Grow Your Video Business with Ryan Koral

463. The Psychology of Premium Pricing with John Bunn

Nov 10, 2025

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John Bunn recently launched his solo podcast "Shifting Focus" after years of co-hosting How to Film Weddings. Starting with over $400K in student debt, he's built a wedding business that now books $30K+ weddings and has his entire year's expenses covered by the first month. John shares the psychology behind premium pricing, why cash flow equals creative freedom, and how getting specific about your ideal client changes everything about your business.

Key Takeaways

When you don't need the money, you come across completely different in sales calls—clients can sense desperation vs. abundance
Getting laser-focused on your ideal client (not just any client with money) is what allows you to charge premium rates
Cash is oxygen for your business—sometimes picking up part-time work is the smartest move to take pressure off while you build
Consistency in the right activities (not just any activities) is what creates long-term success in creative businesses

About John Bunn

John Bunn is a wedding industry educator and mentor who has dedicated his career to elevating professionals through practical, results-driven education. After starting his own wedding video business in 2007, Bunn went on to film and photograph over 550 weddings, gaining deep insights into what truly drives success in the industry.

Since transitioning to education in 2018, Bunn has mentored and worked with tens of thousands of wedding professionals, focusing on what he calls "the things that nobody wants to talk about" — the fundamental business practices that create lasting success beyond fleeting trends.

Bunn's approach is rooted in real-world experience and a belief that sustainable success comes from shifting focus to what actually matters. His passion for teaching stems from the countless success stories he's witnessed, from working mothers who've transitioned to full-time wedding businesses to professionals finally booking their dream clients.

Known for his straightforward, no-nonsense approach, Bunn emphasizes that "trends come, and trends go, but those who shift their focus and put in the work are the true success stories." His mission is to help wedding professionals cut through industry noise and concentrate on the strategies that will genuinely impact their businesses and families.

As both mentor and coach, Bunn brings over 15 years of hands-on wedding industry experience combined with a track record of transforming careers through focused, practical education.

In This Episode

[00:00] Welcome to the show!
[05:09] Meet John Bunn
[09:08] Shifting Focus
[20:32] Healthy Mindset with Money
[28:10] Importance of Being Profitable
[40:56] When Cash Is Tight
[56:24] Connect with John
[59:20] Outro

Quotes

"You come across completely different in your sales calls when you don't need the money." - John Bunn

"Cash is oxygen in your business. It's hard to make good decisions when you don't have oxygen." - John Bunn

"If you're not being intentional about where you want to go, you're going to be running someone else's race." - John Bunn

"There's nothing wrong with saying, I need to go pick up a part-time job. Stop by on your way to where you're heading." - John Bunn

"What does your business look like if you didn't need to make the sale today? That's the secret to selling." - John Bunn