The Pet Photographers' Journal

Do you feel like your marketing is scattered or your marketing reactively instead of proactively? Are you posting on social media just to "post something," hoping it leads to a booking?
In this special episode, I’m sitting down with Sharon Canovas, a talented pet and family photographer based in Ontario (and a professional stuntwoman!). Sharon joined my Consistent Bookings Workshop because she was tired of the being overwhelmed with marketing and wanted a clear path forward.
We dive deep into how she went from random social media posts to mapping out her entire year of marketing in advance. Sharon shares exactly how implementing a proper marketing strategy took her from uncertainty to being fully booked for the entire Spring season for the first time ever.
If you think you don't have time to market your business, you need to hear this. Sharon balances her photography business while working 15-hour days on film sets doing stunts and she still made it happen.
In this episode, we cover:
The shift from "Scattered" to Strategic: How Sharon stopped posting random "cute dog" photos and started posting with a purpose.
Planning 12 Months Out: How mapping out the year eliminated her anxiety about "what to do next".
The Power of AI Tools: How Sharon uses the tools from the workshop to brainstorm social media posts and emails in her dogs' voices, saving her hours of work.
Passive vs. Active Marketing: Why relying on social media alone isn't enough and how Sharon used pop-up events to drive leads.
The "Walk the Talk" Difference: Why it matters to learn from an educator who is still actively shooting and testing strategies in the trenches.

Memorable Quote:
"I took December off... I just sat down and planned everything out. So now I'm posting on social media with purpose... My Spring is fully booked. It's the first time that this is happening in my business." — Sharon Canovas
Connect with Sharon:
Sharon is a Hamilton Pet Photographer serving the Hamilton region in Ontario. Sharon balances her work in pet photography with her work as a stuntwoman and stunt coordinator. Since starting her business, she is most proud of having been voted Giggster Top 5 Best Pet Photographer from Hamilton, Ontario and has Won Platinum Award by Hamilton Spectator, Reader's Choice. Additionally, she's a certified pet grief specialist through One Last Network, equipped to better serve her clients in challenging times with End Of Life Pet Photography.
Website: https://canovasphotography.com/
Instagram: @scanovasphotography
Facebook: Canovas Photography

Feeling overwhelmed by scattered systems, lost inquiries, and clients who ghost before booking? You're not alone. In this episode, systems strategist Colie James breaks down exactly how to build a client experience that runs on autopilot while still feeling personal and professional.
Colie is a Dubsado Certified Specialist, HoneyBook Educator, and the host of Business-First Creatives podcast. After spending 12 years as a family photographer, she discovered her passion for helping creative service providers streamline their businesses through automated systems and workflows.
In this comprehensive conversation, we cover the entire journey of building client experience systems that actually work. From deciding when to invest in your first CRM to creating automated workflows that still feel personal, Colie breaks down the exact strategies she's used to help hundreds of photographers book more clients while working less.
We dive into the nitty-gritty: which CRM to choose and why, the three microsystems you need to build first, how to create a booking process that converts in minutes instead of days, and the secret to writing client emails that build trust instead of confusion. Colie also shares her 3 P's framework for client communication and explains the "confidence loop" and why keeping clients informed at every step is the key to preventing ghosting and increasing bookings.
If you've ever felt like you're drowning in admin work, losing track of where clients are in your process, or watching potential bookings slip away because your systems are too complicated, this episode will give you a clear action plan to fix it.
Whether you're just starting out or you've been photographing for years with messy backend systems, you'll walk away knowing exactly what to implement first and how to build a client experience that books itself.
Key Takeaways:
When to Invest in a CRM
The moment you can afford $40/month and have worked with about 5 clients, you should start
Why building systems early prevents overwhelm as your business grows
The hidden cost of scattered information across multiple platforms

Choosing the Right CRM
Colie's top two recommendations: Dubsado and HoneyBook for photographers
How to decide between platforms based on your business needs
Why starting with something is better than waiting for the "perfect" choice

The 5-Minute Booking Process
Why making it easy for clients to book quickly dramatically increases conversion rates
The three essential components: service selection, contract signing, and payment
Real results: clients reporting their fastest bookings ever after implementing this system

The Three Essential Microsystems
Instant inquiry response: What to include and why it matters
Booking proposal: How to present your offer in a way that builds confidence
Confirmation email: Setting expectations and creating...

