“

october 2018

We found people connect

with your business not
magazine
because of what you
R΍HUEXWEHFDXVHRI

”
who you are.

–Phillip & Eileen Blume

Professional photographers
& 17hats members

THE

A better client experience starts here: COMMERCIAL

17hats.com/journey EDITION
 Exceptional Images
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Understand Your 2 2.KRZFDQΖXQGHUVWDQGWKHFOLHQWMRXUQH\"

Donovan: Put yourself in your client’s shoes. Then, start at the beginning. A

Client Journey
wedding, for example, follows a pattern. A question is popped. Family and
IULHQGVDUHWROG$GDWHDQGYHQXHDUHVHOHFWHGDQGȴQDOO\DSKRWRJUDSKHU
enters the picture. No pun intended.

Amanda: (Laughs.) Yes, and emotions run the gamut along the way. Your
client might go from excited, to nervous, and then to stressed as the big day
Hi there. It’s us again: Donovan Janus and approaches. Understanding your client’s emotions can pay dividends in a
Amanda Rae, the CEO and COO of 17hats. relationship.

3
We’re on a mission to make business easier!
Today we’d like to invite you to take a few ΖJHWWKHMRXUQH\QRZ+RZGRHVWKDWȴWZLWKFOLHQWH[SHULHQFH"
minutes and think through your client’s
Donovan: Provide the right complement to what your client is experiencing.
journey. Not client experience, but journey. If she’s excited about her wedding next spring, match that enthusiasm. We
As you do, you’ll realize that your client can help you there: With 17hats, that excited bride-to-be (and client-to-be)
experience is a merely a part of (and should receives an automatic reply, expressing your eagerness to capture her
be informed by) that bigger client journey. special day.

Amanda: But closer in to the wedding, that same bride might be frazzled,
and just needs to know that all the details are taken care of. That’s when

1
professionalism and project management are key … and when your 17hats
+RZGRHVFOLHQWMRXUQH\GL΍HUIURPFOLHQWH[SHULHQFH" automated emails kick in, to reassure the couple that you have everything
under control!
Donovan: A client journey likely centers on an event – a wedding, graduation,
or birth of a new baby. A typical journey leads up to the event, includes the Donovan: 17hats helps you answer questions before clients even have
event itself, and even extends past it. them. And they can access your Client Portal anytime to check the status of
their project. So they know you have the details handled.
Amanda: Right. Meanwhile, your client experience – from the moment they
ȴUVWFRQWDFW\RXWR\RXUȴQDOWKDQN\RXȂFDQRFFXS\DVPDOOZLQGRZZLWKLQ Amanda: By using 17hats to organize and systemize your client experience,
that client journey. The more you understand your client’s journey, the more you will make your part of your client’s journey a big success. Organize.
\RXFDQWDLORU\RXUFOLHQWH[SHULHQFHWRȴW Systemize. Grow. It’s that easy!

A better client experience starts here:

17hats.com/journey
 128 118
OCTOBER 2018 | ISSUE 073

1 2 | 5 Truths About High-Performing Photography Businesses – Michael Anthony

22 | Profoto B10 – Product Spotlight

24 | How to Keep Your Style Consistent Outside Your Genre – Vanessa Joy

34 | How to Book New Clients With Facebook Ads – Phillip Blume

74
50 | Building Mutually Beneficial Vendor Relationships – Sal Cincotta
170
60 | Bay Photo Foil Cards – Product Spotlight

62 | One-Light Headshots – Michael Corsentino

74 | From Spec to Sold – Christine Yodsukar

86 | Planning and Executing Stylized Commercial Shoots – Alissa Zimmerman

96 | N-Vu IPS – Product Spotlight

98 | Your Work Is Great but Your Website Sucks (At Getting You Business) – Gary Hughes

108 | Social Influencers: The New Commercial – Nino Batista

1 1 8 | The Secrets of Commercial Pricing – Audrey Woulard

128 | Shooting Homes for Interior Designers – Amy Bartlam

140 | Inspirations – Our Readers

160 | How to Recognize & Prevent Photography Burnout – Skip Cohen

168 | Panasonic Lumix LX100 II – Product Spotlight

170 | How to Find Photography Inspiration – Scott Detweiler

182 | Don’t Fear Wedding Season: Top 10 Tricks to Edit in Lightroom Faster – Dustin Lucas

196 | Your Dream Studio: Understanding Cost of Sale and Markup – Jeff & Lori Poole

12 24 50 62
 VISIT US ON YOUTUBE
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YOUTUBE.COM/BTSSHUTTERMAGAZINE
 LAUNCH POINT
A message from the editor-in-chief

MISSION STATEMENT
Shutter Magazine’s focus is on photography education. Our goal is to provide current,
insightful and in-depth educational content for today’s professional wedding
and portrait photographer. Shutter uses the latest technologies to deliver
information in a way that is relevant to our audience. Our experienced contributors
help us create a sense of community, and have established the magazine as one of
the leading photography publications in the world.

Shutter Magazine: By photographers, for photographers.

EDITOR-IN-CHIEF / PUBLISHER CREATIVE DIRECTOR

Sal Cincotta Alissa Zimmerman

LEAD DESIGNER JR. DESIGNER

Alicia Simpson Ellie Plotkin

ACCOUNT SPECIALIST COPY EDITOR

Christine Gill Tom O’Connell

CONTRIBUTING WRITERS
Vanessa Joy, Michael Anthony, Sal Cincotta, Skip Cohen,
Jeff & Lori Poole, Christine Yodsukar, Nino Batista, Amy Bartlam,
Michael Corsentino, Alissa Zimmerman, Audrey Woulard, Gary Hughes,
Scott Detweiler, Dustin Lucas and Phillip Blume

THE COVER
PHOTOGRAPHER: Sal Cincotta | salcincotta.com
CAMERA: Canon 5D Mark IV

Image © Salvatore Cincotta Photography

LENS: Canon 11-24mm f/4
EXPOSURE: f16 @ 1/160, ISO 100
LIGHTING: Profoto B10 with OCF Beauty Dish Businesses are booming and they are
ABOUT THE IMAGE: This image was taken at the City
Museum in St. Louis, Missouri, in August 2018.
MODEL: Avery Piepenburg, Ford Models Chicago ready to spend on marketing and advertising.
HAIR & MAKEUP: Brandi Patton

Are you ready to capitalize?

- Sal Cincotta

SHUTTER MAGAZINE | BEHIND THE SHUTTER

226 WEST STATE STREET - O’FALLON, ILLINOIS - 62269

FOR MORE INFORMATION, VISIT BEHINDTHESHUTTER.COM

12 Shutter Magazine . October 2018 Rising to the Challenge | Michael Anthony

with Michael Anthony

Image © Michael Anthony

13 behindtheshutter.com
 Rising to the Challenge | Michael Anthony

Most photographers know our studio for its creative lighting and amazing moments on a wedding day. While
we’ve focused on photography educational ventures, we excel at the art of business and we have a lot of fresh
content to offer photographers who are looking to expand their brands. Our studio is growing consistently at a
rate of 10% to 12% a year.

While it seems that good photography is the biggest factor behind any successful studio, nothing could be further
from the truth. Yes, you have to produce consistently good imagery and offer a great customer experience,
EXWWKDWLVMXVWSDUWRIWKHHTXDWLRQ7KLVPRQWK,SURYLGH\RXZLWKÀYHWUXWKVWRKHOS\RXEXLOGDEUDQGWKDW
outperforms your competitors.

Truth 1: Once you believe you have achieved success, you will stop working for it.

This is the most important one. It’s romantic to think that owning a photography business is all about traveling
the world taking photos. But that comes only after years of hard work. There is no shortcut to success. You
FRQWLQXDOO\KDYHWRUHGHÀQH\RXUGHÀQLWLRQRIVXFFHVVVRWKDWZKHQ\RXDFKLHYH\RXURULJLQDOJRDO\RXFDQ
pivot to a new one.

You always need to stay hungry. Sal taught me a long time ago that if your business is not growing, it is dying.
I have gone up against hundreds of studios, from small local competition to the largest wedding photography
VWXGLRV LQ /RV$QJHOHV DQG ZH DUH QRZ RQH RI WKH WRSSHUIRUPLQJ VWXGLRV LQ 6RXWKHUQ &DOLIRUQLD , GHÀQH
success as being the best in everything we do. This is a very hard goal to accomplish, but if you don’t set those
lofty goals, good luck reaching them.

Whenever I start looking backward at my competition, I stop keeping my eye on the goal, which currently is to
build the largest wedding photography studio in Los Angeles. We have been doing this for only six years, but I
have no doubt that with the right amount of work, it is attainable.
. October 2018

15 behindtheshutter.com
Shutter
Image
14 Anthony
Magazine
© Michael
 Rising to the Challenge | Michael Anthony

Truth 2: You have to develop and implement a consistent marketing strategy.

I am talking directly to the studio owner or general manager. You cannot delegate the most important task in your
business, which is generating new clientele. I have tried to delegate my marketing to staff and outside agencies.
It is not possible. The reason is that the
driving force of your marketing requires
you to be in tune with every aspect of
the business, from the art to the post-
production, sales and client experience.
There is not a single employee you
would be able to delegate all of that to.

A better strategy is to delegate parts

of your marketing operation while

Images © Michael Anthony

overseeing the whole thing. When
dealing with local vendors, it’s important
to make the relationship personal. If
you lose a key employee, they won’t
take the business that they accumulated
with them.

Relationships are the most important

Truth 3: Successful businesspeople never stop learning.
piece of a successful business. When
you let relationships slide, you will
see business decline. Focus on your Ego will get in the way of your success. As an educator in our industry, I feel that it’s so important to never stop
relationships with peers in your learning. I put money every year into my photography and business education, and will invest in a course from
industry and with your clients, and you a photographer I like 10 times before I would buy a new camera. If we are focused on learning new techniques
will succeed. For more information in both business and photography, it will keep us hungry to try new things.
on building relationships, check out
Image © Michael Anthony

Skip Cohen’s article in the September Don’t be afraid to attend workshops, even if you are beginning to educate other photographers. Our industry
2014 Shutter. has this rock-star status surrounding top photographers that I have never understood. Many photographers
get stuck in their own ways and refuse to learn new things. One thing I am not afraid to do is shift the style
On social media, it’s important to stay of my photography to better correspond with the market and my clients. Be willing to adapt to change and try
consistent and current in your marketing new things.
Shutter Magazine . October 2018

strategy. Facebook is quickly becoming

a dying platform for generating new As you continue to see more success, pay it forward to the photographers who are motivated and learning. Don’t
business as Instagram becomes more popular. But don’t ignore less competitive social platforms. We are seeing view them as a threat. Our skillset does not correlate with our generosity. The latter is far more important to both

17 behindtheshutter.com
success from Pinterest over the short time we’ve been growing it. your personal and professional success than the former. In the beginning, one of the largest sources of referrals
we got was from local photographers who were booked on the date of a new inquiry.
16
 Rising to the Challenge | Michael Anthony

Truth 4: Your success depends on the people you surround yourself with.

“Show me your friends, and I will show you your future.”

3LWEXOOGLGQ·WVD\LWÀUVW,W·VDFRQFHSWZLWKURRWVVRROGWKH\ZHUHZULWWHQLQWKHJRRGERRN7KHUHLVDVD\LQJLQ
Proverbs 13:20: “Walk with the wise and become wise, for a companion of fools suffers harm.”

Hiring the right people is crucial to your success. Don’t be fooled by the interview process. You want people with
DQHGXFDWLRQDQGUHOHYDQWH[SHULHQFH'RQ·WVHWWOHIRUXQTXDOLÀHGHPSOR\HHV$JRRGERRNRQOHDUQLQJKRZWR
hire is You’re Not the Person I Hired!: A CEO’s Survival Guide to Hiring Top Talent. People can fool you in an
interview. Put top talent on your team, and reward them for their loyalty and your company’s success.

As you grow your team, implement a formal training plan. Learn from my mistakes. Implement formal training,
even if it’s only a few weeks long. When a new employee makes a mistake, add that portion of training to your
training manual. That way, you can expedite the onboarding process for new employees. It’s also important to
constantly improve your training program.

We’ve just overhauled our associate program, and our new photographers will be some of the best trained in Los
$QJHOHV,W·VFUXFLDOIRU\RXWRPDNHVXUH\RXUWHDPPHPEHUVEHQHÀWIURPWKHZRUNWKH\GRIRU\RXHYHQLQWKHLU
own businesses. Running an associate photographer studio has proven to be more challenging than I thought was
possible, but with the right training, it is doable.

Truth 5: You have to be willing to work longer and harder than your competitors.

This topic could take up an entire book. I won’t sugarcoat it. My typical workday starts at 5 a.m. I usually do
6(2DQGVRFLDOPDUNHWLQJXQWLODPKHDGWRWKHJ\PDQGDPLQWKHRIÀFHIURPDPWRSPVKRRWLQJ
writing, responding to email or organizing production. When I go home, I work on my creative edits until 10 or
11 p.m. This is the price of success for me. If it were easy, everyone would do it. If you feel like you don’t have
work to do, you are not properly strategizing your business.

You don’t have to work 12-hour days six days a week, but depending on your business, you may need to put in
that amount of work. As our business has grown, I have been able to delegate certain tasks, but if you look for
it, there will always be work to do.

,W·VLPSRUWDQWWRÀQGWLPHWRVWHSDZD\<RXZLOONQRZZKHQ\RXQHHGWKDWWLPH7DNHLWEXWKDYHWKHGLVFLSOLQH
to stay motivated and get back to work once rest time is over.
Shutter Magazine . October 2018

2XULQGXVWU\LVÀOOHGZLWKPDQ\UHZDUGVZRUOGWUDYHOÀQDQFLDOIUHHGRPDQGPDNLQJPRQH\GRLQJZKDWZHORYH
But because of those rewards and the low barrier to entry, you are in one of the most competitive industries in the

19 behindtheshutter.com
world. If you are this far along in this article, then I know you are willing to put in the work required for success,

© Michael Anthony
so it’s likely that you just need help focusing it. One thing that has helped me is to maintain an active to-do list
that includes things that are of immediate necessity and future tasks.

My favorite tool for organizing my work tasks is Wunderlist. Use it to keep focused and stay on top of your daily

Image
tasks, and sometimes, you may just get done a little early.
18
 Rising to the Challenge | Michael Anthony
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The most important truth about building a top-performing business is that it takes a desire to do it. Your motivation
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Michael Anthony is the owner of Michael Anthony Studios, a wedding photography studio based
in Los Angeles. He has won multiple awards in international image competition for his creative
Learn, Explore and Free Expedited
use of light, storytelling and environmental portraiture. The five-member team at Michael
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 Product Spotlight | Profoto B10

Image © Salvatore Cincotta Photography

Why the Profoto B10?
Big power in a little light! There is not much more to it. Light is not light. Power, performance, durability,
consistency and more should be considered when you’re selecting and investing in a light source. Ultimately, you
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Shutter Magazine . October 2018

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23
22
 How to Keep Your Style Consistent Outside Your Genre | Vanessa Joy

How to Keep Your Style

CONSISTENT
Outside Your Genre
wiith Vane
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Shutter Magazine . October 2018

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 How to Keep Your Style Consistent Outside Your Genre | Vanessa Joy

Images © Vanessa Joy

I do not like photographing families. It’s just not my thing. Call me crazy, but I prefer dealing with adults I can
connect with, not children I have to manipulate to get to do what I want. The same goes for teaching. I love
teaching photography and business, but hated teaching elementary-school Spanish.

