The Pet Photographers' Journal

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.

Website: https://www.aubripoon.com

Instagram: @aubri_poon_photography

The Furever Golden Tale beer label contest: https://www.gogophotocontest.com/fourdogsbrewing

Four Dogs Brewing Co.: https://www.fourdogs.ca

The story behind the four dogs: https://www.fourdogs.ca/about-us.html

Aubri on A Woman a Day with Tyler and Danaye: https://www.iheart.com/podcast/962-tyler-danaye-fuzzy-sound-b-122690064/episode/aubri-poon-on-a-woman-a-342224550/

Calgary Humane Society: https://www.calgaryhumane.ca

GoGo Photo Contest

The mastermind is currently open for enrolment. It's a group coaching container focusing on implementation support to help you build your repeatable marketing system along with comprehensive support of your business from pricing, sales, and mindset. My marketing templates library is included, press release templates and all, which is exactly where Aubri got hers.

If you're getting inconsistent bookings and you don't know what's causing it, do the free consistent booking audit quiz to find out which gaps is costing you.

Complete the audit here.

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

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.

Kaity runs Koarlie Studios Pet Portraits on the Sunshine Coast, shooting bright, colourful, joyful studio portraits of dogs. She is a certified canine behavioural dog trainer, which is why anxious and reactive dogs do so well with her, and it is the thing almost nobody knows about her. This is a real coaching call, recorded live, with her real numbers and her real goals on the table.

• Why accessible and profitable are not opposites, and what happens to the people you want to serve when the business stops being able to stay open
• The three gaps Ina looks for first: messaging, visibility and conversion
• What Kaity is actually booking now, and the dream she almost talked herself out of saying out loud
• Why more sessions is the wrong goal when your weekends are already spoken for, and what happens to the maths when you raise the average sale instead
• Making the financial decision for your client before they get to make it themselves
• Why raising your prices without raising your positioning is what makes people say you are too expensive
• The client who paid Ina $250 for all the digitals years ago, came back in 2023, and spent $3,000
• Giving people the full pricing before they book, and letting them decide
• What Kaity already knew, and the one thing she actually needed

If you have ever felt guilty about what you charge, this one is for you.

Kaity Hartley is the photographer behind Koarlie Studios Pet Portraits on the Sunshine Coast, Queensland. Her work is bright, playful and deliberately a little bit different, built for furkids of every type and every temperament. She has worked across the animal industry since 2012, from conservation and education to doggy daycare, behavioural training, rescue and enrichment, and she is a certified canine behavioural dog trainer. She was part of the first beta round of Ina's marketing workshop, and the feedback from that group shaped what the workshop became.

Connect with Kaity

• Koarlie Studios Pet Portraits: www.koarliestudiospetportraits.com
• Kaity on Instagram: @koarliestudios.petportraits

The mastermind is currently open for enrolment. It's a group coaching container focusing on implementation support to help you build your repeatable marketing system along with comprehensive support of your business from pricing, sales, and mindset. My marketing templates library is included, press release templates and all, which is exactly where Aubri got hers.

If you're getting inconsistent bookings and you don't know what's causing it, do the free consistent booking audit quiz to find out which gaps is costing you.

Complete the audit here.

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

Two of my clients have been on television recently. Neither of them paid a cent for it. They both sent a press release.

In this episode I'm talking about press releases, which I think is the most underused free marketing available to pet photographers. I'll walk you through what my clients actually did, what it produced, and the part almost everyone skips: being featured doesn't get you booked unless you go and use the coverage afterwards.

I also cover the two things that stop most photographers sending one. Not knowing what to write, and not knowing who to send it to. Both are much smaller problems than they feel.

• Why a press release is free advertising, and why most of us never send one
• The fear that actually stops people, and it isn't the writing
• How Aubri's beer can label contest raised $87,341 and got picked up by Global News Calgary
• How Stacey got on Philadelphia TV without having to be the story herself
• Why press buys you authority and credibility, not just visibility
• Being featured is not the same as being booked, and the four places your coverage needs to go
• The three questions that come up every single time I talk about this
• How to find the right journalists, and why that isn't the hard part
• One thing to do this week: find your angle

Look at what you've got coming up over the next few months. A campaign, a charity project, an award, a new studio, a collaboration with a local business. Pick one, and write down the angle in a single sentence. What's the reason a journalist would run this, and why now. That's the hard part. The writing is easy once you've got that.

