What is inside

Every file, counted.

Nothing here is a promise. These are the documents in the download, with their page and email counts read from the files.

Eight stages. Every file below belongs to one of them.

The Headshot Studio Playbook

9 sequences · 64 emails · 16 documents

The client communication system. Sequence 1 handles hot leads over 33 days in 8 emails. Sequence 2 confirms an individual booking through delivery in 9. Sequences 3A, 3B and 3C handle group prospects on location, by drip, and in studio. Sequences 4A and 4B run group bookings through image delivery. Sequence 5 is the post-session run for individuals, 8 emails over 18 months. Sequence 6 is the same for groups, 7 emails over two and a half years. Every email ships as plain copy for any CRM, and as a one-step 17Hats import.

1 wk 1 mo 6 mo 18 mo 30 mo

Sequence 1 · Hot leads 8 emails

Sequence 2 · Booking confirmation 9 emails, booking through delivery

Sequence 3A · Group, on location 5 emails

Sequence 3B · Group, drip 6 emails

Sequence 3C · Group, in studio 5 emails

Sequence 4A · Group booking, on location 8 emails

Sequence 4B · Group booking, in studio 8 emails

Sequence 5 · Post session, individual 8 emails

Sequence 6 · Post session, group 7 emails

Dotted rows run on the booking date, not on a calendar.

VERIFIED · counts from the files, span drawn on a square-root scale so 33 days and 2.5 years both read.

Stage	Playbook	Quote	Ads	SEO	Calc
1 · Lead capture	Does not cover this stage	Does not cover this stage	Covers this stage	Covers this stage	Does not cover this stage
2 · Inquiry response	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage
3 · Quote email	Does not cover this stage	Covers this stage	Does not cover this stage	Does not cover this stage	Covers this stage
4 · Follow-up	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage
5 · Booking workflow	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage
6 · Session prep	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage
7 · Post session	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage
8 · Rebook and refer	Covers this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage	Does not cover this stage

Where each file does its work.

Sequence 1 · Hot leads, individual 8 emails · 33 days

Sequence 2 · Booking confirmation, individual 9 emails · booking through delivery

Sequence 3A · Group prospect, on location 5 emails

Sequence 3B · Group prospect drip 6 emails · 32 days

Sequence 3C · Group prospect, in studio 5 emails

Sequence 4A · Group booking, on location 8 emails

Sequence 4B · Group booking, in studio 8 emails

Sequence 5 · Post session, individual 8 emails · 18 months

Sequence 6 · Post session, group 7 emails · 2.5 years

Setup and customisation

2 guides

The Setup and Onboarding Guide is the first thing to read. The Master Customisation Guide lists everything to personalise before a workflow goes live, section by section, and carries the 17Hats import code.

Start Here, pages 1 and 2

The Quote Conversion System

17 pages · plus the AI prompt

Eight sections: why most quote emails fail, the four-step audit you run on your own, the psychology of what a corporate buyer is evaluating, the five-part frame every personalised quote follows, four real anonymised quotes that converted, the AI prompt that drafts inside the frame, objections, and a 30-day rollout.

01

Acknowledge and specify

02

The number, alone on its line

03

What it includes, as a list

04

Two concrete dates

05

One question that closes

Typical quote email

Hi Sarah, Thanks so much for reaching out! I'd love to work with you. Our standard headshot session is $450 and includes a 1 hour session, online gallery, and 5 retouched images. Additional images are $50 each. Sessions are held at our studio. Let me know if you'd like to book and I'll send you my available dates. Thanks!

The version that books

Hi Sarah, Got your inquiry about headshots for your sales team. Quick acknowledgment now, full quote below.

For 12 headshots on-location at your office, my rate is $1,800, that is $150 per person, our standard team rate.

It includes: 90 minutes on-site (we work fast, 3 to 5 minutes per person); same-day digital proof gallery for your team; two fully retouched images per person (retouching turnaround: 7 days); a coordination call the week before.

I have Tuesday March 15 morning or Thursday March 17 afternoon open.

Either work for you?

ILLUSTRATIVE · a worked example from the guide, not a client's email.

The Headshot Studio Ads Playbook

51 pages

Meta and Google, built from three years of real spend across two studios: what broke, what it cost, exactly what fixed it, and how the platforms behave now that both run on AI.

51 pages · three years of spend · two studios

The Headshot Photographer's SEO Playbook

16 pages

Google Business Profile first, then keywords, the technical basics, service pages that rank, internal linking, content without wasting time, citations, and being named in AI answers.

How local search works in 2026

Google Business Profile

Keyword strategy

Website foundation

Service pages that rank

Internal linking

Content without wasting time

Citations and local trust

Being named in AI answers

The Pricing Calculator

spreadsheet

Real costs and time in, what to charge out. The paid version of the calculator that used to be sold on its own.

Cost per session Hours per session Sessions per month Price that clears your number

–– –– –– ––

ILLUSTRATIVE · the row structure of the calculator, no invented figures.

Also in the download

The Mini Session Model (a Headshot Day, concept, setup and operations), the group lead form setup guide, and two client-facing lead magnets for your own studio (What Makes a Headshot Work, and the Booking Pipeline).