As much as I like to concentrate on photographing weddings, every once in a while a family comes along, and
for whatever reason, I just want to photograph them. Whether you’re like me and try to stay within a niche or
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genres. Whether you’re shooting portraits, weddings, headshots, products or seniors, here are some ways to keep
consistency throughout your photos.
Joy . October 2018

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Joy

SHOOTING STYLE

It all starts with how you snap the picture. Choice of lens, aperture, shutter, ISO and white balance all come
into play in keeping a consistent look no matter what or who you’re photographing. I love the compression of a
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I also enjoy a lot of bokeh and softness in my images. Unless I’m photographing product shots that need a ton of
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got backgrounds like butter for days.

If you’re not sure what your shooting style is, hop into Lightroom or Photo Mechanic and start looking at your
favorite images and their settings. At what apertures do you typically shoot? What are some similarities between
your favorite portfolio images? Reverse-engineering your style can help you learn a lot about what you’re trying
to achieve and get you there even faster. This method is one of the reasons I came up with the Posing Inspo
Guide I give away free here: https://bit.ly/2DMLUdm. It came about mostly from me taking a good look at my
shooting style.

Don’t neglect the types of things you photograph. I’m a detail person, and on weddings, I love photographing
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breakdowns of the family members. If nothing else, it’s more material that’ll be great for telling a complete story
in an album afterward.

Image © Vanessa Joy

LIGHTING

Lighting is the backbone of all photography. Photographers need to look for light before anything else.
Understanding how you want your photography to look and then applying a lighting style to realize that vision
is the mark of a professional photographer.
Shutter Magazine . October 2018

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the same thing when I shoot families, outdoor headshots and seniors. The result is that my photos have a similar

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feel that my clients—and soon-to-be clients—recognize right away.

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EDITING

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to edit a photograph, and, while that seems like freedom, it can be a restraint.

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the equivalent of a mood ring. If I felt particularly solemn that day, you’d see a lot of black and white. If I was
peachy and cheerful, my vibrancy setting would be through the roof. And then every once in a while, I’d make
the mistake of discovering some awful preset that I thought was edgy and cool and slap it on whatever I felt like.
I look at those photos now and think, gosh, what color is that?

Don’t make that mistake.

I made the decision a long time ago to start sending my photos out for post-production. It was one of the very
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in the UK), I quickly realize I still haven’t gotten over my photographic mood swings.

If you haven’t started outsourcing your post-production work, I highly recommend it, especially for consistency.
A good post-production house can help keep your brand on track and make sure you’re putting your best non-
moody foot forward.

Image © Vanessa Joy

PRINTING
. October 2018

Don’t leave out the most important part. Printed images are powerful. I’m happy to say that I’ve seen the
pendulum start to swing away from digital and back to tangible. My clients are starting to grasp the reality that a
digital image is quickly forgotten unless it’s printed. If your clients don’t get that yet, just ask them to scroll back

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three months in their phone’s photos and ask if they see any moments they already forgot about.

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© Vanessa

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offer families. While there are some items that families may want that wedding couples don’t, I decided I wanted
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How to Book New Clients With Facebook Ads
 How to Book New Clients With Facebook Ads | Phillip Blume

SET UP YOUR FACEBOOK AD

Let’s start with the most basic part of this strategy: purchasing the ad. Actually, creating an ad should not be your
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The new Facebook Ads Manager is a robust tool—much more intimidating to newcomers than it was just
a year ago. It reminds me a bit of Photoshop. It’s a great program that can handle any job, and it offers so
many possibilities.

The good news is, Facebook has created a less complex path for those of us running simple ads for small
Image © Blume Photography

businesses. This is the “boost” method. Instead of entering the full Ads Manager, I recommend you create a
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Question: What do you call a person you’ve never met but whom you’re desperate to turn into a paying client?
Answer: a cold lead.

There’s nothing funny about a potential client going cold when you’re starving for work. Sadly, warming up a
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most young businesses.

As a photography and marketing educator, I meet a lot of photographers who feel stuck in the mud when it comes
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there? It’s a dark place where you start to accept your fate as a starving artist rather than reach for greater success.

Don’t stay in that place. Success is more than attainable for you if you’re open to learning. Warming up a cold
lead is intimidating. In this article, I introduce you to a few basic strategies that will help you attract and convert
new clients through Facebook ads.
Shutter Magazine . October 2018

You may have tried Facebook ads before with little success. If so, you probably just skipped one or two of these
Fig. 1
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behindtheshutter.com
Let’s review the steps now, and at the end I will show you how to get your photography studio’s engine roaring
with yet another very powerful tool.
Like Comment
36

37
 How to Book New Clients With Facebook Ads | Phillip Blume

AD IMAGES ,W·VHDV\WRQDUURZWRRPXFKZKHQ\RXOLYHLQDOHVVSRSXODWHGDUHDOLNH,GR,GHDOO\\RXZDQWDKLJKO\UHÀQHG
audience, but you also can’t launch an ad without a minimum number of people targeted: tens of thousands. So
Use a relevant image in your post. According to tests run by Consumer Acquisition, images account for 75% \RXPD\QHHGWREURDGHQWKHDJHUDQJHRUDGGQHDUE\FLWLHVDV,GLGWRRSHQLWXS/RFDWLRQVRYHUODSDQGGRQ·W
to 90% of an ad’s performance. Don’t miss this. The stat didn’t surprise me since it almost matches the statistic stretch too far outside our travel area.
I learned 15 years ago in journalism school: Newspaper stories containing an image get read 60% more than
those without. Your clients are visual creatures. You’re a photographer, so this should be easy for you. Choose There are three common outcomes here, and none of them is good: 1. You enter the Facebook Ads Manager and
an image that communicates: a. the genre and b. the mood of the session you’re offering. notice it appears way too complicated, so you give up; 2. You do a good job at creating a targeted ad, but you
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Narrow by the interests of your target audience. Start with enough people in your geographic selection to do this,
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that include active service people or veterans. Does your ad image feature a puppy? Choose interests that include
dogs. You’ll connect more easily.

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Fig. 2
Shutter Magazine . October 2018

TARGETING

behindtheshutter.com
Fig. 3
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going after the real decision-maker: Mom. Facebook is wonderful for portrait photographers because 82% of all
women are active there, and the majority falls in this age range. I can exclude anyone else without narrowing After browsing selections for yourself, take some of Facebook’s follow-up suggestions, too. Click Suggestions
my audience too much. below. It’s really smart.

39
38
 How to Book New Clients With Facebook Ads | Phillip Blume

BUDGET AND TIME

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BEHAVIORAL ALGORITHMS

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you can basically choose an audience based on the way you hope they’ll react to your ad.

If you want a potential client to click over to your website and book you immediately, you might choose Website
Visits as your priority. This sounds the most appealing, but as we’ll discuss below, it might be better for product
sales—not ideal for service-based industries like photography.

Instead, I chose Engagement as my priority. As a result, my ad will be shown to people who tend to engage with
posts more, leaving comments and asking questions. That’s what I want, for reasons we’ll go into.
Shutter Magazine . October 2018

Image © Blume Photography

Fig. 5

behindtheshutter.com
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40

41
 How to Book New Clients With Facebook Ads | Phillip Blume

MAKE YOUR CLIENT THE HERO

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marketing psychology, which will make your ads thrive.

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camera gear or how passionate you are about photography. Your clients don’t want to become photographers,
so you’re telling them the wrong story. You need to understand what they’re looking for and talk about them.

Notice in Figure 1 that I begin, “Is your family the ‘most fun’ in Athens?” Using this technique—even with
very few words—I accomplish a lot. First, I make the story about the client’s family. Then I ask a question that
forces them to become mentally engaged, not passive to the ad. I want to engage families who really do enjoy
fun, because that’s what our portraits are all about. They won’t like the experience we provide if they’re too stiff.
Finally, I drive home that this is a local ad by mentioning our hometown, Athens. Remember, you know your ad
settings are local, but readers don’t unless you make it clear.

Making the client the hero becomes evident when you look at our full landing page from this ad. The landing
page is the missing key to your Facebook ad success.

USE A LANDING
G PA
PAGE
GE

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for people who view your ads to take action. IIn
n fr
ront of a screen, people are in a m
front mentally passive state. Your ad
might create an impression, but alone, it will aalmost
lm
most never inspire action.

Instead of sending a lead

lea
eadd to yyour
ourr ge
ou gene
nera
rall we
general webbsite—where there’s too much to read, the contact form seems
website—where
daunting and clients click
ck
k away after three second
ds—you’re going to deliver them to a highly strategic, handheld
seconds—you’re
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line for bookings.

Look at Figure 6 for onee small section of our mini sessions landing page built on StickyFolios software.

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extremely weak version
ns of the full service, which is very expensive. Don’t get me wrong, the software from
versions
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Shutter Magazine . October 2018

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businesses, but I don’t re
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recommend Fig. 6

behindtheshutter.com
StickyFolios, on the oth
her hand, is so affordable and easy to use that I can build m
other my photo landing pages with it
in about 20 minutes. It’ss designed
designed for photographers, so it’s everything you need and nothing you don’t—plus, Like Comment
it’s incredibly powerful.. I recommend using it before you create your next Faceb
Facebook ad. You won’t regret it.

43
42
 How to Book New Clients With Facebook Ads | Phillip Blume

CREATE SCARCITY

Every great ad requires scarcity. This is Economics 101. Notice how clear my sample ad is: Eight spots are
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other people want.
CONCLUSION—AND ONE MORE VERY POWERFUL TOOL FOR
And demand there was. Thanks to strategic repeat marketing after our past ads and promotions, our calendar HIGH-PROFIT BOOKINGS
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them, prompting us to open a second weekend and run the follow-up ad you see here. Facebook ads are a great marketing tool, but marketing is a small piece of the puzzle of business success. Anyone
can use Facebook. So how can you stand out?
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know to take serious action. I’m not just talking about a unique style or brand. I’m talking about a proven system that makes it possible for
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CALL TO ACTION
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we are today, and we’re humbled now to see our homegrown strategy making a difference for thousands of
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photographers like you. I’ll give you this one clue: Now that autumn is here, right now is the right moment to
or “view available times.” I don’t recommend “book now” as an initial call to action in any ad. You can use it
try this strategy. Visit bit.ly/blume-minis-free to learn it. The training is free, and this month we’ll send you the
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If you can’t attend our in-person workshop tour this year, I invite you to register for this free 90-minute web
Finally, get ready to serve clients who interact with your Facebook ads. The pay-to-play model is here to stay,
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knowledge to work.

LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

Phillip and Eileen Blume are award-winning photographers just crazy enough to believe art
can change the world. Having transformed their small-town home studio into a top brand, they
now work with clients worldwide. The Blumes specialize in wedding and fashion photography,
and continue to focus on what matters most to them: charitable projects that include adoption
advocacy and documentary filmmaking to benefit children living in extreme poverty. Phillip
is a monthly contributor to Shutter Magazine, and together the Blumes speak at numerous
top industry events, have appeared on CreativeLIVE and have shared their inspiring vision of
more meaningful photography from the TEDx stage. They are owners of three photography
Shutter Magazine . October 2018

brands, including a newborn studio, and are the proud founders of ComeUnity Workshops for
photographers who seek balance. They live with their children in rural Georgia.
theblumes.co

behindtheshutter.com
Fig. 7

If you want to succeed, you better get ready for some old-fashioned hard work.
44

45
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*NOT VALID ON FRAMED PRODUCTS OR
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 THE

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Featuring

50 | Building Mutually Beneficial Vendor Relationships with Sal Cincotta

62 | One-Light Headshots with Michael Corsentino
74 | From Spec to Sold with Christine Yodsukar
86 | Planning and Executing Stylized Commercial Shoots with Alissa Zimmerman
98 | Your Work Is Great but Your Website Sucks (At Getting You Business) with Gary Hughes
108 | Social Influencers: The New Commercial with Nino Batista
1 1 8 | The Secrets of Commercial Pricing with Audrey Woulard
128 | Shooting Homes for Interior Designers with Amy Bartlam
140 | Inspirations from Our Readers
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behindtheshutter.com
49
50 Shutter Magazine . October 2018
Building Mutually Beneficial Vendor Relationships | Sal Cincotta

with Sal Cincotta

Image © Salvatore Cincotta Photography

51 behindtheshutter.com
 Building Mutually Beneficial Vendor Relationships | Sal Cincotta

Images © Salvatore Cincotta Photography

After 12 years working as a professional photographer, I realize now more than ever the value of having working
relationships with industry vendors. We all have a job to do, we all want to be successful, we all want to make
money. I see a lot of businesses take an isolationist approach, which can be detrimental to the success of your
EXVLQHVV,QVWHDG,ÀQGZD\VWRIRVWHUPXWXDOO\EHQHÀFLDOUHODWLRQVKLSVZLWKYHQGRUV

Recently I was looking at where my wedding referrals were coming from when I noticed that a venue I used
to shoot at several times a year had completely fallen off my radar. We had not shot a wedding there in almost
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about it.

Below is how we went from an afterthought to front-runner—and rebuilt a relationship and our portfolio along
the way.

Know what you bring to the table.

We are creatives. All businesses need creative talent. They need graphic design, photography services, video
Photography

services and also someone with vision and the ability to execute ideas.
. October 2018

There is great value in what we bring to the table, and we have to parlay that into a winning situation for

behindtheshutter.com
Cincotta

ourselves. That’s why we are doing this. Be transparent. I know I was.

utter.co
Magazine
© Salvatore

We offered to stylize a commercial wedding shoot and promotional video in exchange for premium placement
in this venue’s sales room. It was a lot of work to commit to, but in the end, it was a great way to position the
Shutter

studio as a premier partner. I was doing something no other photographer was willing to do. I bet correctly that
Image

the images we produced would drive new business to our studio and galvanize our relationship with the venue.

53
52
 Building Mutually Beneficial Vendor Relationships | Sal Cincotta

Own the concept and idea. Every piece of it.

This is your idea. Own it. If you want to just be a heartbeat with a camera, then let someone else run the show—
but all you will have accomplished is to prove you are nothing more than a nerd who knows how to use a tool.

Instead, own the concept from beginning to end and showcase yourself as the director, producer and vision of the
SURMHFW<RXZLOOEHEULQJLQJLQFUHGLEOHYDOXHWRWKHWHDP:KRZRXOGQ·WZDQWWRZRUNZLWKDURFNVWDU"2QFH
the word gets out that you and your team pulled this off without a hitch, you will be received with open arms
by any vendor on future projects. Screw this up, and, well, you know what will happen. But hey, no pressure.

