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.

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.