Some of you may recall Andy Bondurant's steamy blog post from almost a year ago called “What's Too Sexy For High School Seniors?“. Well he is back, with more advice for photographers. He is the co-founder and director of Senior Portrait Artists. You can find him on Twitter and Facebook.

I recently ran across a question on the question/answer/information site Quora. Here was the question, “How can I dress like a professional photographer?”

I can hear some of the responses some of you have come up with already. “Great, another amateur, jumping into photography taking more of my clients.” But wait just a minute more, because what I found truly disturbing was the first response.

You can visit the site for the full response, but here is the first line:

“This is an awesome question. In my experience shooting events, it's less important how you dress and more important how your equipment looks.”

What?

The right equipment for the right job can make a huge difference in getting the shot you want and need. By no means does it make you a professional. In fact, it may put you out of business quicker than anything else you could do. Professional equipment is expensive, and much of it is not necessary to begin a business.

Over the past 8-10 years, I've had the blessing of having multiple opportunities each year to watch great, professional portrait photographers work on location shoots. Most of the time they have exactly what they need, when they need it. However,many times I would hear things like, “Oh, I wish I had …” Then they move on to get a great shot without the piece of equipment they just mentioned.

So what is that makes GREAT photographers GREAT? It's not the equipment, and it goes beyond just training. Here are 3 qualities I've found seems to be similar among photographers who are professional.

1. Relationship.

The best photographers seem to be able to connect with their clients quickly and efficiently. If you want to get images that truly portray a subject's personality you need that person to trust you. You need them to believe you are going to make them look incredible.

If the client doesn't trust you it shows in their eyes. It shows in their body posture.

Personality is not necessarily the biggest factor in this either. Having a fun, outgoing personality helps, but I've seen more reserved photographers do just as well as larger than life photographers.

The key to building relationship is caring. Building trust means truly and genuinely caring for the client and how they look and feel.

2. Time.

Above, I mentioned greatness is more than equipment or training. Having the right equipment and training only take you so far. Having the right equipment without enough time using it will result in sub-par images. Having the correct training without time to practice and perfect that training will lead to a less than perfect product.

Malcolm Gladwell in his book Outliers calls this the 10,000 hour rule. His premise is anyone who excels in their field has spent 10,000+ hours perfecting it before they become “known” for their skill. He references The Beatles, Bill Gates and others who fit this theory.

There is no substitute for time in photography. The more time you spend shooting, editing and perfecting, the better photographer you will be.

3. Consistency.

John Pyle wrote an article for The Collective arguing that this one point is what truly makes a professional photographer professional.

The ability to get a great shot no matter the circumstances, time of day, or the not having the “right” equipment is what sets the pro apart from the amateur.

Consistency is directly related to #2. The more time you have doing photography the more consistent product you will create.

Let me wrap up by telling you one more thing.

I'm not a photographer. Before you completely forget what I've written based on that statement, think about this: Each one of the above points (relationship, time, consistency) applies to any profession.

I don't care if you are a doctor, lawyer, lock-smith, banker or pizza maker all 3 of these qualities will be found in the great ones. It will have nothing to do with the equipment they do or don't have.

It will be about creating relationships, having time invested in their profession, and consistently giving great service and/or creating a great product.

What do you think? Is Andy right on the money about this? Discuss below!

Today's guest blog is by Tony Urban, a photographer based in Western Pennsylvania. Tony specializes in High School Senior Portraiture. Please follow Tony on Twitter.

At least twice a week someone who has just learned that I'm a photographer responds to that information by telling me that their uncle/coworker/neighbor/dog walker/classmate/etc. is a photographer too. So how is a working, professional portrait artist with a legitimate business supposed to compete with all of the new shooters who are, quite often, working for free just because they “really like to take pictures”? There are several options, but one of them is to stop “taking” pictures and to start “making” portraits.

The word photography, as most know, is based on the Greek words “photos” (meaning light) and “graphe” (meaning drawing) – drawing with light. Despite that, many senior photographers ignore lighting when it comes to creating their images and as a result, they produce a style that can easily be reproduced by anyone with a “fancy camera”. With the proliferation of natural light photographers, it's more important then ever to have a stye that will set your work apart.

I'm a full time senior portrait photographer and over the past 2 years I've transitioned from being a “natural light” shooter to a photographer who drags around lights on every senior photo shoot. It doesn't matter if we're hiking into the forest or wading into the lake – if I'm making the portrait, I'm lighting it too. We might be shooting in “God's Studio”, but we're using my light to create the image.

On one hand, my business has almost doubled from the time I changed from natural light to controlling the light.