We owned the entire concept from beginning to end. For more on this, read Alissa Zimmerman’s article in this
issue, where she talks about pre-production and production the day of the shoot. There are a lot of moving parts
to something like this, and you need to stay organized.
Images © Salvatore Cincotta Photography

Think about what your vendors need.

$Q\RQHLQYROYHGLQWKLVSURMHFWQHHGVVRPHWKLQJ:HDUHDOOLQEXVLQHVVWRPDNHDSURÀW0RVWYHQGRUVGRQ·W
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Images © Salvatore Cincotta Photography

and that’s ok.

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ober 2018

billboards—all of which require images. It’s easy to just photograph for yourself and not think about the other
Shutter Magazine . October

vendors involved. That’s a huge miss.

behindtheshutter.com
)RUWKLVVKRRWZHGHOLYHUHGQHZSULQWVIRUWKHLUVDOHVURRPDPXOWLSDJHÁ\HUKLJKOLJKWLQJERWKWKHYHQXHDQG
my photography to be handed out to all new brides, and a video commercial. Of course, I got some incredible
images for my portfolio to showcase at the next bridal show.
54

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 Building Mutually Beneficial Vendor Relationships | Sal Cincotta

Deliver on your promises.

Don’t you dare come this far and screw this up. You better deliver on all your promises, and deliver fast, none
of this six-month delivery time. We had our images ready in two weeks from this shoot. We were sharing and
tagging vendors in less than 24 hours after the shoot. Do not half-ass this. If you do, the resulting negative
publicity will not be forgotten anytime soon. These are vendors that you have to see week in and week out.

,QYHVWWKHWLPHDQGHQHUJ\QHHGHGWRFRPSOHWHWKHSURMHFW+LUHVRPHRQHRXWVRXUFHLI\RXQHHGWREXWGRLWULJKW

Stay connected to vendors on social media. Thank them for their involvement. Share behind-the-scenes images
and stories. You are doing this to keep the excitement and momentum going post-shoot. This is something
everyone invested a lot of time and energy into, and you need to do everything in your power to make it worth
their while and ensure no one leaves with a bad taste in their mouth. If they do, they will never do it again.

Bring in your tribe.

We all have vendors we like and who we have a good relationship with. Involve those people. This is the trifecta.
You now add and galvanize your relationship with existing partners who want to be part of everything you do:
ÁRULVWVOLPRVWX[HGRVPRGHOVKDLUDQGPDNHXS

We expanded the shoot to include a bunch of vendors we have relationships with. This shoot had a little bit of
HYHU\WKLQJVRZHQHHGHGKHOSIURPRXUSDUWQHUV,QUHWXUQWKH\JRWLPDJHU\6HHKRZHDV\WKLVLV"

Bonus points: Once our local bridal magazine found out about the shoot, they wanted in as well. They gave us an
eight-page editorial in their upcoming issue. Now, not only do we create incredible images for all our partners,
EXWDOORXUSDUWQHUVJHWIUHHSXEOLFLW\LQRXUWRSPDJD]LQH$JDLQZKRGRHVQ·WZDQWWREHSDUWRIDZLQQLQJWHDP"

For this shoot, we enlisted the help of these partners:

• 9HQXH0LVVRXUL$WKOHWLF&OXE
• +08$0DNHXS$UWLVWU\E\$ &DQG+DLUE\+RSSHU
• 'UHVVHV&ODULFH·V%ULGDO
Shutter Magazine . October 2018

Image © Salvatore Cincotta Photography

• Tuxedos: Savvi Formalwear
• Florist: Poppies Design Studio
• Limo: Best Transportation

behindtheshutter.com
• Bridal magazine: St. Louis Bride and Groom
56

57
 Building Mutually Beneficial Vendor Relationships | Sal Cincotta
Salvatore Cincotta Photography
mage © S
Image

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Dominate your local market.

LEARN MORE.
Click
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c us out at
youtube.com/btsShutterMagazine
outube.com/ zine
Shutter Magazine . October 2018
18

Sal Cincotta
Cinco a is an international
int award-winning photographer, educator, author and the publisher
of Sh er Magaz
Shutter Magazine. Sal’s success is directly tied to the education he received in business
sch ol. He graduated
school. gra from Binghamton University, a Top 20 business school, and has worked
ffor Fortune 50 companies like Procter & Gamble and Microsoft. After spending 10 years in
corporate America, Sal left to pursue a career in photography and has never looked back.
sal
alcin
salcincotta.com
58
 Product Spotlight | Bay Photo Foil Cards

Images © Salvatore Cincotta Photography

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printing and 12 different paper types. Order with your choice of 12 envelope styles and colors, with optional return
address imprinting.

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Shutter Magazine . October 2018

Get 25% off press printed cards, including foil cards, with promo code SALFOIL25.

behindtheshutter.com
LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

For more information, visit bayphoto.com

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Image © Michael Corsentino

with Michael Corsentino

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 One-Light Headshots | Michael Corsentino

STEP 5
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LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

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Shutter Magazine . October 2018

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addition to his busy shooting schedule, Michael is a passionate educator, teaching workshops
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 74 Shutter Magazine . October 2018

to
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sold
with Christine Yodsukar
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75 behindtheshutter.com
Image © Christine Yodsukar
 From Spec to Sold | Christine Yodsukar

We started creating specs for companies before we knew it was a thing. We just thought it would be cool to create
videos for products that we loved, like the Nutri Ninja, Doritos and AT&T. In the beginning, our biggest mistake
was that after we created the content, we didn’t do anything with it. We showed it to our friends and family, but
we didn’t believe we could make something happen with it. Clients would come to us saying they wanted to
work with us after seeing our videos. It dawned on us that if we shared the work we produced for clients to bring
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and I am so glad we did.

Image © Christine Yodsukar

Wouldn’t it be amazing if your dream company hired you for your ideal gig? They love your work, they think
you’re the perfect person for the job and they pay you your rate, no questions asked. This does not have to remain
a fantasy. One powerful way we have made this happen in our business is by creating spec projects.

Image © Christine Yodsukar

A spec is when you create content for a company that hasn’t actually hired you, but you create it as if they had.
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you ever looked at another business’s website and seen the most awful photos and thought, “They could really
use new headshots. I would do such a better job for them”? You’ve found a major hole in their marketing: poor
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Shutter Magazine . October 2018

Once you’ve found the hole in their marketing, you have struck gold. You can now create content that solves their
problem, makes their job easier and, hopefully, brings in more revenue.

behindtheshutter.com
76

77
 From Spec to Sold | Christine Yodsukar

One of my favorite spec stories happened last year. Our clients hired us to create educational content for their
businesses that they could sell online to their consumers. Filming these was great because it involved creating
gorgeous lighting and perfecting the sound. Creatively, it left us wanting to do something else. We wanted to do
something that had a script and actors, something different.

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because we believe in the importance of printed products too and they needed some help with their video
campaigns. We also thought it would be freaking cool to work with a huge company.

With our client in mind and the hole in their marketing that we found, we set off to create a commercial that
would knock their socks off. We made a budget and a production timeline, cast actors, wrote a script and
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Images © Christine Yodsukar

Shutter Magazine . October 2018

behindtheshutter.com
79
78
 From Spec to Sold | Christine Yodsukar

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something about the business whose video they are watching, and they know they are interested. The video
content needs to look amazing, sound amazing and give them a ton of value. What it doesn’t need to do as much
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share—that made you feel something when you watched it. Naturally, we made a commercial of our car.

This wasn’t just any car commercial. It wasn’t selling a car as much as a lifestyle. Instead of telling people what
they could do with this car if they bought it, I wanted them to imagine themselves in it. The music was important
to this edit, and the footage was handheld and free. Instead of telling you that this is a great car for adventuring in,
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telling you that it’s a great family car, you see a closeup of my son’s feet kicking and dancing over my shoulder as
I look at him in the backseat. Instead of telling you it’s a good car for a millennial, you see me putting a reusable
canvas shopping bag in the trunk, pressing a button and walking away as the trunk closes.

Images © Christine Yodsukar

7KHGD\,SRVWHGWKHYLGHR,JRWDPHVVDJHIURPDEXVLQHVVRZQHUZDQWLQJWRKLUHXV6KHERRNHGXV7KHQH[W
week, we got an email from a past portrait client saying she had shown the video to her marketing director, and
they wanted to hire us to do their video content. They already had a video team, but wanted to bring us on instead.
o er 2018
e . October
Octob
Oc tob 2018

behindtheshutter.com
Image © Christine Yodsukar
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81
 From Spec to Sold | Christine Yodsukar

Image © Christine Yodsukar

7KHUHLVVRPXFKSRZHULQFUHDWLQJVRPHWKLQJWKDWJHWV\RXH[FLWHG,WFDQEULQJDUHWXUQRQ\RXULQYHVWPHQWLI
you make sure the right people see it. Pick a company that you would love to create content for. Research them
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out of something amazing for them.

And don’t forget the last and most important step: Show it to them.

LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine
Shutter Magazine . October 2018

Christine hails from Boston and currently splits her live/work/play time between Los Angeles,
Portland, Oregon, and the rest of the world. Along with her husband and business partner, she
took her wedding business from $100 weddings to a six-figure income in three years. She’s
passionate about sharing her knowledge and can be seen frequently on WeTV as a wedding
photography expert.

theyodsukars.com
82
SOPSC.COM
 Planning & Executing Stylized Commercial Shoots | Alissa Zimmerman

Planning & Executing

Stylized Commercial Shoots
with Alissa Zimmerman

Image © Salvatore Cincotta Photography

86 Shutter Magazine . October 2018

87 behindtheshutter.com
 Planning & Executing Stylized Commercial Shoots | Alissa Zimmerman

Stylized commercial shoots offer a great way to collaborate with vendors to create something over the top for
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time. We like to put together two or three of these shoots every year to keep images fresh and relationships alive.

The planning process can be a bit overwhelming, especially if you’re thinking you can do it alone. Here are the
key elements of planning and executing a stylized commercial shoot.

Mood Boards

Mood boards are the heart and soul of all successful photo shoots. We used to plan photo shoots without
them, and always ended up scrambling on the day of the shoot. Mood boards are the foundation, but you
can always tweak in real time during the shoot.

I use Adobe InDesign to lay out my mood boards, and I keep them as clean as possible. I create an opening
title page with the details to make sure I don’t get all of my mood boards mixed up. Big and visual is the
way I like to create them. What’s the point of a mood board if the images being used to inspire are too small
for the details to be seen? Some people argue that having to scroll through a multipage PDF is a nuisance
and having all the details on one page is better. I disagree—especially if you’re trying to convey a complete
thought and a vision while still getting the people involved excited. See below for screen shots of the
mood board I put together for the most recent stylized commercial shoot we did in St. Louis with a group
of local vendors.
88 Shutter Magazine . October 2018

behindtheshutter.com
89
 Timeline

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vendors before the shoot.

What I’m about to say is going to sound like a

contradiction, but hear me out: Your timeline forr
the shoot should be somewhat loose, but also as
detailed as possible. You need to be realistic with
time between each vignette to allow for setup and
teardown, and give yourself some wiggle room in
case something goes wrong or a shot takes longer to
set up than anticipated.

And in a situation like the recent shoot we did,,

where the timeline was six-plus hours, you have to
remember to allow yourself a break. No one wants to
work with a hangry photographer.

Being diligent putting together the timeline is so important. You’re controlling the day and the outcome of
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to set up before the models arrive so they aren’t sitting around waiting and wasting hours that you’re paying
for. Strategically thinking through every part of the shoot (before, during, after) ensures your day runs as
smoothly as possible.

Taking the Lead

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vision to execution, step up and take the lead.
90 Shutter Magazine . October 2018

Collaboration is a beautiful thing, but only when it’s done right. Establishing roles from the beginning is

behindtheshutter.com
key so no one is stepping all over you and your vision throughout the process. This is established from
the very beginning when you reach out to the vendors you want to be involved. It all comes down to
communication and how you start the process.

91
 Planning & Executing Stylized Commercial Shoots | Alissa Zimmerman

Communication

Ah, communication, the bane of every artist’s existence. There is nothing wrong with being a strong voice
to establish dominance from the beginning—and I mean that in the nicest way possible. Again, we are all
FUHDWLYHPLQGVDQGZKHQ\RXEULQJÀYHWRGLIIHUHQWW\SHVRIFUHDWLYHVWRJHWKHUWRSODQDQGH[HFXWHRQH
single vision, ideas and communication will inevitably be all over the place.

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Missouri Athletic Club, reached out to us about advertising in its quarterly magazine for its members. We
had previously run two ads with them and hadn’t seen any return or received any contact from potential
brides. So that’s when we started to get creative.

After agreeing that the single print ads were not working for us, here is how I approached them:

Hi Emma. I want to do something bigger with you guys. I spoke with Sal and we want to do
a stylized shoot, hire models, etc. We would Facebook Live the whole shoot, tagging MAC.
We would sponsor the post after it’s live, throw some money behind it and target brides in
the STL area.

Are you the right person to talk to about this? We would love to come downtown and take
you and whoever else would need to be involved to lunch to discuss more details.

We want to get as creative as possible—advertising to the MAC membership list is not

something we are seeing success with. Let’s do this right for both of us.

Being aggressive and rude are two different things. You have to understand that if you are reaching out to a
venue, bridal shop or any other type of vendor with an idea you want to create, there has to be something in
it for the other party. Would you give up your time and resources for free if there were nothing in it for you?

Images © Salvatore Cincotta Photography

Communication throughout the process is crucial, but don’t send a million email updates. Don’t
overcommunicate. Be clear and concise when sending your emails and do so in an organized way. I can’t
92 Shutter Magazine . October 2018

stand it when people start new threads every time they send an email, especially if it’s an email pertaining
to something that’s relevant in another thread. Don’t start littering everyone’s email inboxes—that’s the
quickest way to ensure each party will not read the details and will ultimately end up frustrated with you

behindtheshutter.com
when things don’t go according to plan.

93
 Planning & Executing Stylized Commercial Shoots | Alissa Zimmerman

Delegate Tasks

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WELCOME SCREEN
The only way these things are successful is if you have a team (or at least one other person) that can take some
of the tasks off your plate so you can focus on the bigger-picture items—like making sure everyone has been
communicated with properly.

,PDNHDOLVWRIHYHU\NH\SLHFHWKDWJRHVLQWRWKHVKRRWYHQXHPRGHOVZDUGUREHVWDIIÁRZHUV)URPWKHUH,
EUHDNRXWDOOWKHWDVNVWKDWQHHGWREHGRQHWRVHFXUHDQGÀQDOL]HHDFKSLHFH

Here’s an example.

