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How to Start a Photography Business

Lesson 23 of 87

Your Target Market & Brand Message


How to Start a Photography Business

Lesson 23 of 87

Your Target Market & Brand Message


Lesson Info

Your Target Market & Brand Message

Your target market and brand message. We're gonna talk specifically about weddings just because that's our focus. I want you guys to see how we approached it. There's a 2016 BRIDES American Wedding Study, you can look these things up online, they're very simple to find, these different studies in different genres. If you're in a niche area, it might be more difficult to get generalized information, so you're gonna have to go off of, like we talked about, kind of other photographers' experiences, and that type of stuff. So, brides/grooms are focused on making the entire planning and wedding process more meaningful. As of 2016, the Millennial generation and younger, they want everything to have meaning, experiential purpose, they want there to be a reason for why they need these products. Probably becomes important in our brand messaging. It's bride focused, but then more than ever, men are weighing in on weddings. Like the guys are actually getting interested. It's not the old days wher...

e, you know, guys were just like, "Whatever, I'll just show up. "Just tell me the date, the tux, whatever." No, a lot of our guys are the ones that are picking to go with Lin and Jirsa. A lot of our guys are like, "We gotta go with them, I love their work." Interesting. The average wedding cost is around $26,522 in 2016. And this is an interesting spot, part to kind of analyze, 35% spend more than intended. 58% are willing to increase their budget, and this is what I have to say to posting your prices online: if 58% are willing to spend more, why would you ever show them your prices before you establish the value that you want them to have? Okay? So a starting place as a filter is okay, but then posting your stuff, we're gonna talk about that, that's one of your biggest mistakes because there's been no presentation of value. We don't know what it is that you're offering, right? And if 58% are willing to spend more, that's a big thing there. And you can assume that this applies to almost anything. This is a general consumer mindset. How many of you would spend more to get what you really want? Raise your hand. Every one of us raised our hand. Now what you really want might be different than what I want. Like, I can tell that Kenna would probably drop $10, on the most ridiculous dream vacation safari trip in the world. But would you drop 10,000 on a pair of shoes? No. No. Because that is not necessarily something that you value. But there might be someone else in this audience that absolutely loves shoes, and they would. Does that kind of make sense? Like, the thing is, figuring out who is the target market, how do we present them a product that has value to them, and then not being afraid to ask more than they were intending to spend because we've shown them the value that it has. It's pretty simple, right? 82% of brides are connecting with brands and vendors via social media. That shows that it is important. Pinterest is actually the most popular one. How many of you spend the majority of your time on Facebook? It's okay to raise your hands 'cause I was in that group too. I would spend the majority of my time on Facebook looking for things until I learned. How many of you spend most of your time on Pinterest? One person, great. One person is doing it right! Great job, Julie. (audience laughs) But if you see this, and you're like, "Oh man, what am I doing on this other place, "let me redirect some effort." Social media platform, so Pinterest remains the most popular. For wedding, brides. 72% of brides are using the platform. The biggest ticket item averages are engagement rings at 5,000. Second on that list, this is literally a list of the biggest ticket items. Photography is number two. And you know that if the average is 2,000, the luxury market is a lot higher. And you know now that 60% of them are willing to spend more. Now it's just a matter of tailoring your message, correct? Getting the right product and tailoring the message for them. Are you guys like, "Oh yeah, okay." Like what Lee said, "Can we just press pause "so I can go do some stuff right now?" (audience laughs) Engaged, next steps. This is what we do as human beings right now in this age. As of 2016, we first tell our family members and close friends. That's probably like, "Hey mom, dad, I'm engaged." "That's awesome." Post to social media! That's number two. So, hmm. If that is the natural process is for our clients to be posting to social media frequently, then shouldn't part of our focus be in creating images that they would want to post along with those messages that they're sharing? That's where our engagement shoots come in. It's not so much an engagement shoot for the sake of the shoot itself. The shoots themselves are not that profitable until they come in and buy more stuff. But as a marketing tool, they're incredibly effective because every time they send another message out, every time they're like, "Oh my gosh, this." it's one of our photographs, right there, every single time. Easiest marketing. Not to mention it gives you more portfolio stuff, it gets them in front of the camera, it gets you additional revenue, it does so much for you. So this is us. When we put together our brand, and our look, this is what we wanted to convey. And this is where you guys are gonna go back to your mind mapping. I want you to put together your little box, it's gonna say, "brand message" and you're gonna branch out from there with what it is that you want to convey. We want our brand to appeal to women. But notice that we also want it to appeal to men, like we want to have kind of a neutral stance in that we have maybe a slightly feminine look without going over the top. We want refined and a luxury kind of look and feel to the site. An experiential meaning and purpose, like we want there to be something that, like a different experience that you get, and we're gonna walk through that experience in this