The mastermind is currently open for enrolment. It's a group coaching container focusing on implementation support to help you build your repeatable marketing system along with comprehensive support of your business from pricing, sales, and mindset. My marketing templates library is included, press release templates and all, which is exactly where Aubri got hers.

If you're getting inconsistent bookings and you don't know what's causing it, do the free consistent booking audit quiz to find out which gaps is costing you.

Complete the audit here.

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

My projects

• Barking Beautiful, applications: inajphotography.com/barking-beautiful-application
• Tails of Canberra Volume 2: inajphotography.com/tails-of-canberra-volume-2-book-project
• Canberra Paws Calendar Contest: gogophotocontest.com/canberrapaws2026
• The Sunrise clip, on my Instagram: watch the reel

Aubri Poon

• Aubri Poon Photography: aubripoon.com
• The Furever Golden Tale contest page: gogophotocontest.com/fourdogsbrewing
• Her Global News Calgary feature, via her own LinkedIn post
• Aubri on A Woman a Day with Danaye: listen here

Stacey Sherman

• BarkHop Studio: barkhopstudio.com
• Stacey on Positively Philly, PHL17: A Purr-fect Addition to Phoenixville
• The three-way partnership behind it, in MyChesCo
• Calla's Critter Rescue and Maddie's Castle, where Calla's Kitty Kingdom lives

• Canberra Times: Picture paw-fect · Perfect pooches · Telling tails
• Canberra Daily: Paw-some opportunity · Ina J Photography
• HerCanberra: Barking Beautiful · Canberra Paws Calendar Contest
• Pet Industry News, People's Choice

Erin Ollila spent years comparing wedding photographers before her own wedding, and she still remembers ruling one out. Everyone in her area loved them. She looked at their website and thought she would probably get in trouble if she did not smile correctly.

In this episode, Ina sits down with conversion copywriter Erin Ollila to talk about pet photography website copy, and why beautiful images are not doing the selling most photographers assume they are. Erin writes websites for service-based businesses and pairs SEO with conversion, and her position is blunt: your site is not a portfolio, it is your marketing team, your sales team and your education team. They get into what is actually missing from most photography websites, whether to put your prices up, how to ask for a testimonial without feeling like a nuisance, and where AI genuinely helps your copy and where it makes you sound like everyone else.

• Why your website is not a portfolio, and the three jobs it should be doing instead
• The answer for anyone thinking "but my photos are better than a beginner's", and why that stops mattering the moment you are compared with another good photographer
• The most common copy mistake on photography websites, over-explaining what is included and under-explaining why you and what happens next
• What Erin found when she researched one local photography market: the site ranking far above the rest was the one with the most of the photographer in it
• Why the line items should be negligible, and what people are actually choosing between
• Confidence has four layers and only one of them is your camera skill
• The honest read on the word "luxury", and the rule if you are going to use it
• Why it is fine to be exclusive, and how repelling opens the door wider for the people you want
• Pain points do not work in photography. Desires do. Erin explains the difference using her own wedding
• The distinction worth the whole episode: you can repel someone without turning them off, and reminding a client their pet has an expiration date is turning them off
• Should you put pricing on your website: why Erin says no detailed menu but yes to pricing clues, and how to set a range that actually means something
• What happens to the client experience when someone books at a price they were not expecting, and why you start from below zero
• A more creative approach to case studies: the client spotlight, and how it does the selling and the SEO at once
• How to ask for testimonials when you feel like you are bothering people, and why the real problem is that clients do not know what to say
• Using AI for your copy without sounding like everyone else, and the work almost nobody wants to do first
• The third option between DIY and done for you that most people do not know exists

Look at your website like someone deciding between you and one other photographer whose work is just as good. Not a beginner. Someone genuinely good. If the only difference a reader could name is the number of images included, the words are not doing their job yet.

Erin Ollila is a conversion copywriter and SEO specialist who writes websites for service-based businesses. She studied fiction, poetry and creative nonfiction before moving into content marketing in the early 2010s, writing for very large brands, then moved into website copy when she started her own business and found herself surrounded by skilled people who did not know how to write about what they did. She hosts the Talk Copy to Me podcast. Ina put a call out on Threads looking for a copywriter and Erin came recommended by Colie James.

• Erin Ollila's website: erinollila.com
• Talk Copy to Me podcast: erinollila.com/podcast
• Work with Erin: erinollila.com/services

If you're getting inconsistent bookings and you don't know what's causing it, do the free consistent booking audit quiz to find out which gaps is costing you.

Complete the audit here.

