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Day 26: Marketing & Shooting - Independent Women Demographic

This is my favorite demographic because it's my demographic. It's about 30-50 with no children. This is the independent princess. She is a very strong shopping, marketing demographic world wide. Today I'm going to show you how I shoot her, how I market to her, and how I market to her three best girlfriends as well. This is about the girls day out, the cheese and wine, this marketing demographic is an easy target and such a great demographic to shoot. Hi everyone. We've got another marketing and shooting challenge for you and this is the 30-50 demographic. Now the four demographics that we are shooting family first, anybody with a child that is. 18-30, girl power. 30-50 with no children, independent woman, and then 50 plus. This is my, also, my demographic so 30-50 no children, independent woman. The independent woman can be married but unlike family first, a woman who is married with no children is still at the top of her shopping list. And so the 30-50 year old demographic is one of t...

he biggest spenders of all four shopping demographics. She rivals only the 50 and fabulous. This demographic is also the biggest spender she also is more inclined to have the real handbag over the fake handbag, and she's also likely to be in debt. She spends 120% of her income internationally. So this demographic is the biggest drinker of all four demographics and the biggest exerciser of all four demographics. Her lifestyle is all about balance. She's going to play hard, live hard, shop hard, and then she's going to work hard on herself too. So this is an interesting demographic in the sense that, she's a big spender and she will drop money on portraits, she will drop money pretty much on anything. If she feels it's going to serve her. Now this woman comes with what is called, the inner circle. Okay more dominant than the 50 plus, in the sense that her inner circle of women are also independent women. And if she is this age group with children she is out of this demographic, so my demographic is interesting because I have friends with children and I adore them, and they're my best friends but ironically I tend to now, spend more time with other women in my demographic without children. So my family first friends are still part of my life but my independent woman friends spend more time with me shopping. Now this group of women, this demographic of women make big ticket purchases. We can go and buy $40,000 cars, on our own, we can buy our own home, and we often talk to our girlfriends about what we're buying. This demographic is really interesting because when you invite one of these women to a studio, you get five of them. And definitely get three. So every one of these women come with another two independent woman at least. And whatever one spends, the others will match it. Without doubt. This is how I market to this demographic. So four shopping demographics. Women speak on average 10,000 words a day. Men speak on average of 2,000 words a day. This is why women are the best networking marketers in the world. We love to tell stories, we love to talk, we have 10,000 words that we have to get out. That's why when we share them with our girlfriends we make easy networking targets. Right liberated lady, this woman is independent, she is all about the sister best friend. Okay my best friends are like sisters to me I call them my urban family. If I was having a photo shoot I would go to that group of urban sisters way before I would think of anybody else that I would like to be photographed with. I market to this group by doing the wine and cheese and then go out for a gorgeous dinner. You get your hair and makeup done. This demographic is more finicky about her hair and makeup than any of the other demographics, but she's also the one that really loves to have beautiful portraits taken. This is probably your best boudoir client without doubt, and she's sexy. 30-50 is that sexy age, you start leaving behind that younger body but something happens in your sensuality. It's such a neat age group to shoot, not only as a group of women but individually as well. I really love the whole movement women go through at this age, which is because you're worth it. You're looking after your body, do this for you, you're an independent liberated woman. That's definitely more of the marketing words that I use around this demographic of women. This demographic of women also traditionally easily come with a sister and a mum, and best girlfriends, best girlfriends, and I just find today's shoot, I asked four girlfriends I know, and this is the group of four best friends, so when I asked the girls to pose, I asked Keanna and Susan to pose. They brought in their other two best friends, Kathy and Ariella. Now these four women have been best friends, they've traveled around the world together, they know each other, they're all at their 40 mark. And this is so indicative of this genre of women and how much fun they are and how gorgeous they are. So today's shoot was about getting the girls to the studio and photographing them all individually so what you see is a glimpse of that today because those shoots take longer. When I've got four women in the studio there's definitely a logistic that goes on so let's talk about that. Today's four girls all come in and have hair and makeup done now the majority of the time, I will have two makeup artists for a shoot of four women because I find if I was to do hair and makeup an hour each for four women, it would just take too long. The fourth one would be in hair and makeup and the first one would be two hours out of her photoshoot. It's just too long. You have to either make them pay the extra, or you have to take the extra money, educate them really well, and then get them in so they can be made up two at a time. Then the first lot come off, so if we start doing makeup at nine, the