Facing page—This image represents
one example of use of accessories. My
client applied false eyelashes to create
additional drama. I created this soft,
feminine image by focusing on a few of
my client’s strengths: a smooth com-
plexion, pretty face, and long hair. Her
long hair frames the image and provides
contrast. Notice I kept her nose within
her cheek line, and that her eyes are
looking in the same direction as the rest
of her face. I used an appropriate
amount of shadow and highlight to give
dimension and shape to her face. Fi-
nally, the background is not distracting.
It simply adds softness and texture to
the image.102 ELLIE VAYO’S GUIDE TO BOUDOIR PHOTOGRAPHY
styling, makeup application, lunch, and a glamour photography session as
a thank you. The clients even received a few prints at this low price. Nor-
mally, my clients would pay much more than $199.00 to receive anything
close to this deal. I would only offer such a package during the tradition-
ally “slow months.”
I did not take a percentage of the $199.00 donation; every dollar went
to Forbes House. That was a risk considering the amount of time my staff
and I ended up spending on the event. I had confidence in my staff and the
quality of my photography. I trusted that my sales representatives could
up-sell my clients at a later date. I gave away more than the $199.00 col-
lected for each session, but once my clients saw their portraits, they could-
n’t walk away without spending hundreds more.
The Media.The local media played a huge role in making this event a
success. You need to get to know members of your local media. This is the
single most important aspect of growing your business, developing con-
sumer confidence in your work, and capitalizing on all the volunteer work
you’ve done for the community. For example, for the past ten years I’ve
photographed a local golf outing that benefits teens who wouldn’t ordi-
narily be able to afford a college education. The figurehead behind the
outing is a local radio personality and comedian who happens to be part of
the highest-rated morning show in Cleveland, Ohio. I don’t get paid for
photographing this event. I don’t get paid for donating a gift to the silent
auction or providing free prints to each team member. I do, however, earn
the right to appear for ten to fifteen minutes on his morning radio show.
I have the opportunity to talk about the golf outing and all the other prod-
ucts and services my studio offers. I went on the air to introduce the Cel-
ebration of the Woman Campaign and talk about glamour photography
in general.
This type of advertising is priceless! Many people change the station
during commercial breaks or mentally “tune out” during breaks. I know
the listening audience is “tuned in” when I’m bantering with the radio
host. After ten years of sacrificing a day in the studio in order to help out
this cause, I’ve earned the right to appear on the air when I want, and
when it’s most beneficial to my company.
We involved more than just a single local radio station in our cause. We
sent press releases to every major market newspaper, television station, and
radio station in the area. If you decide to help a charity, and believe in the
cause, you’ll be surprised at the opportunities that present themselves. The
release we sent out for the Celebration of the Woman campaign appears in
Appendix A.
I sent press releases to every major media outlet in the Cleveland, Ohio,
area, and had only one “hit.” That’s the way it goes sometimes. I’ve had