Welcome to The Pet Photographers' Journal, a practical and unfiltered podcast for talented pet photographers ready to build a business with more purpose, passion, and profitability.
I’m Ina J, a pet photographer who turned my side hustle into my full-time career. In this podcast, I share exactly what I’ve learned and actually applied in my own business. We talk about pricing, mindset, marketing, client experience, and sales, without feeling pushy.
Some lessons I picked up from others but I always tweak things to work for me and I’ll tell you how you can too. I overshare sometimes but in the best way possible because I believe in learning from real-life experiences not just theory.
Whether you’re just starting or scaling to five-figure sales this show is your behind-the-scenes guide to pet photography business success.
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How to Transform Your Pet Photography Client Experience with Colie James
Season 2 · Episode 5
Monday, February 2, 2026 • Duration 01:00:25
Feeling overwhelmed by scattered systems, lost inquiries, and clients who ghost before booking? You're not alone. In this episode, systems strategist Colie James breaks down exactly how to build a client experience that runs on autopilot while still feeling personal and professional.
Colie is a Dubsado Certified Specialist, HoneyBook Educator, and the host of Business-First Creatives podcast. After spending 12 years as a family photographer, she discovered her passion for helping creative service providers streamline their businesses through automated systems and workflows.
In this comprehensive conversation, we cover the entire journey of building client experience systems that actually work. From deciding when to invest in your first CRM to creating automated workflows that still feel personal, Colie breaks down the exact strategies she's used to help hundreds of photographers book more clients while working less.
We dive into the nitty-gritty: which CRM to choose and why, the three microsystems you need to build first, how to create a booking process that converts in minutes instead of days, and the secret to writing client emails that build trust instead of confusion. Colie also shares her 3 P's framework for client communication and explains the "confidence loop" and why keeping clients informed at every step is the key to preventing ghosting and increasing bookings.
If you've ever felt like you're drowning in admin work, losing track of where clients are in your process, or watching potential bookings slip away because your systems are too complicated, this episode will give you a clear action plan to fix it.
Whether you're just starting out or you've been photographing for years with messy backend systems, you'll walk away knowing exactly what to implement first and how to build a client experience that books itself.
Key Takeaways:
When to Invest in a CRM
The moment you can afford $40/month and have worked with about 5 clients, you should start
Why building systems early prevents overwhelm as your business grows
The hidden cost of scattered information across multiple platforms
Choosing the Right CRM
Colie's top two recommendations: Dubsado and HoneyBook for photographers
How to decide between platforms based on your business needs
Why starting with something is better than waiting for the "perfect" choice
The 5-Minute Booking Process
Why making it easy for clients to book quickly dramatically increases conversion rates
The three essential components: service selection, contract signing, and payment
Real results: clients reporting their fastest bookings ever after implementing this system
The Three Essential Microsystems
Instant inquiry response: What to include and why it matters
Booking proposal: How to present your offer in a way that builds confidence
Confirmation email: Setting expectations and creating excitement
The 3 P's Framework for Client Communication
Purpose: Every email should have a clear goal
Personality: Making automated emails sound like you, not a robot
Preview: Always tell clients what's coming next to build the confidence loop
The Confidence Loop
How clear communication builds trust throughout the client journey
Why uncertainty kills bookings (and how to prevent it)
The psychological impact of keeping clients informed at every step
Strategic Timing for Testimonials
Why asking for reviews at different stages gets you different feedback
How to balance process reviews with product reviews
Using video testimonials to capture genuine reactions
Getting Started Without Overwhelm
Start with your booking process - it gives you the biggest return on investment
You don't need everything perfect to launch your CRM
How to add systems gradually without disrupting your current client flow
Mentioned in This Episode:
Business-First Creatives Podcast by Colie James
Episode: "The 3 Must-Have Elements for Every Client Communication"
Colie's course: Email Like You Mean It
Colie's service: Systems In Session
CRM platforms: Dubsado and HoneyBook
Annemie Tonken's "This Can't Be That Hard" podcast
About Colie
Colie James, aka the Systems Professor, helps creative service providers build high-touch, automated client experiences using Dubsado and HoneyBook. As the host of the Business-First Creatives podcast, she teaches how intentional communication and smart systems save time, increase conversions, and elevate the entire client journey.
Why Knowing What to Do Still Isn’t Getting You Booked
Season 2 · Episode 4
Sunday, January 25, 2026 • Duration 16:52
If you feel like you know what you should be doing in your business...but your calendar is still empty, this episode is for you.
In this solo episode, I speaks directly to one of the most common and frustrating patterns I see after coaching pet photographers.