first two are ready at 10:00 and the second two are getting their hair and makeup done. At 10:00 I'm simultaneously shooting two girls and then as they finish, I'm simultaneously shooting the second two. This age group is a responsible age group. It's a great age group, I tell them to bring in wine and cheese. I market it as a wine and cheese day and then go out to dinner looking gorgeous or a late lunch, or go shopping in the area, and then I get them to come in and I do their individual shots. It's very important that I'm creating a folio for these girls. And exactly the same with the 18-30 year old demographic, if you're gonna advertise for them as a group remember don't shoot them as a group. Shoot them as individual girls but they are there to create the experience of being in your studio together, so they get to laugh and have fun, they get to bring snacks, they get to drink wine, they get to tease each other, have their shoot done, get dressed, borrow each others clothes, it's such a fun way to shoot, but there are rules, you must make sure that you're getting them out of the makeup chair quickly. You must make sure you don't let them drink too much and you can be very frank about that. You must make sure you've made the time for four groups. So if I'm gonna shoot a four group, I will take the whole day to do that. I wouldn't do a morning and an afternoon shoot. I would just give them a double session. So you need to make sure all four girls are really educated about what you cost, so they're all there to buy portraits because collectively if they all spent $1500.00, then you've done a $6000.00 day, and that's an excellent turn around day and a great way to market, because every single one of those girls has a business, has a job where they work with other women, has a mum, a sister, another group of friends, family first friends, and they are a network, of another 20 women, so make that happen. At the end of the shoot get them all to put on a black dress or get them all to put on jeans and a black top and tell them to bring this so that you can have a group shot at the end. I use this group shot as leverage. I use it as leverage to sell more portraits. So what I do is I say to the girls, the voucher that Margaret got was for a $100.00 gift voucher I'm going to give all of you $100.00 to spend on photographs. They go "oh wow thank you so much" they come back in for their viewing, and yes I do like to break it down into groups of two if I can, not four. Four is very hard to sell to. It's very confusing. One person might want to take longer at looking at their images and the other three get a little bit annoyed. So break it down to one or two if you can. Then what happens is I allow them all to have that $100.00 gift voucher. If they got a gift voucher, if they've paid for the shoot then I don't. And then I give them that group shot if they buy. So I'll say to them, here's your gorgeous group shot, and really what I do is I focus on the best group shot so I try and do a shot where I head swap the best shot, and I just make sure everyone looks stunning, and I go "and here's your group shot", I maybe show two or three but one is fine, and then at the end the girls go "oh I love that" and then saying if you buy that folio then I'll give you a group shot of the girls for free and that's my incentive to make the group purchase. I've always done it, they love it. And then I give little wallet size prints to each of the girls of the group as well so they can put them on their fridge or in their purse and then they've got their girlfriends on the run so logistically that's how that shoot folds out and you get a glimpse of that today and the behind the scenes of seeing the four girls pose together and then their individual shots. The girls day out wine and pamper cheese marketing is just the best way to market to this group and really really enjoyable. Also you can ask them, would you like to be photographed with your boyfriend? Or your husband? Your best friend, your sister, your mum? Or anybody that you love, or all of the above. But as soon as you start opening up these avenues of marketing, it makes it a lot easier. So these girls are definitely on more of a movement. They love drinking wine, they love going out to dinner, they love shopping, they love buying expensive things, they love luxury products, they're an older group and they're a fun group and their definitely, definitely enjoyable to shoot. So this group is in a way, still connected to the 50 plus you see my mum is 65, I'm 40. So mum is 65 so she's out of the 50 plus demographic but well not really, she's still there. So I could still market to my generation as a mother and daughter. In fact out of all the generations everybody pretty much gets marketed to as a mother and daughter. It is one of the fastest ways to double your sale that I've ever found. That's why the mother and daughter shoot is probably the most popular shoot in my studio. So it's definitely one worth opening up to. I know that this sounds like a theme, once we're going through all the demographics I really think the most important part about shooting these demographics is logistically the difference between the four, and really that you are heading these four demographics, so when it comes to building a folio, I need you to focus on having a folio with 10 images from all four of these demographics. I need 10 young women, 10 50 plus, 10 40 year olds, and 10 families. And then it needs to be your style. There should be at least 40 images in there that really dominate in those four genres, and I need you to cross genres and cross demographics of all types of people. Hair color, ethnicity, age and weight demographics so that it is your most beautiful work but still the best folio that you can present to show people the diversity and skill that you have in your one genre. Okay, so who is your target market? This group. This group is my demographic, independent woman, any woman