Be Different.
If you’ve read the 22,000 or so words that preceded this sentence, I’m sure
you’ve picked up on this idea. But here it is again: If there are other studios
doing glamour photography in your market, figure out what they’re doing
and do something different. Just make sure it’s creative and classy.
Throughout the ’90s, I was stunned at the business the national glamour-
shot studios did and frustrated that I couldn’t attract the same clientele to a
better product and service. Not only that, I knew I could offer them a bet-
ter price—or at least a better value. I had a number of women from these na-
tional studios tell me that their “glamour shots” didn’t even look like them!
I’m sure it’s true. In our area of northwestern Wisconsin, the glamour-
shot studios ran a traveling road show with no permanent studio. They
showed up two or three times a year, setting up in a hotel suite or empty
mall storefront, did the extra-heavy makeup application, big hairstyles, and
(in my opinion) cheesy clothing. Still, these road shows packed the women
in—baiting them with cheap session fees, then following up with high-
pressure sales techniques and overpriced packages. I hated it, because even
when I did get women in for a session, they expected the same sales tactics.
This wasn’t me. I want clients to buy my work because they love it.
Fortunately, the glamour-shot approach wasn’t what most women really
wanted either. They wanted to look like them-
selves—really good, but still like themselves.
That’s when the light went on: we would make
women look like the most beautiful possible ver-
sion of themselves! My studio immediately started doing consultations, the
idea of which was to find out each client’s vision of herself and set up a ses-
sion to try and bring that vision to life. I gave away a bunch of free sessions
to create advertising images that would actually show off this concept. That
was the birth of my glamour portrait photography business.
Creating Demand for Your Brand of Glamour.
So how do you create a demand for what your studio is capable of making?
There are four methods: media trades, displays, web sites, and referrals. These
combine to create an image of a creative studio and provide an ongoing
source of sessions.
Media Trades. I suggest doing a local calendar—shoot two or three for
that matter. Look for radio stations, or possibly groups of bars or car and
motorcycle clubs, as prospects. Radio stations have great promotional abili-
ties and, I believe, will make your best prospects.
My favorite calendar was created to prove that Wisconsin women are in
fact a lot better looking than popularly held stereotypes. To dispel the com-
mon misconceptions, a local radio station organizes bikini contests in which
winners are chosen for the twelve calendar months. The calendars are sold lo-
cally. Many of my prospects know or recognize some of the calendar girls
and think, “If he can make herlook great, I need to go to his studio.”
104 MASTER GUIDE FOR GLAMOUR PHOTOGRAPHY
FACING PAGE—The radio station sold the April
2006 page to a local Polaris dealership and we
agreed to use one of their Victory motorcycles
as a prop. The result was this image—and new
relationships built between my studio, the Po-
laris dealer, and most importantly Vicky. I
helped broker a deal where Vicky appeared as
a celebrity at the dealership’s sales events. Of
course, Vicky continually needs new images to
update her portfolio, so I have a beautiful,
eager model when I need one.Radio stations have great promotional abilities and,
I believe, will make your best prospects.