You’re not lacking information. You’re stuck between knowing and doing.
Between consuming content and seeing results.
Between trying “all the things” and still feeling like nothing sticks.
I share real conversations from inside my community, reflections from my own journey building my business while working full time, and the uncomfortable truth about the hidden cost of staying stuck.
This isn’t about finding a magic strategy.
It’s about building a system you can actually follow.
If you’ve been stuck consuming content, second guessing yourself, or hoping something will finally click, this episode is your wake up call.
We'll identify your ideal client, craft messaging that attracts them,
Workshop 2 (5 Feb): The Marketing Pillars
Strategic Campaign Planning, pillars and identify which suits your business best
Workshop 3 (12 Feb): The System
Learn to map out your next 90 days of marketing priorities
Plus you get:
💬 ✨ Want to Be Coached Live?📲 Connect with InaMentoring & Coaching for Pet Photographers:
How to Stay Profitable, Creative, and Ahead in 2025: Lessons from Annemie Tonkin of This Can’t Be That Hard
Season 1 · Episode 22
Monday, November 10, 2025 • Duration 50:04
What does it really take to run a profitable, sustainable photography business, one that still feels creative and fun?
In this episode, Ina chats with Annemie Tonkin, photographer, educator, and founder of This Can’t Be That Hard, about the business strategies that actually work and why success isn’t just about talent, but about understanding how to think like a business owner.
They dive into what’s working right now in a changing economy, how to bring creativity into your business strategy, and why photographers should stop trying to “get it right” and instead focus on consistent action. Annemie also shares how her Membership Model transformed her photography business, creating predictable income and stronger client loyalty and how any photographer can adapt it, even with in-person sales.
Plus, they explore how AI can support creativity instead of replacing it, and what to do if you’ve been resisting new technology (hint: it’s time to get curious).
💡 Highlights:
Why the photographers who thrive long-term focus as much on business as they do on their craft
How to build a membership model that creates recurring income
The creative “white space” habit that sparks your best business ideas
Using AI to enhance your creative process (without losing your voice)
The importance of fresh ideas, novelty, and attention in a crowded market
Why embracing innovation is the key to staying relevant in 2025 and beyond
🎁 Mentioned in this Episode:
The Photo Elf:
Based on the “Secret Santa” strategy from Sleigh Your Social, The Photo Elf helps photographers boost holiday sales with a fun, done-for-you gifting app.
✨ Try it here — available free using code PHOTOELF25 until !
💬
Is Your Website Costing You Bookings? How SEO Actually Works for Pet Photographers with Mikaela from Pet Marketing Unleashed
Season 1 · Episode 21
Monday, November 3, 2025 • Duration 52:57
If your website feels like a digital business card instead of a lead-converting machine… this episode will help you change that.
I’m joined by the brilliant Mikaela, founder of Pet Marketing Unleashed and the host of the Pet Marketing Unleashed Podcast. She designs high-converting pet business websites (yes… including pet photographers) and teaches SEO in a way that finally makes sense.
We chat about how your website can become the hardest-working part of your business. Even when you're sleeping. Even when the algorithm feels like chaos.
Inside the episode:
✅ What SEO actually means in 2025
✅ Why you probably don’t need to hire someone monthly to “do your SEO”
✅ The #1 area to fix first if your website isn’t converting
✅ How to stop attracting low-intent enquiries
✅ Blogging topics that actually drive bookings
✅ Simple ways to track what’s working
✅ How AI search is changing what Google wants to see
✅ What your homepage must include above the fold
✅ Why clear, human messaging converts more than pretty layouts
✅ Should you have a freebie or opt-in? And where should it go?
If you want more enquiries from people who actually value artwork and full-service photography, make this episode your next listen.
Stop Playing Small: Expanding Your Capacity to Grow with Heather Lahtinen
Season 1 · Episode 20
Tuesday, October 28, 2025 • Duration 55:11
It’s Not Your Pricing. It’s Your Capacity with Heather Lahtinen
Are you holding yourself back without even realising it?
Today on The Pet Photographers’ Journal, I’m joined by the incredible Heather Lahtinen from the Flourish Academy. Heather has helped thousands of photographers shift their thinking, expand their capacity, and finally step into the business growth they’ve been chasing.
We dive into the real reasons photographers stay stuck in inconsistent bookings, low confidence, and undercharging... and spoiler alert, it’s rarely strategy. It’s usually your thoughts.