I've spent way too much money on lighting equipment over the past few years. Small flashes, studio strobes, Pocket Wizards, Radio Poppers, light stands, boom arms, sand bags, power packs, etc. Sometimes I carry my gear, others I use a modified golf cart. I use translucent umbrellas, soft boxes, octoboxes and beauty dishes all outside while shooting on location. Not only does this gear take the portraits to a level that is unattainable by the guy who just bought a D5000 and opened up his business, but it gives my clients more of a “model” experience and makes them more excited about the shoot.

Is lighting a big deal to my senior portrait clients? On one hand, my business has almost doubled from the time I changed from natural light to controlling the light. On the other, not a single client has ever looked at their photos and said, “Wow, that's some beautiful lighting!” To the average client, I suspect good light is appreciated on a subconscious level. It makes them enjoy and appreciate the photos more, even if they aren't sure why.

If you're a professional photographer you really should understand the basics of studio lighting and taking the knowledge and using it outdoors isn't as intimidating as it first appears. Basically, you just have to compensate for the sun/ambient light (a light meter comes in handy with this) and, you have to deal with wind, rain and whatever else Mother Nature decides to toss your way.

The Strobist website is a fantastic resource and you'll find exhaustive amounts of information there about lighting. I haven't even begun to read a fraction of what is discussed there because I usually prefer to learn by doing rather than studying, but it should still be the first stop for any photographer looking to take their lights into the great outdoors.

There's no magic bullet when it comes to lighting outside. Sometimes I use Nikon Speedlights and Radio Poppers. Sometimes I use White Lightning strobes and Pocket Wizards. Both have their pros and cons. Speedlights are lightweight and easily portable but might be lacking in power depending on what you want to do with them. Strobes have tons of power but can be bulky and you need to use portable power packs to run the lights.

Maybe even more important than the lights themselves is what you use to sculpt the light. I prefer Beauty Dishes as they typically give you the most “bang for your buck” in terms of power. I always use them with the diffusion sock on though to soft the light produced. I, personally, love soft light and find it flattering for most senior portrait clients. It's important that you don't get too caught up in “lighting” the portrait to remember all of the other technical areas which need to excel – the pose, the composition, the subject's expression, etc. You can create the most stunningly lit photo possible but your client isn't going to buy it if the pose makes them look chubby or if their smile is a little goofy. Portrait photography is about making your client look amazing and the lighting is just one part of that.

The best light you can use is simple – it's the one that gets the job done. Play with your lights, experiment, see what works best for you and your style of photography. Once you've mastered using one light outdoors, move on to 2 lights – or 3 or 4 – or go crazy like Joe McNally and use so many that you lose count. But when you're working with your seniors, remember that your goal is to make them look great. Use your lights to give them unique portraits that all of the weekend warriors wouldn't even try to create. Your lights can be another tool to take your work to the next level and to help your portrait business stand out amongst a rising sea of “shooters”.

Do you agree with Tony that lighting can be the biggest differentiator? Tell us how you distinguish your work from others? And if you enjoyed this post, please “Share The Knowledge” by clicking on one or more of the social media buttons you see below! Thank you.

Yesterday we had John Pyle talking about how to specialize in photographing high school seniors.Today's guest post is by Jen Basford, a highly successful Edmond, Oklahoma-based photographer. Be sure to follow her on Twitter.

Like most photographers, I love what I do. I mean, I REALLY love what I do. And my biggest passion is marketing to seniors (which is JUST slightly above photographing seniors, however on most days I tend to love them just the same). And to be truly honest, I just love marketing in general. It is quite possibly one of the biggest factors in the success or failure of portrait studios in today's world. So you need to take a hard look at how you're approaching things.

First of all – who are you marketing to – the senior or their parent? In general, I am marketing to the senior. However, don't ignore the parents entirely or it can come back to bite you. So with that in mind, I look at ways in which to reach my target market most effectively. Oh, and I also should let you in on another little tip – I like to do EVERYTHING differently. And I like to do it my way. :)

For me, that means doing what everyone else ISN'T. I've done a LOT of research over the past several years into what gets the attention of teenagers. And I can tell you that it is NOT direct mail. Everyone mails pretty little postcards to seniors with the same things on them – here are some images of what we do, here is our latest campaign, and here is an offer to get you to come in and have your portraits made. And I can tell you that every single one of them looks alike. Sure, the colors may be a bit different, and many people use WAY too many fonts, but they all look like they come from a photography studio trying hard to get your business. Which will bore the daylights out of a soon-to-be senior.

Who, by the way, is quite possibly way MORE marketing savvy than you are.

Teenagers are marketed to nonstop from the moment they wake up until the moment they fall asleep (and some might argue even well past that point). They can spot a fake, a gimmick, or something cheesy from 3 states away. They aren't interested in discounts. They aren't interested in deals. And they aren't interested in the fact that you can photograph really great well-lit images (though you'd better at least be able to do that if you're calling yourself a professional).