The Consistent Bookings Mastermind is a 6 month group coaching program aimed to help you build your repeatable marketing system with implementation support and accountability. Click here to learn more and apply for the mastermind.

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, and free resources.

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

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

Michelle Marchant used to be flat out for two months, then drop off to nothing. Leads were never her problem. She had them coming in, she just did not know what to do with them once they landed. Now she has eleven bookings sitting in her calendar for August and September, a three week holiday booked over the top of them, and no stress about either.

In this episode, Ina sits down with Michelle Marchant of Captured Hearts Photography in the Dandenong Ranges, Melbourne. Michelle has been in business for about ten years and has worked with Ina one on one. She shares exactly what changed when she stopped running her marketing on the fly and built a proper pet photography marketing plan, a follow up process for her leads, and full pricing transparency before the session. This is a real look at how consistent bookings actually get built, numbers included.

Leads were never the bottleneck. Michelle already had a good filtering process and knew which marketing worked. What she did not have was anything that happened after a lead came in. A three email nurture sequence and a consultation script closed that gap.

One question she was not asking in the consult changed the whole conversation. What is your why. Why do you want this, why did you enter the competition. It opens up a real conversation, and it hands her ideas for what to capture, which lifts the sale.

Past coaches had told her not to disclose pricing before a session, and it never sat right with her. "I felt like I was handing over a surprise." She now sends the full pricing list once a client books, gives it earlier on request, and her pre session questionnaire asks whether they have looked at it with the link right there.

Between transparent pricing and a reworked price list with more collections, her average sale moved from around $1,500 to $1,800 up to about $2,200 across the last six months. Clients who tell her they are just going to take the minimum package regularly land between $2,000 and $3,000.

A $250 Facebook ad run over one week for Mother's Day brought in about 80 leads and 10 bookings. That is $25 a booking. May went from her usual four to six sessions up to eleven, and the campaign worked so well she did not need to run the autumn campaign she had planned.

Michelle does not rely on one campaign to book out six months. She runs several across the year, targeting different people, bringing in a few bookings from each. "A campaign can do so well one time. You try it again and it's the opposite."

Her Pets of the Hills calendar fundraiser for a local wildlife shelter raises around $4,000 to $5,000, with Bendigo Bank sponsoring the printing for the third year running. Fundraiser clients arrive thinking they are doing her a favour, so she added a phone consult and an in person studio consultation to shift that. Two of the highest sales she has ever had came through it in the last few weeks, one of them over $4,000.

The first half of this calendar year has already brought in over $60,000 in revenue, against a goal of four sessions a month at a $2,200 to $2,500 average sale.

Ask every enquiry why. Why they want this, why they entered. Then use what they tell you to plan what you photograph.

Michelle Marchant is the founder and photographer behind Captured Hearts Photography in the Dandenong Ranges, Melbourne. She picked up a camera in a high school photography class, went on to a Bachelor of Arts, and worked as a camera assistant in the film industry before launching her own portrait business about ten years ago. She photographs families, couples and single pet owners with their pets, works on an in person sales model from her studio, and runs the Pets of the Hills calendar fundraiser for a local wildlife shelter.

Website: capturedheartsphotography.com.au

Facebook: Captured Hearts by Michelle

Instagram: @capturedhearts_bymichelle

Global Image Products, where Michelle first saw Ina's work on display

If you're getting inconsistent bookings and you don't know what's causing it, do the free consistent booking audit quiz to find out which gaps is costing you.

Complete the audit here.

The Consistent Bookings Mastermind is a 6 month group coaching program aimed to help you build your repeatable marketing system with implementation support and accountability. Click here to learn more and apply for the mastermind.

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, and free resources.

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

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

For years I did what everyone tells you to do. I posted consistently, I showed up on social media, I made sure my website was SEO optimised. And I was still sitting there waiting for the bookings to come in.

Last year, more than half my bookings came from campaigns I deliberately launched. Book projects, giveaways, being physically present at expos and markets, and the business relationships I built through them. I can track exactly one booking directly to a reel.

That's not an argument against social media. It's an argument about what social media is actually for. In this episode I'm walking through the four passive marketing foundations every pet photographer needs, why they're not optional, and why none of them will fill your calendar in the week you need bookings.

This is Part 2 of a two-parter. Part 1 was the full breakdown of one of my active campaigns, the Facebook ads that turned $688.80 into over $30,000 in sales.

