The podcast
A practical and unfiltered podcast for talented pet photographers ready to build a business with more purpose, passion, and profitability.
Building Confidence and Consistency in Your Pet Photography Business.
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Marketing
3 September 2026 · 19 min
Two of my clients have been on television recently. Neither of them paid a cent for it. They both sent a press release.
This podcast is for
I'm Ina, a pet photographer who turned my side hustle into a multi-six figure full time pet photography business. In this podcast I share what I've learned and applied in my own business as well as interviews with guest experts. We talk about pricing, mindset, marketing, client experience and sales to help you create a sustainable and profitable pet photography business.
Here's what we cover in the podcast
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39
20 October 2026 · 1 hr
When Ina built her first website, her About page said she loved photography and had done darkroom in high school. Copywriter Andrea Shah hears a version of that story from almost every photographer she works with. She wants to hear the one that's actually yours.
38
13 October 2026 · 41 min
Sharon Canovas used to charge $75 for a session with around 40 photos, and it was turning into a very expensive hobby. Today her average sale is around $2,000, and she has booked out spring, summer and autumn in a row. She did it while working full time as a stunt woman, and while recovering from a concussion.
37
29 September 2026 · 58 min
In April, Aubri Poon wrote down her dream result: another successful calendar contest, and $10,000 donated to dog rescues. By August, the beer can label contest she ran with a Calgary brewery had raised $87,341 for the Calgary Humane Society. A separate campaign, a birthday giveaway she launched during the Marketing System Workshop, had booked 14 sessions and filled her calendar into October. In this episode, Ina sits down with Aubri, a Calgary dog photographer who went full time in August 2025 after twenty two years as a flight attendant. Before this year, her bookings were few and far between. They walk through both campaigns step by step, and the pet photography marketing structure behind each one, from the entry form to the press release to the email drip campaign. Key takeaways: Start with the ordering appointments you haven't booked. Aubri had clients she had photographed and never brought in to see their photos. Her first win in coaching wasn't a new campaign. It was booking one of those clients in, and they ordered over $2,000 of wall art. A giveaway only works if it is set up for clients who will spend. Aubri says she doesn't believe in giving sessions away, so she put qualifying questions and disclaimers in the entry form to set expectations before anyone entered. Over 25 people entered, she made offers to 17, and 14 booked and confirmed. The sales so far are $2,500, $2,500, $1,500 and $700, with more ordering appointments still to run. You don't need an ad budget to get press. Aubri had never thought of sending a press release. She used Ina's template, sent it to Calgary news stations, and the campaign was covered on Global News. She then worked out which Calgary radio DJs were dog people and messaged them directly, which got her an interview on air. A cause campaign should also bring in bookings. Ina coached her on how to keep her own business visible while the contest ran. Two months after telling Ina she didn't have enough enquiries to need one, Aubri built an email drip campaign with a special offer session, and three people beyond the winners had already contacted her about it, with a week still to go. Your own call recordings show you where you lose sales. Aubri now runs her consultation and ordering appointment recordings through AI to check what she missed, the questions she skipped, and the objections she didn't answer.
36
17 September 2026 · 1 hr 5 min
Kaity Hartley has said the thing most pet photographers think and never say out loud. She wants to be the photographer everybody can afford, because she genuinely believes everyone should be able to have beautiful photos of their dog. She is also a full-time mum with bills to pay, and three families a month at her entry package comes to $1,500. In this live coaching call, Ina works through what that one belief is costing her, and why her pet photography pricing is the only lever she has that does not cost her another weekend.
Playlists
Marketing
26 episodes on marketing
Meet your host
I still run a multiple six-figure pet photography studio while I coach photographers around the world. So everything I teach, I am still doing myself.
I'm a pet photographer based in Canberra, a very devoted dog mum to three wildly different little personalities, and I also coach pet photographers on building businesses that actually work. I understand what it's like to juggle client experience, marketing, editing, admin, and also amongst all that trying to have a life in between.