that's over 30 without children. Over 30 and under 50. She's a good strong shopping demographic, she comes with a group of girlfriends and she's lots of fun. Today's shoot was about these four beautiful girls here we went through the individual outfits. We chose three outfits each that really, really resonated with all three of them. All these girls brought in three beautiful outfits that matched them, that looked really great. We went through all of our outfits together, I shot them all on the brown background one after another and then I changed backgrounds to the black and then I shot them on the black and then I changed to the gray and then I shot them on the gray. I progressively took four portraits of each girl in different styles, and moved them and posed them and yes you could look at them and think that it's being repetitive, but the truth is, is everybody is a different body shape everyone has different hair, everyone has a different way of moving, and everybody has a different outfit, so it doesn't take much to mix it up and make them work their poses and just make them look and feel gorgeous. We finished off with a gorgeous shot of all of them together that's the one I'm gonna give away as their group shot, individual group shot freebie, and just like that I've photographed and marketed to this demographic. So working through your folio, making sure you're hitting all four demographics, I'm going to post a PDF that really outlines all four demographics, then each of the challenges have between three and five avenues. Now we're going to open up marketing for all of those to try and talk to. So we've got sub categories, and Ill make sure that this is very understandable. The 30 year old women has three, the 50 year old has three, the 18-30 year old has three, family first has five. Okay five avenues, so remember you can then break them into which ones so let's have a look at all four demographics, see which ones apply to you, if they aren't sure, it's not this one, not this one, I'm gonna focus on these two, then those are your two demographics, and then each of them has sub categories. Then we can start creating shoots, stories, marketing, blog, Facebook, and look for businesses, that support and market to exactly the same demographic. Look for groups, businesses, friends, networks, and you'll be amazed how quickly when you look out there, which demographic you belong to and how many more you can find of you, and how you can start incorporating these demographics, into your business for great marketing, getting bums on sets. That's it today, enjoy the shoot. And I'll go and create that PDF for you so that you can clearly define those demographics and start working towards marketing to them. So here we are at a party, and everybody does exactly the same thing. They say, let's post the girls. And all the girls line up, and they do their pose. And these are the big fundamental mistakes that we make and they're the same mistakes that people make in portrait studios all the time when they are taking photographs. So I'm gonna take a few photographs, everybody's front onto the camera, everybody's a long way away, and I'm gonna show you exactly what happens. So it's lovely girl, everybody beautiful big smile, yay. Okay so here we are here, and then what happens is it's like get closer together, everybody get closer together, and all of a sudden the two girls on the outside start looking horrible okay. So the two girls on the inside, they're like yay, I'm in the inside position, I look really hot. Okay so they're in there. The girls on the outside are looking really horrible don't know what to do with their arms, okay, so generally they try and do two things. They try and put them up into hourglass position which is here, and then everyone says roll in a bit more and then they all roll in and then the girls on the outside all end up with this, okay. So the girls on the outside end up looking like that and at the end of the day nobody's happy. Okay nobody's directing chins or where we're going with our faces, so everybody ultimately is all over the place. So when I learned to photographs groups and when I learned to photograph people, I learned some really amazing fundamentals. Let's have a look at them. One of them is, the girls on the outside straight away, we can fix that by bringing these two, bringing their arms in, so that you're not arms around them. So Susan and Kathy, you're bringing your arms out of the girls, and you're turning 45 degrees towards each other, then these girls, go into there. No straight away, everybody just went straight into a beautiful shape. The best part about this, is they can now actually get their hips together, because they're not shoulder to shoulder. So all of them can do that. Now Keanna is tall, so she can just relax down through one knee and just bring herself down just a little bit, or she can take her weight on her back foot and push her booty back, okay but either way, she can bring herself down a little bit more. And it just makes it easier for everybody to be nice and close. Okay now from here, everybody looks good when they've got their weight on there back foot. So Kathy and Susan, separate your feet like this, you girls on the outside stay still. And you two in the center just push your booty back that way. Okay as soon as the booty goes back the shoulder drops forward, the bodies open up and everybody starts looking really good through here. Now if you're gonna connect cause all the girls always want to hold hands we don't want to be on the choo choo train. So this is the choo choo train. Okay and Ariella, up. We're on the choo choo train, choo choo train. So what we're trying to do here is try to get the hands down so we want to get that nice angle there, and everybody can just hug in nice, and just come in low, and wherever they touch down, that's really important, cause we always look at hands. We always look at hands in images. Now everybody