Your print ad calls for a woman, age 45-50, business-like, a little gray (dyed of course), experienced looking, Hispanic/American, a good listener, caring, someone you can connect with, etc., etc., etc.

Much of the success of the ad will depend on how well this person connects with the audience. This is not a TV spot, it’s only a still shoot, but do your homework anyway. In television, you have casting calls, readings, callbacks and tapings. You need to know if the head sheet photo you saw had any life, could act and could emote on camera.

Still shoots are much the same. Here are some simple tips on choosing the right model.

1. Give as much description of what you’re looking for as you can.
Not just the basic stats, but also what kind of feeling you want from a model. Is she motherly, genuine, angry, caring, tough-as-nails? Is he corporate, soft-hearted, a player, all male or in touch with his feminine side? Talent agents know the models very well and can suggest people that have these hidden traits.

2. In narrowing your selection, allow yourself plenty of choices.
Don’t get too hung up on one selection because they might not be what you expect from a photo. And your impression of the character you’re looking for might not be consistent with someone else’s.

3. Always get the models to come in for a meeting.
Show them your concept, ask them questions, take some current photos. Ask them to act out the scene in the ad (just like you would for TV). Can they emote? Are they stiff and rigid? You must see them personally because they may be older, bigger, shorter, have different hair or just not look like their head shot. Most professional models are very good, but I’ve had several who were really disappointing in person.

4. Make the models feel comfortable and wanting to work with you.
Get to know them a bit. The more they feel good about you, the more you can negotiate with their agents for fees and usage rights. Most will work with your budgets, especially if they like you and your project.

A good, well-chosen model can make or break your ad. So invest the time to find the right one.