Venue
• Lock in venue
• Finalize shooting locations

SIDESHOW
• Get access to balcony across the street for window shot
• &RQÀUPYHQXHSRLQWSHUVRQIRUGD\RIVKRRW
• Put each location into timeline based on time of day and type of light needed

Models
• Select models with Sal
• &RQÀUPPRGHOVZLWKDJHQF\
• Send male model measurements to tux rental company It all starts with your custom workflow. N-Vu
• Send call sheet to agency for each model offers workflow modules for each phase of a
• Get contact info for each model typical in-person sales session.
• Assign models to locations

CULLING
Workflow modules can be added, removed,
Once I have everything broken out into subtasks, I start delegating the smaller items to someone else to make or sequenced to your personal preferences.
sure things continue moving at a quick pace. The N-Vu system allows you to customize
the process to meet your sales needs,
We use Asana to track internal tasks like these with bigger projects so we are all in the loop on what’s getting giving you complete control of your IPS
done (and, more importantly, what’s not). This has been a game-changer for our planning process. It holds you Session workflow.
accountable once you take the time in the beginning to do a brain dump and get everything laid out for what
needs to get done.
LEARN MORE
94 Shutter Magazine . October 2018

ROOM-VU
n-vu.com/ips

Alissa Zimmerman graduated with a degree in television production and has been a part of the
Salvatore Cincotta team since 2011. Today she is behind the camera regularly as Sal’s second
shooter and as the executive producer and camera operator for Salvatore Cincotta Films,
Behind the Shutter and Sal Cincotta’s School of Photography. Alissa is the creative director for
Shutter Magazine and serves as Sal’s right hand, managing daily operations within the family of
Salvatore Cincotta brands.
salcincotta.com
 Product Spotlight | N-Vu IPS

Why N-Vu IPS?

If you do IPS, then you need to check out N-Vu.com. There is no better tool for IPS on the market. This is not
your momma’s online gallery—this is a robust tool geared toward the professional who runs IPS sessions to
generate revenue.

product Fresh out of beta, N-Vu IPS is ready for prime time with features like:

spotlight
• &XVWRP:RUNÁRZVFUHDWHDVDOHVZRUNÁRZWKDWZRUNVIRU\RX
• Event Dashboard - see where the money is coming from with your event breakdown.
• Room-Vu - show your clients what images will look like in their home.
• Dual-Vu - run remote sales sessions or set up multiple screens for your sales.
• Lightroom uploader.

with Sign up for an annual plan in October and get three months free (up to a $150 value)
Shutter Magazine . October 2018

with code SMIPS3FREE.

behindtheshutter.com
LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

For more information, visit n-vu.com/ips

96

97
 (At Getting You Business)
with Gary Hughes
Shutter Magazine . October 2018
98
 Your Work Is Great but Your Website Sucks (At Getting You Business) | Gary Hughes

Admit it: Your website needs some help. Don’t take it too personally. Your website isn’t about you. Being
Shutter Magazine . October 2018

a photographer means struggling with the overwhelming desire to create and put oneself out there while
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behindtheshutter.com
And there’s no cure. Life as a creative entrepreneur is a constant series of naked plunges into ice-cold water, and
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100

101
 Your Work Is Great but Your Website Sucks (At Getting You Business) | Gary Hughes

RULE ONE FEWER IMAGES, BETTER COPY

No matter how many people tell you they lovee your site, if it isn’t bringing in sales, it needs some work. Making Most of you are running multiple social media accounts that showc
showcase your latest and greatest work. There is
changes to it isn’t going to hurt you. no need to have dozens and dozens of images on your website anym
anymore. The function of a website has changed
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st three months. Make a note of which of those paid clients booked
studio management program and look at the last Why not focus instead on conveying your strong brand message and
an personality with really good copy? Your
dding crowd, it is possible to have good bookings come from other
you through your site. For the portrait and wedding website’s primary function is as a vehicle to convey information to a potential client. Tell them who you are,
HXSSHUHFKHORQVRIKLJKVRFLHW\WKHUHPD\EHSRUWUDLWFOLHQWVZKR
SODFHVOLNHYHQXHDQGSODQQHUUHIHUUDOV,QWKHXSSHUHFKHORQVRIKLJKVRFLHW\WKHUHPD\EHSRUWUDLWFOLHQWVZKR why you are different than your competitors and why you are the righ
right choice for them. Even though the content
take referrals only from their country club palss and don’t even use the internet, but the rest of us who photograph of your site contains a lot of information about you, it’s really all about them. Cut your galleries back to the
normal folks need a website that works. essentials that convey your style, and build content that helps your ppotential client make a choice.

ness worlds often understand something that portrait and wedding

Photographers from the commercial and business SOCIAL MEDIA INTEGRATION
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be relevant.
Making your social media an active part of your site instead of just a string of buttons at the bottom can have
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BASIC INFORMATION
Shutter Magazine . October 2018

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TX DQG HDV\ WRXU RI \RXU RQOLQH SUHVHQFH
without them ever leaving your page, and it can also give them a sens
sense of connectedness that gives you authority.
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behindtheshutter.com
and phone number. That’s just for starters. Make sure that all of your relevant contact information is on your By the time a client comes into your studio, they should be talking about how they see you everywhere. Part
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VLWHEXVLQHVVKRXUVORFDWLRQH[SHFWHGDPRXQWRIWLPHWRUHVSRQGWRLQTXLULHVDQGDQ\WKLQJHOVHWKDWVRPHRQH RIP\RYHUDOOVRFLDOPHGLDVWUDWHJ\LVWRXVHDOOP\SODWIRUPVWRGUL
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PLJKWQHHGWRNQRZ2QHELJPLVWDNH,VHHLVWKDWSKRWRJUDSKHUVGRQ·WKDYHDFOLFNDEOHSKRQHQXPEHU6LQFHWKH from multiple platforms increases your domain authority for search engines and might just bump you up the
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PDMRULW\RIZHEWUDIÀFFRPHVIURPDPRELOHGHYLFHLWPDNHVVHQVHWRKDYHDRQHFOLFNZD\WRFDOORUPHVVDJH results ladder.
you on your website.

103
102
 Your Work Is Great but Your Website Sucks (At Getting You Business) | Gary Hughes

YOUR BLOG
INTRODUCING

FILMTOASTER
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DAKOTA
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WITH MAGNETIC SIDE PLATES
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& 19-FOLD BELLOWS
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repurpose them to provide clients with great information during the booking process.

PRICING

Most photographers are crazy for not putting their prices—or at least an idea of their prices—on their website.
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answer over and over is: “How much does it cost?”

You can argue that when a client gets in touch with you to ask you that, it gives you the opportunity to draw them
DIGITIZING THE WORLD’S FILM
in and educate them. That is true, and sometimes clients will spend more than they thought they would because
1/25 SECOND AT A TIME
of your awesome sales techniques. But consumers are changing, especially the younger ones. We are used to
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reaction that could cost you. For every one person who bothers to contact you and ask you what you charge,
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were looking for.

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Design a website that tells visitors everything they might want to know about your business, and remember that
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Shutter Magazine . October 2018

Master photographer, lecturer and author Gary Hughes has become one of the industry’s leading
headshot shooters. His work has garnered local, national and international awards, and has been
featured in Professional Photographer magazine and Huffington Post. He founded Hughes
Fioretti Photography in Orlando, Florida, with his wife, Julie, in 2008. BgghoZmbo^Ûef&l\Zggbg`ieZm_hkfkb`4
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 Social Influencers: The New Commercial | Nino Batista

social influencers:

the new commercial

with Nino Batista

Shutter Magazine . October 2018

behindtheshutter.com
Image © Nino Batista

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 Social Influencers: The New Commercial | Nino Batista

While MySpace.com had become popular among the teens and twentysomethings by around 2003, its power was
not initially appreciated by most global industries. Where MySpace quickly succeeded, perhaps by accident, was
Once upon a time, a photographer in any genre would try to get the attention of magazines, newspapers, clothing
in the independent and local music scenes. Bands and producers from all over the world made MySpace pages to
designers, automakers, restaurants, hospitals, sports teams and music venues in hopes of landing a gig. Whether
showcase their music at no cost, on a platform where they could connect with new fans. (I was a busy musician
it was a one-off campaign or steady work on a retainer, the holy grail of good-paying commercial work has
in this era, and had my own MySpace page for my various projects.) Many bands went from essentially invisible
always come from big companies.
to commercially viable due to their MySpace fanbase alone. If major record labels weren’t paying attention to
0\6SDFHDWÀUVWFHUWDLQO\HYHU\ORFDOPXVLFLDQZLWKDGHPRZDV6RPH0\6SDFHXVHUVDFFUXHGWHQVRIPLOOLRQV
And while the dollar amounts of these major-client jobs is still highly desirable and worth the effort to land, there
of friends on their accounts who hung on their every word, every post, every photo, every rant or rave. It didn’t
is a new type of commercial role that has emerged in the last few years, and it’s exploding by the hour: social
take long for the labels to jump on board when they saw the potential of such a community.
LQÁXHQFHU

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customer base on a daily basis—you’d be correct. But these companies are simply using social media as an
MySpace friends meant your own simple opinions could sway the buying habits of absurd numbers of people.
extension of their existing marketing (for better or worse) to sell their products and services. This will continue,
Companies were keen to cash in on this idea, but swooping in to dominate and control this emerging market
and because these global powerhouses have large budgets, you will continue to be inundated with ads for laundry
wasn’t as easy as they initially thought—and there was a very good reason why. This new social media made it
detergent on TV, websites, radio, streaming video services, billboards, magazines and Instagram.
so simple to put content online and attract people that the classic corporate middleman was essentially cut out.

When the internet was in its mainstream infancy between 1995 and 2000, it was regarded by many as the
While would-be MySpace competitors were popping up all over at that time, the major tour de force of what
great equalizer in terms of giving anyone a platform to say, do or show almost anything to a (potentially)
would become known as social media hit the scene shortly after the dot-com bubble implosion: Facebook.
global audience. It was so exciting to every single industry that it imploded before it achieved stability. The
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brands survived because they’d had their corporate hands in dozens of diverse business buckets for many years
page layouts that 99% of users had no idea how to use properly, a questionable business plan and more. By
preceding the internet. Internet startups in this era started explosively, gained a ton of momentum (and investors)
tweaking its approach based on those failures, Facebook went from a collegiate platform to a global powerhouse
and then summarily collapsed on themselves owing to that rare business phenomenon known as “No one had
within a couple of years. By 2007 or so, Facebook had learned all of the hard lessons from the bubble burst and
any clue what the hell they were doing.”
the MySpace collapse, and understood what society wanted from social media. Facebook gave the world what it
wanted, and was rewarded by becoming a multibillion-dollar company almost overnight.
It was all too new to be fully understood at that time, but the allure of reaching potential customers in a personal,
direct manner was too much to ignore. Despite the bubble bursting, the internet was here to stay. It just needed
+RZ GLG WKH\GR LW"4XLWHDORWRI LWFDPHIURPDGYHUWLVLQJUHYHQXH 0RVW FDPHIURPWKHPDMRUFRPSDQLHV
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everyone already knew. But what Facebook users immediately did was exactly what people have done for
decades: mostly ignore major-brand advertising. Scroll by an ad, click Skip Ad, and (in more recent years)
Enter social media.
employ ad blockers. Users didn’t care about ads on Facebook any more than they cared about ads pasted on the
Shutter Magazine . October 2018

walls of subway stations.

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 Social Influencers: The New Commercial | Nino Batista

Major advertising is interesting to most of us only during the Super Bowl. Advertising is annoying. It’s added
cloyingly to free video games to bother players until they pay for the ad-free version. Major companies realized
during Facebook’s initial boom that social media made it fairly easy for users to avoid their ads, unlike the
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focused platform, but instead simply a place to upload videos. YouTube evolved into one of the most socially
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not overlooked by advertisers, as many hyper-successful YouTube channels yield millions of dollars of revenue
for their owners from advertising alone.

Then along came Instagram, which exploded because of its return-to-simplicity approach that social media
started as, and Facebook swiftly bought it out.

In 2018, the merits—and pitfalls—of social media are clear to the billions of users of the major platforms.

Image © Nino Batista

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mundane account could blow up into an advertising behemoth from the staggering number of people they could
interact with.

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with not only a better business plan, but better technology. One could argue that the basic nature of MySpace
limited user interaction and the type of content that could be shared because the technology hadn’t caught up
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with user demand yet.
ODUJHUEUDQGV7KH\ZRUNRQPDQ\OHYHOVDQGLQPDQ\LQGXVWULHV)RUHYHU\VRFLDOLQÁXHQFHUZLWKPLOOLRQ
followers on Instagram who is posting about major brands on a schedule (mixed in with their own personal
7KHVRFLDOLQÁXHQFHUFRQFHSWFDPHWRIUXLWLRQLQWKHODVWKDOIGHFDGHRUVRDQGVRPHWKLQJZDVYHU\GLIIHUHQW
posts), there are countless Instagram users with more modest numbers doing the same thing at regional and local
this time: Big companies weren’t the ones spearheading things. In fact, many big companies were reaching out
levels.
to large social accounts, more or less begging them to take their money to endorse their products or services.
&RPSDQLHVNQHZWKDWLQÁXHQFHUVZKRJUHZWKHLUIDQEDVHRUJDQLFDOO\³EHFDXVHWKHLUIROORZHUVWRRNDSHUVRQDO
An independent world traveler with 132,000 followers on Instagram can share sponsored content that promotes
interest in them—had far more power over their audience than any banner ad across a website. Where users
LQGHSHQGHQW FORWKLQJ GHVLJQHUV ERXWLTXH KRWHOV VWDUWXS OXJJDJH FRPSDQLHV DQG MXVW DERXW DQ\WKLQJ WKDW ÀWV
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squarely in the small business realm.

This was more or less an unrestricted and unregulated sub-industry of social media—until the Federal Trade
An independent fashion model with 25,000 followers can share posts showcasing new clothing lines or fashion
Shutter Magazine . October 2018

&RPPLVVLRQVWDUWHGFUDFNLQJGRZQRQXQGHFODUHGSDLGVSRQVRUVKLSRIVRFLDOLQÁXHQFHUVFLWLQJFRQFHUQVWKDW
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this method of advertising could be manipulative or deceptive. With the new FTC regulations in place, social
following that kickstarts interest on a regional, national or global scale.
LQÁXHQFHUVVXGGHQO\KDGWREHFRPHPRUHWUDQVSDUHQWDERXWWKHLUVSRQVRUHGSRVWVIRUODUJHUEUDQGV

behindtheshutter.com
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 Social Influencers: The New Commercial | Nino Batista

This is where photographers and videographers come in. Almost every form of advertising requires photographic
RUYLGHRFRQWHQW$QGZKLOHWKHPDMRUEUDQGVSD\ZHOOVPDOOHUVRFLDOPHGLDLQÁXHQFHUVDUHVWDUWLQJWRUHDOL]HWKH
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6PDOOFRPSDQLHVWHQGWRKDYHOLWWOHRUQRDGYHUWLVLQJEXGJHW6XFFHVVIXOVRFLDOLQÁXHQFHUVZKRFROODERUDWHZLWK
these small companies (essentially trading goods for advertising) are learning the value of decent photography:
It attracts larger companies to their accounts.