Inside this episode:
• Why talent isn’t enough without emotional capacity
• What happens when your fear gets to make business decisions
• How to recognise when you’re “playing small”
• The most common mindset traps for photographers
• Why you don’t rise to your goals… you fall to your systems
• Practical ways to stretch your identity so your business can grow with you
• How to confidently sell without feeling salesy
Heather shares powerful reframes and actionable guidance to help you show up with the emotional resilience, belief, and leadership your business actually requires.
If you’ve ever thought…
❝I know what to do… I just can’t seem to DO it.❞
This conversation will hit home.
📌 📲 Connect with Ina💬
Storytelling That Sells: How to Use Video and Emotion to Attract Your Dream Clients with Beth Lambert
Season 1 · Episode 19
Monday, October 20, 2025 • Duration 55:29
If you’ve ever struggled to show why your pet photography business matters (beyond “cute photos”), this episode will change how you think about storytelling and marketing forever.
In this heartfelt and insightful conversation, I’m joined by Beth Lambert, founder of Fuzzy Face Media, a niche video production and education brand helping pet professionals attract the right clients and team members through powerful storytelling.
Beth blends neuroscience, adult learning, and visual strategy to help brands connect emotionally, not just sell logically. Together, we explore how photographers can use video, emotion, and authenticity to stand out, create trust, and reclaim joy in their business.
💡 In this episode, you’ll learn:
Why “storytelling” is more than just nice words — and how to make yours unforgettable
How to use emotion-driven video to attract clients who already believe in what you do
The difference between showing and telling your value
How to create videos that connect with pet parents (without being overly polished)
Why connection beats perfection when it comes to content
Tips to simplify your B-roll, brand story, and message so your audience truly “gets it”
🎥 About Beth Lambert
Beth Lambert is the founder of Fuzzy Face Media — a niche video-production and educational brand dedicated to helping pet-care professionals attract their dream clients and team members.
After rescuing her dog Chase, Beth became passionate about helping pet businesses reconnect with their original spark using fun, emotionally intelligent video storytelling that inspires and educates.
From Pet Portraits to Pet Brands: How Dave Pidgeon Built a Thriving Commercial Photography Business
Season 1 · Episode 18
Monday, October 13, 2025 • Duration 47:13
Today on The Pet Photographers’ Journal, I’m joined by Dave Pidgeon, the creative mind behind The Dog’s Pyjamas, one of Australia’s go-to commercial pet photographers for brands like Dog by Dr. Lisa.
Dave’s story is a masterclass in following your curiosity, adapting with the market, and building a niche that truly fits your personality.
After two decades in photography and retouching, Dave left the world of restaurants and interiors to focus on something closer to his heart, animals.
What started as a small studio in Sydney evolved into a thriving B2B business, working with pet brands, food companies, and product creators across Australia.
In this episode, we go deep into:
How Dave transitioned from pet portrait sessions to full-time commercial photography
The difference between photographing pets for people vs for brands
How to get your first commercial client (and what to say in that first cold email)
Why picking up the phone still beats DMs and emails
How to price for small vs big brands and when to talk about licensing
Why Dave’s easygoing personality and reliability keep clients coming back
And why building real relationships (not followers) is the secret to repeat business
If you’ve ever thought about adding commercial or brand photography as an income stream, or you’re curious how to attract pet businesses as clients, this episode will give you a clear, grounded perspective from someone who’s doing it successfully without relying on social media trends. That's right, Dave doesn't actually use social media to get clients for his commercial pet photography work!
🎧 Tune in now to hear how Dave carved out a lane of his own in the pet industry and what photographers can learn from his approach.
About Dave Pidgeon
Dave Pidgeon is a Sydney-based commercial and product photographer specialising in the pet industry. Through his business, The Dog’s Pyjamas, he creates impactful imagery for brands like Dog by Dr. Lisa and other leading pet companies.
💬
The Truth About What’s Holding Photographers Back (and How to Build Trust in an AI World)
Season 1 · Episode 17
Monday, October 6, 2025 • Duration 44:52
In today’s episode of The Pet Photographers’ Journal, I’m joined by Mark Rossetto, a double Master Photographer and one of Australia’s leading photography business coaches.
Mark has spent almost 20 years in the industry, photographing over 500 families a year before becoming a full-time coach and founding the Professional Photography Business Network (PPBN) — a thriving global community for photographers.
We dive deep into what photographers are really struggling with right now, from the rise of AI to the reality that many simply aren’t doing the work.
This conversation cuts through the noise and gets practical about what it actually takes to build a sustainable, profitable photography business in 2025 and beyond.