segment. We want our brand to be traditional and neutral in perception. There's a big reason for that. We are not open online regarding political, religious beliefs, any of those things, because of our target markets. So, brides that we're looking for, they have parents, traditional Jewish parents, Persian parents, doctors, lawyers, all of these different high up people coming from different religions and organizations that need to be cohesive and look and feel like the message is neutral. So we present that message as neutral. We're not aggressive in our branding, we're not any of those things, because if we did, we would lose these people, right? So there's intention behind that. Julie? Would you also say that for your personal profiles on social media? To stay away. Absolutely, yes. Because, let me ask you this, how many of you have had a friend, raise your hands, have had a friend say something on social media that made you go, "I'm not your friend anymore?" Yeah, pretty much everybody has had that friend that said that? Now what if a company that you liked their product came out and said that? Would you continue to buy their product? No. No, it's the exact same thing. So be aware and cognizant of the messages that you put into the world, because it matters from every side and every standpoint. Now, that being said, if you wanted to go aggressive, I'm gonna show you like some different, like more kind of in-your-face and bold messages to attract clients that fit that. This isn't one right way of doing it. Let's go and show you another one. So this is, if you go to Lin and Jirsa, do you notice how like, a lot of these are older images, but still, they convey a sense of like, kind of drama and pop-y and modern, and like that kind of a look to it, right? You can see a cohesive look to that grouping of images. Then you go over to the right side, this is the actual site. It's designed to be, like this whole thing, this banner, you can actually go and see it, but that banner is like a video that plays across, very beautiful, there's this light and airy flare that comes across the bride and groom, very romantic. We have messaging here, the fonts, the type. Who we're featured by, Grace Ormonde, Maharani Weddings, these are all very kind of like, our two biggest features are high end. We have awards listings. So, you need to define your market and your ideal client. I'm gonna show you a couple different versions. I looked up, I had my mouse over the Google thing when I took this snapshot. It's on that day, it was Paula Modersohn-Becker's 142nd Birthday. Do you know, anybody know who that is? I don't know who that is. Okay. I looked up "tattooed bride." Guess who showed up as number one? My friend Mike Allebach. This is his company, his site. Beautiful images. Very different feel. Now let me ask you this, would a traditional Jewish mother go for that? (audience laughs) No. Let me ask you this, would a bold bride or groom that wants something very different go for us? Nope. It's not the same message. Okay, and that's to say that there is no right or wrong. 'cause Mike is very successful, he creates great images. I blocked out this section of images 'cause I looked up "tattooed bride," I don't know if all the brides there are his photographs, so I wanted to make sure that we didn't show anything that we shouldn't. But yeah. Check him out, amazing work. And I asked him to put into words what his brand message was. This is what he had: colorful, accepting, adventurous, quirky, active families, LGBT weddings, bold. Do you see that in this? How does that change, this all comes from your core values and your vision. This all goes back to that exercise that we did because I would hope that this whole set, your brand is going to follow the things that you are, what you define for yourself. That's the only thing that's sustainable, right? You can't pretend to be something you're not. Let's go to another one. Caroline Tran, another one of my friends. How different is this? I mean, look at all three of these. Look at this versus this versus this. So very different, every one of them. Every one of them have carved out a niche and a good business in the exact same product offering in the exact same industry. Caroline's focus, can you guys describe it for me? Does she have a look to her images? (woman speaks off microphone) Light, romantic, it's interesting you said romantic. Pastels? Posed. Posed. Cute. Look at her words, soft, romantic. Personal, emotional. She matched us on luxury, refined. Young families. Focus: female buyers. Guys, how many of you resonate with soft and airy and beautiful and soft and romantic type stuff? It's, but the great part about this is that, when it comes to weddings, you're 40% of the decision. Or less. And your bride is 60%, so she's playing on that. And this is her, this is her style, who she is. Do you think this client that wants that is the same client that wants this or is the same client that wants this? No. They're not at all the same. But that makes sense in terms of what we want to do for branding-wise. Okay. So this is where we're gonna mind map who is our ideal client? And you're gonna start to think about what would they want? So, oh, go ahead Julie. What if we have different target clients, like I have the mother-to-be, the bride-to-be, so it would be, do you need to do like different personals for each one of them, or? That's a good question. Let me see if, are you asking like, what if you have dramatic and soft and airy, like two different types of clients, or? It's more about selling your products differently according to the audience, I guess. Oh I think, you mentioned earlier like some of them are brides. Mm-hmm. Some of them are just girls that want to be confident. Yeah. But you have a single look, right? Yeah. Your look and style is one and the same. So what you have is kind of different product offerings in the same line up, okay? Okay. Their difference is this, if I, I know how to do light and airy stuff, okay, I like it, but do you think there's a purpose of putting it next to this on the same site? Those are two products that appeal to two completely different people in terms of like, it's not