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Whenever possible try to hire a professional photographer to take your photos. They will have the proper camera and equiptment to make you look your best.
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Avoid taking up every guy with a digital camera on his offer to take your shots. Though they may be good intentioned the quality of the photos may turn off potential clients.
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Take with your photographer prior to the actual session. Make sure that you express the look and feel you want your pictures to convey. They will be your first impression to your clients so it is important to make sure that they are a true reflection of you.
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During the session work with the photographer as much as possible. Sometimes they will put your in positions that may feel a little silly but in the end will look really nice. Trust them.
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Bring any ideas that you may have into the session. Speak up. If you want an ass on shot let them know. You know what your best assests are so make sure that they are highlighted.
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It is tempting to hide all your flaws in your photos whether through positioning or editing. Remember no one is perfect. To much hiding and editing only creates issues for the client. The purpose of photos are so their are no suprises at the door.
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Be honest and put your true self forward.
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Take a variety of different photos. You nude, lingere, evening wear, sports wear, casual, etc... That way you have something for everyone. It shows that you have more then one look potentially attracting more clients.
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Request a copy of your photos on CD so that you have them.
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Try to change the photos on your site a few times a year. That way they keep to your current look and entice clients back to your website.