What they ARE interested in is fame. Being important (or made to feel like they are). Helping others. Relationships. Being REAL. You get the gist here.

So how do we reach them? By developing relationships with them and giving them once-in-a-lifetime experiences.

Our 2 main marketing ventures for high school seniors are our senior model program and our annual Lights. Camera. Fashion! show we put on every spring. And these two things work hand in hand with each other. We recruit our models each year from the current year's junior class, and give them options in which they can choose to participate. And this isn't your parents' ‘rep' program designed to make kids work for referrals and discounts. Our model program offers the kids so much more – fame, the chance to be a top model for our studio, the chance to be a national senior portrait artists (spa) model winner, and the opportunity to be a runway model in our annual fashion show. We do offer incentives for direct referrals, however our model program is designed such that if they don't directly refer seniors to us we still benefit from indirect referrals, and the model then becomes a full-paying client. It's truly a win-win in all situations for us.

Our fashion show that we hold each year is the biggest event of its kind in our area. The focus is on the upcoming fashion trends, and we show high schoolers what types of clothes they will be wearing for their upcoming senior portraits. We also show them what a great time they will have at our studio, and how senior portraits are SO much more than just having your photograph made. They are about an experience. A feeling. A passion. A love. About everything you've worked your whole life to be, and everything you're heading off to become. It's a point in time that will never be repeated, and we want to make sure they realize the value of their senior portraits and that our studio can provide them with the best experience possible.

To support and supplement our model program and our fashion show, we effectively use Facebook, twitter, our blog and our website to create personal interaction and relationships with our models, clients and potential clients. One thing you have to realize, however, when using social media is that you HAVE to make it personal. Making a connection with your audience goes a LOT further than making it ONLY about business. High schoolers especially will start to tune you out before they even really tune in. Simple posts such as ‘Monday-1, Jen-0' on your social media can spark connections with almost everyone, as all of your target markets can relate to this humorous quip in some fashion or another. Keep it fun, make it personal, and use it effectively to enhance your business.

And keep it up. Regularly. If you don't, your audience will soon become bored and wander elsewhere. So it's your job to continually engage them and keep them coming back for more.

Assuming you are good at your craft, by giving some attention to your marketing and looking at how you can differentiate yourself from the pack you will be able to drive your target client towards you without the need to compete in the same arenas as ‘everyone else'. You must find out what makes you different, and start to capitalize on that. Because if you continually do things the way everyone else is doing them, eventually you will burn out and find that you are just a commodity to your market base. And people compare commodities on price – a war you will NEVER win, no matter where your pricing falls.

So play hard or go home. Because if you're marketing isn't on its ‘A' game you're going to be left behind.

John Pyle Photography specializes in High School Senior Photography and is a three time national senior portrait artist (spa) winning studio. He and his wife, Sallye Anne, own and operate John Pyle Photography in Columbus, Georgia and enjoy their soon to be 2 year old daughter, Julie Anne. Follow John on Twitter.

When I first began specializing in seniors (about 4 years ago) weddings were the buzz in the photography world.  People were laughing because I was on “that Facebook site.” Others thought all you needed was “passion”, a 5D camera and a 1.2 lens to become a wedding photographer. Now it seems that everyone with a camera wants to photograph high school seniors. The marketplace and Facebook have become saturated with photographers tilting the lens to create images for high school grads. So how do you separate yourself from fan pages, logos, and self proclaimed “artists” in  a growing and crowded senior market?

My point is you don’t have to sink in a massive pool of mediocrity if you are doing what it takes to stand out.

Competition

Before full time photography I was in pharmaceutical sales. I sold one of the most popular drugs in the market with only one competitor for 6 years. When a new competitive drug launched, everyone was panicked that our market share and business would crumble. But the opposite occurred. Despite the drug being slightly cheaper than the one our company sold OUR sales grew! Why? Because there was more noise being made about the market, the drug, and the disease state it treated. Sometimes competitors can actually grow your business. Especially if your work and sessions clearly stand out. 

Yesterday a client told me she was surprised at how many “photographers” are on Facebook when she began looking to book a session. She also said that it was actually very clear who did quality work because so much of the “noise” coming across Facebook from other “photographers” was not ”good at all”. 

My point is you don’t have to sink in a massive pool of mediocrity if you are doing what it takes to stand out. This may start by educating your clients on what quality is and by valuing what you do. If you don’t value your own work then people aren’t going to randomly decide to value it for you. Worry about your customers while competitors worry about you. 