about the consumer, it's about like the taste. They're not the same thing. This is where you dilute your product and your brand by putting two things that appeal to two different markets next to each other. Can you buy, I'm gonna use this example 'cause it's ubiquitous, ubiquitous? Ubiquitous. Everybody knows these examples, but if you go to a Honda dealership, can you buy Acuras at the Honda dealership? Yeah. No. Do you know of a Honda dealership that sells Acuras also? Oh I mean used, I guess. I mean, dammit Joe! (audience laughs) in general, you have Lexus, and Toyota, and they're two separate brands, two separate buildings, two separate everything, right? They might sell used versions of everybody else's cars because they buy your used cars, but they market individually. And that's what I would say is the same thing. If you set up to market one side as traditional luxury and you have another product that appeals to another audience, break them out into two sites, if you're gonna do that at all, but don't put them on the same site. But if you're offering, let's say, let's go to Caroline's. Let's say you're offering family portraits and engagement and wedding, and all of it with this nice, beautiful style. That's cohesive enough to go on the same site. You're gonna be challenged in terms of marketing to all the different people at the same time, but it's cohesive enough to belong in the same brand. If that makes sense. Okay. Okay, so we want that list. So what I want from that mind map is your list, those words, these, the words that your brand message is attempting to convey. And if you don't yet know that, let's identify who your target client actually is. So I have step number two which is form client personas. Identify the actual clients that are going to buy your services, and you're gonna include basic information on each of these clients. You want their age, location, profession, their story, their bio, their needs. You're gonna make these up, they're fictitious. I gave you a template for it. It's in your downloads, okay, so pause, go grab the template, come back, this is what that template will look like for what I filled in for you. This is an example of our typical Indian bride, a big part of our market are Indian brides. Let me read it. Karishma is a 30-year-old lawyer from Los Angeles, she is the daughter of two respected doctors in the community and has a great relationship with her brothers. She grew up watching Bollywood movies and loves to dance. When she's not working her long hours and pursuing her career, she loves to travel, stay fit doing various group exercises, trying new restaurants with her fiance, or cuddling up with her dog Corgi. Aww, that's all fake, I mean, we wrote that. In terms of like, you're getting an idea of who this client is, right, because when I've identified age group 30, Los Angeles lawyer, income, graduate degree, wedding info, what is the typical wedding info, what is the typical, you should be able to think back and go, "Oh, I know exactly what product fits that person. "They're gonna want a three day wedding package "because it covers their pre-wedding events." Generally they have two pre-weddings, two pre-wedding events for Indian photography. If her brand preferences are in the Whole Foods, Lululemon, Apple, Mercedes Benz, I definitely know she's a luxury product person. She wants that experience. Let me craft this around that person. Let me give them a simple buying process. Let me do all of these things that other brand preferences that your clients have are doing. So this is where you look at like, well what are examples of what other people are doing for these types of clients? So, I'm gonna flip it to you guys. Who are some of your ideal clients? I know this is a tough question. I'm hoping that you have a focus by now, 'cause if not, you're like, "Everybody! "Everybody is my, whoever is willing to pay me some money "is my ideal client." No. Mine would be sports brands, so bicycle manufacturers, clothing manufacturers. Fantastic. And that puts the responsibility on you to figuring out, if those are your targets, how do they get their photography? How do they get? And then you start realizing, "Hey, they work through agencies. "How do I get into an agency?" Then you start playing that backwards game of getting there. But even in that niche of like sports brands, this is the beauty of commercial, when you're talking about commercial, you don't need sports brands, you need a sport brand. You get a Nike, you're done, you're good, that's all you need. And then you can work from there, but one client is enough for you. So it's more so about like, you're doing very longterm like kind of marketing approaches to try and get one. And that's what differentiates this from portraiture. Direct client serving where you're trying to do things to get masses. Personas are who the brand identity and message must be conveyed to. This goes back to, do you think Mike Allebach's personas are very different from ours? Absolutely. But your personas are a beautiful thing, because they're just gonna tell you where these people spend their time, what they buy, what they do. They're easy to put together, and it gives you a clear vision of who you're trying to market to. When you put together a little ad on Facebook, you know exactly how it should look 'cause you know the audience you're trying to appeal to. When you're trying to figure out what age group, 'cause Facebook ads, if you guys did take out a paid ad, it would ask you these questions. "What is your demographic? "What is the age group? "What is their preferences, what are their keywords? "What is the target income?" And it'll feed your ads to those people. So before you can even do that, you need to know know who it is that you're trying to serve it to. So how does this, does this shift the way that you guys think of marketing to your clients? I'm hoping so, right, 'cause instead of like, grabbing your shotgun and going and blasting a big giant hole as big as you can get it across the wall, you're just trying to be very accurate and go get your little accurate peashooter and just put it exactly where you need it. It'll save you a lot of time.

