The Pet Photographers' Journal

The Facebook Ad and Giveaway System That Books Out a Studio 4 Times a Year with Jason Krygier-Baum from Fido Foto

What if you could run four campaigns a year, spend around $40 to acquire each client, and predict exactly how many sessions you'd fill? That is exactly what Jason Krieger-Baum has built at Fido Photo in Toronto. He has been photographing pets for over 17 years, and in this episode he pulls back the curtain on the giveaway-based lead generation model that now drives his entire business. No organic social. No cold outreach. Just a system that works. This conversation gets genuinely specific. We talk numbers, ad structure, booking rates, same-day ordering, and why Jason believes he would start with this model all over again if he were beginning today. What we cover: * How Jason went from a high-touch luxury brand to a streamlined, high-volume studio model and why he thinks it is the better business * The giveaway structure that generates 400 to 450 leads per campaign and converts roughly 35 to 40% of winners into booked clients * His exact ad spend: $8 to $10 per lead, $4,000 to $5,000 per campaign, run four times a year * Why he spends $500 a day on ads and does not stress about optimising every dollar * His same-day ordering appointment process and how he culls 350 images down to 30 in just 15 minutes * The automated booking workflow he uses in Go High Level so clients book themselves without a single phone call from him * How he physically mails a printed magazine to every client a month before their session to prepare them for the experience * Why he does not post on social media at all right now and what he does instead Key timestamps: * 02:40 Jason's 17+ years in pet photography and how Toronto shaped his approach * 05:00 Two brands, one pivot: the difference between Jason KB and Fido Photo * 09:00 Pricing breakdown including digitals, portraits, wall art, and coffee table books * 14:00 The booking workflow from lead to session without phone calls * 17:00 How Jason shoots six sessions a week across three days * 20:00 Culling 350 photos in 15 minutes and running a same-day ordering session * 32:00 How the giveaway model actually works, who wins and how many book * 37:00 The ad spend breakdown and the ROI equation he uses * 39:00 How he structures his Facebook campaigns: ad sets, audiences, and one ad per set * 1:20:00 Why he puts zero effort into social media and what he is building instead Connect with Jason: Instagram: @fido.foto [https://www.instagram.com/fido.foto] Website: fido-foto.com [https://www.fido-foto.com/] Resources mentioned: * Go High Level / Difference Maker Revolution (CRM and automation platform Jason uses for his booking workflow) * ProSelect (slideshow and ordering session software) 💬 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 [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 [https://forms.gle/oocMwawVB3de6aM29] 📲 CONNECT WITH INA Instagram: @inaj.thepetphotoceo [https://instagram.com/inaj.thepetphotoceo] Email: ina@inajphotography.com [ina@inajphotography.com] Free Consistent Bookings Audit - find your gap in getting consistent bookings: https://www.inajphotography.com/consistent-booking-audit [https://www.inajphotography.com/consistent-booking-audit] Mentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographer [https://www.inajphotography.com/for-photographers]

How to Keep Marketing When You're Too Busy Doing the Work

Right now I've got 16 sessions booked for May, ordering appointments to run, editing to get through, and prints to deliver. And I'm still marketing. I know that probably sounds like a lot. This episode is about what that actually looks like, and why having a system already in place means marketing doesn't have to stop just because life gets full. I also share the moment that changed how I think about this entirely. A trip to Iceland, two months of no marketing at all, and coming home to a completely empty January and February. No bookings. No enquiries. Checking my emails constantly and genuinely thinking about applying for other jobs. That experience is a big part of why I built the repeatable marketing system I use today, and why I created the workshop. ENROL IN THE PET PHOTOGRAPHY MARKETING SYSTEMS WORKSHOP The Pet The Pet Photography Marketing Systems Workshop starts 14 May 2026 7:30 AM AEST (13 May 2026 5:30PM ET). More info about the workshop or to enrol visit: https://www.inajphotography.com.au/the-pet-photography-marketing-systems-workshop [https://www.inajphotography.com.au/the-pet-photography-marketing-systems-workshop] 💬 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 [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 [https://forms.gle/oocMwawVB3de6aM29] 📲 CONNECT WITH INA Instagram: @inaj.thepetphotoceo [https://instagram.com/inaj.thepetphotoceo] Email: ina@inajphotography.com [ina@inajphotography.com] Free Consistent Bookings Audit - find your gap in getting consistent bookings: https://www.inajphotography.com/consistent-booking-audit [https://www.inajphotography.com/consistent-booking-audit] Mentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographer [https://www.inajphotography.com/for-photographers]

