What happens when your business plan is built around selling $25 digitals… and then a global pandemic cancels every single dog sports event on your calendar?

For Michigan-based pet photographer Michelle Crandall of Pets in Focus, that reality became the turning point of her career.

In this honest and inspiring conversation, Michelle shares how she:

• Pivoted from dog sports photography to pet portraits during the pandemic
• Faced (and overcame) her fears of working one-on-one with clients
• Shifted from selling cheap digitals to confidently offering in-person sales and high-value artwork
• Navigated money mindset challenges and learned not to project her own money beliefs onto her clients
• Successfully ran a breed-specific Dachshund book project—49 dogs photographed in just 5 months—while turning a deeply personal grief into a powerful business opportunity

We also talk openly about:

• Pricing for profit vs. “charging your worth”
• Finding your real ideal clients (hint: it might not be who you thought)
• Why community and support make the biggest difference when tackling big projects
• How overwhelm and imposter syndrome show up, even for experienced photographers

Michelle’s story is a reminder that you’re not alone in the struggles of running a pet photography business. Whether you’re thinking about raising your prices, starting in-person sales, or tackling a book project, her journey proves that growth is possible with the right mindset shifts.

Connect with Michelle

Website: ⁠petsinfocusphoto.com⁠

Instagram & Facebook: ⁠@petsinfocusphoto⁠ & ⁠Pets in Focus Photo⁠

Want to Be Coached Live?

Interested in being featured on a future coaching episode?

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Connect with Ina

Instagram: ⁠⁠⁠⁠@inaj.thepetphotoceo⁠

Email: ⁠ina@inajphotography.com⁠

Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More⁠

If this episode resonated, please share it with a fellow photographer or leave a review, it means the world and helps more people find the show.

💬 Join the Pet Photographers’ Collective

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