Being a portrait photographer is about building trust with your subjects, delivering an experience rather than a product, and setting yourself apart in your market. This week with Heather Anne Thomas is an immersive, shooting-intensive experience that can help you make portrait work a valuable part of your photography business.

You conduct practice shoots with individuals, families, business professionals, and even babies. In group critiques, Thomas offers valuable feedback on how you worked with your subjects and the communication techniques you used to make the shoot flow. Whether talking to a client on the phone, posing a model on location, or wrangling a large group for a family shoot, your success begins with great communication. Thomas discusses effective methods of marketing—websites, direct mail, email, source books, working with reps—and how each can drive customers to you. A team advocate, she discusses the value of digital techs, printing companies, accountants, and lawyers. Feeling confident in your team allows you to focus on turning customers into relationships, from consultation to delivery.