Don’t ignore the social aspect of social media. There’s power in the personal posts and the vested interest
IROORZHUVKDYHLQWKHVHLQÁXHQFHUV)ROORZHUVZDQWWRIHHOFRQQHFWHGWRWKHLULQÁXHQFHUV,QÁXHQFHUVXQGHUVWDQG
that high-quality visual content makes a difference and keeps their follower numbers growing. This is where
photographers can capitalize.

6RFLDOLQÁXHQFHUSKRWRJUDSK\MREVGRQ·WWDNHORQJ7KH\FDQEHGRQHRQDVPDUWSKRQH<RXFDQNQRFNRXWPRUH
projects at a far lower budget in a month than a single Guess campaign. Don’t discount the smaller markets. A
lot of the rules have since been shattered in the social media explosion. If a blue-haired British kid can make
millions of dollars playing video games on YouTube, then all bets are clearly off.

7KHUHDUHOLNHO\VRPHVRFLDOLQÁXHQFHUVLQWKHWRIROORZHUUDQJHQHDU\RX7U\WRFRQQHFWZLWK
Shutter Magazine . October 2018

them and show them how you can help their Instagram account look far better with your photography. If you get
on board with them at 10,000 followers, imagine if they kept you as their photographer when they hit 10 million.

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 Social Influencers: The New Commercial | Nino Batista

LIGHTING
POSING
CAPTURE
EDITING
PRINTING
Image © Nino Batista

It’s a new world, and it’s a good idea to get up to speed and create new opportunities for you and your camera.

I’ve added few images from my own recent work I’ve done with Josie Fox, a fashion model and photographer
who represents brands ranging in size from sole proprietors to international companies via her Instagram account.
She’s pushing 15,000 followers as of this writing.

7KHVHDUHVRPHVLPSOHZD\VVRFLDOLQÁXHQFHUVVKRZFDVHWKHLUSDUWQHUHGEUDQGV+RSHIXOO\\RXFDQVHHKRZ
decent photography can make all the difference.
Shutter Magazine . October 2018

Nino Batista is a commercial glamour and exotic automotive photographer based in Texas.
His work is regularly published in lifestyle and men’s publications all over the world, and he is
regarded as one of the premier glamour photography and retouching educators in the United
States. Nino is a senior writer at FStoppers.com.
ninobatista.com

CHICAGO | HOBOKEN | ALANTA | DALLAS | DENVER | LOS ANGELES

GET EARLY BIRD TICKETS NOW AT BEHINDTHESHUTTER.COM/SHOOT-TO-PRINT-TOUR
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 The Secrets of Commercial Pricing | Audrey Woulard

The Secrets
of
Commercial
Pricing with Audrey Woulard
Shutter Magazine October 2018

behindtheshutter.com
Image © Audrey Woulard
Image © Audrey Woulard

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 The Secrets of Commercial Pricing | Audrey Woulard
Image © Audrey Woulard

Image © Audrey Woulard

To a lot of photographers, the various parts of commercial work can be extremely confusing. Many struggle with ,WLVQRWXQFRPPRQWRDVNDSRWHQWLDOFRPPHUFLDOFOLHQWZKDWWKHLUEXGJHWLV,IDFRPPHUFLDOFOLHQWFRQWDFWV\RX
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WKLQJWKDW·VQRWRIWHQWDONHGDERXWLVKRZWRSULFHFRPPHUFLDOZRUN2QHUHDVRQLVWKDWLWLVDOPRVWLPSRVVLEOHWR come up with a price range that you can work within. If you are someone who worries if you will price yourself
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. October 2018

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for your images? That is a
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they plan on using the images,
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for, whether the images will

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for a Fortune 500 company
because the images on the
Target website have a much
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but they want to have all the images upfront so they can choose those that work best with their collateral. For FotoQuote gives you a
portrait photographers, this may seem strange, like you’re giving up a full gallery of images that they aren’t EDOOSDUN ÀJXUH WKDW FDQ KHOS
SD\LQJIRU7KLVLVZK\\RXUSKRWRJUDSKHUIHHVKRXOGQ·WEHFKHDS,WVKRXOGEHDWOHDVWIRXUÀJXUHV you price the actual images.
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. October 2018

you have a client who wants a one- to two-year usage agreement, that means they will use the images for up process is the same. Enter
to two years. After that time, they may hire you to reshoot, or they may pay you for another one- to two-year SDUDPHWHUV WR ÀQG ZKDW D

Image © Audrey Woulard

XVDJH7KHUHDUHDOVRFRPSDQLHVWKDWSUHIHUXQOLPLWHGXVDJH$QXQOLPLWHGXVDJHDJUHHPHQWVKRXOGEHSULFHGD particular image is worth.

behindtheshutter.com
lot higher than the former. 0RVW RI WKH PRQH\ PDGH
Shutter Magazine

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from selling images. It is the
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same premise when a portrait

photographer sells prints.

123
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 The Secrets of Commercial Pricing | Audrey Woulard

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person is responsible for post-processing
the images for the client. When shooting
on a large set, the photographer is often
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receives those images. This person works
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If you have a much smaller job with a
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charge for the post processing.
. October 2018

behindtheshutter.com
Shutter Magazine

Image © Audrey Woulard

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LUNACY2018
Image © Audrey Woulard

Image © Audrey Woulard

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Audrey Woulard is a portrait and commercial photographer specializing in tween portraiture

who works out of a natural-light loft in the Loop of downtown Chicago. She is an industry
. October 2018

speaker and educator, traveling the world to share her knowledge with other photographers.
alwphotography.com
Shutter Magazine
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8 Shutter
Shutte
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Shoo
Shooting
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Designers
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with Amy Bartlam

Image © Amy Bartlam

129 behindtheshutter.com
 Shooting Homes for Interior Designers | Amy Bartlam

There are a lot of moving parts in shooting a home, and while you may be acquainted with what it takes to shoot a
house for real estate, shooting for an interior designer or magazine brings a slightly different set of requirements.
Here’s my guide to shooting an interior with an editorial slant.

EQUIPMENT

Tripod
Full-frame DSLR
Lenses ranging from around 17mm to 70mm (or a zoom lens with a similar range)
Laptop
Tether cable

Images © Amy Bartlam

SETUP AND SETTINGS

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way off for interiors, especially if you’re in a room with windows in just one wall. A small aperture (such as f/18)
Image © Amy Bartlam

LVUHTXLUHGIRUIXOOURRPVKRWV,XVHDELJJHUDSHUWXUHVXFKDVIIRUWLJKWHUYLJQHWWHVDQGGHWDLOV/LYHYLHZ

gives me a rough idea of whether my settings are correct. Aperture and shutter priority modes don’t work well
IRUDQ\WKLQJRWKHUWKDQGHWDLOVKRWVEXW,UHFRPPHQGXVLQJPDQXDOIRUWKRVHWRR

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four batteries.

WALK-THROUGH
LEVEL
Shutter Magazine . October 2018

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behindtheshutter.com
ground, resulting in converging lines and distortion. An important part of an interior shot is having all your
,XVHWKHFRPSDVVDSSRQP\L3KRQHWRFKHFNWKHGLUHFWLRQRIWKHZLQGRZVLQHDFKURRPDQGSODQDFFRUGLQJO\ vertical and horizontal lines parallel, which means you’ll need to shoot perfectly level and at around waist
Obviously, overcast days eradicate this problem, but those are few and far between in Southern California. The KHLJKW,XVHOLYHYLHZJULGDQGWKHOHYHOVRQP\WULSRGWRJHWWKLVDVDFFXUDWHDVSRVVLEOHLQFDPHUD,DOVRXVH
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the project they love and which are important for them to showcase, which helps me prioritize what to shoot. ,I\RX·YHJRWWKHEXGJHWDWLOWVKLIWOHQVZLOOKHOSJHWWKLVPRUHSUHFLVHLQFDPHUDIRUDPRUHDIIRUGDEOHRSWLRQ
buy a level with a hot-shoe mount.
130

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 Shooting Homes for Interior Designers | Amy Bartlam

ANGLES

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literally backs you into a corner and sometimes a client pushes for it.

When shooting wide/full-room shots, stand as far back as possible and zoom into the shot, which minimizes
distortion and avoids the overly wide feel common in real estate photography. This is helpful in shooting
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bed, incorporating as many features as possible (headboard, sheets, pillows, rug, lamp).

Images © Amy Bartlam

PORTRAIT VS. LANDSCAPE

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Shutter Magazine . October 2018

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shots, are key platforms for many of my clients’ businesses.

behindtheshutter.com
Image © Amy Bartlam

133
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 Shooting Homes for Interior Designers | Amy Bartlam

TURN OFF THE LIGHTS

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client wants to showcase.

NATURAL LIGHT

There is a trend in the industry toward the natural light look. Open all shades and drapes to let in as much light
DVSRVVLEOH&ORVHGZLQGRZWUHDWPHQWVFDQPDNHLWORRNOLNH\RX·UHKLGLQJVRPHWKLQJRXWVLGH,VKRRWHQWLUHO\
DPELHQWOLJKWEXWWKLVLVPRUHDSUHIHUHQFHWKDQDQ\WKLQJHOVH<RXFDQOLJKWDVSDFHZLWKVWUREHVEXW,SUHIHUWR
EUDFNHWDQGZRUNZLWKOD\HUPDVNVLQ3KRWRVKRS

BRACKETING

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GHSHQGLQJRQWKHUDQJHRIOLJKWLQDURRP,XVHWKLVPHWKRGWRUHFRYHUZLQGRZGHWDLOVRUVKDGRZ\DUHDV,I,
KDYHDFOLHQWZKRZDQWVVRPHOLJKWVRQLQDVKRW,VKRRWDVHSDUDWHLPDJHH[SRVLQJIRUWKHOLJKWVDQGOD\HULW
LQDIWHUZDUGLQ3KRWRVKRS

TETHERING

,XVHDÀYHSLQWR86%WHWKHUFDEOHIRUP\&DQRQNLW,W·VZRUWKLQYHVWLQJLQ-HUN6WRSSHUFOLSV<RXUFDEOHZLOO
accidentally get pulled out of your camera from time to time, and the connectors can be delicate and easily
GDPDJHG-HUN6WRSSHUFOLSVSUHYHQWVWUHVVGLVORGJLQJDQGGDPDJH

7KHUHDUHDFRXSOHRIVRIWZDUHRSWLRQVIRUWHWKHULQJ,I\RXKDYH&DQRQHTXLSPHQW\RXKDYHDFRS\RI(26'LVN
8WLOLW\DJUHDWRSWLRQIRUWHWKHULQJ<RXFDQXVHLWWROLQNXSOLYHYLHZ/LJKWURRPLVFRPPRQO\XVHGDVZHOOEXW
has a tendency to drop out for no reason at all; Disk Utility is more reliable. Some cameras aren’t compatible
with Lightroom’s tether software, but Capture One also has tether capability. Check your equipment’s compati-
bility with the software before making a purchase.
Shutter Magazine . October 2018

Images © Amy Bartlam

7HWKHULQJFDQEHDELJKHOSIRUDQXPEHURIUHDVRQV,WJLYHV\RXDEHWWHULGHDRIZKHWKHU\RXDUHH[SRVLQJ
correctly. My clients love to see the images on a larger scale, and they can use it to check the positioning of

behindtheshutter.com
furniture and all the nuances that make an interior shot go from good to great.
134

135
 Shooting Homes for Interior Designers | Amy Bartlam

Images © Amy Bartlam

DETAILS

8QWLO,VWDUWHGVKRRWLQJZLWKLQWHULRUGHVLJQHUV,GLGQ·WUHDOL]HWKHH[WHQWWRZKLFKIXUQLWXUHDQGDFFHVVRULHVDUH
PRYHGIRUHDFKVKRW³IURPFRPSOHWHO\UHPRYLQJSLHFHVWRSXVKLQJDYDVHDQLQFK,PRYHWKLQJVWRFRPSHQVDWH
IRUWKHIRUHVKRUWHQLQJFUHDWHGE\WKHOHQV,PD\KDYHWRPRYHWDEOHVDQGVRIDVLQWRZKDWVHHPVOLNHVWUDQJH
SRVLWLRQVLQUHDOOLIHWRPDNHWKHPORRNQRUPDOLQFDPHUD0\FOLHQWVOLNHWRWU\GLIIHUHQWDFFHVVRULHVDQGÁRZHUV
until we get the perfect composition.

KEEP IT TIDY

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FDQNHHSZLUHVRXWRIVLJKW,ZLVK,·GNQRZQWKLVZKHQ,ÀUVWVWDUWHGVKRRWLQJLQWHULRUV5HPHPEHUWRDOVREH
ZDU\RIUHÁHFWLRQV,QDQLQWHULRUWKHUHDUHRIWHQPDQ\UHÁHFWLYHVXUIDFHVHYHQVXEWOHRQHVOLNHDJORVVÀQLVKRQ
a cabinet. Be mindful where you or anyone working with you is standing.

An important difference between interior photography and real estate photography is what the images are selling.
With the latter, the aim is to sell a house, so making it look big and bright is paramount. With interiors, you are
selling a lifestyle and showcasing high design and luxury, so that is what you need to keep at the forefront of
your mind when you’re shooting.
Shutter Magazine . October 2018

Amy Bartlam was born in the UK and graduated with a B.A. in photography and visual
communication from Birmingham Institute of Art and Design. She moved to Los Angeles in 2013
and specializes in shooting interiors for designers and magazines. Her work has been seen in the
Los Angeles Times, LA Home, California Homes and Luxe, and on the design blogs Architectural
Digest, Elle Decor, Domino and Dwell.
amybartlam.com
136
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 Inspirations | Our Readers

INSPIRATIONS
Inspiration can come when you least expect it. As
photographers, we are visual artists. We express

BEST COMMERCIAL IMAGE

ourselves through our camera and the images we
create. Inspirations represents a sampling of our
industry and the vision of professional photographers
from around the world.

Congratulations to all our featured artists. Be inspired

and create something that is you.

Sal Cincotta, Editor-in-chief

. October 2018

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142
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© Cristian Serrano . October 2018
Inspirations | Our Readers

Image © Giancarlo Pawelec Image © Jeff Petersen Studios

Image © Giancarlo Pawelec Image © Jeff Petersen Studios

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144 Shutter Magazine . October 2018
Image © April Heckemeyer

Image © Andre Brown Image © Noel Del Pilar Image © Joey Thomas

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© Rachael October 2018
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Image © Meredith Ryncarz Photography

Image © Joey Clinton Image © Abbie Miller

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The world’s
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In the beautiful chaos of India. “The light we created; we
Around the blue city of Jodhpur. couldn’t have achieved that
Joseph Radhik and Two Mann with speedlights.”
Studios embark on an adventure. < Read more
With contrasting styles, and one
small but powerful light.