brings their chin to their shoulder. Alright chin to your shoulder, chin to your shoulder, chin to your shoulder chin to your shoulder. Not your shoulder, to your chin. So chin to your shoulder more Keanna. Okay once they all do that, have a look at this, in my view. So once they bring their chin to the shoulder then they stay in that position but just come towards each other, okay, so start. Now everybody's in now but Ariella. So Ariella come forward, and then come into Kathy at the top of your head. Now as you can see, all four girls have come in nicely here. Now everybody is to have their lips together and just a tiny little smile through the eyes. Wowza. Now, now you can get up here and direct. Kathy you need to tip towards Susan and you need to open your body towards Ariella. Ariella you need to come forward, because you need to be on the same focal plane. Now your chin goes to your shoulder and hips towards Kathy. Susan, you need to come forward ever so slightly or you two need to go back and towards Susan. So Ariella go back after all that. Yep now come towards Susan. That's it, now Susan come forward and Keanna come forward. So once I get all the girls on the same plane, Susan tip your head towards Ariella more but don't tip down, and Keanna I want you to open up here and bring your chin to this shoulder. Once I get them all lined up here, now everybody looks comfortable but Ariella, you're a little bit too forward in your hips so I want you to put your foot back, your back foot back, that's a girl. Now you look more relaxed to me, also I have a nice shape here, instead of predicting with the lower half, I have a nice booty shape there. Alright Ariella you need to come back in too. Now they can't see where they are. And this is where you control this. Okay Kathy likes to sneak forward to the camera all the time, she's the star, she likes to like, (laughs) okay so tip towards Susan, that's a girl, now bring your chin down, stop. Ariella come in, alright now they're set. Notice this as soon as I turn my back, I know one of them is gonna reset straight away because that's what people do so listen to my direction, okay and I know that you're gonna see my back but listen to my direction as I take these shots. Okay, Ariella come forward, she's the one that went back okay I'm focusing on Kathy J, I know I've got their faces there Tiny little smile through the eyes girls, that's it, that's beautiful. A little wee bit more, Susan, lift your chin up okay and come back to Keanna more with your chin. So Keanna, and sorry Susan, Kathy, you two on the outside, bring the girls in. That's it, come in nice and close, that's it. Ariella come forward a little wee bit more, and I love it how the girls on the inside instantly started working their shoulders. Ariella come forward. Okay, come forward with your chin, and then towards Kathy this way. So chin down, reset everybody, lips together everyone and let's start together, tiny little smile with the lips, and now a little wee, little bit more smile, okay gorgeous smirk. Beautiful big smile, I love it. Come on Keanna, catch up with everyone now. Okay fabulous. Now watch this, we can do a series of shots and now we can change them around. How about you two swap positions and you two swap positions? Just jump in straight away. All you have to do is change it up. Go to the outside, 'kay. Okay now, the two tallest girls are now in the center we can do two things. We can, weight on the back foot, you two. Okay, and then touch elbows in the front, and so there. Now you put your weight on your back foot but I want both of you to lean forward with your upper bodies, stop. So see as soon as we did that we slightly shortened them down. Now Susan and Kathy are a little bit shorter, so they're gonna come in behind and she's gonna be sitting in here a little bit lower but if these were sisters, I don't mind that so much. So Kathy you're gonna go weight on your back foot, you're gonna open your body up, that's it. And your chin's gonna go towards there. Now I don't mind so much that the girls in the center are taller, and if it was a family shot, Ariella bring your chin to the front, this way, that's a girl, now don't go in there too much. Nice and tall Kathy, nice and tall, chin this way first. Good girl, now, I'm gonna go back in front of the camera and I love this, the hands are different we've changed the whole dynamic of the group, let's have a look at this. Lips together, tiny little smile, this looks like an episode of Sex in the City it's always an episode of Sex in the City here. Okay tiny little smile girls. Oh my God, this is so elegant. Our hands are a little bit L shaped. Let's bring them down a little bit lower. So Kathy, that's it. Alright and if they're sisters, or if they're really close friends, link fingers, like it's okay the girls don't mind. It's such a great girl shot. You know link in, and then they can, yep through there working your shoulders girls, now snuggle in closer don't hide in the, can I come out of Ariella's beautiful big hair? Okay from here, now I just want that beautiful big smiles ladies come in nice and close. Hug each other in, nice and big smiley, close close. Okay pull apart a little wee bit more. Gorgeous. Now let's say I wanna get these two a little bit lower I just go, put your feet apart girls, tall girls in the center, they go down lower, okay I can't see the difference from hips up. Okay everybody bring their chin straight back to the camera and now we look like an Estee Lauder ad cause we've got four faces. Working your front shoulder, Keanna, and chin this way towards Susan, nice and tall Susan, that's it, come forward, chin out, and then come in to Keanna. Kathy, chin out, and Ariella, chin out and then come towards Keanna. So when you turn them square to the camera it looks more modely, it looks more fashion, all of a sudden they all working it and that side angle and it looks really gorgeous. Kathy I just need to bring