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

Short on time? This class is available HERE as a Fast Class, exclusively for Creator Pass subscribers.


  • Start a photography business
  • Develop the ideal business structure and business plan
  • Research competitors and the market in your area
  • Build a short-term and long-term strategy
  • Create a marketing plan and marketing materials on a budget
  • Confidently conduct an in-person or phone sales session
  • Manage small business tasks from accounting to strategy


Professional photographers aren't just people with a knack for photography and a good camera -- because launching a small business on nothing but passion is a sure-fire way to fail spectacularly. Layer business savvy, marketing know-how, professional grit and more onto your existing passion and learn how to start a photography business. Take your hobby, vision, and creativity and build a career -- whether you are looking to run a full-time business or just a side gig.

Led by a photographer that's also a certified public accountant, Pye Jirsa, the class teaches the ins and outs of launching a photography business from the ground up. Along with three full days of instruction, Pye shares a 12-week plan to get your business up and running, a business expense calculator and more inside the class workbook. Understand what gear and skills you need before you launch and how to build a portfolio by photographing family members or organizing a stylized shoot.

Stop feeling overwhelmed by the monumental task and tackle one task a day in a 12-week plan. Brainstorm names for your business and learn the different types of business licenses available. Secure a domain name and build a website that's easily searchable. Develop a marketing plan with little investment. Master in-person sales and book your first session.

Whether you want to venture out in portrait photography, commercial work or any other client-based type of photography, learn the "business" in photography business with Pye Jirsa.


