The Pet Photographers' Journal

Why Pet Photographers Should Document Their Own Dogs | Personal Projects, Legacy and Life with Kerry Martin

Documenting Your Own Dogs: Personal Photography Projects with Kerry MartinMost episodes of The Pet Photographers’ Journal focus on the business side of photography. Marketing, pricing, and building a sustainable photography business.But this episode is a little different.Instead of talking about strategy or sales, this conversation steps back into something much more personal.Photographing our own dogs.Ina Jalil sits down with Kerry Martin from Puppy Tales, an award winning Melbourne based dog photographer who has spent more than sixteen years documenting life with dogs across Australia.Together they talk about the importance of personal photography projects. The kind that are not created for clients, awards or social media, but simply to capture the everyday moments with the dogs who share our lives.Kerry shares how small projects such as photographing daily moments or recording a one second video each day can become deeply meaningful over time. Especially when those quiet memories are all that remain after our dogs are gone.For pet photographers who spend their careers documenting other people’s dogs, this episode is a gentle reminder to turn the camera back toward the lives unfolding at home.In This EpisodeHow Kerry Martin started her pet photography journey after leaving the NavyThe evolution of pet photography over the past 16 yearsThe story behind Kerry’s photography projects including Snow Dogs and Dog Tales of AustraliaWhy personal photography projects are different from client workHow to start a meaningful photography project documenting your own dogThe one-second-a-day video project that changed how Kerry remembers her dogsWhy simple, imperfect moments often become the most meaningful photographsHow documenting our own dogs can reshape how we photograph for clientsThe emotional value of creating memories before time runs outKey Takeaway for Pet PhotographersAs photographers, we spend so much time creating beautiful images for clients that we sometimes forget to turn the camera toward our own lives.This episode is a reminder that personal photography projects don’t need to be perfect. They just need to exist.Future you will be grateful that they do.About Kerry MartinKerry Martin is the photographer behind Puppy Tales, a Melbourne based photography and storytelling platform dedicated to celebrating the bond between dogs and their people.She considers pets very much part of the family and shares her work to inspire fellow pet parents to create incredible memories of life with their dogs.Kerry travels throughout Australia offering her award winning dog photography and is known for her seasonal photography experiences, most notably Snow Dogs, as well as her studio based project Project Dogalogue.Over the past sixteen years she has received many national and international photography awards. Highlights include Master of Photography, Australian Pet and Animal Photographer of the Year, and the Pets and People category winner at the 2024 International Pet Photography Awards.As she travels with her own beloved dogs, Kerry also writes and shares stories about dog photography, dog friendly travel, and life with dogs. Her content reaches a community of more than 500,000 dog lovers across the Puppy Tales website and social media platforms.Through her writing and photography she encourages dog inclusive lifestyles, shares practical resources to help dogs live happy and healthy lives, and tells heartfelt stories about the relationships between dogs and people.Puppy Tales is also a business for good, operating as carbon negative and supporting local charities through photography and fundraising. Kerry founded the Australian Dog of the Year Awards in 2021 to recognise the incredible contribution dogs make to people, communities and society.Connect with Kerry MartinWebsite: https://puppytales.com.au/Instagram: @puppytalesphotosFacebook: Puppy TalesSubscribe to The Pet Photographers’ JournalIf you enjoyed this episode, make sure you subscribe and leave a five-star review. It helps more pet photographers discover the show and join the conversation.💬 Join the Pet Photographers' CollectiveIf 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 growConnect 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✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? Apply here: https://forms.gle/oocMwawVB3de6aM29📲 Connect with InaInstagram: @inaj.thepetphotoceo Email: ina@inajphotography.comJoin the Consistent Bookings ProgramMentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographers

SEO, UX, and AI: What Pet Photographers Need to Know About Their Website with Alex Vita

Is your website quietly turning away clients?Most photographers have a website. Far fewer have one that actually converts. In this episode, Ina sits down with Alex Vita, a web designer who works exclusively with photographers and has nearly 20 years of experience helping them get more enquiries through their sites.They cover the most common content and user experience mistakes photographers make, what good SEO actually involves in 2025, and how the rise of AI tools is changing the way potential clients find you. There is a lot of practical, actionable advice in this one whether your website is brand new or years old.Key takeaways:Your homepage has about five seconds to tell someone who you are, where you are, and why they should choose you. A slideshow does not do that. A collage of four strong images with a clear heading, location, and differentiator does.Backlinks still matter more than almost anything else in SEO. Cleaning up your H1 tags is helpful but it will not get you to page one if your competitors have years of quality links behind them. PR and genuine outreach are the longer-term answer.AI tools are already recommending photographers to potential clients. Consistent business details across every platform, an FAQ section on your homepage, testimonials throughout your site, and content that shows your expertise all help you show up in those recommendations.Pricing on your website does not have to be a full price list. It should address investment in some way. Gating it behind a newsletter subscribe might gain you a few subscribers but it reduces conversions and, as Alex puts it, it is a bit icky.Your service page is not just about pricing. It is about the experience of working with you, the benefits, the process, the social proof, and then the investment. All of that together is what converts.About Alex VitaAlex Vita runs Foreground Web, a web design, SEO, and consulting service built specifically for photographers. He started out as a photographer himself before his computer science background pulled him back toward the web. He has worked with hundreds of photographers worldwide and is known for his in-depth articles, courses, and honest, no-fluff approach to helping photographers build websites that actually work.Connect with AlexInstagram: @foregroundwebWebsite: foregroundweb.com Youtube: https://www.youtube.com/@foregroundwebUseful Links on Alex's Website:Articles:https://www.foregroundweb.com/ai-proof-photography-website/https://www.foregroundweb.com/displaying-prices/https://www.foregroundweb.com/seo-obsession/Sign Up to Alex's Newsletter: https://www.foregroundweb.com/subscribe/Contact Alex directly via email through his website, he replies to every single one.💬 Join the Pet Photographers' CollectiveIf 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 growConnect 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✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? Apply here: https://forms.gle/oocMwawVB3de6aM29📲 Connect with InaInstagram: @inaj.thepetphotoceo Email: ina@inajphotography.comJoin the Consistent Bookings ProgramMentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographers

