What separates the photographers who stay consistently booked from those who struggle month to month?

In this episode, Ina sits down with Andrew Hellmich, host of the legendary PhotobizX Podcast and one of the most respected voices in the photography business world. After more than 600 interviews, Andrew has seen the patterns, the pitfalls, and the powerful habits that set successful photographers apart.

They dive into what’s actually working right now in 2025, why so many photographers overcomplicate marketing, and the surprisingly simple strategies that consistently generate more bookings, higher sales, and better clients.

Andrew also shares his insights on:

• Why the fastest-growing photographers are willing to get people in front of their camera for free
• How to turn cold interest into paid clients through an intentional process
• What most photographers misunderstand about pricing and perceived value
• The difference between “busywork” and revenue-generating activity
• How high-performing studios nurture relationships and create repeat clients
• Why photographers must prioritise experience over perfection

Ina and Andrew also unpack the psychology behind offers, the power of connection, and why real growth comes from showing up and serving, not shouting louder online.

Whether you’re a pet photographer or any portrait photographer wanting more consistency, this episode is packed with clarity, strategy, and mindset shifts you can implement straight away.

Andrew Hellmich is a wedding and portrait photographer who built a thriving business in the Central Coast of NSW. He’s the host of PhotobizX, one of the most influential photography business podcasts in the world, interviewing hundreds of industry leaders and uncovering what truly works for photographers wanting profitable, fulfilling businesses.

PhotoBizX Podcast: https://photobizx.com

PhotoBizX Premium Membership: https://photobizx.com/premium-membership

Facebook: https://facebook.com/photobizx

Interested in being featured on a future coaching episode? ⁠Apply here⁠

Instagram: @inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: Learn More

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.

Join here →

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).

• 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

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 Nov 17 (Nov 16 for US)!

This Can’t Be That Hard with Annemie Tonkin

Website: thiscantbethathard.com

Instagram: @thiscantbethathard_

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

📲 Connect with Ina

Instagram: @inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: Learn More

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

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.

• Pet photographer website template: https://www.petmarketingunleashed.com/pet-photographer-website-template
• Website headline tips blog: https://www.petmarketingunleashed.com/post/website-headlines
• SEO course for pet businesses: https://www.petmarketingunleashed.com/seo-course
• Copywriting service: https://www.petmarketingunleashed.com/copywriting
• 18 blog ideas for pet photographers: https://www.petmarketingunleashed.com/post/blog-post-ideas-pet-photographers

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.

Explore Mikaela’s resources:

Website: www.petmarketingunleashed.com

Podcast: https://www.petmarketingunleashed.com/podcast

Instagram: @petmarketingunleashed

✨ Want to Be Coached Live?

Interested in being featured on a future coaching episode?

Apply here: https://forms.gle/oocMwawVB3de6aM29

📲 Connect with Ina

Instagram: @inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers:

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.

🎧 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.

Website: https://flourishacademy.mykajabi.com

Podcast: Flourish Academy Podcast

Instagram: https://www.instagram.com/flourishacademy/

Elevate Program: https://flourishacademy.mykajabi.com/elevate

Interested in being featured on a future coaching episode? ⁠⁠⁠⁠Apply here: https://forms.gle/oocMwawVB3de6aM29

Instagram: ⁠⁠⁠⁠@inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More⁠ https://www.inajphotography.com/coaching

📣 Register for the Pet Photographers’ Marketing Reset Webinar:

https://www.inajphotography.com.au/petphotography-marketing-webinar-register

Mentioned in this episode:

Register for the Pet Photography Marketing Reset Webinar

🎓 Join the Free Pet Photographers’ Marketing Reset Webinar Ready to start booking your dream clients without discounting or social media burnout? https://www.inajphotography.com.au/petphotography-marketing-webinar-register

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.

• 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.

👉 Connect with Beth:

Website: www.fuzzyfacemedia.com

Instagram: @fuzzyface.media

🎁 Free Resource: B-Roll for Pet Photographers

🎓 Register for the Pet Photographer’s Marketing Reset Webinar:

Struggling to get consistent bookings? Check out my upcoming webinar on 21 Oct and 31 October (Sydney time).

https://www.inajphotography.com.au/petphotography-marketing-webinar-register

✨ Want to Be Coached Live?

Interested in being featured on a future coaching episode? ⁠⁠⁠⁠Apply here

📲 Connect with Ina

Instagram: ⁠⁠⁠⁠@inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More

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...

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.

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.

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.

Connect with Dave:

🌐 thedogspyjamas.com.au

📸 Instagram: @thedogspyjamas

🎓 Join the Free Pet Photographers’ Marketing Reset Webinar

Ready to start booking your dream clients without discounting or social media burnout?

⁠⁠⁠Register here

✨ Want to Be Coached Live?

Interested in being featured on a future coaching episode? ⁠⁠⁠⁠Apply here

📲 Connect with Ina

Instagram: ⁠⁠⁠⁠@inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More

Mentioned in this episode:

Register for the Pet Photography Marketing Reset Webinar

🎓 Join the Free Pet Photographers’ Marketing Reset Webinar Ready to start booking your dream clients without discounting or social media burnout? https://www.inajphotography.com.au/petphotography-marketing-webinar-register

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.

• 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.

Connect with Mark Rossetto

Website: markrossetto.com

Instagram: @markrossetto

Learn more about the Professional Photography Business Network (PPBN): ppbnonline.com

Use MONTHFREEFRIEND coupon code to get 30 Days FREE Membership upon joining.

Ready to start booking your dream clients without discounting or social media burnout?

⁠⁠⁠Register here

✨ Want to Be Coached Live?

Interested in being featured on a future coaching episode?

⁠⁠⁠⁠Apply here

📲 Connect with Ina

Instagram: ⁠⁠⁠⁠@inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More

Mentioned in this episode:

Register for the Pet Photography Marketing Reset Webinar

🎓 Join the Free Pet Photographers’ Marketing Reset Webinar Ready to start booking your dream clients without discounting or social media burnout? https://www.inajphotography.com.au/petphotography-marketing-webinar-register

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.

🌐 Connect with Kate:

• Website: ⁠finbostudio.co.uk⁠
• Instagram: ⁠@finbostudio⁠

Ready to start booking your dream clients without discounting or social media burnout?

⁠⁠⁠Register here

✨ Want to Be Coached Live?

Interested in being featured on a future coaching episode? ⁠⁠⁠⁠⁠Apply here⁠

Join me in my free SKOOL community for pet photographers who want to build a thriving and sustainable business. ⁠Join here.⁠

📲 Connect with Ina

• Instagram: ⁠⁠⁠⁠⁠@inaj.thepetphotoceo⁠
• Email: ⁠ina@inajphotography.com⁠
• Mentoring & Coaching for Pet Photographers: ⁠⁠⁠⁠Learn More⁠

Mentioned in this episode:

Register for the Pet Photography Marketing Reset Webinar

🎓 Join the Free Pet Photographers’ Marketing Reset Webinar Ready to start booking your dream clients without discounting or social media burnout? https://www.inajphotography.com.au/petphotography-marketing-webinar-register