Know Your Customers

When photographing high school seniors you better target everything to seniors right? WRONG. Seniors are a unique population to photograph because you are essentially targeting several clients in one; seniors, parents, family, siblings, peers, classmates … etc. Meet with the seniors and their families prior to shoot to clearly define the goals, likes, and dislikes before a session. You want customers to be thrilled with your images, excited about the session and be proud enough to show off the images. Sit down and analyze your customers to include defining who you want your ideal customers to be.

I talk with a lot of wedding photographers who are frustrated that they aren’t attracting brides who value their work, invest in their business, send referrals, and praise them to friends on Facebook. Some are advertising 75% off of everything, giving away free books, free CDs, free engagement sessions, etc. That’s fine if you don’t need income. But if you do need income you can’t be afraid of the word “profit”. It is still a business and being blessed enough to create images and work in your “passion” is still not enough to pay for gas or buy groceries.

Knowing your customers means knowing business also. A great lesson to be learned is if you sell on price, what happens when you aren’t the cheapest anymore? And if all your customers choose you based on price then that may be the only thing they value about you. Perfect your craft and learn how to run a business.   

Social Media

When utilizing Facebook and a blog/website make sure you show what you want to shoot. If you are constantly posting images of flowers, babies, concerts, airplanes, the beach, brides, and parks while claiming to specialize in senior photography don’t be surprised if your senior business doesn’t grow. You can’t sell what you don’t show. 

Customers (current and future) don’t need to see 463 images from a session. Limit what you show and choose what you show very carefully. This includes personal pictures and information as well. Personal pages are as much business pages for people and political statements, bad jokes, angry comments, and insults turn everyone off. Remember teenagers, seniors, parents, and grandparents are on your Facebook now. It’s also a good idea to monitor the images you post online for inappropriate comments. Every picture we post we are tagged in for this very reason.  

Network

Seek out other businesses outside of photography including those that target your market. Find out what they are doing right, and what works and doesn’t work for them. 

Invest in yourself and your business. Joining professional organizations, online forums, attending quality workshops, and experiment with new styles of shooting and lighting.

These will all improve your business and your creativity. The days of secret locations, mystery editing techniques, and hiding in darkrooms are over. You cannot be complacent in the senior market.  

Finally seniors are a very rewarding population to photograph. They keep you young and force you to stay current. But you must enjoy interacting with people and creating experiences on your sessions if you want to grow this segment of your business. Seniors only graduate once. You can’t even say that about people getting married anymore.  

This guest blog is by Andy Bondurant, co-founder and director of Senior Portrait Artists (spa) an organization dedicated to equipping and inspiring senior portrait photographers. spa holds an annual Event that will be held this year in Palm Springs, California, in February 2011. Feel free to follow Andy on Twitter (@spartists), Facebook or the spa blog. Find out more about how spa and spa Event can help your senior portrait business by visiting www.spartists.com.

One of the problems that confront photographers who create high school senior portraiture on a regular basis is the question “What's too sexy?” It seems like every time I get together with a group of photographers, this discussion comes up. Everyone deals with it. I've posted on this question several times over the past year, and it has been one of the most viewed blog posts on the spa Blog to date.

In short, there is no real easy answer. You may please the senior, but not the parent or the parent but not the senior. Or you may be able to please both the senior and mother, but totally miss on the father. It's a fine line to walk no matter how you approach it.

Quite a few years ago we learned a great tip from fellow senior portrait photographer Gary Box. He says there are three things that make up a portrait that may be viewed as too sexy.

1. Outfit
2. Pose
3. Facial expression

His rule is that you can get away with using any two of the above three at one time. However, once you combine all three, you will have an image that has crossed the line and officially become too sexy. So if a senior brings in an outfit that will expose quite a bit of cleavage be careful with either the pose or expression (as well as being willing to talk with the parent and senior about the outfit chosen and how it may look).

Now, here may be the bigger and more important question – even though you've pleased the client how do you choose an image for your advertising? It was a question that was raised in the spa Talk membership forum just the other day – “Is this advertisement too sexy?”

I recently read a great article about branding and marketing about how a funny image or advertisement is good but it does not compete with an image that creates shock. Both engage emotion, but the one that shocks causes movement in the viewer more often than the one that is funny. In all honesty, if you aren't getting an email, phone call or letter every year or so that says you've crossed the line, you may not be close enough to the edge.

Again, it's a fine line. A really fine line. When working to attract clients and potential clients to your studio the reality is that sex sells, but at the same time too much sex repels. The same three rules apply in advertising, like they do in shooting an image for a client.

It's important to remember that in the end, high school seniors are kids. Many times they aren't even 18 years old. They aren't models, how you project them in your advertising can change the image they carry in their world (both for good or bad).

So, what do you think – have you been told that your work crosses that line? Do you agree that none of the images of high school seniors are “too sexy”, just right or completely inappropriate? Comment below. A dialogue is usually a spark for bigger ideas. Your voice is heard here!