Why Your Bookings Are Inconsistent (And It's Not What You Think)

In this solo episode, Ina shares the moment that changed how she thinks about marketing forever. After quitting her six-figure government job to go full time in photography, attending an overseas retreat, and coming home to zero bookings in January and February, she learned the hard way that posting on social media and having a marketing strategy are two very different things. She also introduces her Consistent Ideal Client Method, the three part framework she now teaches to pet photographers who are ready to stop guessing and start building a system. If you're stuck in the feast and famine cycle, this one is for you.Key takeaways:Why posting consistently is not the same as marketingThe difference between passive and active marketingWhy the feast and famine cycle is a structure problem, not a talent problemThe Consistent Ideal Client Method: Magnetic Visibility, Aligned Positioning, and Intentional Client ExperienceSign up to The Consistent Bookings Workshop:🌐 Sign up for the Consistent Bookings Workshop or Find out more about the Consistent Bookings ProgramConnect with Ina📲 Instagram: @inaj.thepetphotoceo🌐 Mentoring & Coaching: https://www.inajphotography.com/coaching🌐 Sign up for the Pet Photographers Marketing Reset Free Masterclass💬 Join the Pet Photographers’ CollectiveIf 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 tipsBusiness lessons and mindset shiftsFree resources to help you growConnect 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✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? ⁠Apply here⁠If this episode resonated with you, share it with another pet photographer who needs to hear it.And if you haven’t started building your email list yet… this is your sign.

Stop Selling Photos: Sell the Experience with Graham Crichton

What does it take to transform from photographing 1,000+ weddings to running one of Northern Ireland’s most successful boutique pet photography studios?In this episode of The Pet Photographers’ Journal, we sit down with Graham Crichton of Belfast, Northern Ireland, who has built a premium studio brand with over 400 five-star Google reviews and an average sale of £1,500–£2,000 per client.You’ll learn why photography alone won’t grow your business in today’s AI-driven, competitive market and what actually will.From gift voucher strategies and transparent pricing, to automated client touchpoints, reveal sessions, premium sales techniques, and the psychology behind perceived value, this episode breaks down the full luxury client journey step-by-step.If you want to:Raise your prices with confidenceIncrease your average saleStop attracting price shoppersDeliver a premium client experienceBuild long-term reputation and referralsThis episode is your blueprint.Key Topics CoveredWhy you’re not in the photography business — you’re in the service businessBuilding a high-end pet photography studio modelHow to design a complete client journey from first inquiry to product pickupUsing gift vouchers strategically (without attracting time-wasters)Why transparency in pricing increases trustHow to prepare clients for higher investment without “selling”The power of video in pet photographer marketingCreating perceived value through small experience detailsHandling price objections the right wayWhy over-promising and under-delivering destroys trustGetting (and leveraging) 400+ five-star Google reviewsActionable Takeaways for Your Pet Photography Business1. Shift Your Identity: You’re in the Service IndustryStop introducing yourself as “just a photographer.”Think like hospitality, not like an artist.Ask: What does my client experience feel like at every touchpoint?2. Build a Clear Client Journey (Before Raising Prices)Map every stage: website → inquiry → call → session → reveal → pickup.Remove friction and uncertainty at each step.Repeat key messaging (especially around pricing and products).3. Use Gift Vouchers StrategicallyAvoid free vouchers that attract non-buyers.Include full pricing transparency in the experience box.Follow up proactively before expiry dates.4. Implant Product Thinking EarlyUse phrases like “We shoot for product.”Prepare clients before the reveal session.Send questionnaires asking what and where they plan to display artwork.5. Elevate Perceived Value Without Big CostsOffer premium coffee or small thoughtful touches.Personalise welcome screens with client names.Create an immersive slideshow reveal experience.Small details create big emotional impact.6. Stop Fearing Price ObjectionsFour out of five people may think you’re expensive — that’s normal.Your job isn’t to convince everyone.It’s to attract and nurture the right clients.7. Never Over-PromiseUnder-promise and over-deliver.If turnaround is 5 weeks, say 5 — even if it might be 3.Trust builds reputation. Reputation builds premium positioning.About GrahamGraham is a photographer and educator with nearly 20 years of professional experience across multiple genres. For the past decade, he has specialised in high-end pet portraiture and runs one of the very few specialist pet portrait studios in his country.With a boutique studio model focused on client experience over volume, he has built a highly profitable pet photography business, earning over 400 five-star Google reviews and establishing a reputation for exceptional service and premium wall art sales.Let’s Continue the ConversationWhat does your client journey currently look like?Are you relying on your photography to sell… or are you intentionally designing an experience worth investing in?Share your biggest takeaway from this episode inside the community, we’d love to hear what you’re implementing next.If this episode shifted your perspective, send it to another pet photographer who needs to hear it.Connect with Graham📲 Instagram: @theexperienceengineListen to the Experience Engine on SpotifyWebsite: www.grahamcrichton.com/engineConnect with Ina📲 Instagram: @inaj.thepetphotoceo🌐 Mentoring & Coaching: https://www.inajphotography.com/coaching🌐 Sign up for the Consistent Bookings Workshop or Find out more about the Consistent Bookings Program💬 Join the Pet Photographers’ CollectiveIf 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 tipsBusiness lessons and mindset shiftsFree resources to help you growConnect 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✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? ⁠Apply here⁠If this episode resonated with you, share it with another pet photographer who needs to hear it.And if you haven’t started building your email list yet… this is your sign.