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The power of small The power to be creative in
With Two Mann Studios more ways than ever before
Profoto B10
The shoot The solution Big light from a small package Endless light shaping possibilities
Erika and Lanny Mann of Two Mann Studios are They happened upon a passageway with a sharp turn It’s small, just a little bigger than a medium-sized Choose from a dozen light shaping tools in Profoto’s
leading wedding photographers with their own at the end. Lanny to position himself just out of shot zoom lens. That said, it punches significantly above its compact and lightweight OCF family, and beyond that,
unique style. Here, in the beautiful blue city of just around the corner, holding the B10 by hand. Erika weight delivering five times the power of a speedlight. there are 120 more available in the full Profoto range.
Jodhpur Lanny and Erika were shooting fellow was standing at the other end of the passageway Light that’s natural and beautiful with a gentle fall-off. The tools allow you to shape and create any kind of light.
photographer Joseph Radhik and his wife Devika shooting Joseph and Devika as they walked through
Shoot still and video Seamless control
using the Profoto B10. Their style tends to be the turn approaching the camera. With a half CTO gel
Beyond the still image, the B10 allows you to shoot We’ve made working off-camera easy because you
spontaneous and organic, finding the frame as on the B10, they fired warm light on to the back wall
video with its highly effective continuous light. can trigger and control the B10 from up to 300 meters
they work. Here in the blue city, there was so much silhouetting Joseph and Devika against the warm
And you can adjust both brightness and color away wirelessly with any Profoto AirTTL remote, or the
to discover. Every twist and turn in this maze of orange tones. In the foreground, Erika was able to
temperature to blend the light perfectly with the Profoto A1. Point and shoot with TTL and enjoy the
endless alleyways seemed to present an image place one of the many dogs that roam the city to add
ambient light. freedom to switch to manual at any time. Profoto AirTTL
waiting to be found. shape and interest. Sometimes you need a little luck
remotes are available for all major camera brands.
to get the shot and Erika got it with the dog that just Ease of use and flexibility built-in
The challenge took a break from investigating garbage long enough The clean and minimal interface makes it easy to use Shape light from the palm of your hand
The streets and alleyways were filled with people for her to get the shot. straight from the box. The battery is quick and easy With the B10 connected to the Profoto app you have
making it difficult to shoot, it was hard to contain to switch in and out, and you can also charge it while a smart remote that allows you to view and control
passers-by and curious onlookers, so The Manns The gear it’s in use. You can just as easily mount the B10 on a all the light settings and access all the latest updates
had to work and think fast. Add to that, the narrow camera tripod as on a light stand, and because it’s from your smartphone. And with the built-in Profoto
alleyways with all their twists and turns presented 1 x Profoto B10 super lightweight, you can use it handheld. camera you can play with light and shadow, and
extremes of light and shadow, which with the B10 1 x OCG Gel (CTO) capture images with complete creative control.
the Manns were able to use to their advantage.

Photographer
©Two Mann Studios
www.twomann.com

Location
Jodhpur, India
The power of small The power of small
Profoto B10 Profoto B10

© Joesph Radhik © Two Mann Studios © Joesph Radhik © Two Mann Studios

Location Location Location Location

Thar Desert, India Stepwell, Jodhpur Thar Desert, India The Blue City, India

The gear The gear The gear The gear

1 x Profoto B10 1 x Profofo B10 1 x Profoto B10 2 x Profoto B10
1 x OCF Magnum Reflector 1 x OCF Gel (CTO) 1 x OCF Magnum Reflector 1 x OCF Grid 10°
1 x OCF Gel (CTO)
148 Shutter Magazine . October 2018

Image © Luis E Torres

Inspirations | Our Readers

Image © Katrina Winter Image © Mary Burgy

Image © Giancarlo Pawelec Image © Erik Valind Photography

Image © Christy Fassnacht

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 Image Shutter
150 Magazine
© Lesley-Anne . October 2018
Benjamin
Inspirations | Our Readers

Image © Darci Amundson Photography Image © Limboden Photography

Image © Lesley-Anne Benjamin Image © Jim Cairns

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Inspirations | Our Readers

Image © Kendra Jensen

Image © Marco Catini

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154 Shutter Magazine . October 2018
Inspirations | Our Readers

Image © Erik Valind Photography

Image © Erik Valind Photography Image © Andy Klosterman

Image © Florina Romoser Image © Dalena Carroll

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 Image © Andre Brown
Inspirations | Our Readers

Image © Nick Lisle

Image © Julie Padgett

Image © Kim Ackerman Image © Patty Ingalls Photography

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 NOVEMBER 2018

THE

BRANDING
EDITION

behindtheshutter.com
155
 How to Regognize and Prevent Photography Burnout | Skip Cohen

with Skip Cohen

Shutter Magazine . October 2018

161 behindtheshutter.com
160
 How to Recognize & Prevent Photography Burnout | Skip Cohen

In blog posts and workshops over the years, I’ve written and talked a lot about recognizing when you need
a break. I always get great feedback, but it’s ironic how often I miss the signs myself and fail to follow my
own advice.

One of the hardest things to do as a small business owner, especially artists, is to recognize when you’re
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7RRPDQ\RI\RXGHÀQHVXFFHVVRQO\LQÀQDQFLDOWHUPV:HDOOZRUNKDUGWRVXSSRUWRXUIDPLOLHVOLIHVW\OHDQG
zest for life, and it takes money, but so often we miss the true meaning of success. For me, it’s evolved into
waking up every morning with incredible enthusiasm and a smile on my face. And it’s taken me a lifetime to
learn that.

1. APATHY
6RPHWLPHDIWHU\RXUHDGWKLVDUWLFOHWKLQNWKURXJK\RXUGHÀQLWLRQRIVXFFHVV:KDWGR\RXHQMR\PRVWDERXWWKH
EXVLQHVV":KDWGR\RXZDQWWKLQJVWRORRNOLNHDFRXSOHRI\HDUVIURPQRZ":KDWGR\RXQHHGLQ\RXUVNLOOVHW
to achieve your goals? ,W·VWKHÀUVWVLJQRIEXUQRXWDQGQHHGLQJDEUHDN<RXIHHOEODKDERXWZKDWHYHU\RX·UHDERXWWRSKRWRJUDSK:KHQ
you lack enthusiasm, odds are you’re going to lack creativity too.
All of us experience stress. Nobody is sailing through life on smooth waters all the time. Things happen that slow
us down and blur our focus on what’s most important. 2. FRUSTRATION

,I\RX*RRJOH´VLJQVRIEXUQRXWµ\RX·OOÀQGHQGOHVVDUWLFOHV7KHIROORZLQJÀYHSRLQWVDUHIURPDQDUWLFOHRQ
You did everything right, but the images don’t match what was in your mind’s eye as you were clicking
Healthline.com.
the shutter.

• (YHU\WKLQJDERXW\RXUMREVWDUWVWRDQQR\\RX
• You have zero energy to give. 3. ANGER
• :RUNOLIHEDODQFHLVQRQH[LVWHQW
• You eat, sleep and dream work. You seem to have a short fuse about anything that’s not planned.
• You’re an irritable mess.

4. LOW ENERGY
+HUHDUHP\ÀYHVRPHRIZKLFKRYHUODSEXWWKH\WLHPRUHWRSKRWRJUDSK\
Shutter Magazine . October 2018

You’re tired and can’t seem to get excited about what you’re doing. Your camera bag feels like it’s getting heavier.

163 behindtheshutter.com
5. DISTRACTED

Your mind seems to be everywhere but whatever you’re working on. You’ve noticed you don’t want to answer the
phone and don’t want to deal with clients.
162
 How to Recognize & Prevent Photography Burnout | Skip Cohen

7KHVLJQVDUHDOZD\VREYLRXVZKHQZHWDONDERXWWKHPEXWWKH\·UHQRWZKHQWKH\·UHKDSSHQLQJ,FDQ·WÀJXUH
Here are some more strategies to think about.
out what’s wrong but I know when I’m off my game. That’s often where my wife, Sheila, comes in—and your
own family can be very important in helping you, too.
BACKUP
Here are some strategies to think about.
<RX·UHIDPLOLDUZLWKEDFNXSJHDU³EXWZKDWSHRSOHDUH\RXUEDFNXS":KHQ\RXQHHGWRWDNHDPRUHH[WHQGHG

YOUR FAMILY EUHDNWKDQMXVWDTXLFNFKDUJHZKR·VVWHSSLQJLQWRUXQWKHEXVLQHVV"$QGLI\RXGRQ·WKDYHDQ\ERG\LVQ·WLWWLPH

you trained somebody to step in? Or how about building a relationship with another photographer so you watch
out for each other when needed?
You’ve got to keep your family in the loop. They can’t understand your frustration if they don’t know what
you’re working on. They need to be a sounding board for your ideas, both the good and the bad. The more they
NQRZDERXW\RXUEXVLQHVVWKHPRUHWKH\FDQKHOSHYHQLILW·VMXVWWREHDVRXQGLQJERDUG FRIENDS OUTSIDE THE INDUSTRY

Don’t underestimate the importance of spending time with friends who are involved in businesses outside
CLOSE FRIENDS IN THE INDUSTRY
photography. It’s incredible what you can learn, but even better how much fun it is to spend time talking about
something other than imaging. Build those relationships in your community. Participate in networking events.
These are the people who are at the core of your network, the ones you trust the most. Don’t be afraid to share
%XLOGDVHJPHQWRI\RXUQHWZRUNZLWKSHRSOH\RXHQMR\EHLQJZLWKEXWQRWDVEXVLQHVVDVVRFLDWHV
your frustrations and seek their help to get back on track.

SHOOTING FOR THE FUN OF IT

TAKE TIME OFF

:KHQZDVWKHODVWWLPH\RXKDGDFDPHUDLQ\RXUKDQGVIRUQRRWKHUSXUSRVHWKDQWRSOD\"5HPHPEHU\RXUURRWV
,W·VWDNHQPH\HDUVWRÀJXUHWKLVRQHRXW,·PJUHDWDWWDNLQJVKRUWEUHDNVIURPWKHEXVLQHVVEXWKRUULEOHDWWDNLQJ
DQGJREDFNWRWKRVHWKLQJV\RXSKRWRJUDSKHGWKDWJRW\RXLQWRWKHEXVLQHVVLQWKHÀUVWSODFH)RUPHQRWKLQJ
longer quality time off. And even when I take time off, I still work every morning checking email and writing
EHDWVFKDVLQJEXWWHUÁLHVZLWKD/XPL[
blog posts.

COMMUNITY INVOLVEMENT
QUICK CHARGES VERSUS REBUILDING

+HUH LQ 6DUDVRWD )ORULGD ,·P LQYROYHG ZLWK D QRQSURÀW FDOOHG WKH )ULHQGVKLS &HQWHUV %HLQJ LQYROYHG ZLWK
:KHQ,WKLQNRIWKHQHHGWRVWHSDZD\IURPWKHEXVLQHVVWKHUHDUHWZRNLQGVRIEUHDNV7KHÀUVWLVMXVWDTXLFN
charitable organizations boosts my energy and can often get me out of a rut. It’s about doing something that
charge. The signs for me are my lack of creativity, writer’s block and my inability to focus. A quick charge can
makes a difference and at the same time is entirely outside my business. For many of you, it might serve a dual
EHDQ\WKLQJDVORQJDV,·PVWHSSLQJDZD\IURPZKDW,·PZRUNLQJRQ,MXVWQHHGWRGRVRPHWKLQJGLIIHUHQWOLNH
SXUSRVHEXLOGLQJEUDQGDZDUHQHVVZKLOHHQMR\LQJWKHVDWLVIDFWLRQRIEHLQJLQYROYHG5HPHPEHU\RXZDQW\RXU
go out to lunch with Sheila, take a walk on the beach or listen to some great music.
community to be good to you, so you better make sure you’re good to your community.

)RU PDQ\ RI \RX MXVW WDNLQJ \RXU FDPHUD RXW DQG VKRRWLQJ IRU \RXU RZQ HQMR\PHQW RU VWHSSLQJ DZD\ IURP
SKRWRJUDSK\ FRPSOHWHO\ PLJKW EH WKH EUHDN \RX QHHG:KDWHYHU ZRUNV IRU \RX ,W·V D TXLFN FKDUJH RI \RXU
DIVERSITY
Shutter Magazine . October 2018

battery, and then you go back to what you were working on a few hours later.
Burnout can come when you’ve been doing the same thing for too long. I’ve got a good friend who’s been a
7KHFRPSOHWHUHEXLOGLVDORWKDUGHUWRÀJXUHRXWEXWLW·VZRUWKLW7KLVLVDERXWJRLQJRIIWKHJULG³DWOHDVW wedding photographer for a lot of years. He’s incredibly bored, and although he’s one of the very best, he’s lost

165 behindtheshutter.com
regarding your business and photography. It’s about taking a vacation. So often over the years, especially when his passion for it. He’s recognized the importance of a change before he burns out, and we’ve had some great
I was in the corporate world, I’ve heard people boast about how long they’ve gone without a vacation, as if it’s FRQYHUVDWLRQVDERXWZKDWKHPLJKWGRQH[W6RPHWLPHVMXVWWDONLQJDERXWDFKDQJHKDVWKHUDSHXWLFYDOXH7KH
some badge of honor that they have vacation days they’ll never use. Actually, they should be embarrassed. energy that goes into planning becomes a diversion that can pull you out of a rut.
164
 info@ProMediaGear.com • www.ProMediaGear.com
GET ENOUGH SLEEP AND EXERCISE
(888) 413.3332 • (708) 263.4443

Sleep and exercise have a crucial impact on burnout, but they’re often the last thing we think about. Everyone • Carbon Fiber Tripods • Custom L-Brackets
• Ball Heads • Gimbals • Flash Brackets
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bank account. You’ve got to get in the sleep and replenish your account. Don’t underestimate your need for
more sleep.

It’s so hard to stay focused and turn exercise into a habit. Sheila and I started walking every morning 16 months
ago. If I had been doing it by myself, I know I wouldn’t have kept it up. If you have a partner, it’s so much easier
to stay focused. Many of us spend all our waking time at a computer. Just following through on an exercise
SURJUDPLVQ·WHQRXJK7KHUHFRPPHQGHGWLPHVLWWLQJDWDFRPSXWHULVRQHKRXUZLWKDÀYHWRPLQXWHEUHDN
to get up and walk around.

/HDUQWRUHFRJQL]HZKHQ\RXQHHGDEUHDN:KHQ\RX·UHZRUNLQJZLWK\RXUFOLHQWV\RX·YHJRWRQHHVVHQWLDO
goal: Exceed their expectations. That means the images you capture need to pull at their heartstrings. And you
can’t create photographs that tug at people’s heartstrings if your own heart isn’t in it.

LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine
Shutter Magazine . October 2018

Skip Cohen is president and founder of Marketing Essentials International, a

consulting firm specializing in projects dedicated to photographic education, marketing
and social media support across a variety of marketing and business platforms. He founded
SkipCohenUniversity.com in January 2013. He’s been actively involved in the photo
industry his entire career, and previously served as president of Rangefinder/WPPI and
Hasselblad USA. He has coauthored six books on photography and is involved in several
popular podcasts, including Weekend Wisdom.
skipcohenuniversity.com
166
 Product Spotlight | Lumix LX100 II

Why the Lumix LX100 II?

