're a wine connoisseur. Anybody going to this restaurant thinks they know a lot about wine. So what he does is take his frame of power. He steps to the table and he says, "Have y'all thought of what you'd like to drink tonight?" And the person that thinks they know a lot about wine chimes up and they say something. It always happens. And then he says, "Well, sir, let's actually stop. "Let me say first, let's figure out "what you'd like to eat, "then I can select a wine pairing "that will go perfectly." And what he does is he identifies the person that thinks they have the power and he takes it away from them. It's a beautiful thing. Like, watching that is a beautiful thing. And the way that it's illustrated in this book is so fantastic. When that price is presented, you give 'em a bone, and you take that power away from them. Let's talk about that later. I want you to first understand what we do and I wanna know what we can do for you.

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.