your face in, stop. And everybody relax their mouth, give me their best super model face, holy moly. Relax mouths, lips together, tiny little smirk. Okay so what I'm gonna do now, is I'm gonna take one gorgeous little video and I'm gonna show you something that I really love to do. I'm gonna stop this camera, I'm gonna come forward. So what I'm doing, what I'm gonna do now is I'm gonna focus on the girls here and drop hands down lower girls, so that they're not so high, that's the one. Okay Kathy take your chin off Ariella, pull back a little bit, that's it, sit up nice and tall. Ariella bring your chin down to the front, that's it. So Ariella and Keanna come together a little wee bit more. Keanna come back, Ariella you come towards here. That's exactly right, and Kathy come in now. Alright ladies, what I'm gonna do is I'm just going to take a little bit off, just gonna reset my focus, okay, looks great, there it is. And what I want to do is, I'm going to just film a little sequence here and I want you to, okay, when I say go, I just want you to slowly all just break into a huge big smile, and then you can squeeze together and do a little bit of a laugh, and I want you to look at each other and really crack up laughing, and just do it as naturally as you can. You can make as much noise as you want but I want you all just to be looking at the camera first and once I start recording, you're just gonna go smile, and then you're gonna go laugh, and then you're gonna crack up laughing and you can move and you can look at each other and just like somebody's said a joke and I just want it really organic, really natural and just really big laughing and I'm gonna talk you through it Ready, nice big smiles, gorgeous, and we're gonna big crack up laughing, think about what Susan just said in the break, squeeze together, ah that's awesome okay, yay okay and stop thank you very much. Now what I just did then, was I just took a slow motion series, stay on, cause we're still recording, I'm just gonna record now. I took a slow motion series of the girls and now I'm just going to shoot some live shots here. Ariella bring your chin back to the front. Keanna and Ariella go towards each other, yeah that's exactly right. Kathy bring your chin out, come in closer, and chin down a touch, and ladies, I just want a tiny little wee smile, there, just ever so slightly, that's it. And I want another one, absolutely gorgeous, now I just want a beautiful, nice, big easy smile girls, from all of you. Gorgeous, that was beautiful. And now come in a little bit closer, squeeze in nice and tight, gorgeous, big smile there Go, love that. Okay now just a little fun series, I just want you to go together and just cuddle together nice big laughing one, yay. And I want one more, I want one more, and I want one more, that's it, perfect and one more, this way, yay, awesome. Thanks girls, relax. For me, I want people who are together in a group to be together as a group. I want them to find their own hands, I want them to fall into their own bodies. I want to guide them to have their chins working their shoulders working, their hands in the right place, but after that I want it to be all natural. Today's challenge is about marketing to this group of women. This group shot does not have to be traditionally an incredible shot in terms of a perfect shot. I asked these women to come into my studio as four individuals. I asked them to come in together to enjoy the experience as friends. I find people, this group of people, they don't spend a lot of money on the group shot. So for me, getting these girls into my studio, giving them cheese and crackers and wine, and a wonderful day, a beautiful makeover so they can go out tonight, have a great girls night is one of the best marketing genres I can bring into my studio. I want them to come in so that I can photograph every single one of these girls. Now every single one of these girls has a sister a mother, another friend, workmates. Every one of them comes with a network of 10, 20 other women that I can market to. I am selling this experience as a girls day out but what I'm doing is photographing every one of these girls and trying to give them the best portrait of themselves that I can do. Then I take an incredible group shot and I will gift that group shot to every one of these girls when they purchase. So this shot is how I entice them, this experience is how I brought them in, but it's the folio each one of them buy of themselves and yet the experience of being with their girlfriends today will make them go and tell every single woman they know, isn't that right? Because women love to tell stories, and women love to feel beautiful. This today, is what this challenge is all about. So get your girlfriends together. Photograph them like this and have a whole lot of fun. Remember limit alcohol cause girls do go wild. (laughing) Kathy do tabletop for me. Bring your hands out and then tuck your elbows back, yeah a little bit more. So elbows, so bring them out to the sides cause I can't see them, and then tuck those elbows right back. Long chin towards me, good girl, pushing down. And forward and down, that's it. Now just relax your mouth for me, stay there. And I just want a tiny gorgeous little smile through your eyes right there. Okay just stay there, one more. Okay you stay looking at the camera, I know I'm gonna look up at you but it's just cause I'm watching your expression pushing your chin forward a little bit more. That's it, stay there. Okay Amy I might get you to put a fan into here so just give me some really light fan up under there as close as you can get warm air, that would be great, to her throat. And where you go. Okay not too much smile Kathy so just relax your mouth a little, push your chin forward, good girl that's beautiful, I love that. That's perfect. Now from here elbows together, that's it. And then hold your elbows all the way to the end that's the way, long chin this way