This discussion deals with the mechanics of starting and operating a Successful Glamour Photography venture. It could be driven by the
goal of making money or any other legitimate reason you may have. For the purpose of this discussion we will call it a business - as I
think, regardless of the end result we are seeking, we should always conduct ourselves in a business like manner if we are to be taken
seriously. I once read: the only reason to be in business is to make money – I strongly disagree with that statement. That may be the most
common or even the most accepted reason but, it is certainly not the only reason. It is your “business” and you can do with it as you
please, as long as you do not infringe on someone else’s rights or well being.
You will likely find that most of your customers will be referred to you by clients you have pleased in the past. There is nothing like
networking. A favorable word recommending you to friends is the magic key to success that advertising money can not buy. Your
challenge will be to get your first glamour shoots in order to get started; these very photos will cause your elated glamour models to talk to
their friends about you. I have spent many years experimenting with this idea, spent countless dollars on advertising campaigns that did
not work and finally have come to realize that what I did in the earliest days of my endeavor was the only productive route to take.
Imagine that you could spend a given amount of money on advertising, possibly a large amount. Imagine you could actually get people
interested enough to call with the intent of hiring you for a glamour shoot. Now imagine what will be their reaction when you explain that
you do not have any samples of your work for them to look at because you are only getting started, should say: are about to get started – it
is just an idea, however good it may be, at this time it is ONLY an idea. Good bye client; good bye great idea! I guess you realize by now
the FIRST step is to produce samples of your work. Actual samples of your work are absolutely necessary to make a favorable
impression on potential clients.
I do not promote or approve of the concept of giving your work away. It has value and giving it away quickly destroys that value! However,
INVESTING some of your best work to accomplish the goal of launching and promoting your new career is an entirely different thing.
Talk to people who already know and trust you. Explain exactly what you want to do and ask them to either pose for a glamour session
with you or introduce them to someone who might be interested. Offer them a couple 8x10, or larger, prints in exchange for giving you
permission to use the same poses in your portfolio or other advertising. Don’t be hard nosed about it. If they are only comfortable in giving
restricted use permission that is reasonably supportive of your goals, accept it gratefully and appreciate what you have gained: at least
one photo to use for promotion in what ever capacity it may be AND a truly heartfelt recommendation as to what a wonderful,
understanding and easy to work with photographer you are. If it turns that they are not even comfortable with using one of your creations,
suggest a re-shoot, if not interested in that – thank them for their time and move on to the next.
You could, and should, place a small classified ad in your local shoppers guide (NOT a daily newspaper) seeking aspiring models
wishing to build or expand their portfolio by doing TFP modeling. “Time For Photos” is a TRADE, no money exchange takes place. When
you interview applicants explain EXACTLY what it is you wish to accomplish and assure them NO print will be used without their
permission. I normally insist that we agree on each shot that either of us is to use. Make sure your model gets a copy of every print you
intend to use whether she wishes to use it or not. Be generous with her, if it turns out only one or two shots are acceptable to use give her
more than one copy of each if that is what’s necessary to properly compensate her for her time invested. I like to agree ahead of time as
to a value on photos vs. time, i.e. one 8x10 per hour of modeling – then give her more. If I am real happy with the results and wish to use
her again, I give her a lot more.
EXTREMELY IMPORTANT: Never – NEVER show anything other than your BEST WORK! All prints should be properly posed, well
lighted, BEAUTIFULLY RETOUCHED & ENHANCED - and perfectly printed. Ultimately, your finished work is how you are judged! It
WILL effect the type and quantity of referrals you receive.
By using these two approaches you should be able to have a portfolio featuring six or eight different glamour models in a fairly short time.
Two to four weeks should do it if you focus on your goal. Always set a reasonable goal for yourself then make it happen!
In all cases put your name on every photograph you deliver, whether it is to a TFP model, a friend or a paying client. They not only expect
it, it also adds value to what they are receiving, whether paid for or earned, as your reputation takes root and grows.
See what you have accomplished already? Instead of spending big advertising dollars that will dead end without desired result, you have
spent a relatively small amount of money and produced a portfolio for you to use as a selling tool - and you have established yourself in
the market as a professional glamour photographer and are well on your way to getting your first referrals if it has not already happened.
Before I go further I wish to talk a little on conducting yourself as a professional. It’s really quite simple and I will not ramble on forever
about it as common sense is really the rule of the day.
Always treat your clients (models) with utmost respect. HANDS OFF THE MODELS! Don’t drool. Don’t make lewd or crude comments.
And DO NOT try to get them out of their clothes! In fact, it is my belief that you will be better off in the long run if you do not promote nudity
at all. Don’t even suggest it. Above all: absolutely refuse to produce anything distasteful or pornographic. It is not worth it as a professional
to even be slightly misunderstood as to your ethics. Do NOT ever compromise your integrity in any way. DO NOT! I hope that, if nothing
else I tell you gets through to you, this one point does.
Now that you are established as a reputable glamour photographer you need to promote yourself full time. A limited amount of paid
advertising is ok and possibly a wise investment, but ONLY if you also promote yourself continually. What is the difference between
advertising and promotion? Simply put: you can usually identify advertising by the fact you are billed for it. At some point an invoice will
show up directing you to PAY a certain amount by a certain date. Got it? Promotions don’t necessarily have a certain price tag
associated with them. They are not often totally without expense, but they are not identified with a specified price tag. Your business cards
have a price tag and if you only give them to people that ask for them I would call them an advertising expense, and not a good investment
at that. Don’t get me wrong, I believe business cards are a must. How you use them determines their actual value. Hand them out
personally to everyone you talk to about photography, or anything else for that matter. When someone asks: “what do you do?” hand them
a card as part of your answer. Not as your answer, but as PART of your answer. You need to talk to them, you need to ask them questions
and you need to give them a reason to see the value in the business card you are handing them.