Are you a photographer? Do you have a gear problem when you travel? I do. You know what they say, the best
camera is the one you have with you. As a working professional, I loathe traveling with my gear when I don’t have
to, but I also want more than just an iPhone photo.

The Lumix LX100 II is the perfect companion, lightweight and powerful. Check out the specs.

product • 17 MP [4:3 aspect] high-sensitivity multi-aspect four thirds MOS sensor. 4:3, 3:2, 16:9, 1:1 multi-aspect
modes taken from 21.77 megapixel total count

spotlight
• Leica DC 24-75mm lens (F1.7–2.8), with POWER O.I.S. (optical image stabilizer)
• 24p/30p 4K video and exclusive 4K photo modes plus focus stacking
• (OHFWURQLFYLHZÀQGHU(9)NGRWDQGODUJHLQFKWRXFKVHQVLWLYHPRQLWRUNGRW
• Classic external manual exposure and camera operation controls

with
Shutter Magazine . October 2018

LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

behindtheshutter.com
For more information, visit shop.panasonic.com

169
168
170
ImageShutter
© ScottMagazine
Detweiler . October 2018
Image
Image ©
© Scott
Scott Detweiler
Detweiler How to Find Photography Inspiration | Scott Detweiler

with Scott Detweiler

How to Find

Inspiration
Photography

171 behindtheshutter.com
behind
beh indthe
theshu
shutter.c
ter.com
om
 graphy Inspiration | Scott Detweiler
How to Find Photography

AVOIDING ENNUI

“Ennui” basically means world-weariness. It’s when you get bored doing the same thing each day, and there is
little to no excitement to make your life interesting. It’s that “sleep, eat, work” pattern when we notice we need a
vacation. The same thing can happen in photography. Shooting tons of weddings or portraits can lead to a sense
of repetition and the feeling of “wash, rinse, spin, repeat” that starts to set in and suck at your soul. Looking for
ways to stretch creatively can add lifeblood back into the thing that drew you into photography to start with.

This article might help in ways you never expected. Keep in mind as you read it that I enjoy a more dramatic
type of photo, so if you are into something more subtle, these ideas will apply but my examples may leave you
shaking your head.

SHOOTING OUTSIDE YOUR COMFORT ZONE

Consider working with atypical subject matter. If you are a wedding photographer, shoot in a studio or in a
controlled setting, like some fashion or bridal boudoir. If you are a portrait person, work with product shots or
pets. Seek unique challenges. These exercises help keep things fresh and can lead to happy accidents. Over the
past year, I was shooting a few products on the side for a small company, and I discovered so much more about
lighting that it has opened a lot of creative doors in my portrait work. Lighting has a lot of nuances at the product
level that are not obvious in a portrait, and that was an unexpected and enjoyable discovery.

Image © Scott Detweiler

Another fun exercise is to work with equipment that is new to you so you have to push yourself. Challenge
yourself to shoot a portrait with a 16mm lens or light a scene with a speedlight and an empty spaghetti box.
Using equipment that is comfortable is lovely for when things are going well, but when you need that break from
reality, see what you can discover.
Shutter Magazine . October 2018

Just like writers or painters, photographers can run into creative blocks and get stuck in a rut. These creative

behindtheshutter.com
ter.com
om
ruts can last days or even weeks, and in extreme cases of creative drought can also lead to loss of interest in

hutter.c
photography altogether. But even if you are always busy with photography, new sources of inspiration can

ndt shu
energize and invigorate your spirit and take your work in a new and unexpected direction.

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172

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 How to Find Photography Inspiration | Scott Detweiler

HOW TO USE IDEAS

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KEEPING ORGANIZED
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Before we begin the process of building a morgue of ideas (yes, that is actually the term), we need to ponder its
I open images in Photoshop and make annotations on the image. Almost always, the aspect that is the spark for
organization. Having a ton of great ideas for inspiration isn’t useful if they are buried in random places and we
P\LGHDKDVQRWKLQJWRGRZLWKZKDWWKDWLPDJHORRNVOLNH,WPLJKWEHRQHVSHFLÀFWKLQJ,ORYHDQGWKHUHVWPD\
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not be interesting to me. A lovely photo of a geisha in a Japanese garden might be inspirational because I like the
foreground of falling cherry blossoms, and that’s it.
When you’re working with a client and know there are other shots you should consider, that is not the ideal time
to wrestle with an unorganized Dropbox of thousands of images. I break my ideas down into generic folders that
DUHVSHFLÀFHQRXJKWRJHWPHLQWRWKHULJKWQHLJKERUKRRGERXGRLUWKHPHVOLJKWLQJSRVHVPDNHXSKDLU,KDYH
no issues with the same inspirational image living in more than one folder. An image might be in the boudoir
IROGHUDVZHOODVWKHSRVHVIROGHUEHFDXVH,ÀQGLWLQVSLUDWLRQDORQERWKFRXQWV
Detweiler. October 2018

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© ScottMagazine

Image © Scott Detweiler

Shutter
Image
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 How to Find Photography Inspiration | Scott Detweiler

COMIC BOOKS

PINTEREST Nothing beats the dramatic angles used in comic books. Artists in this industry are godlike in their ability to
portray so much using just pen and ink.
3LQWHUHVWLVDQH[FHOOHQWWRROIRUFUHDWLYHV1RWRQO\FDQ\RXÀQGJUHDWLGHDVWRVSDUN\RXUFUHDWLYHÀUHEXWPDQ\
RILWVWRROVKHOS\RXÀQGLPDJHVZLWKDVLPLODUORRNRUIHHO3LQWHUHVWLVDJUHDWSODFHWRVWRUHP\LGHDVLQSULYDWH Not many of us look to comic books for creative scenes, angles and poses. But the perspective, color and image
or on shared pinboards. balance in comics are done so well that they could be textbook examples photographers use as departure points
for dramatic work. Many comic books and Japanese comics (manga) are available in digital format so your kids
I have even created inspiration boards with clients, but I make it clear these are for inspiration only and not our RUQHLJKERUVZRQ·WNQRZDERXW\RXUVHFUHWDGGLFWLRQ,ÀQGPDQ\RIWKH-DSHQHVHDQLPDWHGPRYLHVDQLPHWR
shot list. That is quite an important thing to point out, or you might face a nightmare situation. We have all heard be excellent for the same reasons. Some great examples are Akira and Ghost in the Shell.
of or encountered the client with the massive pinboard of shots they want, but don’t let that dissuade you from
using the product.

The other reason I love Pinterest is that it allows me to organize my ideas for easy access from my phone.
Keeping your morgue of ideas organized is critical. You need to be able to get to them when needed. I prefer it
to Dropbox.
Shutter Magazine . October 2018

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Image © Scott Detweiler

Image © Scott Detweiler

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 How to Find Photography Inspiration | Scott Detweiler

PAINTINGS

As I covered in my session on composition at ShutterFest 2017, painters show you how images can be built from
PEERS
the imagination. Painters use a physical medium to create scenes where every single item is placed with purpose.
Unlike photographers, who might miss a random gum wrapper in the foreground of an image, a painter needs to
place it into the scene. There are so many reasons to look to artists for guidance in composition. Find an artist We all have our photography heroes, those fantastic visionaries who set the bar we hope to attain. Keeping pace
\RXOLNHDQGFKHFNRXWWKHLUHQWLUHERG\RIZRUN:KHQ\RXÀQGDQDUWLVW\RXHQMR\\RXPLJKWVHHWKDW\RXUZRUN with them is a frustrating but rewarding experience.
WHQGVWRFDUU\DIHZRIWKRVHVDPHÁDYRUVDV\RXJURZDQGPDWXUHDVDSKRWRJUDSKHU
Find people who move you and follow them on social media. Go a step further and become interactive. Many
of us are just happy mashing that like button, but a comment goes a lot farther. I have become friends with my
MOVIES AND TV
creative motivators, and getting comments from them about my work makes my day. Don’t be shy. Get out there
and be interactive. Just keep it friendly and avoid those pesky restraining orders.
0DQ\ÀOPVDQG79VKRZVRIIHUJUHDWOLJKWLQJLGHDV,ORYHGWKHVKRZSupernatural because the light was so
inspiring. The dark and moody scenes made the show worth watching. Movies like Fight Club, Inception and,
of course, The Matrix are just epic to me. PRINT COMPETITIONS

Although sometimes frustrating, print competitions are a great way to get a measure of your skills. We all know
about the person with the nice camera down the street who’s apparently a great photographer, according to the
neighbors. Putting their work through the rigors of a print competition separates the wheat from the chaff. Taking
criticism constructively is probably the hardest part of an image competition critique. You need to keep your
mind open and trust that many of those opinions are valid. Those are places where improvement can be gleaned.

If you would like to see what the best of the best looks like, pick up a copy of an International Print Competiton
Loan Collection book from the PPA’s annual competition. This hefty tome is an excellent source of inspiration
for just about every aspect of photography and a worthy investment.

We all hit creative blocks or get bored at some point, and I hope my list of ways to wiggle out of it comes in
handy. If you think of another remarkable example that works for you, reach out and let me know.

LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine

Scott is a conceptual portrait photographer based in Milwaukee, Wisconsin. Along with his
original approach to portraits, he excels at fashion and boudoir, and is an amateur body painter.
Shutter Magazine . October 2018

When he is not shooting, Scott turns his studio into a classroom where he holds workshops
on lighting, conceptual work and boudoir. Follow him on Instagram @sedetweiler and visit his
website at www.sedetweiler.com.
sedetweiler.com

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Image © Scott Detweiler

179
178
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FOR ACTIVE PHOTOGRAPHERS

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 TOP 10 TRICKS
Don't Fear Wedding Season To Edit In
Lightroom Faster
with Dustin Lucas

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 Top 10 Tricks to Edit in Lightroom Faster | Dustin Lucas

2. SIMPLIFY YOUR WORKSPACE

You know that feeling you get when you When you are looking at an image or a grid of them, seeing all the panels can distract you and take up a lot of
ÀQLVK D VKRRW DQG UHDOL]H KRZ PDQ\ KRXUV computer screen real estate. To rid yourself of these panels, simply hold Shift and strike the Tab key. (6) Repeat this
you now have to work in post? Wouldn’t it WREULQJWKHPDOOEDFNRUFOLFNDQ\RIWKHDUURZVWRLVRODWHDVSHFLÀFSDQHO7KLVLVXVHIXOZKHQ\RXZDQWWRHGLWRQ
be nice to just import in Lightroom, click a a laptop.
IHZSUHVHWVDQGH[SRUWÀOHV"7KDW·VWKHSRLQW
RI /LJKWURRP·V HIÀFLHQF\ EXW WKHUH LV VRPH I also like the Lights Out tool when I want to zero in on an image. Tapping the L key in Library or Develop mode
DGGLWLRQDO ÀQHVVLQJ UHTXLUHG WR HQVXUH \RXU pushes away everything except the image. You can now check your exposures against a solid black background. I
images are consistent while maintaining your like to cull images in this mode to help keep me from being distracted with all the crap in Lightroom. (7)
look and feel. Here are 10 tricks to help you
get through this grueling season and edit faster.

We start with prep: smart previews,

preferences and simplifying your workspace. 1
Then we move into Develop and look at
auto tools and sync settings. We will cover a
lot of ground quickly. Match total exposure
with shifting sequences of images along with
the White Balance selector tool to get things
started. Turn on white and black clipping to
make sure you’ve got a nice dynamic range.
The next best thing to auto tools is the Target
Adjustment Tool for HSL and Tone Curve. We
can get local with the Gradient Tool and toggle
our Erase brush. Last but not least, I walk you 3 5
through the Crop tool and how to navigate
through multiple images faster than ever.
2
1. EDIT SMARTER WITH SMART
PREVIEWS AND PREFERENCES Working in Lightroom Classic, everything I need is under
Performance. Here’s a Lightroom 101 tip. Turn off the setting Use 4
Graphics Processor, which is likely the reason your catalog has been
)LUVWWKLQJVÀUVW\RXJRWWDZRUNZLWKVPDUW
dragging. Set your Maximum Size for Camera Raw Cache Settings
previews and tweak your preferences. (1)
to around 100GB—you’ll thank me later. Most importantly, check
You can build smart previews at import or
the box next to Use Smart Previews instead of Originals to take full
after; I recommend doing it at import so
Shutter Magazine . October 2018

advantage of these once they’re built. Take this to the next step and
you can go have coffee and come back in an
ditch the Original by Updating File Location and choosing where
KRXUDIWHULPDJHVÀQLVK7KHVHDUH
the Raws aren’t saved. Now we are ready to simplify things when
DIUDFWLRQRIWKHVL]HRI\RXU5DZÀOHVDQG

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we edit. (5)
you can quickly run through your images.
I disconnect my Raws many times when
doing my Color Corrective adjustments. (3)
Here are the preferences you need to tweak
as well. (4)
6 7
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 Top 10 Tricks to Edit in Lightroom Faster | Dustin Lucas

8
4. SYNC DEVELOP
SETTINGS

Many of us use presets, which are essential

to editing fast in Lightroom. When you
make individualized adjustments in
Develop, you need to be able to quickly
copy and paste these adjustments to images
in the same scene. It’s simple to do—
3. USE THESE QUICK-CLICK MXVW HGLW WKH ÀUVW LPDJH DQG VHOHFW DOO WKH
AUTO DEVELOP TOOLS remaining images in a similar sequence.
9 Then hold Shift and Command while 12
I am not an auto person. I rarely use auto, but it’s VWULNLQJWKH6NH\7KLVRSHQVDPHQX
important to know how to break the rules and utilize where you choose which settings to sync.
these features to save time. Auto Tone is garbage and I I recommend always unchecking Local
stay away from it, but I will hold Shift and click on the Adjustments, Spot Removal and Crop. (13)
Basic Panel tools to get a quick glance. (8)
Be sure that Auto Sync isn’t turned on.
Hold the Shift key and double-click any setting that With Auto Sync, anything you select will
would normally be adjusted during Auto Tone. These automatically sync to the adjustments made
include temp, tint, exposure, contrast, highlights, after selecting images. So if you edited
shadows, whites, blacks, vibrance and saturation. (9) prior to selecting them, the images won’t be
These adjustments are based on the histogram as well altered until a new adjustment is made. (14)
13
as Adobe Sensei, and don’t affect skin tones. These 10
auto tools can be useful in some situations, but you Another great thing about Sync Settings
can’t always depend on them. (10) is it remembers your last settings so you
FDQ Á\ WKURXJK LPDJHV ZLWKRXW KDYLQJ WR
Shutter Magazine . October 2018

I am terrible with tint adjustments. Instead of relying reselect settings.

solely on my camera, I use my daylight rule. Daylight-

behindtheshutter.com
balanced scenes should be +10 in tint and, when using
auto, tend to go to 0. The process is similar for temp
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the colorcast visually, if that makes sense. If you want
auto white balance, hold Shift and Command and strike
11 14
186

187
the U key. But this won’t solve all your problems. (11)
 Top 10 Tricks to Edit in Lightroom Faster | Dustin Lucas

5. MATCH TOTAL EXPOSURE

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this tool. It takes your target images and matches
matches the overall exposure to the selectedd images.
mages. This
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Shift, Option and Command while strikingg the
h M key. This little trick goes a long way
the wa for
for situations where
where the
lighting shifts in a scene and you shoot manual
nual exposures and they are off in sequence.
man sequencee. (16)
(1

I have had success editing from images shot

shot in aperture priority or Auto
Au ISO to compensate
compeensate for the changing
ging light.
chang
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OO

6. USE THE WHITE

BALANCE SELECTOR
TO FIND NEUTRAL
17
To access this tool in Develop,
strike the W key to turn your cursor
into a color picker. (17) For the
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true neutral tone to click on. It’s
easy to know when it’s not neutral

15
because the entire image will shift
yellow, blue, pink, green, etc. You
can choose a wedding dress, but
it will mislead you into thinking

18
you’re done. A wedding dress is
not typically white, and when you
choose this, it becomes a starting
point for white balance.