no no no no no, don't turn your body. Turn your body back where it was, that's a girl now long chin towards me here, and chin down. Now hold your elbows all the way to the end, that's the one, now just work the shoulder towards me, this one that's it, long chin, long chin, that's it stay there, perfect. Okay I'm just gonna go out of live mode so I can take more stills. I'll come into your frame Shawn, you stay on there. Amy, you're doing good. Push that chin towards me, good girl and down, down, down, stop. Wow, good girl, love that okay bring your chin out to me, ever so slightly pushed forward, drop those shoulders down Kathy that's it, and Amy, let's try and blow it like straight at that side there so I get a really good, oh I love this stay there. Try and blow this side Amy there, that's it Oh I like that wow. Chin up to me half an inch Kathy. Alright hon, I need you to tip your bum back like that. Stop, now push your chin towards me. You're doing this. I know Okay so relax your mouth that's the one. Little bit more of a smile, just a tiny tickle of a smile tiny more. Okay from there turn your back to this wall. Here, turn 45 degrees. Okay turn it off Amy Amy turn it off, then they can hear me. They can't hear me when the microphones on. Okay hands down, and I just want you to tip down the wall so walk away from me a little wee bit, stop. And then just touch the back there, and I want you to lean with this arm. Okay, there, that's it. Just push your body away, stop, that's it. Let me just grab that dress there. Now from here, just bring your chin around to me. That's the one. And Amy I'll get you to bring the fan in. Now people can't hear me on the microphone when the fan's on so I'll tell you when to start. This hand comes up onto your thigh and back, that's the one. Now you need to drop this shoulder down just your shoulder honey, don't move your hand. So keep that there, I'm gonna just, yeah. So take more weight on your back foot, back foot, your other back foot, that's it, perfect. And then bring your chin around to me now, stop. This is a really close beautiful shot. Okay pull your head off the wall and that's it. And now come around to me, stop, around to me, that way, stop, don't move. Good girl, okay here we go. Bring your chin around to me a little wee bit more, more. Stop, there it is. Nicely done. Okay Ames, alright here's, ah some light in here, some air in here sorry. You can come right up under. Little bit more smile, that's it, chin up half an inch good girl, right through the eyes, give me those eyes. And beautiful big smile girl high five, you're amazing Thank you so much Alright next so are you still going? What I'm doing here, is I'm setting up a scenario for the four girls and I've got all four girls to get into something sexy, and evening wear and I'm rotating them through so I can just keep shooting them. I'm going to try and get every sequence around three minutes. So that they can keep flowing and getting changed. Okay Keanna what I want you to do is just come up into cover girl, so hands up just on your waistline and maybe even a little bit higher. That's a girl. And I want you just to kick out onto one hip. So that's it, so whatever one feels the best and when you do that way, when you go this way, go back, just flatten your dress down, cause when you go that way it buttons up here so then take it down here on the side that's a girl now drop that shoulder down lower. That's it, so nice and tall with your neck and shoulders and then bring your chin forward and down stop, that's absolutely perfect. So right here, chin down a little bit more and give me those gorgeous eyes, there we go. So I'm going to do a cover girl series on the black v flex straight back so I'm gonna turn this off and pull this out and I'm gonna come up and freestyle that so that I can get up and move around. I'm going to look at doing a gorgeous cover girl with those eyes, so long chin towards me. Look down, that's it, and then tip this way with your head. Your eyes are going currently the same color as your dress, I can't wait to show you that, that's amazing. Okay from here, push that chin towards me, relax that mouth Keanna, and just do those beautiful big golden eyes that's the one, stay there. Now a little less smiley and more smiley through the eyes okay it's all about what's going on upstairs that's it, perfect, don't move. Okay from here I just want you to bring this hand down and around your booty. So it touches your thigh, it comes up a little and then your elbow just pins back here, that's it. Even more, so come to the outside and then long chin forward and down. That's it don't move, gorgeous, push your chin towards me a little bit more Keanna, and down and lots of smiles through the eyes there. Love that. From here do both, let's put both hands down and then like that, and then tabletop that one. So I can't see it, it's actually easier if you bend them up like this, both hands. Okay and then straight up to me and then pull those elbows back, elbows back, that's it now long chin towards me and down that's it, really pin those elbows back more more more more more chin forward and down just a tiny little tickle of a smile in your eyes now now bring your chin forward and down just a touch more that's it, stay there, locked down. And just give me a tiny little expression. I want that expression before I move on. That's perfect. Now from here I want you to come towards me and I want you to put your back against this wall and I want you to do exactly what you've just did then. Touch down and I want you to turn away from me with the shoulder. Okay more, so your whole body, that's it. I want to do that, I want to open this curl right here and I just want you to look back at me now so work that shoulder away from me, your whole body away from me, and bring your chin down here, now that's it and bring those eyes around to me don't move darling, chin down a little wee bit more oh that's so gorgeous