Most photographers wind up photographing weddings at some time in their career. Some do this reluctantly, some willingly. This is one of
the greatest environments to promote glamour photography. I’m not suggesting that you spend time PUSHING glamour photography; this
could be very aggravating to the wedding couple, their families and their guests. You might even get asked to leave if you are seen to be
there to book other jobs instead of serving the interests of the people that hired you. I have found two things that will work effectively and
discreetly. At the reception I am often approached by someone interested in my wedding photography. I talk to them ever so briefly to
answer what ever questions they may have; reminding them that I am already engaged in a job I must concentrate on right now but please
call and we can discuss their needs to greater lengths. Quickly make a note of their name and phone number and hand them a business
card to implant your name in their memory. Now get this: I use a two sided card. The one side promotes my wedding photography
complete with a photo of a lovely bride and guess what is on the other side: “Glamour Photography”, complete with a tasteful photo of a
lovely glamour model and an offer for a very inexpensive, no obligation, glamour-photo shoot.
The other tool I use to promote glamour photography in connection with wedding photography is actually in place long before the wedding
day. As part of my wedding photography package I offer, included in the price of the wedding package, gift certificates for a glamour
photography session and 8x10 photo, compliments of the bride and groom, to give to everyone in the bridal party. The bridesmaids get a
session for themselves and the groomsmen get one for their girlfriend, wife etc. I have figured this expense into my wedding package,
without talking about it out loud, so if there is not an order for extra photographs or a frame, I am not out anything. This rarely happens. At
least they will usually buy the proofs in a nice presentation folio. This alone makes it very worth while – besides: someone else to refer me
to their friends. Depending on the size of the wedding party, there probably wont’t be just one someone else, but a few.
It seems that I am working in reverse order here but because this report is directed to glamour photographers it sort of commands it. I
also want to briefly mention a very significant number of wedding bookings come from previous High School Senior clients. You will do
well to pay close attention to this market. They have (access to) the money to spend and if you cater to them now you could very well gain
a customer for life: high school senior photos, wedding, glamour session; its like a magic triangle that could go most any direction, but
you are always in the center – after the magic triangle you can be doing their children’s portraits, family portraits, career portraits,
anniversary portraits and party, it just keeps on going. Then their children grow up, graduate and a whole new cycle is set into motion.
I prefer not to talk much about equipment but this is a good time to mention that high quality digital SLRs lend themselves perfectly to
wedding and glamour photography. There is no film expense and you only print, or have printed, the shots you want to show. The out of
pocket expense for 20 to 30 shot glamour session can be insignificant – the presentation folio can be used over if you don’t sell it. A
deposit is collected at the time they “borrow” it to show friends and make decisions, the deposit is the retail price of the folio and
previews so if it is damaged or doesn’t get returned it is sold and paid for. How cool is that?
What a girl wears for a glamour session is, of course, entirely up to her. Some want to wear tight jeans or shorts with a sexy top or tied
shirt to show her midriff. Some will choose her favorite mini skirt, party dress or swim suit. And some will feel comfortable in sleepwear,
lingerie or even a bra and panty set. It is BEST to completely leave these decisions to the model. Her comfort is of extreme importance, if
she is wearing something that she is not comfortable with you are not going to have a successful glamour session, you will not make
money and you will not be referred to her friends. It’s that simple, this is definitely where the customer is the boss. Loose sight of that and
loose your chance at success.
Lingerie, swimwear, especially bikinis, and fantasy costumes are areas where a little discretionary help could be useful to your model.
First of all remember that your portfolio and a simple listing of possible outfits in your glamour brochure will do all the suggesting
necessary. When she expresses an interest in these areas, but doesn’t know where to get the types that photograph well, it is good to
have some suggestions available. If there is not local availability then mail order may be an alternative. I have found a few suppliers that
offer a variety of outfits that tend to photograph especially nice. One thing to note is: most lingerie and swimwear look best in a
photograph when they fit snug. Better slightly small as opposed to fitting loose. There are always exceptions, you need to consider each
outfit and model individually.
A potential problem we face every day is finding fresh ideas for glamour photographs. Ideally each session should have its own
characteristics. I continually scour magazines, websites, books and everything else I come across for ideas. The idea is not to copy
someone but to look for inspiration and “starting points” for your own work. Like any other artist we admire the work of our peers but
develop a style of our own. Always ask your model for ideas, they often have some very definite ideas as to how they want to be portrayed
but may be reluctant to suggest them if not prompted. Ask them to go through their favorite magazines and show you samples of what
they love. It is often easier for them to simply show a sample of something they like rather than try to explain it.
While it is easiest to have access to a studio, or at least a dedicated camera room, for a successful glamour photography business it is
not the only way for it to work. A studio location certainly lends credibility and a comfortable environment for most glamour models.
Location shoots can also be very interesting and offer settings and backgrounds that are not easy to duplicate in the studio. If you do not
have studio access don’t let it stop you from perusing your dream. You will miss some opportunities for a while but once you obtain
adequate cash-flow you can start the search for a studio location and put all that behind you. Some photographers choose to only
freelance, without a studio, and do quite nicely. If you choose to have a studio you are also choosing more overhead that does have to be
paid for. By not having studio access you may miss some potential sessions but, on the other hand, you will not have to earn a certain
amount each month just to pay the rent. You must look at these alternatives and weigh the pros and cons very carefully.
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