If you feel like you know what you should be doing in your business...but your calendar is still empty, this episode is for you.
In this solo episode, I speaks directly to one of the most common and frustrating patterns I see after coaching pet photographers.
You’re not lacking information. You’re stuck between knowing and doing.
Between consuming content and seeing results.
Between trying “all the things” and still feeling like nothing sticks.
I share real conversations from inside my community, reflections from my own journey building my business while working full time, and the uncomfortable truth about the hidden cost of staying stuck.
This isn’t about finding a magic strategy.
It’s about building a system you can actually follow.
If you’ve been stuck consuming content, second guessing yourself, or hoping something will finally click, this episode is your wake up call.
You don’t need more information.
You need a plan you’ll actually implement.
Join the Consistent Bookings Workshop
WHAT'S INSIDE THE WORKSHOP:
Workshop 1 (29 Jan): The Foundation
We'll identify your ideal client, craft messaging that attracts them,
Workshop 2 (5 Feb): The Marketing Pillars
Strategic Campaign Planning, pillars and identify which suits your business best
Workshop 3 (12 Feb): The System
Learn to map out your next 90 days of marketing priorities
Plus you get:
• Ideal Client Clarity Toolkit with custom ChatGPT bot
• Brand Compass Custom GPT for writing in your voice
• 12-Month Marketing Calendar Template
• 3 Weeks Voxer Access (6 weeks if you join before 9am tomorrow)
• Pre-Workshop Prep Kit
• Private community access
• 30-day money-back guarantee
INVESTMENT:
$529 USD or $790 AUD
Payment plans available: 3 payments of $210 USD or 3 payments of $314 AUD
SIGN UP NOW
💬 Join the Pet Photographers’ Collective
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
✨ Want to Be Coached Live?
Interested in being featured on a future coaching episode? ⁠Apply here⁠
📲 Connect with Ina
Instagram: @inaj.thepetphotoceo
Email: [email protected]
Mentoring & Coaching for Pet Photographers: Learn More

What do you do when you've been in business for 13 years, you can take beautiful photos, but you just can't seem to get the clients? Do you give up, or do you get help?
In this honest and vulnerable episode, Sydney-based dog and equine photographer Allira Fontana shares her journey from event photography burnout to building a sustainable private session business. Allira opens up about the moment she nearly threw in the towel, the game-changing decision to invest in business coaching with Mark Rossetto, and why the old "do free sessions for a few months" approach simply doesn't work anymore.
If you've ever felt stuck in your business, struggled with marketing, or questioned whether you should keep going, this episode is for you.
In This Episode, You'll Learn:
How to know when it's time to invest in business coaching (and how to find the right coach for you)
Why marketing was the missing piece in Allira's business puzzle
The importance of finding accountability partners in your photography journey
How to navigate burnout without giving up on your dream
Why it's okay to pivot, pause, or change direction in your business
The real timeline for building a profitable pet photography business (spoiler: it's not 3 months)

About Allira Fontana:
Allira Fontana is a Sydney-based dog and equine photographer with almost 13 years of experience in the industry. After starting with event photography and experiencing significant burnout, Allira pivoted to private sessions and invested in business coaching that transformed her approach to marketing and client acquisition. She's passionate about supporting other photographers on their journey and is an accountability partner to Ina.
🔗 Connect with Allira
Instagram: @allirafontanaphotography
Website: https://www.allirafontana.com/
Allira's Social Media Pet Photographers Facebook Group
Join the Consistent Bookings Workshop
WHAT'S INSIDE THE WORKSHOP:
Workshop 1 (29 Jan): The Foundation
We'll identify your ideal client, craft messaging that attracts them,
Workshop 2 (5 Feb): The Marketing Pillars
Strategic Campaign Planning, pillars and identify which suits your business best
Workshop 3 (12 Feb): The System
Learn to map out your next 90 days of marketing priorities
Plus you get:
• Ideal Client Clarity Toolkit with custom ChatGPT bot
• Brand Compass Custom GPT for writing in your voice
• 12-Month Marketing Calendar Template
• 3 Weeks Voxer Access (6 weeks if you join before 9am tomorrow)
• Pre-Workshop Prep Kit
• Private community access
• 30-day money-back guarantee
INVESTMENT:
$529 USD or $790 AUD
Payment plans available: 3 payments of $210 USD or 3 payments of $314 AUD
SIGN UP NOW
💬

What actually makes a pet photography business sustainable long term?
In this episode, Ina sits down with Tatum from The Social Dog Company for a raw, honest conversation about what it really takes to build a profitable pet business without burning out or relying on paid ads.
Tatum shares her journey from running dog-friendly events and rescue fundraisers to rebuilding her business from absolute rock bottom and growing a multi six-figure marketing company serving pet businesses around the world. This isn’t a highlight reel. It’s a real look at resilience, business models, and the unglamorous work that actually moves the needle.
Together, they unpack why so many talented photographers struggle to book clients, why “just posting on Instagram” isn’t a strategy, and how simplifying your offer and messaging can completely change how people respond to your business.
This episode is a must-listen if you’ve ever felt stuck, overwhelmed by marketing, or frustrated that your work isn’t translating into consistent bookings.
💡 In this episode, we talk about:
Why incredible photography alone doesn’t build a successful business
The biggest mistake pet photographers make with marketing
Why organic marketing foundations matter before running ads
How to stop confusing potential clients with too many offers
What “hustle” actually means in the early stages of business
Why going viral doesn’t always help your business
How to attract the right clients instead of more followers
The difference between awareness, consideration, and conversion
Why email marketing still outperforms social media for sales
How to think like a business owner, not just a creative

🛠️ Practical takeaways you can apply straight away:
Simplify your offers and sell one core service clearly
Use stories to sell through pain point, solution, and outcome
Stop waiting until everything feels perfect before putting yourself out there
Focus on consistent action instead of chasing quick wins
Build marketing systems that support your life, not consume it

🔗 Connect with Tatum
Instagram: @thesocialdogcompany
Website: https://www.thesocialdogcompany.com
Tatum also offers free social media audit and regularly runs practical social media challenges for pet business owners who want better visibility and clearer messaging.
💬