This post was recently featured at Inside the Locker and Senior Portraits 101
When it comes to establishing your senior program, one of the first things you need to think about is the questions that parents and seniors will ask you -- and all of the other photographers they call -- to book their session. It's a little about what they do ask, and also what they don't.
Almost always, they will ask you how much you cost. Like, you know, for an 8x10?
They don't necessarily want to know this. What they want to know is HOW are you different, WHY should they hire you and WHAT makes other people choose you. But they don't know what to ask. It'd be like calling an author about writing your life story and asking "how much is it for a page?"
As a photographer, it's your job to educate your clients on not only your value, but the value of photography in general. As a start, this is something I'd written for a website a couple of years ago, and it's a tool for parents and photographers alike. Parents, to get an idea what to ask. Photographers, it can be so much more.
As a photographer, this is a good place to start thinking about what makes you different. How would you answer these questions? If you have employees, how would they answer them? Are you all on the same page? What would your other clients say ABOUT YOU if they were asked these questions? What about your Senior Reps? I encourage you, take a few minutes to think about these things ... and feel free to add anything else you think is important to think about in the comment section below.
The biggest thing that will show a quality photographer is expression. It has to be authentic. Whether serious or smiling, there needs to be the twinkle in the eye that so many miss. The color and quality should be true to life. It shouldn’t need a ton of editing to look amazing, and there should be a wide variety of options available.
A portrait photographer should guarantee their work, 100%. That means reshooting or fixing a finished print with no additional cost to the client. It’s their work — not your problem. What is their guarantee?
Are the photographers professionally trained, or just someone who bought a nice camera and took a few quick classes? How does their studio look? How many seniors have they photographed in the last year? How long have they been in business?
What types of sessions do they offer? Do they have the ability to take outdoor portraits? Where, and how will your child change outfits while they’re there? How many outfit changes can they have? Are they allowed to bring props?
How long will it take to see your images? When should you expect to place your order, and then receive it? What is the process you will go through?
What about yearbook portrait? Do they get it to the school for you, or is that your responsibility?
Look at the lighting in their finished prints, not only in their studio, but on their webpage. When you call them, ask them how they choose the images they put on their website.
Make sure you give them plenty of information about your child. Most professional studios will have time that they can consult with you and your senior about what you’re looking for and what their personality is like, but it makes it a lot easier for the studio to make recommendations if we know that the senior is shy, loves pictures taken, is involved in sports, has certain important hobbies, etc. The more information you can give us, the better.
If you have a daughter, do they provide makeup? How long has their artist worked with them? What products do they use? How do they usually apply the makeup? Is mom allowed to watch? If they don’t provide it, can they recommend an artist, or tips on how to apply makeup for photography?
What about hair? How long as the stylist worked with them? Can you see some of their work? If they don’t have one, who do they recommend?
Look at photographs from last year’s seniors – on their ads, in their studios, and in person. Ask your friends with past seniors if you can look at their portraits. The way you see other kids in their work should make them look natural, not overly posed.
While your photographer should be on the “same page” as you and your child, most photographers won’t have a complete vision until they’re in the session, working one on one with the senior, alone. That’s when real personality and real involvement comes out. If the photographer is good at what they do, they will be very personable and someone you feel at ease with quickly… and that will translate to real expressions.
Pricing shouldn’t be the deciding factor, because you get what you pay for. Yes, in this digital age, its easy to get things quickly and cheaply, but that’s exactly what you’ll be getting — quick cheap work. A real artist knows the value of their skill, and their prices will reflect that. And yes, really, most families can plan on spending at least $1000 on senior portraits ... most spend more.
This is one of the only times your child will have special portraits made of just them – its worth every cent you put into it, because you will never have this time back and you will always want to remember it.