Clicking on a groom’s blazer is

Shutter Magazine . October 2018

misleading because it usually has

a shade of blue or is actually blue,
as in this case. (18) This tool is

behindtheshutter.com
tricky and you must understand the
limitations to use it successfully.
Stick with neutrals and, when in
doubt, grab the highlights on the
16 bride’s dress. (19) 19

189
188
 Top 10 Tricks to Edit in Lightroom Faster | Dustin Lucas

20

21 a

7. SHOW HIGHLIGHT
AND SHADOW CLIPPING

You may have noticed the triangles in the

upper corners of the histogram and how 23
they relate to the edge of your histogram,
looking like a wall. This is due to highlight
8. USE THE TARGET ADJUSTMENT TOOL FOR EASY SYNCING
DQGVKDGRZFOLSSLQJ<RXFDQPRQLWRU
clipping by striking the J key to see blue
masked-over clipped shadows and red over 21 b This is a highly underused tool to quickly adjust HSL, Tone Curve and Black & White mixing. To access it, hold

the highlights. This can help you choose Shift, Option and Command while striking the H, S, L, T or G key. Then click in an area and drag the cursor up

exposures and recover tones. Another or down to adjust the image. This makes it simple to pull blue tones out of the dress or drop the saturation in the

shortcut is to hold the Option key while JUDVV7KHQ\RXFDQV\QFWKH&RORU$GMXVWPHQWVHWWLQJVWRLPDJHVLQWKHVDPHVHTXHQFH

Shutter Magazine . October 2018

dragging the white and black sliders to see

WKHFOLSSLQJRYHUODLGRQ\RXULPDJHDE

behindtheshutter.com
With auto settings, hold Shift and
double-click whites or blacks next to
the slider to adjust them just to the point
of clipping. This is the fastest way to
manually adjust image to image with a
22
190

SURSHUDPRXQWRIGHQVLW\

191
 0 Tricks to Edit in Lightroom Faster | Dust
Top 10 Dustin
s in Lucas

10. CROP AND STRAIGHTEN

Access the Crop tool by striking the R key. You can adjust the image with the tool in the panel and quickly toggle the
orientation of the crop by hitting the X key. Cycle between images by holding the Command button and arrowing
ULJKWOHIW7RVWUDLJKWHQKROG&RPPDQGDQGFOLFNDQGGUDJWROHYHOWKHLPDJH

24 25 26 27

9. USE THE GRADIENT TOOL WITH THE ERASE BRUSH FOR THE RESULTS
EASIER ADJUSTMENTS
These tips can make the difference between 10 hours of editing and two. Implement them into your day-to-day
Local adjustments can add a lot to your image, especially when applying a Gradient Filter to darken skies, editing to see if they can shave some time. You don’t have to fear wedding season. Own it with better editing.
ZLQGRZV DQG RWKHU EULJKW DUHDV RI DQ LPDJH  6WULNH WKH 0 NH\ WR XVH WKLV WRRO (IÀFLHQF\ LV LQ WKH
hotkeys, and toggling with the brushes is important to erase the effect from the faces of the subjects. Hold Shift
and strike the T key to access the brushes, and then hold Option to access the Erase Brush. You can sync these LEARN MORE.
Click here or check us out at
youtube.com/btsShutterMagazine
VHWWLQJVDQGPRYHWKH*UDGLHQW)LOWHUZLWKWKHSLQV7KLVWLSZLOOVDYH\RXDORWRIWLPHSHULPDJHIRUWKRVH
outdoor formal shots.
Shutter Magazine . October 2018

Dustin Lucas is a full-time photographer and educator focused on the wedding industry and
the academic world. After achieving his master of fine arts degree, a career opportunity opened

behindtheshutter.com
once he began working with Evolve Edits. Through teaching photography classes and writing
about photography, Dustin continues to expand his influence on art and business throughout
the industry.
evolveedits.com

193
192
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Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole
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Your Dream Studio:

Understanding & Controlling
Overhead Expenses
with Jeff & Lori Poole
196 Shutter Magazine . October 2018

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197
 Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole

DEFINING COST OF SALE

This month, we examine the other form of spending, cost of sale. Cost of sale includes all money you spend
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Cost of goods. 7KHLWHP\RX·UHVHOOLQJVXFKDVDFDQYDVDOEXPRU86%%HVXUHWRLQFOXGHDQ\XSJUDGHV

studio logo fee and shipping from your lab/supplier in this cost.

Delivery/presentation. Consider costs such as boutique packaging, delivery to client or shipping to client
as an additional expense.

Image © Indigosilver studio

Image © Indigosilver studio

HIGHER PROFITS THROUGH REDUCED SPENDING

In last month’s Business Corner, we discussed controlling one of the two types of expenses in your business:
general expenses, also known as overhead. Overhead is the money your studio spends to be in business,
EXWLVQRWGLUHFWO\WLHGWRDFOLHQWVDOH([DPSOHVLQFOXGHUHQWXWLOLWLHVRIÀFHVXSSOLHVDQGJHDU$ZHOOUXQ
Job-associated costs. Odds are that the job will cost you in some form. Common expenses include mileage to
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and from the shoot location, meals, props, client refreshments and location rental.
Limiting expenses in this way allows you, the studio owner, to keep more of what you make in the form
RISURÀWV
198 Shutter Magazine . October 2018

Merchant fees. These are fees associates with taking credit as payment via platforms like Square and PayPal.

To learn more about how to keep your general expenses under control, see last month’s article (September
Contract labor. 7KLV LV KHOS WKDW \RX KLUH RQ D SHUMRE EDVLV VXFK DV D VHFRQG VKRRWHU UHWRXFKHU RU DOEXP

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´<RXU'UHDP6WXGLR8QGHUVWDQGLQJDQG&RQWUROOLQJ2YHUKHDG([SHQVHVµ
designer. This is different from an employee, which would fall under general expenses.

Your time. In business, time is money. If you are not charging for your time, you are working for free. Let’s look
at this more in depth.

199
 Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole

YOUR TIME HAS VALUE

Time is your most valuable resource. It is the one

thing you can never have enough of, and it’s the
one thing you can’t order from your lab. In order
EXAMPLE COST OF
to understand why it’s important to charge for your
SALE CALCULATION
time, let’s look at a typical retail scenario. Let’s say
\RXRZQDFORWKLQJVWRUH<RXEX\DWVKLUWZKROHVDOH
IRU  DQG \RX PDUN LW XS WR  UHWDLO 7KH Here is an example of how to add up all of the
OLPLWLQJIDFWRURQ\RXUSURÀWVLVWKHQXPEHURIVKLUWV costs of sale for a given product.
you can buy. If you can buy more shirts, you can sell ´%XW,MXVWHGLWZKLOHP\NLGVDUHDVOHHSµLVDFRPPRQ
more shirts. 3URGXFW[3RUWUDLW$OEXP REMHFWLRQ'R\RXHYHUZDQWWRVWRSWDNLQJWKDWWLPH
away from your family? If your dream studio vision
Now let’s imagine that you make the shirt from HARD COSTS GRHV QRW LQYROYH \RX VDFULÀFLQJ \RXU IUHH WLPH DQG
VFUDWFK7KHPDWHULDOVWRPDNHWKHVKLUWFRVW QRW JHWWLQJ SDLG WKHQ DW VRPH SRLQW \RX ZLOO QHHG
but it also takes you two hours to make the shirt. to pay for some help. The cost for that help must be
Cost of album from lab: 
<RX FDQ QR ORQJHU VHOO WKH VKLUW IRU  DQG PDNH Studio logo imprinted inside cover:  ÀJXUHGLQWR\RXUFRVWRIVDOH
DOLYLQJ$WWZRKRXUVSHUVKLUW\RXFDQPDNHRQO\ Shipping from lab to studio: 
four shirts in a workday. Time, not goods, is your 3DFNDJLQJWRWHWLVVXHULEERQFDUG  When deciding on a rate, consider what you would
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Ship album to client: n/a WR  SHU KRXU IRU FRQWUDFW ODERU :KHQ \RX DUH
your time into the price of the shirt. Naturally, your
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made shirts. TIME COSTS, AT $30/HOUR When you’re ready to hire or outsource, that money is
DOUHDG\ÀJXUHGLQIRUWKHKHOS<RXFDQWKHQUHDOORFDWH
Similarly, in photography, time is our limiting your time to running your business.
([SRUWVHOHFWHGLPDJHVPLQXWHV $5
factor. Time limits how many shoots we can do, how 'HVLJQDOEXPOD\RXWPLQXWHV 
many images we can retouch, how many albums we 5HWRXFKDOEXPPLQXWHV  For more on outsourcing, check out the video with last
can design. Therefore, our product prices are going 3ODFHRUGHUZLWKODEPLQXWHV $5 month’s article.
to be much higher than those of Walgreens and
6KXWWHUÁ\ 7KRVH SODFHV DUH VHOOLQJ LQN DQG SDSHU TOTAL COST OF SALE $283
we are selling our time and art.

Tip: Make your Cost of Sale calculations easy by

If you are not including your time in your prices,
setting up a spreadsheet. View the bonus video at
you are working for free. The lab isn’t free. The
200 Shutter Magazine . October 2018

WKHHQGRIWKLVDUWLFOHIRUDKRZWRGHPR
camera isn’t free. The computer isn’t free. The
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<RXU UHWRXFKHU LVQ·W IUHH $W ZKDW SRLQW GLG \RX
decide you will be the only person not getting paid
for your photography?

201
 Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole

MANAGING COST OF SALE THROUGH MARKUP

If you’ve been following our last couple of articles, you’ll remember that we’ve laid out some basic
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of your budget left for cost of sale.

Image © Indigosilver studio

IS IT POSSIBLE TO REDUCE MY COST-OF-SALE EXPENSES?

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While there are limited ways of controlling cost of sale by cutting costs, it’s important to remember that
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Stripe are popular and convenient, they do not offer the best rates. Visit CardFellow.com, where you can
compare the rates of different merchants based on your needs.
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One factor that you can learn to control is the amount of time you invest in each job. Photographers have
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a wide range of time they invest in their work. Jeff and I have mentored photographers who spend over an
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202 Shutter Magazine . October 2018

LQ3KRWRVKRSDQGRWKHUVKDYHOHDUQHGWKHWLPHVDYLQJYDOXHRIGHVLJQVRIWZDUHOLNH)XQG\'HVLJQHU/HDUQ $284 x 4 = $1,132

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WLPHFRVWVGRZQ6HHODVWPRQWK·VYLGHRIRUPRUHWLPHVDYLQJWLSV

behindtheshutter.com
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some other number that makes sense to you.

203
 Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole

Image © Indigosilver studio

FOLLOW THE MONEY

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$1,132 Gross sale

$283 Cost of sale
$339 Allocated for overhead
$510 Net profit (you keep)

Many photographers are taught simply to multiply the product cost by four. Remember, the lab cost for the
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our cost of sale nor overhead goes down simply because we don’t account for them.
204 Shutter Magazine . October 2018

$720 Gross sale

Images © Indigosilver studio

$283 Cost of sale

$339 Allocated for overhead

behindtheshutter.com
$98 Net profit (you keep)

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the entire cost when determining your pricing.

205
 Your Dream Studio: Understanding Cost of Sale and Markup | Jeff & Lori Poole

Focal Length: 75mm Exposure: F/2.8 1/160sec ISO: 400

Image © Indigosilver studio
COST-BASED PRICING IS TAILORED TO YOU

7KLVPHWKRGLVFDOOHG´FRVWEDVHGSULFLQJµEHFDXVH\RXGHWHUPLQH\RXUSULFLQJEDVHGRQ\RXUFRVWV,WLVDQ
The first compact, fast standard-zoom perfectly
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\RXSURÀWDEOH,WLVQRWEDVHGRQH[SHULHQFHHPRWLRQRUZKDWRWKHUSHRSOHDUHFKDUJLQJ$IWHUDOOZH·UH matched for Sony full-frame mirrorless
building your dream studio, not someone else’s.

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pricing when you’re selling à la carte versus packages.

1H[WPRQWKZHZLOOGHOYHLQWRVRPHRIWKHVHÀQHUSRLQWV,QWKHPHDQWLPHFKHFNRXWWKHERQXVYLGHRIRU
tips on making your price calculations easy.
Crisp, vibrant images with soft, defocused blur background qualities.
Pursuing an unprecedented fusion of image quality, fixed fast-aperture, and
LEARN MORE.
Click here or check us out at compact size and weight, the new Tamron 28-75mm F/2.8 Di III RXD offers
youtube.com/btsShutterMagazine
superb balance when mounted on Sony full-frame mirrorless cameras.
206 Shutter Magazine . October 2018

Portray the world beautifully.

Just a few years after Jeff and Lori found themselves struggling to survive while living in the 28-75mm F/2.8 Di III RXD (Model A036)
basement of their studio, back in 2012, they are the proud owners of a brand-new home on the
Length 4.6 in. | Weight 19.4 oz.
coast of North Carolina. The owners of Wilmington’s Indigosilver Studio offer boutique boudoir
portraiture and wedding photography. They are also the founders of The Shoot Space, their
educational resource for photographers. Their Shutter Magazine column, The Business Corner,
is dedicated to helping you grow your photography business.
indigosilverstudio.com ONLY AVAILABLE AT YOUR
www.tamron-usa.com AUTHORIZED TAMRON USA RETAILER
final inspiration
photographer salvatore cincotta
image title scarlet
208 Shutter Magazine . January 2018

exposure f8 @ 1/100, ISO 100

Image © Salvatore Cincotta Photography

lighting profoto b10 with red gel
location city museum | st. louis, mo
gear canon 5d mark iv
canon 11-24mm f4.0L
 The power of small
Profoto B10

Size matters. That’s why we made our latest off-camera flash as

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