  • Photographers ready to launch a business
  • New professional photographers looking to grow a young business
  • Photographers interested in working in weddings, portraits, newborns, maternity, families, seniors, engagements or commercial photography


Pye Jirsa is a wedding photographer with Lin & Jirsa photography -- but besides running a successful photography business, he also has a background in accounting, creating the perfect blend for teaching the ins and outs of running a photography business. Along with working as a photographer and educator, Pye is also one of the founders of SLR Lounge, an online resource for photographers.

Learn from a founder of a photography business that photographs more than 300 weddings a year. Pye's Los Angeles and Orange County wedding photography business has been named among the top 100 wedding photographers by Brandsmash.


  1. Class Introduction

    Go from nothing to a booked client or grow a young photography business -- that's what students should expect from this course. Learn what's ahead in the course in this introductory lesson.

  2. Common Myths & Unknown Truths

    Bust the myths and set appropriate expectations for running a photography business. In this lesson, Pye shatters some myths, then lets photographers know what to expect before launching a business.

  3. The Road Ahead

    There are easier ways to make a living, Pye says, and the expectation that photography is easy money is setting yourself up for failure. Find out what the average studio spends on costs and start calculating rough numbers using an easy spreadsheet included in the class workbook.

  4. Find Your Passion

    The reality of working as a photographer, Pye says, is that 10 percent of your time will be spent taking pictures -- and 90 percent will be running the business. Pye redefines the passion that you need for business.

  5. The Lin & Jirsa Journey

    Go behind the scenes of Lin & Jirsa Photography and learn the story for how Pye's business launched.

  6. Part-time, Full-time, Employed, Partners?

    Walk through the different options for running a photography business. Learn the pros and cons of working as a photographer part-time or full time. Dive into options for working with a partner.

  7. Stop Wasting Time & Money

    Can your clients really tell the difference between an f/1.2 and an f/2.8 lens? Between a good camera and a high-end camera? No -- which means you shouldn't be wasting money on gear that you think that you need. Instead, re-focus on what clients easily notice.

  8. Your 12 Week Roadmap

    Getting a photography business off the ground can be done in as little as 12 weeks. In this lesson, Pye shares the roadmap for a 12-week launch, using the included class workbook to build your plan of attack.

  9. Great Plans Still Fail

    Strategies won't protect you from failing, but those failures can still take you somewhere. And you're not alone -- in this lesson, Pye shares some of his past failures.

  10. Strategy Vs. Planning

    Don't make the mistake of jumping right into business without first planning. Slow down, Pye suggests, and develop both a strategy and a plan.

  11. Mind Mapping

    Jump into step one for strategy and planning with mind mapping. Use this technique to brainstorm and build ideas using nothing but a sketchpad and a few minutes of time.

  12. Select a Focus

    Develop a focus to make the task of launching a business less monumental -- and launch a business that's better poised to compete. In this lesson, learn the importance of developing a focus then narrow down the focus of your business.

  13. Competitor Research

    What are your competitors doing? Professional photographers shouldn't burn up all their time comparing businesses, but researching competitors is an important part of the process. Learn who's really your competitor, develop a research strategy, and understand what to look for.

  14. S.W.O.T. Analysis

    Analyze your business environment by looking at your strengths, weaknesses, opportunities, and threats -- or S.W.O.T. Adapt this common business practice to photography and learn how to apply the analysis to your own business launch.

  15. Strategy & Long Term Goals

    Where do you see yourself in three years? Build a long term strategy by looking at your ideal work-life balance and lifestyle.

  16. Values, Vision & Mission

    Developing your business values, vision, and mission creates a foundation that helps your strategy and goals fall into place. Whether you work alone or with a team, pinpoint your values, vision, and mission.

  17. Effectively Managing Your Time

    Business owners that work from home often fall into the trap of neglecting to set a schedule. Learn how to effectively manage your time as a business owner when you don't have a time clock to punch, from setting hours and goals to tools to help you track your time.

  18. Artistic Development

    Part of the 12-week business launch is education and developing your skills as an artist. Learn tricks to catching up and developing skills as an artist.

