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.

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