Table Of Content

Ellie Vayo’s Guide to B P OUDOIR HOTOGRAPHY Amherst Media ® PUBLISHEROFPHOTOGRAPHYBOOKS Copyright©2009byEllieVayo. Allphotographsbytheauthorunlessotherwisenoted. Allrightsreserved. Publishedby: AmherstMedia® P.O.Box586 Buffalo,N.Y.14226 Fax:716-874-4508 www.AmherstMedia.com Publisher:CraigAlesse SeniorEditor/ProductionManager:MichellePerkins AssistantEditor:BarbaraA.Lynch-Johnt EditorialAssistant:JohnS.Loder ISBN-13: 978-1-58428-253-2 LibraryofCongressControlNumber:2008942237 PrintedinKorea. 10 9 8 7 6 5 4 3 2 1 Nopartofthispublicationmaybereproduced,stored,ortransmittedinanyformorbyanymeans,electronic, mechanical,photocopied,recordedorotherwise,withoutpriorwrittenconsentfromthepublisher. NoticeofDisclaimer:Theinformationcontainedinthisbookisbasedontheauthor’sexperienceandopinions. Theauthorandpublisherwillnotbeheldliablefortheuseormisuseoftheinformationinthisbook. Contents AbouttheAuthor .......................6 5. Posing Women of All Ages ............63 PosingtheThin,Small-FramedWoman .....65 1. Getting Started......................7 PosingtheFull-FiguredWoman ...........66 FindingClients .........................7 TheLingerieSession ....................67 PrintAds,MediaAds,andWebSites ........9 TheSeminudeSession ..................68 TheSlideShowConsultation .............14 ProductsOffered ......................15 6. Backdrops and Props ................72 BookingaPrepaidSession ...............23 PresellingfromaPriceList ...............24 PricingàlaCarteversusPackages ..........24 2. Preparing for the Session .............26 StudioSession ........................30 Music ...............................34 OnLocationatHerHome ...............34 TheE-TouchMakeupLine ...............36 3. The Psychology of the Woman ........39 TheStudioAtmosphere .................40 TheRelaxedSession ....................42 Wedding/BridalBoudoirSessions .........43 PregnancyBoudoirSessions ..............44 4. Equipment and Lighting .............48 CameraandLenses .....................48 LightingEquipment ....................49 GeneralEquipment ....................51 StudioLightingStyles ...................51 OldHollywoodLighting ................51 IndoorLighting .......................54 AmbientWindowLighting ...............55 OutdoorLighting ......................56 OutdoorSets .........................58 BringingtheOutdoorsInside .............60 EmployeeStatus .....................90 Full-TimeRegularEmployee ..........90 PartTimeRegularEmployee .........91 TemporaryEmployee/Intern .........91 TerminationofEmployment ............91 Resignation .......................91 ReasonsforTermination .............91 SchedulingandPay ...................91 Schedule .........................91 TimeSheets ......................92 LunchPeriods .....................92 AttendenceandTardiness ............92 ReportingAbsences ................92 UnavoidableLateness ...............92 Payday ..........................92 7. After the Session ...................75 PayrollDeductions .................93 HerPersonalSlideShowPresentation .......76 Overtime ........................93 MakingaTop-DollarSale ................76 BadWeatherClosing ................93 EmployeeBenefits ...................93 8. Postproduction .....................81 Hospitalization ....................93 RetouchingonaYoungerWoman..........81 RetouchingandLightFace-Liftson theMatureWoman ...................82 TactfulEnhancementsandReductions ......82 AdvancesinTechnology .................83 Software .............................84 Labs,Printers,andScanners ..............85 9. Employees .........................86 EmployeeHandbook ...................88 AbouttheCompany ..................88 OurStudios ......................88 OurPhilosophy ....................88 OurMissionStatement ..............89 EmployeeInformation ................89 EqualOpportunityStatement .........89 EmployeeRecords .................89 