In this episode:

What passive marketing actually is, and the honest reason it works slowly

Why a marketing campaign is smaller than you think, and what makes something a campaign

Your Google Business Profile, and why it matters for AI search now, not just Google

What your website has to say about you, beyond being SEO optimised

Why "I don't want to be spammy" is costing you bookings, and how often I clean my list

The client who booked because a newsletter landed in her inbox at the right moment

What your social media is really for, and why a caption without a call to action gets you nothing

Where my bookings actually came from last year, tracked honestly

Why you can't build a custom audience without passive marketing underneath it

The 24 hours I lost access to Instagram, and what saved me

One thing to try this week: look at your last 90 days of bookings. How many came from something you deliberately launched, and how many came from someone who just happened to find you? That split tells you exactly where to put your effort next.

The Pet Photography Marketing System Workshop is where you build your own campaign with me, in the room. Three live sessions where we build your ideal client, your messaging, and one campaign planned start to finish, that you run again every season. The next cohort starts 13 August.

Enrol in The Pet Photography Marketing System Workshop here

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, and free resources.

Join the Skool Community here

Ran a marketing campaign that didn't work and you're not sure why? Send me a voice note or a DM on Instagram and I'll break it down on the show. You can stay anonymous

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit (find your gap in getting consistent bookings): https://www.inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

I spent $688.80 on Facebook ads over 13 days. That turned into $33,495 in sales.

I keep hearing that nobody's spending right now, and that giveaways don't work because all they attract is freebie seekers. So in this episode I'm breaking down my National Love Your Pet Day campaign start to finish. What I ran, what it made, and the part I got wrong.

Facebook ads for pet photographers can absolutely work. Mine returned 48.6 times what I put in. But the ads were never the thing that made it work, and I'm honest in here about where mine leaked. 191 leads turned into 13 bookings, which is a 6.8% conversion rate. The same style of campaign in 2024 converted at 25%.

If you've been thinking about running a giveaway or a seasonal campaign and you're not sure it's worth the money, this is the whole thing, numbers included.

In this episode:

• Why I set a booking and revenue goal before I spent a dollar, and where I write it down
• How to pick an anchor event, and why you can invent one if you need to
• The real numbers: $688.80 in ad spend, 191 leads, 13 bookings, $33,495 in sales
• Lead ads versus traffic ads, and why cheaper leads are not always better leads
• Why your ad copy has to call out your ideal client, not just your ad set targeting
• The difference between nurture and follow up, and why most giveaways fail on one of them
• My 6.8% conversion rate against 25% in 2024, and where I think it went wrong
• The follow-up process I did including the afternoon I called 90 people
• Why getting someone into a consultation is the whole game, and what happens once they're there
• How knowing your conversion rate tells you exactly what your next campaign has to generate

One thing to try this week: work out your actual conversion rate from your last campaign, or from your last ninety days. Leads in, bookings out. That one number tells you how many leads your next campaign needs.

The Pet Photography Marketing System Workshop is where you build your own campaign with me, in the room. Three live sessions where we build your ideal client, your messaging, and one campaign planned start to finish, that you run again every season. The next cohort starts 13 August.

Enrol in The Pet Photography Marketing System Workshop here

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, and free resources.

Join the Skool Community here

Ran a marketing campaign that didn't work and you're not sure why? Send me a voice note or a DM on Instagram and I'll break it down on the show. You can stay anonymous

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit (find your gap in getting consistent bookings): https://www.inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

When someone tells me AI content all sounds the same, I don't argue. I agree, somewhat. Most people are giving AI basic prompts and getting generic AI slop back.

In this episode I'm sharing the difference between AI slop and AI that amplifies your actual voice, and exactly how I use it across my pet photography business and my coaching business with a human-first approach. My brain-dump workflow (one 10 to 20 minute voice note becomes emails, podcast outlines, reels and carousels, in my voice), the litmus test every piece has to pass, my honest answer to "isn't using AI cheating", where I draw my own line (no AI image or video generation), and the client tool I built with Claude Code without knowing how to write a single line of code. Plus what one of my Mastermind clients, Aubri, built for her own studio with no coding experience at all.

Bring 3 to 5 samples of your own writing (written by you, not AI) plus your business information. We'll build your slim context file and your Brand Voice DNA together, live, so Claude knows your business and your content sounds like you. Live on Zoom, Thursday 30 July, 10am AEST (Wednesday 29 July, 8pm ET / 5pm PT). Replay available for 72 hours only.

Register here: https://www.inajphotography.com.au/claude-workshop

A free community for pet photographers who want to build a profitable, sustainable business with less overwhelm. Inside, I share practical marketing tips, business lessons and mindset shifts, and free resources.