Keanna bring your chin down a little bit more that's it, a little bit more, I know it hurts but it looks so good (laughs) Okay stay there, chin down a little wee bit more. That's it, chin down, and just bring your chin down and tuck right down that's it so I want you almost like, that's it, not quite so far that's it, stay there now. This is all about those ah don't move don't move okay now lift up a little, lift up an inch no no, lift up your chin and then stop stop stop relax your mouth, just give me those eyes, good girl, stay there okay now give me a tilt this was Keanna with your head stop, don't move anything this is absolutely gorgeous. Relax your mouth, lips together, okay let it fall down, that's it. I want to show you the difference between those two images. Now very gently forward, stop. There, turn around. Eyes to me, chin down half an inch, good girl working those eyes, I love that. Okay from here, I want eyes down huge big smile, laughing smile, big big big big, that's perfect, and from here I want you to lean back on the wall so keep your body pushed away, that's it and I want you to just to be in there and touch here that's it, don't move cause that shape in there is gorgeous long chin towards me, that's it, good girl long chin, eyes to me, completely relax that face to me Keanna. That's it, work those eyes for me I'm just gonna come in a bit closer and I want a gorgeous smile there, good girl that's beautiful chin around this way more, more, stop. Eyes to me okay bring your chin down, down, stop. I'm not too worried about that, cause it's the live show Shawn. Let's keep going eh? Alright long chin down. We're getting sirens here, sirens from down town this is all about expression, this shot for me Keanna relax your mouth, give me those beautiful eyes push your chin towards me just a touch, you got it. That was amazing. Oh I love my job. Last shot, killer! Okay let's go, keep going, we'll change you over. I'm just focusing here, I'm gonna do a live view focus so that you guys can see how I'm gonna pose here cause what I love about this shot and this dress and this color is what's gonna go on here. Okay Susan it's really important when I move you that you don't move towards me or away from me, that you sort of stay on this plane. Okay and what I want to do first is let's just start really simple. I just want your hands to come onto your thighs and go outside and then pin the elbows back a little that's it, and then your chin comes all the way forward and down. Okay this elbow needs to go all the way around so that needs to go to the outside of your thighs if you can get that around, that's it. Now don't pin your shoulders back cause it's really important that you bring them forward and drop them down, so that they're not too high. Long chin towards me. So I love when people start moving their bodies how different things happen you know they pin their elbows back and then their chin goes in, so just watch all their movements. Now chin down just a touch tiny little smile through the expression through your eyes good girl that's where we're at and then what I want you to do is I want you to hold your elbows across here, so under your boob line, that's it hold them nice and on the corners, right there so right through and through, that's it and I just want you to turn don't move back or forward, just turn and bring your chin back, all the way back so work the shoulder forward, okay now I'm gonna do a simple movement here where I get her to go side to side. So I'm going to start recording live view so I can come in front of here and you can watch this from Shawn's angle. So that you can see what I'm gonna do because I really like that but I want to show you how I can work it I just, elbow, just give me your elbow, just your elbow. Okay that's it, now come back on, that's it now work the shoulder. Okay so when she was where she was her arm was too flat and forward so all I did was bring her elbow back towards me so that she could work her shoulder forward then I come right into here, push your chin forward and down, down, down stop. There we go, alright. Now I'm just gonna move around here now some people do this really well and some people don't so Susan's fully upright. She's got a good posture here. So I'm going to move her around a little bit because at the moment she's holding up like this so I want you just to push your bum back that way and what that does then, is it brings the opportunity to bring that down, a little bit more, that's it so when I bring her back there, she tilts into the shoulder. Okay open your shoulders up to me and stop. Open your shoulders up to me, open your shoulder up to me. Open your shoulder up to me and bring your chin this way alright, stop. Okay now chin down. Now open your shoulder up to me more, that's it now bring your chin down, that's it, nice. Okay from there I want you to turn this way all the way around and I want you to kick back like that so give me lots of shape. Hold your elbows, come back down there again let that fold in actually, that hand can just go away and I just want you to go upright, okay and long chin that's it, stay there. Okay keep that out, open your shoulder up to me again. Just open your shoulder up. So don't just pin your shoulder bone back open like that, that's it now let this hand go down the wall and we've got good space there long chin towards me and down this way that's beautiful, right good girl okay from here just a tiny bit more sparkle in the eye that's it, gotta give me just a tickle in the mouth chin up don't get too low that's the one, stay there okay now you're eyes are going the same color as this dress notice I'm shooting right on her eye line I'm gonna come down a bit lower oh that's absolutely beautiful chin up half an inch, good girl okay now, I just need a little bit more smile on your lips okay I've just got to believe it bring your chin this way, I'm gonna come in closer and I'm gonna hit this here, chin