Email Marketing, AI & Visibility: How Pet Photographers Can Stand Out in a Noisy Market with Tarryn Michie

Marketing can feel overwhelming.Email lists. Social media. SEO. AI. PR. Sub-niching. Ads. Reviews.If you’re a pet photographer wondering where to actually focus your energy, this episode brings clarity.Ina is joined by Tarryn Michie, co-founder of Pet Biz Creatives, a pet-industry marketing agency that partners with ethical, purpose-driven pet brands to help them grow sustainably without burnout. With a background in investment banking, naturopathy, and strategic marketing, Tarryn blends data-driven strategy with meaningful storytelling to help pet businesses get visible and convert.While Tarryn works heavily with pet product brands, the strategies she shares are incredibly relevant for service-based businesses like pet photography, especially when it comes to email marketing, trust-building, and future-proofing your visibility.In This Episode, We Cover:📩 Why email marketing is still one of the highest ROI tools availableThe real reason you shouldn’t rely on social media aloneWhy inbox fatigue is often just a mindset blockHow often you should email (and what to actually send)What to do if your email list has gone dormantHow to set up a simple welcome sequence that builds trust🎯 Sub-niching to increase conversionsWhy speaking to “all pet parents” weakens your messageHow narrowing your audience actually grows your businessExamples of powerful sub-niches for pet photographers🤝 Case studies, testimonials & reducing buyer anxietyWhy pet parents hesitate before bookingHow sharing real client experiences removes fearA simple way to guide clients when asking for reviews🚀 Getting visible beyond social mediaPractical ways to approach PR (even without a big budget)How to leverage awards, media mentions, and podcastsWhy backlinks and third-party credibility matter more than ever🤖 AI, SEO & being found in the futureWhat AEO/GEO really meansHow AI tools decide who to recommendWhy blogs, FAQs, and structured website content still matterHow to position yourself as a trusted authority online🧠 The mindset pieceImposter syndrome in businessWhy comparison kills momentumFeeding your brain the right inputs as a business ownerThe Big TakeawayIf you feel overwhelmed by marketing, don’t try to do everything.Start here:✔️ Build or activate your email list✔️ Send one value-packed email per month✔️ Share more of yourself and your story✔️ Focus on connection before conversionEmail is intimate. It builds trust. And trust is what converts pet parents, especially when bookings can take months or even years.Connect with Tarryn🌐 Website: https://petbizcreatives.com🔗 LinkedIn: Tarryn Michie🎁 Free lead magnet: Pet Parent Decision Making MatrixConnect with Ina📲 Instagram: @inaj.thepetphotoceo🌐 Mentoring & Coaching: https://www.inajphotography.com/coaching🌐 Sign up for the Pet Photographers Marketing Reset Free Masterclass💬 Join the Pet Photographers’ CollectiveIf 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 tipsBusiness lessons and mindset shiftsFree resources to help you growConnect 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✨ Want to Be Coached Live?Interested in being featured on a future coaching episode? ⁠Apply here⁠If this episode resonated with you, share it with another pet photographer who needs to hear it.And if you haven’t started building your email list yet… this is your sign.Mentioned in this episode:Free Webinar Ad - Pet Photographers' Marketing ResetStop doing "random acts of marketing" and start building a repeatable system. I have an upcoming free Masterclass, the Pet Photographers' Marketing reset where I'll cover: - The 3 specific shifts that took me from panicking about bills to consistent bookings - Why consistent posting on social media does NOT equal consistent bookings. - The system I use to stay booked weeks in advance without relying on the algorithm. 👉 Register for the Free Webinar Here: https://www.inajphotography.com.au/webinar-registration-3041