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Lifestyle Family Photography

Lesson 30 of 31

Sales Techniques That Work


Lifestyle Family Photography

Lesson 30 of 31

Sales Techniques That Work


Lesson Info

Sales Techniques That Work

We just recently started doing this, and I think it's helping. At the time of your session, book your sales appointment. Say, "Hey, I'm gonna have your shoot "edited on this day," right? So this way, not only are your clients not wondering when their images are gonna be given to them, you know? 'Cause you always feel so bad if people are emailing, "Hey, it's been four days; where's my pictures?" And you're like, "Oh, two more weeks." So just kind of, you know your schedule. This is how I recommend implementing this. Once you get 100% caught up in all of your editing, which I know is very difficult for a lot of us to do, right? Once you get totally caught up, do your best to do that. Start shooting, and when you shoot, say you shoot somebody on Monday, start looking at your calendar and write it in the calendar, I'm gonna edit this person on Wednesday. And tell them. Every single time you book your client, also in your calendar write down what day you're gonna edit them. Because then yo...

u know you're not gonna be overexerting yourself. They're gonna know what's happening. And that way, you actually have it in the calendar. You know, there's times when you have 10 shoots hanging over your head. You're like, "Oh my gosh, when am I "gonna get these 10 people done? "Oh wait, it really isn't that far off. "I have a schedule the next two weeks!" But at the time, you're looking at 10 shoots, thinking it's overwhelming, and it's not good for anybody. So my recommendation is, book your session, write what day you're gonna edit them on, and then book your sales session a couple days later. When I edit their session, I send it out in ShootProof. They have two days to look at it, and then we do our ordering session. Some people need longer. If they want family members, they're like, "Hey, we're doing this big order. "Can we have more time?" Sure, you know? You're not going to say no if they want other people to come order things. And at that time, we talk about would you rather come in to do your session? Or do you want to do it on the phone? I kind of give them that option. I'm not a high-pressure salesperson. So we were thinking about having Kenny doing the sales, but everybody wants my opinion on things. So that's kind of a hard thing to force him to become creative like that. So I've decided just to still do the sales. And I know a lot of husbands do the sales, that are husband-wife teams. It's just not gonna work out for us right now. So if they know ahead of time. And also, the biggest thing is, when you're going into your shoot, you're gonna know what they're gonna kind of want to be ordering based on their questionnaire. Some people say that they're gonna for sure order an album, or they want their digitals. And some people say, "I only want my digitals. "I don't want prints. "That's the end of it." And you have to respect that, right? All you can do is guide them to the best place to print. And I always tell people Mpix, okay? Mpix, for me, is where I send all of my clients to print on their own. Okay, so have options, too, for affordable books. This is another thing. There's some labs out there, like Artifact Uprising. They're amazing, amazing. And I send clients there for a more-affordable book if they don't want to get a book through me. Because those lifestyle clients, you want them to have all their images. And if they can only afford at this time, Artifact Uprising. If they can only afford digitals right now, then give them places to take their digitals to get products. Don't reprimand them for not buying products through you, because that's not fair. You have to do what's in their budget, obviously, and give them options. So start researching options where you can send people to get different things. 'Cause that's fair. A lot of people get books at Mpix, and obviously there's gonna be different qualities of different labs. Like, the professional labs, you know, ProDPI, all of those places, Miller's, all of those have high-end, high-end products that clients can't get on their own. But that's okay, especially for lifestyle sessions. Books are so important because you get everything in front of you. You're gonna have it there. The kids can look at it later, flip through it, and then encourage them. When people get their digitals through me, they get 20% off any prints or any canvases, because I want them to print. So I'm trying to encourage them to print. So if you get your digitals, you get 20% off prints automatically. And that always encourages them, 'cause there's always the one picture that they love, that they wanna splurge on. And so that gives that to them, if they're one of your more budgeted clients, okay? I'm just not a salesperson. I want people to have what they want, but I want them to have all of it. 'Cause I want them to have their pictures. 'Cause I love them all, so they're gonna love them all. You feel bad when people have to pick, you know? 'Cause it's like, you shouldn't have to pick. Okay? Well, I think it's awesome that you have that personality. But I just wanna, what you've been teaching is that you have all these efficiencies that allow you to be able to give them that many files and that many products in the way that you've set everything up. Yeah! And so I think that's really important, that it's very strategic. It's not just like, "Oh, I wanna give everyone everything!" No, goodness no. So just wanted to comment on that. Before I was at this point in my career, when I was hand-editing everything, things were much different then. Things were much different then. But we are very time efficient now. Iris has saved me, Iris Works has saved me so much time. Just storing everybody's information in there, getting the invoices sent out and paid immediately online and going straight to QuickBooks. That is crazy to me! I never thought I could do that years ago. It's just so much faster. And if you don't wanna do in-person sales, you can, ShootProof, you can go ahead and load your images. They can order everything right there in ShootProof, and you don't have to deal with them, you know? It's up to you. It depends on how much time you have, you know? In-person sales are not for everybody. There's no right or wrong way to do anything. You need to do what's right for you and your family and how much time you have.