  19. Create Your Plan

    In this lesson, develop a plan to ensure the fundamentals of photography are in place before your first shoot. Craft a plan for improving your technique, no matter what genre you plan to shoot in.

  20. What's Your Product

    In this lesson, define what your product is as a photographer. As a photographer, your product is a combination of you, your photographs, your experience, your website, and more.

  21. Luxury vs Consumer Products & Experiences

    What's the difference between luxury and consumer, besides just price? In this lesson, Pye walks through the different qualities that tend to be associated with luxury brands compared to consumer goods -- and how that relates to photography.

  22. Quick Break for Econ 101

    Economics play a big role in business. Dig into a few economics basics and how those concepts apply to the photography business.

  23. Your Target Market & Brand Message

    Identifying your target market and brand message is essential to building your business. Dive into the topic with an example using Pye's own photography business.

  24. What's in a Name

    Choosing the name of the business is a tough decision. Weigh the pros and cons of using your name for your business or coming up with a unique business name.

  25. Your Client 'Why'

    Craft a simple statement that builds the experience, or the why that you want for your clients. Learn what that "why" is in this lesson.

  26. Crafting the Why Experience

    Clients choose photographers for the experience. Identifying that why experience, then building that experience is an essential part of growing your photography business. Learn how in this lesson.

  27. Document the Client Experience

    Writing down the client experience helps ensure every client gets the same careful attention to that client experience. Work to document your client experience in this lesson.

  28. Business Administration Basics

    Work through the basic business tasks you'll need to tackle, from gear to business management software. Tackle registering your business name (including checking for an available domain name) and opening a business bank account. Learn why an LLC is often best for protecting personal assets, and the different types, such as a sole proprietor.

  29. Book Keeping Management

    How often should you look at financial statements? How should you keep track of what you are making? Tackle the bookkeeping best practices for your business.

  30. Create the Logo & Branding

    Build a logo that represents your business. Learn the qualities of the ideal logo. Then, jump into additional branding materials.

  31. Portfolio Design

    Learn how to show off your work in a portfolio. In this lesson, Pye shares why less is more, how to choose the images in your portfolio, and more.

  32. Design Your Services & Packages

    Design a pricing structure that suits your business and your goals. Learn what to do -- and what not to do -- when building your photography packages. Stop upselling and create a package that you -- and your clients -- will love from the start.

  33. Pricing Fears & Myths

    Continue building that pricing structure by dispelling the fears and myths surrounding pricing your work. Stomp out pricing fears in this lesson.

  34. Three Pricing Methods

    There's no right way to price -- in this lesson, Pye shares three different methods for pricing your work. Adapt these pricing frameworks for your own business.

  35. Package Pricing Psychology & Design

    Setting a "price anchor" helps your mid-way price point feel less expensive. Learn similar pricing psychology tips in this lesson, along with all how to name and develop your package prices.

  36. Psychology of Numbers

    Presentation matters -- even the font of your price can play a role in how potential clients view your prices. Learn best practices for presenting your prices.

  37. Pricing Q&A

    Expand on your pricing know-how as students like you ask questions during the live class.

  38. Grass Roots Marketing

    How do you create a marketing plan when you have no marketing budget? Build a plan to market your business on a budget, including network marketing and social media. Then, adapt your marketing plan as your business grows.

  39. The Empty Party

    Continue developing your grassroots marketing strategy and learn how to get people talking about your business. Use SEO, social media and word of mouth networking to grow your business.

  40. Friends & Family Test Shoots

    Taking test shots with a purpose both helps you practice your skills and expand your marketing efforts. Learn about brand ambassadors and organizing test shoots.

  41. Join Groups

    Joining online groups helps build a team of support, a resource for critiques and more. Learn how to make the most of online groups in this lesson.

  42. Second Shooting Etiquette

    Working as a second shooter is a great way to get your feet wet. Create more opportunities from second shooting by treating the task with proper etiquette.

