Tips on running portfolio-building model calls
I consider portfolio-building to be a pre-launch business activity, so treating it as such helps you get into the mindset that you eventually need to launch a business. Many of the steps to find models will be the same to find paying clients so it's a good starting exercise. What I will emphasize is that a model call needs to be approached with that business mindset, to ensure it does what it’s meant to do - give you shooting experience and provide you with a solid portfolio that will help you transition to paid work.
I often see posts of model calls that are really casual - a post on a Facebook page that goes something like “Free session! Looking for three families…”
And the reason I see them is that the photographer posted in a photographer’s group, saying they either didn’t get any bites (even for free sessions), attracted problem clients that asked for exceptions, or the models did not meet the photographer’s true vision of what they were hoping for or wouldn’t cooperate.
The reason photographers tend to encounter problems is because they didn’t craft the model call with a business mindset. More of a “I need photos for my portfolio” that aren’t friends and family, so that they can get to charging. It’s the ambiguity of these casual calls that seem to become the most problematic.
When people see an offer for a free photography session, they think about it from their perspective - great, we need a refresher on our family photos and we don’t want to pay for photos or don’t have the budget and here is this offer landing into our laps! There is a sense that it is their photo session and that sense of ownership can make them try to orchestrate the experience they want, rather than falling into the experience you want. Yes, it’s a session for them, but the reason for the session is because you need something. It’s a key difference and the call has to be positioned properly, or you can get any number of wild cards that will make it hard to get what you need. How to avoid this? Ensure that your communication and positioning for the model call super clear - set those expectations! It’s more of a job application than a free offer.
Things to consider when planning a model call
Timeframe: You don’t want to portfolio-build in perpetuity. An end date for this pre-launch activity is great so that you have a goal to work towards and then get to the next phase of launching your business and taking payment. You can always add another call down the line when you have downtime, want to explore another genre, or add a new service offering.
How many: Don’t leave it open-ended. Give yourself a limit and keep it reasonable. It’s better to focus on a few calls that will give you incredible results, than trying to photograph 20 sessions that make you rush or get overwhelmed. Take time instead with a select few, to really get done what you’re hoping to do.
Types of models: “Looking for families” isn’t specific enough because there are dozens of variations of family units. You don’t want to waste your, or other people’s time, by asking for submissions that aren’t what you’re looking for. I encourage you to give this some thought. It’s easy to think you need any warm body because you are new to the field and still unsure and it’s hard to start working with strangers. The ‘anyone will do’ is mostly an approach fueled by fear and uncertainty. A business that knows its audience is a business that is setting itself up for success, because it can be very targeted and thus optimize booking potential and profitability. As I heard recently in “Piranha Marketing” by Joe Polish, who at one point worked with Hair Club for Men - a guy with a full head of hair will not be interested in this product/ service! Be brave and think about your ideal photoshoot and try to make that happen with your model call.
Context of the photographs: Describe the type of photographs you are looking to create. If you want active children for fun and unpredictable moments, then people applying who have newborns that don’t do more than eat and sleep won’t be the right fit. Or if you really want something out in nature or adventurous, say it. You don’t want to field inquiries with people insisting on the session in their backyard, or mom is 8 months pregnant and tires easily, where you imagined going for a hike to a local hill to try and incorporate some terrific views or water features.
The offer and campaign: Decide how you will structure your model call.
How will you accept entries? I suggest using a form like Jotform so that you can easily gather information all in one place. Make sure you are capturing all information you need, and specifying the expectations of the call.
How long you will accept applications for? Give a closing date wherever you are advertising; it helps you know when you can take the next step and it also creates a bit of urgency on the client side.
What is required of the model/ model family for the photoshoot? Specify wardrobe requirements, wardrobe no-no’s. Ensure they are comfortable with the theme/ context - hiking out to a remote place, driving into the city, etc.
When will the session(s) will take place? - both season and time of day. List their required availability terms (i.e. if you need golden hour they cannot do 10am)
Where will you post this model call? It’s important to diversify your marketing beyond a single dimension, like Facebook. Do you have an email list of a few people who helped when you were learning - friends, family? Blogging, other social media, paid ads, word of mouth, offline advertising like reaching out to other local businesses that serve your target models?
How you will communicate with potential clients? What will they receive - a full complimentary gallery? A certain number of image and the rest for purchase (be careful here - make sure you are doing things the right way with declaring income and charging taxes if you take any payment!)
What will they be required to provide in return? Will they be required to submit a testimonial? Will they be required to be social media ambassadors of the session? For example if you want a lot of social media championing, that the models selected have active social media accounts with a good number of followers. Make sure to communicate that a full model release is signed, and that they understand what that means. Ensure that consequences/ rules of engagement are clear. If after the fact, clients prefer privacy (it does happen - a few photographers have said clients have changed their minds because they don’t like how they look in the photos) then they will not receive the deliverables promised - either the images are archived, or they must now pay full fees.
What might you do with the other entrants? Don’t leave this opportunity on the table! Even if some applied because they just wanted a free shoot and won’t become loyal clients, you still have them partially engaged with you. Craft a ‘runner up’ offer with an introductory and special price for them as model-call participants so that you could get a few of them to book when you do finally launch, or keep them on deck for another model call they may be better suited for.
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final thoughts
People need to see things often, so think frequency on the platforms you choose, and it needs to be enticing and clear on obligations at the same time. If you don't get bites for free because people pass it by, creating a more formal offer may help - remember the business mindset - because people see it as a serious business activity rather than a hobbyist just informally looking for people. Instead of just a post, create a graphic in Canva, or create a separate sales page on your website to lead them to. Or, offer something like a gift card to a place where your ideal client may enjoy, to be given only once all requirements of the model call are fulfilled. Sometimes you need to do whatever it takes to get people in front of the camera. It it a cost of doing business to launch you to where you need to be. A favourite expression of mine is “start as you mean to go on.” You don’t want to put a ton of work and effort into something only to have it go sideways and derail you from your goals. If you put this kind of serious business mindset behind this pre-launch activity, imagine how much easier it will be down the line when you actually have to start finding paying clients. Pave the road now, so you can eventually drive off into golden hour!
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