Class Description

  • Capture authentic lifestyle family images
  • Plan for a successful lifestyle session
  • Create genuine interactions even with the littlest family members -- and pets
  • Edit for beautiful skin tones and stunning portraits
  • Build a successful lifestyle photography business


If you're looking for a portrait photography class to master studio lighting and perfect posing -- this isn't the class for you. Ditch the stiff, boring portraits and create genuine smiles and real family moments in Lifestyle Family Photography with Emily Lucarz. Learn how to create memorable images of real family moments.

From planning the shoot to post-processing in Adobe Lightroom and Photoshop, dive into the world of lifestyle photography. Learn how to tour a home while looking for light sources, then use window light for bright, beautiful images. Gain techniques to create genuine smiles from kids. Determine the gear you need, from great portrait lenses to cameras.

Whether you simply want to take better photos of your own kids or you want to build a career in lifestyle photography, this class provides the foundation. Learn lifestyle portrait photography alongside one of the Midwest's most in-demand family photographers, the engaging and fun Emily Lucarz.

For photographers turning a passion for family photography into a business, gain valuable insight into creating portrait packages, setting prices, and displaying your work. Learn how to build your portfolio and how to manage a photography business.

  • Budding photographers ready to turn a passion into a profession
  • Parents that want to capture better images of the everyday moments
  • Professional photographers ready to do more with lifestyle images


Like many family photographers, Emily got started after her first son was born. Now nearly a decade later, Emily is one of the top family photographers in the Midwest -- booking often nearly a year in advance. She's known for the way she works with young kids and families to create genuine interactions, along with capturing fun perspectives. Emily's charisma and easy-going teaching style has allowed her to lead workshops across the U.S. Learn from Emily right where you're at in one of CreativeLive's top-rated lifestyle classes.


  1. Class Introduction

    Learn what to expect in this class in this quick intro lesson. Get to know your instructor and dig into why authenticity -- and lifestyle portrait photography -- matters.

  2. What is Lifestyle Family Photography?

    An easier way to think of lifestyle photography is life-inspired photography, Emily says. Dig into what lifestyle family photography is, why it matters to the client, and why the genre is beneficial to you, as the photographer.

  3. How to Get Started in Lifestyle Photography

    Photography's which-came-first-the-chicken-or-egg question is this: How do I get started if I don't have any images in my portfolio? Emily walks through the essentials to getting started in this must-watch lesson for beginners. Learn when it's okay to use photos of your own kids, the best ways to practice, and why you don't need a Pinterest-worthy home to create great lifestyle images.

  4. How to Market to Your Ideal Client

    How can you market your work? In this lesson, Emily goes through different marketing options, starting with your portfolio. But, don't just market to anyone, learn how to market to your ideal client. Dive into putting out model calls to build your portfolio, and creating the type of work to attract the ideal client.