  43. The Listing & Classified Hustle

    Directory listings and online classifieds are a simple, inexpensive way to get your name out there when you are getting started. Master some best practices for using online classifieds and similar options.

  44. Make Instagram Simple

    Continue working on social media marketing with tactics for using Instagram for your photography business. In this lesson, Pye shares the basics of using Instagram to find potential new clients.

  45. Your Automated Pinterest Plan

    Most brides use Pinterest more than any other platform to engage with vendors -- and the platform is important to other genres like family photography and newborn portraits too. Tackle Pinterest and learn to make your clients work for you by adding a simple plug-in to your site.

  46. Facebook Because You Must

    Pye cautions against relying on Facebook -- or any single source -- to build your business. But, Facebook is still an important part of your social media marketing. Learn Facebook marketing best practices.

  47. Giveaway & Styled Shoots

    Once you've built a quality portfolio, giveaways and stylized shoots can help boost your business. Learn why giveaways and stylized shoots are so important and how to make the most of them.

  48. Content Marketing & SEO

    Longterm, content marketing and search engine optimization is an important part of sustaining your business. Learn what content marketing and SEO is and how it plays a role in photography companies.

  49. The Monster: SEO

    SEO feels like a daunting task for photographers -- but in reality, it's just something that's simple once you learn how to do it. Master the keyword by understanding what keywords are.

  50. Selecting Your Keywords

    Now that you understand what a keyword is, how do you use them? Which one do you choose? Learn how to choose the keywords that will work best for your business in this lesson.

  51. Testing Your Keywords

    Just how viable is that keyword idea? In this lesson, learn how to determine if a keyword is good or not --and gain new ideas -- using the free Google Keyword Planner tool as well as options like Moz and SEM Rush.

  52. Grouping Main & Niche Goals

    Armed with your keyword ideas, determine what options should be your main focus and what should be a niche. Determine the main search goal, then build smaller niche goals for creating a searchable website.

  53. Your Content Road Map

    Build a strategy from those keywords and start building website content to bring potential clients in through search. Learn where to plug in those search terms and how to organize your web content using keywords.

  54. Content Marketing Q&A

    Gain additional insight into building your website content through questions from students during the live session, from how long web content should be to blogging tips.

  55. Inspiration to Keep Working

    Website content isn't a one and done thing -- but you shouldn't feel overwhelmed. In this lesson, find the inspiration to keep building your business when the tasks seem monumental.

  56. How to Craft Your Content

    Once you have your focus and keywords, it's time to start building your website content. Learn how to write better website content, where to place those keywords, and best practices for building content that will get noticed by Google.

  57. Internal Linking Basics

    Links play a role in how Google sees your website -- so how should you structure your website? In this lesson, learn tricks to building the links on your page.

  58. Back Link Building Basics

    What about links that originate off your website? Backlink building helps boost your website in the search results by building authority. Learn the basics for building authority by getting links on other websites.

  59. Link Value Factos

    All backlinks are not created equal -- so what determines a good link value? Master the basics of determining how to use backlinks to build the most value.

  60. Measuring Link Value

    Dispel misconceptions on link building and see how search engines value links differently.

  61. Link Building Strategy & Plan

    Develop backlinks to your website by building a strategy. Learn tricks like writing guest blogs as well as how often to work on backlinking.

  62. Link Building Plan: Vendors & Guest Writing

    Vendor websites are great places to build links -- and it's as simple as sharing photos with the vendors used on your shoots.

  63. Link Building Plan: Features, Directories, Comments

    Expand link building opportunities with features inside publications, as well as directories and comments. Learn how to target a specific publication.

  64. Link Building: Shortcuts & One Simple Tool

    Avoid shortcuts like buying links and unnatural link exchanges. Then, learn how to use the tool Backlinkwatch.

  65. What is Sales? Show Me!

    Sales is a life skill, no matter what industry you are in. Gain insight into the sales process as Pye roleplays sales sessions with students.

