Page 168 - ConvinceThemFlip

convince them in 90 seconds or less
cooperative, and relaxed. Of course, they adjusted their
attitudes to reflect the desired mood.
All the professionals did what they were hired to do. I
learned by doing, directing the models where to stand and
how to feel. When you take pictures, you can’t tell people
to “look happy” or “look important”—you have to make
them feel it. And I discovered that that was something I
could do, and do well: I’d get into their skin and set up
synchronizing patterns with body language. “Mm, like
this. Ah. Shoulder here, like this.” Then I’d use my voice.
I’d adopt a party voice and say, “Great!” Then a sizzling
voice: “Great.” Then an outrageous voice: “Great.”
When the sixteen-page supplement was published the
following Saturday, it included a small text box in the
center of the opening spread that said “Photos by Nick
Boothman.” What a buzz! I may not have taken every
photo, but I brought it all together and made it happen.
Why am I telling you this story? To show there is a
connection between attitude, personality, and packag-
ing. When they are in synch, together they send a strong
message of confidence, and confidence begets good
things. When I walked into my boss’s office that first day,
I felt that I looked like a million bucks and exuded the
self-assurance to match. During the shoot, dressing the
part gave me a boost of confidence that I sorely needed,
considering my inexperience. Plus, I learned firsthand
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