  5. How to Book Your First Client

    Happy clients start with realistic expectations. Emily walks through how to set those expectations from the start -- the booking process. Walk through what Emily tells her clients at the booking process. Then, go through the process, from that first client email to add-on sessions.

  6. Pricing for Lifestyle Photography Sessions

    Tackle the dreaded price list. Learn what works and what doesn't without making those mistakes yourself by following Emily's pricing guide. Find out where to set your prices, and when to raise your prices.

  7. Steps to Book a Client Using Iris Works

    Managing lots of clients takes time and organization -- learn how to use studio management software Iris Works to help manage the workload. Walk through the process of using the software to book new clients and keep track of new leads.

  8. The Client Questionnaire

    Every family is different. The client questionnaire helps you walk into that family's home prepared to work with that particular family. From learning what that family likes to determining the best time to schedule the session, dive into the essential client questionnaire.

  9. Why Use a Family Guide?

    Spend less time warding off frequently asked questions and more time ensuring the session starts off on the right foot by using a family guide. Learn why the guide is essential and what to include. A sample guide is also included in the class' bonus materials.

  10. Live Shoot: Family In-Studio

    In the first live photo shoot, go behind-the-scenes for environmental portraits in the studio with a family, using soft light from a window. From working with young kids to creating genuine interaction between siblings, gain valuable insight into the process of capturing authentic lifestyle portrait photography.

  11. Live Shoot: Introduce Fun Activity

    Introducing a fun activity creates authentic smiles and interactions. In this live shoot, watch Emily create a feather-filled pillow fight in the studio. Learn how to plan ahead for a fun activity -- and how to get a sharp focus when there are feathers flying in the air.

  12. Image Culling Process in Bridge

    Go from shoot to cull in this lesson using Adobe Bridge. After the live session, sort through all the photos and pick the keepers. Learn what to look for when choosing which photos to edit -- and the easiest way to sort through all those images.

  13. Gear Recommendations for Shoots

    Dive into camera settings for lifestyle portrait photography in this lesson, including ISO and shutter speed, along with using a wide aperture to create a shallow depth of field. Then, jump into camera gear, including cameras and lenses. Learn why a fast, wide-angle lens is often great for lifestyle portraits and what focal lengths for prime lenses are best.

  14. Tips to Create Authentic Shooting Sessions

    Jump into lifestyle portrait photography tips to create authentic images. From letting go of perfection to arriving early, pick up on essential tips to create a fun session with great images.

  15. Plan an In-Home Shooting Session

    Going into an unknown location -- someone's home -- and getting great shots requires planning. Walk through the process of planning a lifestyle portrait session and learn what to plan ahead of time. From deciding what rooms to shoot in, to talking to clients about clutter, learn the essentials to planning for a successful session.

  16. Activity Tips for In-Home Shoots

    Planning a family activity helps create that genuine interaction. Generate some ideas for in-home activities, then learn how to tailor those activities to that particular family instead of creating a cookie-cutter formula.

  17. Develop Your In-Home Session Flow

    What happens when during a lifestyle portrait photography session? Learn how to get started with your session and how to keep the session moving. Read through Emily's shot list to build your own.

  18. Live Shoot: Find In-Home Natural Light

    Evaluate a home for the first time by walking through the home with Emily as she plans where to shoot in the session, eliminating the locations with harsh light. Learn how to work with natural light instead of artificial portrait lighting by considering what direction the windows are facing -- and turning off all the lights.

  19. Live Shoot: Engaging Children in Fun Activities

    Watch a live shoot as Emily interacts with the youngest clients. Learn how to keep the shoot moving by introducing several short activities that create genuine smiles and interactions between siblings.