ProbationaryPeriodsfor NewEmployees ..................89 Evaluations .......................90 Raises ...........................90 Promotions .......................90 4 ELLIEVAYO’SGUIDETOBOUDOIRPHOTOGRAPHY DressCode .......................97 Communication .....................98 BulletinBoard .....................98 Grievances .......................98 MakingSuggestions ................98 UsingCompanyEquipment ..........98 AcknowledgmentForm ...............99 10. Special Events ....................100 TheCelebrationoftheWomanCampaign ..100 11. Case Studies .....................110 12. Conclusion ......................117 BereavementPay ...................93 HolidayPay ......................93 VacationPay ......................94 LeaveofAbsence ..................94 ProfessionalDevelopment ............94 EmployeeDiscounts ................95 CompanyPartiesandEvents ..........95 CompanyRegulations.................95 CodeofConduct ..................95 Confidentiality ....................96 PersonalCallsandMail ..............96 EmployeeParking ..................96 SafetyRegulations ..................96 Moonlighting .....................97 StudioImage .......................97 RepresentingtheCompany ...........97 Housekeeping .....................97 AppendixA:SamplePressRelease ........119 AppendixE:On-LocationChecklist .......122 AppendixB:Follow-UpPressRelease ......120 AppendixF:VendorsandSuppliers ........123 AppendixC:On-HoldScriptfor GlamourEvent .....................120 Index ..............................124 AppendixD:LettertoModels ...........121 About the Author studio utilizes state-of-the-art digital Outstanding photography and ag- technology and offers a wide variety gressive marketing have helped Ellie of eclectic, traditional, and artistic VayoPhotographybecomealeaderin backgrounds.Bothstudiosfeatureex- the fine portrait industry. The studio pansive, park-like outdoor photogra- continues to grow and become more phy areas. Ellie also maintains a successful by maintaining the same satellite office Miami, FL, which spe- objectivesithadwhenitfirstopened: cializesinon-locationphotography. Ellie and her staff have won nu- •Dothebestjobpossible. merousawardsforbothphotography •Givethebestqualitypossible. andmarketingfromsuchprestigious •Givethebestcustomerservicein organizationsasProfessionalPhotog- thearea. raphers of America (PPA) and Senior •Giveasmuchbacktothe Photographers International (SPI). In communityaspossible. PhotobyCindyWiseman. the past several years, Ellie has lec- Ellie Vayo Photography, Inc. was turedthroughoutthecountryatmany Ellie holds a Master of Photography foundedoverthirtyyearsagoinMen- majorstateconventionsandseminars and Craftsman degree, is PPA certi- tor,OH.Sincethen,thecompanyhas aspartoftheFujiTalentTeam.Sheis fied,andholdsanOhioCPPdesigna- growntobeoneofthelargest,most also an accomplished author whose tion. She has won numerous photo- successful portrait studios in the articles on senior portraiture have graphic print exhibit awards, includ- country. Ellie currently operates two beenfeaturedinseveralprofessional ing the J. Anthony Bull Award for the full-service studios, and she employs photographers’ magazines including most outstanding portrait in Ohio. elevenemployees.Herstudiosemploy Rangefinder, Studio Photography & Five of her images have been Loan graphicartists,andtherearealsofour Design, Lens, and Professional Pho- Collection prints and have beenpub- full-time photographers and licensed tographer. She is also the author of lished in PPA’s prestigious Loan Col- makeupartistsonstaff. The Art and Business of High School lectionbook. Ellie’sspaciousstudiosarelocated SeniorPortraitPhotography,available in Mentor, OH, and Solon, OH. Each fromAmherstMedia. 