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 pandemicFaced (and overcame) her fears of working one-on-one with clientsShifted from selling cheap digitals to confidently offering in-person sales and high-value artworkNavigated money mindset challenges and learned not to project her own money beliefs onto her clientsSuccessfully ran a breed-specific Dachshund book project—49 dogs photographed in just 5 months—while turning a deeply personal grief into a powerful business opportunityWe 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 projectsHow overwhelm and imposter syndrome show up, even for experienced photographersMichelle’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 MichelleWebsite: ⁠petsinfocusphoto.com⁠Instagram & Facebook: ⁠@petsinfocusphoto⁠ & ⁠Pets in Focus Photo⁠Want to Be Coached Live?Interested in being featured on a future coaching episode?⁠⁠⁠⁠Apply here⁠Connect with InaInstagram: ⁠⁠⁠⁠@inaj.thepetphotoceo⁠Email: ⁠[email protected]⁠Mentoring & Coaching for Pet Photographers: ⁠⁠⁠Learn More⁠If 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’ CollectiveIf 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 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

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