Your Next Busy Season Is Being Decided Right Now

I'm recording this right at the start of my busiest month. Sixteen sessions in May. And almost every single one of them was booked from campaigns I ran back in January and February. That gap between when the marketing happens and when the bookings land is the thing most photographers miss. And it's exactly what this episode is about. If you're in a busy season right now and you're not thinking about what happens next, or if you're staring at a quiet calendar wondering how it got this way, this one is for you. In this episode: * Why the feast and famine cycle is not about how hard you're working (and what it's actually about) * The 4 to 6 week marketing lag and why your empty calendar is never about now * What a National Love Your Pet Day giveaway brought in, including one client who spent $6,000 and another who spent $3,980 * Sharon Canovas's story: how a stunt performer in Hamilton, Ontario went from scrambling for bookings to a fully booked spring by planning her whole year in December * The one action to take this week, depending on your season and hemisphere RESOURCES AND LINKS MENTIONED: * The Pet Photography Marketing Systems Workshop starting 14 May 2026 7:30 AM AEST (13 May 2026 5:30PM ET): https://www.inajphotography.com.au/the-pet-photography-marketing-systems-workshop [https://www.inajphotography.com.au/the-pet-photography-marketing-systems-workshop] * Sharon Canovas's episode: From Overwhelmed With Marketing to Fully Booked for Spring Listen on Captivate [https://the-pet-photographers-journal.captivate.fm/episode/from-overwhelmed-with-marketing-to-fully-booked-for-spring-with-sharon-canovas] | Listen on Spotify [https://open.spotify.com/episode/4LC6bhrtoIgx1RCKXG4IYH?si=fkcqwFv0TACgxhPle1s84A] YOUR ONE ACTION FROM THIS EPISODE Write down your next peak booking window. Count back four to six weeks from that date. That's when your marketing needs to start. Not when the season arrives. Not when your calendar starts looking quiet. 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 [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 [https://forms.gle/oocMwawVB3de6aM29] 📲 CONNECT WITH INA Instagram: @inaj.thepetphotoceo [https://instagram.com/inaj.thepetphotoceo] Email: ina@inajphotography.com [ina@inajphotography.com] Free Consistent Bookings Audit - find your gap in getting consistent bookings: https://www.inajphotography.com/consistent-booking-audit [https://www.inajphotography.com/consistent-booking-audit] Mentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographer [https://www.inajphotography.com/for-photographers]

Hiding Behind the Camera: The Subconscious Reason Photographers Avoid Visibility with Marissa

