Only YOU Control the Purpose of the Booking! PART 2 of 3

By Gary Bernstein

Part 1 Review:

Our couple booked a formal portrait session (it could have been a formal bridal portrait for that matter). Once we got the hero shot (the money shot) in the can – meaning we captured a quantity of good images showing the couple with formal poses (which was the purpose of the booking), we transitioned to a fashion look (a more editorial look). Below is that progression:

Before we leave this set up, be sure to shoot individual shots of the man and the woman creating more images to sell. A shot like the one below would serve as a strong business head-shot (even though your client never thought of this as a business session, an image like this will change his mind).

Tip: I shoot a lot of business portraits. The image above exemplifies the best look for a man – approachable yet commanding. Remember, the business portrait is very often the only form of interaction a potential client has with the business professional—so that image is critical. I did the same thing below – back in the day – with billionaire, founder of CNN and TBS (Turner Broadcasting (he drove himself to the shoot in a beat up Ford ;)). Ted is in his mid-80’s now but back then he had the look of a leading man (and yes, he looks approachable yet commanding):

Note – if you’re including shadows in your frame (in the composition), make it obvious that they are part of the design or else it just looks sloppy!

Back to the shoot with our couple.

TIP: Ask your clients to bring wardrobe changes. Below is the third variation for them (first was the formal portrait, then the “editorial fashion look,” and now a completely different variation shot against white with low lighting (“hey, you can’t shoot with low lighting!” Yes you can).

I play the man against the woman (with her as the feature, and then I switch them):

First, I show them how I want them to pose (see below)…how I want them to start the series that I direct from behind the camera, for example, “…now put your arm on his back and lean in…”

I will print (or digitally show) samples for my clients in black and white, sepia, etc. If they don’t see it, they won’t buy it. In fact, there are many clients who will not put color prints on their walls – but they love monochromatic images…and display them in large sizes.

Switch the subject positions, raise the light, (get rid of some clothing) and create another series the couple will just have to purchase!

See the lighting techniques for this series and a few hundred others in my book, Pro Techniques of People Photography. Purchase the digital book HERE.