  20. Live Shoot: Introduce In-Home Activities to Shoot

    After introducing fun activities with the just the kids, create interactions among the entire family with this live shoot. Follow Emily as she works with the family in the master bedroom for some snuggly family portraits, from lens choice to composition. Learn how to work with the family together -- including the dog -- as well as how to create one-on-one images.

  21. Live Shoot: Implement In-Home Shooting Flow

    Flow keeps the session moving and the family from getting bored -- which is especially important with any families with young kids. Go through the essential shot list and then dig into the last live shoot, working with the family in the living room. Then, examine the images from the live shoot, from colorful compositions to emotional black and white, to see the results.

  22. Tips for Engaging Clients

    Engagement is key in lifestyle portrait photography. Gain valuable tips for creating that engagement, beyond the live shoots. From the details to look for ways to build that engagement, this lesson contains valuable lifestyle portrait photography tips.

  23. Photoshop: Edit Live Shoot Images

    Getting the shot is far from the last step. Learn lifestyle portrait post-processing using Adobe Photoshop. From perfecting skin tones to eliminating color casts, watch essential editing techniques for polishing lifestyle images while maintaining that natural look.

  24. Lightroom: Edit Live Shoot Images

    Moving that post-processing into Adobe Lightroom, many of the ideas are the same -- but where all those tools are located may be a bit different. Learn basic Lightroom edits using curves, HSL and more.

  25. The Importance of Photo Composition

    Composition keeps the viewer's eye on the subject -- and it's essential when working with an in-home session to eliminate distractions. Build compositional techniques like negative space, leading lines, texture, and juxtaposition into your lifestyle portrait photography.

  26. Get Clients to Connect Naturally In Photos

    Lifestyle photography prioritizes natural connection over getting every detail perfect. Explore techniques for creating a natural connection in the images, from connecting with kids to developing a relationship with the parents.

  27. Example: Successful Family Shoot

    Go beyond the live shoots and walk through the results of this real-life session. From preparation to the results, take a look a full lifestyle family portrait session and everything that went into making those images.

  28. Example: Perspective in Shoots

    Perspective carries power in portraits. Learn how perspective changes an image -- and how to quickly decide during the shoot what perspective to use. From capturing that close-up to shooting from a tall angle, dig into how perspective plays a role in lifestyle portraits.

  29. Incorporating Pets Into Family Photos

    The four-legged family members were often the families first "kids" -- and are important to the session. Gain valuable insight into working with different types of pets in a lifestyle family session.

  30. Sales Techniques That Work

    With the session finished, how do you maximize the income potential by selling prints? Find valuable insight into easy, actionable sales tips for lifestyle portrait photographers.

  31. Sellable Products and Packages

    Build a pricing list for lifestyle portrait packages. Learn why your middle package is often the best seller and how to build the best packages for your business.



Emily reignited my passion for lifestyle photography and gave me the tools that I needed to give my business a creative and profitable boost. Seeing how effortlessly she interacted with families and the efficiency of her workflow was inspiring. I'm excited to shake things up and make some positive changes in my business that I know will lead to success. Thank you Emily and thank you Creativelive for this fun and informative class!


Watching Emily on CL - I rarely comment, but wanted to pop in and say what a great class it is! Full of helpful information and good content. One of the first classes that moves at a perfect pace, keeping things interesting & engaging. I tend to lose interest quickly when classes drag, but she really does such a fantastic job, which is refreshing. Makes watching the class really enjoyable! Thank you!


I was just hoping on here to post how much I loved this class. I used to be a portrait photographer, veered away for a bit to focus on more conceptual art photography but i still am interested in lifestyle photography. Emily is very inspiring, her bubbly personality was a joy to watch how she interacts with families especially the kids. Her work is phenomenal! (in response to one of the bad reviews, about her cutting off children shooting on a live workshop while tethered and teaching can easily explain this away as you can tell from her portfolio that she always has compositionly beautiful images) This class has renewed and inspired my love of lifestyle and i have been shooting so much since the class! Definitely used her tips and tricks to improve my pictures! highly recommend this class!