The most essential factor in creating a successful, salable portrait is properly lighting the face. But, every face is different, and, each face type requires a different style of lighting. It is imperative that the photographer realizes this. From the subjects' complexion and facial size, to their clothing, hair color and setting, there are many aspects to consider when lighting a client. The photographer must also take into consideration what type of product the client wants: senior portrait, bridal portrait, glamour or professional. Each one of these requires something different. Properly.;Cover; Title Page; Copyright; Contents; A Custom Approach; Two Important Rules; Rule #1: Even Problems Are Part of the Person; Rule #2: Sales Are Tied to Self-Image; Do Learn the Rules; About This Book; INTRODUCTION: Unique Faces Require Unique Approaches; Beware of the Word "Easy"; Be Up for a Challenge; Don't Practice on Clients; ; Do Practice with Real People; Invest in Your Education; Do Pick the Right Teachers; 1. Professionalism Is Key; Set the Stage for Success; Previsualize; Understand Your Market; Make Conscious Decisions; Don't Let Ego Stand in Your Way; Develop a Style.