On the street you will be able to see the model, the face, the hair, the skin tone, the height and weight. When you are looking online the photos are probably photo shopped in some way to make the model look different. This is why taking a polaroid photo on a casting is done because it photographs exactly what is in front of you and it is processed straight away.
If you cant do a proper casting where you have models meet you face to face there are different ways for you to see them. You can Skype or FaceTime the model or even ask them to send you a picture of them self with no photo shop, this will show you what they are like in real life like how they act as well.
The better the model is or the more popular the model is, the harder for you to book them. This will be because everyone wants their face, for example you can not open a magazine and not see Cara Delevingne's face on at least two or three of the advert pages. She is so beautiful, everyone wants her in their campaign!
When choosing a model don't go for some one who does the same pose in all their photos. you want a varies of different things to look at because then you can see if they will fit your brief. Models with a variety of poses and looks is more likely to get booked more as they can show they have done a number of different things and are versatile.
When you have your model in the studio, look after them and make them feel special. You need to make sure they have enough food or water, they are warm and comfortable and you can also offer giving them the photos for free. Don't let your model get cold as the body starts to stiffen and maybe even shiver, they will get goose bumps on the skin and they could get cramps too. Give them lots of water to drink so they are always hydrated, they will get bags underneath their eyes if they don't drink enough water. Don't stress the model out as she will feel uncomfortable, her eyes will pop out a little and they probably wont want to work with you again.
If the studio is too hot then you and the model will start to get a sweaty, this is no good for the make up as it will go shiny and could start to slide down the clients face.
Experienced models will know what they are doing on set, every time the camera snaps a shot they will change poses, where as inexperienced models will need more direction. As the photographer you need to tell them what you want any way but giving some extra direction will help them, by using your hands or standing in the pose you want.
When looking for some one if you have a specific look you need, make sure you choose someone who will fit that look. Don't pick someone who has small eyes to do an eye make up advert. You want some one with big beautiful eyes.
Never work in a dark room you will always need some lighting on, when shooting you will have your lights on the model but working in a fully dark room will not be good for shooting in as the photos will not come out great.
Never give out any photos that aren't finished, after a shoot they need checking and photo shopping slightly. If a model wants a photo they will have to wait until they have been done as if someone else gets hold of the photo they could think it looks horrible, the lighting could be too dark and there could be roughness on the skin that would need soothing.
Never put too much stress on yourself when doing a shoot, always be organised so you know what you're doing, what you're using, where your going, who the model is and who the photographer it. Always get the studio set up first before you start any work, even do a test shoot so you know how long it will take you to get everything ready, what make up goes right with the model or with the brief. Try not to get any nerves as you can pass those nerves on to other people and then it will create an atmosphere in the studio.
Make sure you do lots of research in to what look you are going for, going to places which will inspire you are great so you get first hand looks on what you want. Also books, films, pictures, how the people dress or objects look like, how they live or where they live, you need to communicate with the genre so you get every aspect of it. Creating mood boards are a good way of getting everyone down in one place and seeing it all together.
In the studio have some background music on, you wont feel uncomfortable and neither will the model if all of a sudden it goes really quiet. Talk to the model try get to know them in front of your camera, it will relax them and you could get better pictures out of them. Sometimes the best photos of your model are when they aren't posing, like between shots when the make up artist has topped up the lipstick or someone else is talking. Never whisper in front of your model, this will make them feel uncomfortable - I you don't like something your model is doing then you are better telling them in a polite way. Then they will know what you want and what you don't want, so be upfront to your model but never be rude.
Once you know you have your shot - fine tune it. Look at the lips, the eyes and the hair. Are they all in place and look perfect, can her hand move into a different spot or does her eye make up need a little tweaking. This is where you can change these things to make the picture perfect and need less photo shop.
Always make sure you have a back up model available, if your model doesn't turn up or becomes ill or maybe have to leave early, if you have a back up model you will still be able to get on with your shot even though it will be with a different model.
Before starting your shoot think of the mood you want to create. What type of lighting do you want, high key or low key (high key - more light, low key - less light and more shadow). What do you want your background to be, what make up do you want your model to have and how to do you want their hair to be styled, think snout what poses will look good for what you are trying to do, do you want front face, the side, angled, do you want them to hold something, be on the floor, sat or laid on something or stood up.
These are all key factors that you will need to think about and research before you start your shoot and being organised is the most important thing.
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