6 ELLIEVAYO’SGUIDETOBOUDOIRPHOTOGRAPHY CHAPTERONE Getting Started Photographyhasalwaysbeenmypassion.Boudoirphotographyisoneas- pectoftheartthathasignitedallofmysensesandcontinuestokeepthis businessexciting. I have found over the years that women of all ages, shapes, and sizes wanttolookandfeelbeautiful.Manythingsgointocreatingthemaster- piece of the woman. The Hollywood actresses and models of today look muchdifferentintherealworld.Makeupartists,clothingdesigners,digi- talartists,andothershelpcreatethestunningfinishedproductweseeon Women of all ages, shapes, screen or in print. A woman who agrees to have a boudoir photography and sizes want to look sessionisyourclay.Youarethesculptorwhowillhelpshapeandmoldthat rawmaterialintosomethingbeautiful,timeless,andartistic.Thephotog- and feel beautiful. raphy techniques covered in this book will teach you how to create the highest-quality portraiture possible in the industry today. The sales and marketing techniques covered in this book will help you operate a suc- cessfulstudiothatallowsyoutomakealivingdoingwhatyoulove. Inthisbook,I’lldiscussseveralenhancingskills: •Makeupandwardrobe •Posingandlighting •Digitalfinishingandprinting FindingClients Thequestionmostphotographersaskis:howdoIgetwomentowantto haveaboudoir/glamoursession? Existing Clients. Over the years, I have used several different tech- niquestobookthesesessions.Themostcost-effectiveformofadvertising is to market to the people who are already in the studio. My studio pho- tographs hundreds of high school senior girls. Their mothers are my tar- get audience. Mom is watching her daughter’s session and she is getting caughtupintheexcitementoftheevent.IfIfeelthatamommaybeopen to tasteful boudoir portraiture, I’ll show her a slide show of previous clients.ThiscanbedonewhileIfinishherdaughter’ssession,duringout- fitchanges,orafterthesessionwhenherdaughterispackingupherclothes GETTINGSTARTED 7 Herearebefore-and-afterportraitsfrom the film days. The large image is the glamorous “after” shot. The smaller image shows the subject prior to the photosession. and accessories. I also display striking yet tasteful boudoir wall portraits throughoutthestudio.Imixtheseprintswithsamplesoffamilies,seniors, andchildrentoshowpotentialboudoirclientsthattheseimagesaretruly worksofartthatwouldlookgreatinanyhome. I photograph ten to twelve high-end weddings a year at this point in my career, and I advertise boudoir photography directly to my brides. I offer a session of the bride in her gown, which includes some intimate shotsforthegroomwitheverybridalpackageIsell.Thebridealmostal- ways purchases a For Your Eyes Only album (available through General Products). 8 ELLIEVAYO’SGUIDETOBOUDOIRPHOTOGRAPHY Networking. I find many of my clients through networking. Several years ago, I went into hair salons to photograph their clients. The salons displayed a small “before” shot and a large wall portrait that represented the“after”shot.AtonepointIhadtwosalons,indifferentpartsoftown, displayingmywork.Thesalonswereabletoshowcasetheirtalents,andI hadadditionallocationstodisplaymyartandgeneratebusiness. Atcertaintimesinourlives,wealldealwithdifficultiesandchallenges. This business, just like life, is all about turning those difficulties or chal- lengesintoopportunities.Iwasrecentlyinspiredtoparticipateinthecre- ation of a firefighter’s calendar that benefited the Susan G. Komen Foundation.Iagreedtodonatemytimeforthisfoundationtoshowsup- portformymother’spersonalbattleagainstcancer.Iphotographedseven different area firehouses and used those images to create a twelve-month calendar. The entire process used up a great deal of my time and creative energy, but the exposure my studio received in the local press made the projectworthwhile.Duringtheproject,Ihandedoutcouponsfordiscount boudoir sessions to the firefighters’ wives and girlfriends. Now that the projectiscomplete,I’mbookingsessionswithwomenwhopurchasedthe calendar.Charityissuchanimportantandeffectivewaytogrowyourbusi- ness.It’ssoimportantthatI’vededicatedanentirechapterofthisbookto