Sal Cincotta - The Photographers MBA, Senior High School Portraiture: Ever: Everything You Need to Know to Run a Successful Business

The senior market isnt something new at all. In fact, in a large part of the United States, tens of thousands of high school seniors look forward to getting their photos taken every year. For most, its a rite of passage.

The biggest challenge for most of you will be to understand what kids want today. As we get older, we all love to think we are hip and cool, but the truth is, most of us are legends in our own minds. Sorry to be the bearer of bad news, but its true. Not to say we cant have a sense of cool about us; we just have to work a little harder to do it.

Lets take a step back for a second and start with a simple question: What do the kids want? I mean, we know that every year since birth theyve had to take the obligatory yearly picture and, since entering the school system, the required school photo. And every year, the kids hate the way they look or are embarrassed by the pictures that come home in the prepaid folder. You know, the ones with bed head, goofy braces, and outdated wardrobes, among other mishaps.

What are the typical complaints? My pictures look like everyone elses. I look funny. Thats not how I dress. Or from the parents: They just didnt capture the essence of my child. And on and on and on. Bottom linethey want something more.

Understanding what seniors want today is no easy task. This is something we have learned over time and are continuing to improve on every year. Heres what I do know:

They want to be cool.

They want to be different from anyone else.

This is a celebration for them.

Did I mention that they want to be cool?

The driving force behind everything we do for our high school seniors is focused on giving them the experience of a lifetime and ensuring their unique style and personality come out in the pictures. If you can accomplish that, youll run a very successful high school senior studio.

Every kid I know wants to be cool! It doesnt matter what part of the United Statesor the world, for that matteryou live in. Kids are kids, and they want to be cool. Granted, fashion-style senior portraits are a Midwest thing. However, it makes no sense to me that it hasnt gained traction on both coasts.

Youre telling me that seniors in New York City dont want to be cool but seniors in St. Louis do? Ha! Sorry, Im drinking coffee while typing this, and I nearly spit it all over my cool MacBook Pro.

The bottom line is that seniors everywhere, and I mean everywhere, want to be cool. Stop convincing yourself they dont want these types of portraits. Youre just making excuses. Instead, Ill make the argument that they dont know any better. Think of the opportunity that lies ahead. This is your opportunity to be a leader in your local market. Why wait? Start the trend. Even if there are others offering high-fashion-style portraits, innovate. One-up your competition.

Todays seniors want to look and feel like rock stars and supermodels. Give them what they want.