up half an inch that's gorgeous right there and now I just want you to change the weight on your feet to your back foot and I want you to tip back and I want you just to touch here, on there and I want you to just bring your shoulder and chin that's it don't bring that shoulder forward too much that's it, chin down just a touch good girl, that's perfect working those eyes and then turn, stand, and turn towards actually stay there, chin down now okay if I'm gonna do that, that back arm just needs to come forward Susan so your back arm, your left arm, yeah the left arm just slide it forward, that's it that's it, stay there cause I could just see it poking through the back and shoulder up just a little bit in the front that's it, stop and then turn to the front and just do cover girl just like that so elbows out, on that waistline, long chin lifting up I'm just gonna straighten you up and then long chin pushing forward, and down, down down, down down down stop. There it is, right there, good girl, gorgeous. And chin down a little wee bit more and just a little bit less smile in your mouth and more in your eyes you got it, that was perfect, good shift that was a really neat transition to see so I'll make sure that we put these up side to side thank you very much. Okay I'm gonna show live view here so try not to move too far off your spot. Let's just do this again, when your hands come down that's it, and your elbows tuck in nice and tight. I want a long chin towards me Ariella, don't move. That's gorgeous. And just bring your chin back this way and not too far, come back again, that's it. I'm going to just readjust sorry. To here cause I'm not front onto her. That's the one. So this is my typical cover girl, loving that chin down just a touch, relax your mouth and give me those beautiful big eyes, that's a girl now lips together and just a tiny little wee smile. That's cute. Okay I want little wee bit more smile than that so just a little wee, that's it. Gorgeous. From here I'm gonna come off and one thing I'm gonna do with you before I do is I want to show you this transition. I want to show you looking over the shoulder. So turn, just don't move off the spot so just turn away, that's it, and bring your chin back to the spot. That's it. Now shoulder goes forward, alright, and chin goes down eyes into here. That's the one, and so here I'm gonna take a shot and then I'm going to start I do something every now and then when I turn this transition so what I'm gonna do is now move this way, and then just spin all the way the other way and just look over your other shoulder, that's it, and do it again, okay. And I kind of do a quick change, so do it again. That's it, and stop, big smile, and do it again. And this time look down to the floor, that's it and do it again, and this time look down, big smile. That's it, and then come back again, and this time hold your elbows. So I often do this, let's have a look at the series so that we can go through and just see if that looks good. I do that because sometimes its really good to get people in a slight movement, and it sometimes really works. So I'm gonna take off live view and I'm gonna come up close and I'd love to get a fan in here so I'll just organize that and see if I can get a little bit of movement in Ariella's hair. Okay so what I'm gonna do is elbows down, flat against your body, and work the shoulder. Okay don't put your chin down too far okay. I want you to bring your chin up to me now work the shoulder forward instead, good girl, stop. And from here chin down just a touch. That's the one, chin down a touch more, that's it don't go down too far from your chin, back towards me that's perfect, stay there and turn back to me now, oh I let my exposure get too low there and then I'm gonna shoot this horizontally so from here I need you to turn your shoulder away stop, and then give me a tip down with your chin. No the other way, away from me, good girl, stop. And I'm just gonna come in this way. And I just want you to give me a tiny little that's it. Stay there I'm gonna open this up and I'm gonna put some air into here so give me a tip forward more, that's it, stay there. Tiny little fan. Just tip this way and relax your bottom lip, good girl. Okay turn directly towards me and then just go elbows back, nice and long, okay and just relax your mouth. Okay Amy I will bring this forward and I will take two shots and then you can come in. Chin forward and down, down, down, stop. Half an inch up Ari, half, that's it, go up a bit more. Okay lips together and now just relax your mouth that's it, little wee bit now chin down, go Ames. Okay lips together, not so much, that's it beautiful, good girl, that's perfect expression okay lips together and tiny little smirk nice, easy smile, love it. Okay from there go back against the wall just lean back with your shoulders, that's it come down the wall a little wee bit more now kick out, what you were doing was good but just come away from there. Don't come down, come away, keep that leg straight. Yeah that's good, that's good. Okay hands there, now chin around to me now okay I may not need a fan here Amy, I'll try. Long chin towards me Ari, stay there, up a little bit more stop, relax your mouth. Okay Amy you can put a little bit of air in here just stay off the wall a little bit this way come forward, no no no no. Did you hear? There you go don't move. That's it, that's it. Okay chin around to me, that's the one. That's beautiful. Awesome Amy perfect. Okay lips together, oh good shot good girl bring your chin around a bit more and down, stop. Chin up half an inch. Just bottom lip down, chin down a little touch. Not to much with the bottom lip. Good girl that was perfect, thank you absolutely perfect. So just like that, flowing sequences keep them three, four minutes maximum. Keep the girls moving out, and then they get changed and then they do round two, and then they get changed and then they do round two, done.