discussoneeventinparticular. PrintAds,MediaAds,andWebSites The time and effort you’ve spent advertising and introducing yourself to your market will bring customers to your studio. However, most of your prospectivecustomersstillneedmoreinformationbeforetheybookases- sion.Thisiswhyyouneedadynamic,interesting,andinformativewebsite that is easy to locate and navigate. Women thinking about booking a Women thinking about boudoirsessionwantananonymouswaytoseesamplesandgetmorein- booking a boudoir session formationaboutsessionstyles.Remember,moststudiosdonotevenoffer thishigh-endservice.Ihaveusedthisstyleofphotographyandtheexam- want an anonymous way ples on my web site to distinguish myself from the competition. Be sure to see samples. thatthesampleimagesyoupostonlinearetastefulandusedwithfullper- missionfromyoursubjects.Also,Idonotshowpricingonmysite.Iwant womentogetexcitedabouttheprocess,notdiscouragedbythecost.I’m confidentthatonceawomanseesherimages,she’llorderasmuchasshe canpossiblyafford. Direct Mail.Ifyoucreateadirectmailer,usethefollowingcriteria: •Impact—Yourdirectmailpiecemustgrabtheviewer’sattention.This canbeaccomplishedinmanydifferentways.Usecreativedesign,strik- ingimages,andauniquecolorscheme. GETTINGSTARTED 9 •Style—Yourpieceshouldconveyyourstudio’sstyle.Yourclients Facing page—We created a variety of shouldknowrightawayifyourstudio’sstyleiscontemporary,classic, looks for this client using a variety of backdrops and a few clothing changes. elegant,etc. The“before”imageisshownonthetop •Professionalism—Whateverstyleyouchoosetoconvey,makesureyour right. marketingpiecesappearpolishedandprofessional.Ifyouarenotan experiencedgraphicdesigner,considerconsultingwithaprofessional. Youcanalsocollectanduseideasfromotherdirectmarketingpieces thatyoulike. •Samples—Yourdirectmailpiecesshouldfeatureportraitscreatedusing pastclients.Useyourownwork,notstockphotography.Selectyour bestportraits,justmakesuretheyaretasteful.Hireaprintertooutput yourhigh-qualitymailers.Thereproductionsofyourimagesshould reflectthequalityclientscanexpecttoreceiveintheirfinishedportraits. •Readability—Don’tbogyouraudiencedownwithtoomuchtext. Makesurealltextiseasytoreadandunderstand.Gettothepoint quicklyandprovidereaderswithenoughinformationtosparktheirin- terest.Selectsimplefontsandmakesurethetextcolorcontrastswith thebackground. Television. In addition to direct mail, I have used television as a way to promote the boudoir/glamour photography aspects of my business. In Your clients should know years past, I did a promo with a show called Cleveland Tonight with right away if your studio’s MichaelStanley.Iprovidedmakeoversforthreelocalwomenandairedthe event on Valentine’s Day. I took a “before” shot of the women in plain style is contemporary, clothes without makeup. Next, with the help of a local lingerie store, I classic, elegant, etc. dressed them in draping lingerie, gave them a facial makeover, and pho- tographed the women. This show generated hundreds of calls, and it all startedwithonephone call.Icalledthetelevisionstationtopromote my ideas,andtheyagreedtocoverthestory. Radio Advertising. Recently, my studio advertised boudoir/glamour photographyonalocalradiostation.Weproducedthreecommercialsthat ran for a total of eight weeks. The commercials were thirty-second spots andservedtointroduceoneofourspecials.Weoffereda$99sessionthat includedenhancedmakeupapplication,anhour-longsession,twenty-four previewimages,andaframed5x7print.Averageordersforthispromotion werebetween$300and$500each. OneoftheDJsattheradiostationhostsaneventcalled“WomenWho Wine” at a local winery. Meetings are held each month, and different speakers are given twenty minutes to promote their business. I presented myseminartooveronehundredandfiftywomen.Eachwomanhadreg- isteredonlinetoattendtheevent,andIhadaccesstotheircontactinfor- mationfordirectmarketingpurposes. 10 ELLIEVAYO’SGUIDETOBOUDOIRPHOTOGRAPHY