  66. Your First Massive Failure

    As Pye says, you can't sell to people that aren't in your target market. In this lesson, Pye discusses failure and how to qualify and differentiate your work.

  67. The Sales Process

    Walk through the process of selling your work in a simple four-step process. Learn tactics for selling your work.

  68. Your Second Massive Failure

    Avoid pitfalls to the selling process by tackling the most common mistakes, like sharing the price too soon.

  69. Understand Buyer Psychology

    What's going through that potential client's mind when considering your work? Build your sales process by understanding the psychology of sales.

  70. Step 0: Building Rapport & Trust

    Sales start with a relationship. Establish that trust by starting a conversation with the client -- and not about photography.

  71. Step 1: Identify Need or Want

    By identifying the client's wishes early in the process, you can create the best pitch tailored to that individual. In this lesson, Pye shares the system he uses to get to know what a client is looking for.

  72. Cognitive Dissonance

    Cognitive dissonance in sales comes in when weighing the price against the quality of the product. Walkthrough how cognitive dissonance plays a role in the sales process.

  73. Steps 2 & 3: Value Proposition & The Solution

    Based on the conversation leading up to this moment in the sales process, it's time to present your package that best fits their needs. Learn how to create a value proposition and present a solution.

  74. Step 4 : Close, Make the Ask

    Most new photographers find the task of presenting the price and getting the actual booking daunting. Learn how to be bold and get that client in step four of the sales process.

  75. Step 5: Follow Up & Resolve Concerns

    Build your follow-up process to avoid losing those leads. Here, Pye shares his process for following up after a client conversation.

  76. Family Photography Hot Seat

    While sales is similar across genres, the process can vary slightly based on the type of photography. In the series of hot seat sessions, watch students improvise client meetings.

  77. Business Example Hot Seat

    Next on the hot seat, sit in on a business sales session. Build a list of dos and don'ts with a sales simulation focused on commercial photography.

  78. Boudoir Photography Hot Seat

    Sit in on a simulated sales session with a boudoir photographer. Learn ways to improve when meeting with a client and build your people skills.

  79. The Best Sales Person

    Fine-tune what you've learned about sales so far with tips to become a better salesperson and improve your charisma as you meet with clients.

  80. Your Mindset, Vibrations & Frequency

    Continue refining your sales skills by adjusting your mindset on sales.

  81. Always Positive, Always Affirming

    As you meet with clients, Pye suggests always staying positive and affirming. Learn how to integrate positivity through body language and more.

  82. The Second Money & Dual Process

    Booking a client a second time is easier than the first. In this lesson, Pye walks through how to book the first sale or the minimum package while allowing the client to upgrade later.

  83. Chumming the Price Waters

    What happens when a client pushes for the price first? Pye walks through "chumming the price waters" and getting potential clients to see your value first.

  84. Creating Want or Scarcity

    Looking at both right now and in the first five years of your business, Pye digs into techniques for creating a want for your work.

  85. Timeless Advice on Being Likable

    How do photographers get clients to like not just their work, but themselves as a person? In this lesson, Pye shares tips on building charisma and starting a relationship with clients.

  86. Selling Over The Phone

    Many sales start with a phone call. Learn how to start a relationship on the phone and other tricks for working with sales when you're not in an in-person meeting.

  87. Forbidden Words in Sales

    Word choice matters in sales. In the final lesson of the course, learn what words to avoid and what to use instead.


Armstrong Su

This class and materials are to the point and eye-opening on the business side of photography. Pye Jirsa is an amazing and fun teacher as well! Most photographers need more business classes offered to bring us who love to create art back to reality for a more successful business that makes a living on it's own. This course will definately get you started in the right direction and so cheap too! Great investment! armstrong outdoor tv case outdoortvcase Pye Jirsa is one of the best instructors that I have the pleasure to learn from. He and his team have given me so much more than they'll ever realize. Knowledge, wisdom, training, friendship, mentoring, inspiration, joy... I cannot thank Pye enough for changing my life for the better. I owe them more than they'll ever realize. Thank you, Pye Jirsa!!!

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!