In any kind of (photography) market there are tens, if not hundreds of other shooters doing what you do, whether it's weddings, pets, or senior portraits. Finding a way to distinguish yourself from the rest of your market, locally or nationally can be tough. For my business, finding that one special product started from a personal preference, and turned into a way to promote my services in a new and unique way that had never been seen before in the senior portrait market. I had been shooting fashion for a few years, and when I started to do work in the portrait world, I wanted to incorporate a makeup artist into all my services. I did this because I noticed how much it immensely made a difference in my post-production work. The quality straight out of camera working with a professional artist brought the quality of my work to an entirely different level than before.