This episode is a deep, honest look at what it really takes to run a photography business with multiple moving parts.

I’m joined by equine and pet photographer Louise Sedgman, who has spent more than a decade refining a business that holds two very different models at once. High-volume seasonal Santa sessions, and slow, boutique fine-art equine portraiture.

We talk through how her Santa sessions evolved over 11 years, from unstructured walk-ins and four-hour queues to a mostly smooth, booked system photographing over a thousand families each season. Louise shares the practical decisions she made around pricing, bookings, team support, client education, and workflow to make that volume manageable.

But this conversation goes further than Santa sessions. We also dive into her equine work, in-person sales process, pricing expectations, lead generation through trade shows, and why boundaries became non-negotiable after experiencing burnout.

This episode is for photographers navigating growth, complexity, and energy management. If you’re trying to balance income, creativity, and sustainability without pretending it’s easy, Louise’s story will resonate.

• A single business can hold both high-volume and boutique work
• Systems and education matter more as volume increases
• Pricing clarity filters the right clients before the session
• Burnout leads to better boundaries, not failure
• Sustainable growth comes from refining, not constantly adding

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 → https://www.skool.com/pet-photographers-collective-3125/about?ref=9c7b56d2963f48a791297a43a29109e1

This episode is your gentle reset before we step into a brand new year. If you’ve been feeling the pressure of feast-or-famine bookings, uncertainty around pricing, or the constant juggle between loving the art and dreading the business side… you’re not alone. So many pet photographers have lived the same roller coaster, and this conversation will help you step off it.

In this episode I walk you through the real work of reviewing your year without judgement, finding the lessons inside both the wins and the flops, and using that clarity to plan a more profitable, joyful 2026. You’ll hear about the marketing habits that keep photographers stuck, the mindset patterns that drain confidence, and the small shifts that create a completely different business year.

If you want 2026 to feel more consistent, calm, and profitable, this episode will help you take those first steps with clarity and confidence.

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.

Join here → https://www.skool.com/pet-photographers-collective-3125/about?ref=9c7b56d2963f48a791297a43a29109e1

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

Today’s guest is Jodie Humphries, a pet-obsessed SEO specialist and freelance copywriter who helps pet businesses connect with the dog parents searching for them. She blends her background in SEO with her lived experience as a devoted dog mum to Wally, bringing a unique understanding of what pet owners actually want to read, search for, and buy.

In this episode, we walk through her Simple SEO Method and how pet photographers can start improving their organic search presence without feeling overwhelmed. Jodie explains the role of keywords, why structure matters more than ever, and how to use intentional blogging to educate clients before they enquire.

She also shares three actionable SEO steps any photographer can implement in the next 30 days:

• Start blogging consistently using FAQs and client questions

• Review and improve the copy on your core pages

• Use a pre-publish checklist for headings, metadata, links and alt text

Stay through to the end for something special. Jodie shares her story as a pet photography client who entered through a free session giveaway. She walked in thinking, “I’ll just take my free print.” She walked out with thousands of dollars in artwork… multiple times. Her insight is pure gold for anyone doubting whether giveaway campaigns can attract high-value clients.

About Jodie

Jodie is a dog mum, SEO expert and freelance pet copywriter based on the NSW Central Coast. She helps pet brands and service providers grow through SEO-friendly content, keyword research, blog strategy and messaging that speaks directly to pet parents. She blends data, SEO best practice and genuine connection to help pet businesses get found and trusted online.

Website: https://jodiehumphries.com/

Instagram: @jodielhwriter

Link to Jodie’s SEO-friendly pre-publish checklist:

https://jodiehumphries.com/free-seo-checklist-for-pet-businesses/

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 → https://www.skool.com/pet-photographers-collective-3125/about?ref=9c7b56d2963f48a791297a43a29109e1

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 Tria: http://photobizx.com/try

Facebook: https://facebook.com/photobizx

Black Friday Offer http://photobizx.com/blackfriday

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

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 → https://www.skool.com/pet-photographers-collective-3125/about?ref=9c7b56d2963f48a791297a43a29109e1

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...