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

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit: https://www.inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

A disappointing ordering appointment usually looks like one of a few things. They don’t show up. They turn up and say, my gosh, this is so expensive, or I thought this included all the digitals. Or you relied on them to book it in, and they ghosted you. It feels like it fell apart on the day. It didn’t. Something was broken earlier in the process, before the session ever happened.

In this episode I’m breaking down why the sale process shouldn’t start at the ordering appointment, what my own client journey looks like so there are no surprises, and a real planning call from this week where I knew exactly what formats I’d be shooting for before the session. Plus the consultation questions that plant the seed, the tells that show you who values artwork, and how I use AI to create the content that does this educating, without letting it write everything for me.

The episode covers:

• Where the sale actually starts (and what your consultation, questionnaire, and nurture sequence are doing in the background)
• What I ask on a planning call that shapes the entire shoot before I pick up my camera
• How to make sure clients arrive at the ordering appointment already thinking about their wall, not being introduced to the idea for the first time
• Where AI fits into building the content that does this education work for you, week after week, without you writing every caption from scratch

One thing to try this week: pull up your consultation questions and check whether any of them get the client imagining the finished photo in their home, not just what they want photographed.

On Thursday 30 July (Wednesday 29 July in the US) I’m running a free live workshop where we build a slim context file so Claude knows your business, your pricing and your offers, then your own Brand Voice DNA document, so your content sounds more like you and can educate clients about the artwork long before they book. Live on Zoom, 10am AEST, replay available.

Register here: https://www.inajphotography.com.au/claude-workshop

My paid workshop for pet photographers who want a marketing system that brings in consistent bookings, not random ones.

Details and registration: https://www.inajphotography.com.au/the-pet-photography-marketing-system-workshop

A free community for pet photographers who want to build a profitable, sustainable business with less overwhelm. Inside, I share practical marketing tips, business lessons and mindset shifts, and free resources. It’s also where you’ll hear about the next free training first.

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

Ghosting, low sales, clients surprised by pricing. This is something I work on closely with my Mastermind clients, from the client journey to the consultation to the ordering appointment itself.

Learn more: https://www.inajphotography.com.au/mastermind

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit: https://www.inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: https://www.inajphotography.com/for-photographers

Back when I charged around $250 a session, my marketing sounded like every other pet photographer's. Pet photography pricing works differently now, and generic AI content can do the same damage that generic marketing always did: it makes you impossible to tell apart from anyone else.

In this episode I'm breaking down why generic content, including lazy AI-generated content, makes you blend in with the big ocean of photographers, and why that's the real reason you can't raise your prices, not your market, not your niche. I get into what AI slop actually looks like, the anchor line I keep coming back to (using AI isn't the problem, using it lazily is), and how consistent branding and positioning since 2023, not AI, is what actually lets you charge for the artwork instead of the files.

• Why generic content leaves price as the only thing left to compare you on
• The mindset issue behind "nobody in my market will pay more"
• What AI slop actually looks like: emojis, short sentences, "this is not X, it's Y," and em dashes everywhere
• Using AI isn't the problem. Using it lazily is.
• How I turn 15 to 20 minutes of voice notes into content with a human-first process, not a copy-paste prompt
• Why consistent branding and positioning, not AI, is what let one of my mastermind clients land a $9,000 sale from a single client
• Why I use AI in my own business, and where my line is
• One thing to try this week

One thing to try this week: read your last five captions or emails back and ask honestly, could any pet photographer have written this? If yes, that's the gap.

Register for the free live Claude workshop, Thursday 30 July: inajphotography.com.au/claude-workshop

On Thursday 30 July I'm running a free live workshop. We build a slim context file so AI actually knows your real business, then your own Brand Voice DNA, so AI finally writes like you instead of like everyone else. Live on Zoom, 10am AEST (Wednesday 29 July, 8pm ET / 5pm PT), replay up for 72 hours.

Register here: inajphotography.com.au/claude-workshop

💬 Join the Pet Photographers' Collective (free community)

A free community for pet photographers who want to build a profitable, sustainable business with less overwhelm. Inside, I share practical marketing tips, business lessons and mindset shifts, and free resources.

Join here: skool.com/pet-photographers-collective-3125

📲 Connect with me

Instagram: @inaj.thepetphotoceo

Email: [email protected]

Free Consistent Bookings Audit: inajphotography.com/consistent-booking-audit

Mentoring & Coaching for Pet Photographers: inajphotography.com/for-photographers