💡 In this episode, we cover:
Why business feels harder now than it did pre-COVID, and what to do about it
How to create urgency when clients don’t have to book (especially for pet photographers)
Why transparency matters more than ever and why “bait and switch” is killing trust
How to adapt your business model to fit your lifestyle and personality
The key role of human connection in a world increasingly driven by AI
How to use automation and AI without losing your authenticity
Simple, high-impact marketing systems to stay booked all year
Why building trust fast is the single biggest predictor of bookings
Whether you’re feeling stuck, overwhelmed, or just ready to simplify your marketing, this episode is packed with practical insights to help you take confident action and grow your business.
Join the Free Pet Photographers' Marketing Reset Webinar this October💬
Branding That Works: Practical Ways Pet Businesses Can Attract the Right Clients with Kate Hendry of Finbo Studio
Season 1 · Episode 16
Monday, September 29, 2025 • Duration 54:23
Branding isn’t just about having a pretty logo or the right colours. It’s about creating a consistent experience that builds trust and attracts the right clients.
In this episode of The Pet Photographer’s Journal, Ina sits down with Kate Hendry, founder of Finbo Studio, a UK-based creative studio serving pet businesses. Kate doesn’t just talk theory, she helps pet brands put branding into action through design, visuals, and messaging that actually work.
We cover:
How to know if your brand is helping you attract clients or pushing them away
The most common branding mistakes pet photographers and pet businesses make
Why consistency across your website, social media, and client touchpoints matters more than you think
Simple, practical steps to audit your brand today
How Kate helps pet businesses bring their vision to life with design and strategy
This episode is for you if you’ve ever wondered why your marketing feels disjointed, why your dream clients aren’t engaging, or how to finally create a brand that feels aligned and professional without losing your personality.
About Kate
Kate Hendry is the founder of Finbo Studio, a creative studio for pet industry brands. As a pet owner, animal lover, and creative, Kate combined her passion and skills to help pet-obsessed clients achieve the visibility and results their brands deserve.
Join the Free Pet Photographers' Marketing Reset Webinar this October
Ready to start booking your dream clients without discounting or social media burnout?
💬
Work Less, Earn More: Building a Business That Fits You with Jessica Wasik
Season 1 · Episode 15
Monday, September 22, 2025 • Duration 53:34
In this episode of The Pet Photographers’ Journal, I sit down with Jessica Wasik, the award-winning photographer behind Bark & Gold Photography in Pittsburgh.
Jessica shares how she built a thriving pet photography business that averages 80–90 sessions a year with sales around $3,500 per client, all while staying true to her love of products, print, and creating boutique experiences.
We dive into:
Why she’s never been a shoot-and-burn photographer and how she set herself up for profit from the start
Her streamlined inquiry and email-driven process that eliminates the need for phone consults
How she educates clients on artwork (without them defaulting to a single small print)
Transitioning from calendar contests to book projects and what she’s learned from both
The role of outsourcing and automation in freeing up time and sustaining her 90-session workload
Her marketing mix: SEO, email marketing, contests, and events and which ones are worth the effort
The importance of pricing with confidence and structuring offers around tangible artwork
Jessica also talks about her love for email marketing, the power of pre-purchased product credit, and why systems and processes have been key to her success.
This episode is full of actionable insights for pet photographers who want to run a streamlined, profitable, and client-focused business.
Interested in being featured on a future coaching episode?
💬
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If you want to sign up for the workshop, join the Pet Photographers' collective, it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
Practical marketing tips
Business lessons and mindset shifts
Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
Annemie Tonkin is a photographer, educator, and founder of This Can’t Be That Hard — a platform empowering photographers to build profitable, sustainable businesses through smart systems, creative strategies, and modern marketing. With 16+ years in family photography, she’s helped thousands of photographers simplify their business, stay creative, and rediscover the joy that drew them to photography in the first place.
✨ Want to Be Coached Live?
Interested in being featured on a future coaching episode? Apply here
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
Mikaela is the founder of Pet Marketing Unleashed and host of The Pet Marketing Unleashed Podcast. She helps petpreneurs build stress-free businesses with strategic branding and websites that work hard for them. With the right systems and messaging in place, she supports pet business owners in attracting dream clients with ease.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
🎧 Listen now and start becoming the version of yourself who books clients consistently, earns what you deserve, and is actually excited about the future of your business.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
Known for his laid-back professionalism, attention to detail, and mastery of lighting, Dave helps pet brands tell their stories through photos and videos that sell while keeping things fun on set.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business with less overwhelm.
Inside, Ina shares:
✨ Practical marketing tips
✨ Business lessons and mindset shifts
✨ Free resources to help you grow
Connect with other photographers who get it and start creating a business that truly supports your life, not consumes it.