Why You Can't Make Yourself Show Up Online (It's Not a Confidence Problem) with Miss Marissa You know what you should be doing. Post more. Show up consistently. Put yourself out there. And yet something keeps stopping you. In this episode, I sit down with Marissa, a personal brand therapist, coach, and former national TV hypnotist who works at the intersection of neuroscience, subconscious rewiring, and personal brand identity. Marissa has 20+ years in personal branding and marketing, degrees in PR, journalism, and applied neuroscience, and over 3,000 client sessions under her belt. What I expected was a conversation about branding strategy. What actually happened was something I didn't see coming. Midway through our conversation, Marissa turned the tables and started coaching me live, on air. She uncovered a belief I've been carrying since childhood and walked me through a guided subconscious practice that I'm still thinking about. If you've ever pushed yourself to show up online only to freeze, go blank, or find yourself doing literally anything else instead, this episode will give you a completely different lens for that. In this episode, we cover: * Why visibility resistance is a nervous system and belief problem, not a confidence problem * How your core beliefs form between the ages of 0 and 7, and why they're still running your business today * The "thick book" concept: how neural pathways shape your behaviour as a photographer * What it actually means to have a personal brand as a solo photographer (and why you already have one whether you like it or not) * Why the most talented photographers are often the least visible * A live guided inner practice you can use whenever you feel stuck showing up * Small, practical steps to start building visibility even if video feels terrifying * Marissa's final message for anyone who keeps getting in their own way Timestamps: 00:00 — Introduction 01:30 — Marissa's journey: from shooting her first wedding at 17 to national TV hypnotist 11:52 — The difference between confidence in your skills and confidence in yourself 13:25 — Stripping back belief layers: how our core stories form 20:00 — The "thick book" concept and how neural pathways shape your behaviour 23:21 — Ina shares her own visibility block with coaching 28:36 — Marissa challenges the belief that you need to be "better" than your clients 32:00 — The live inner practice begins 48:07 — Coming out of the exercise: how Ina felt 53:49 — People buy who you are, not just your photos 01:04:23 — What is a personal brand, really? 01:15:09 — Practical steps when you're not ready for video 01:22:13 — Marissa's final message: there is nothing wrong with you CONNECT WITH MARISSA: Website: heymissmarissa.com [http://heymissmarissa.com] Instagram: @heymissmarissa [https://www.instagram.com/heymissmarissa] USEFUL RESOURCES: The Pet Photography Marketing System Workshop Waitlist (enrolment opens April 30th) - get a personalised video audit on your website, pricing or offer if you enrol to the workshop and you're on this waitlist. Add your name here: https://www.inajphotography.com.au/consistent-bookings-workshop-waitlist-page [https://www.inajphotography.com.au/consistent-bookings-workshop-waitlist-page] Free Consistent Bookings Audit - find your gap in getting consistent bookings: https://www.inajphotography.com/consistent-booking-audit [https://www.inajphotography.com/consistent-booking-audit] 💬 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 [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 [https://forms.gle/oocMwawVB3de6aM29] 📲 CONNECT WITH INA Instagram: @inaj.thepetphotoceo [https://instagram.com/inaj.thepetphotoceo] Email: ina@inajphotography.com [ina@inajphotography.com] Join the Consistent Bookings Program [https://www.inajphotography.com.au/the-consistent-bookings-program-2026] Mentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographer [https://www.inajphotography.com/for-photographers]

How I Know What a Client Will Spend Before They See Their Photos

How I Know What a Client Will Spend Before They See Their Photos If you've ever had a client ghost you after the session, or show up to their ordering appointment completely shocked by the pricing, this episode is going to hit close to home. Because here's the thing: the problem usually isn't the ordering appointment itself. It's everything that came before it. In this solo episode, Ina walks through her full client process from first enquiry through to ordering appointment, and explains exactly how she's consistently getting clients spending $2,000 to $4,000 even during a cost of living crunch, with more than half of those clients coming in as giveaway clients. The process is not complicated, but the sequencing matters. And most photographers are missing a step somewhere along the way. What's covered in this episode: 00:00 Why clients get shocked at pricing (and what's actually causing it) 02:30 How Ina's website is set up to educate clients before the consultation even starts 06:00 What happens at the consultation, and why Ina spends most of it talking about the dog, not the pricing 10:00 The one question she asks that tells her almost everything about what a client will spend 13:00 How she introduces pricing without handing over a price list 15:30 The questionnaire and pre-session planning call, and why both matter more than most photographers realise 19:00 How she books the ordering appointment on the way back to the car after the session 21:00 Two real examples from recent ordering appointments, including a $3,200 prepaid session and a client who doubled his own planned spend 25:00 The key takeaway: the ordering appointment is not where the sale happens, it's where it lands RESOURCES MENTIONED: Consultation That Sells Workshop Waitlist: https://www.inajphotography.com.au/consultation-that-sells-waitlist [https://www.inajphotography.com.au/consultation-that-sells-waitlist] Free Consistent Bookings Audit: https://www.inajphotography.com/consistent-booking-audit [https://www.inajphotography.com/consistent-booking-audit] 💬 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 [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 [https://forms.gle/oocMwawVB3de6aM29] 📲 CONNECT WITH INA Instagram: @inaj.thepetphotoceo [https://instagram.com/inaj.thepetphotoceo] Email: ina@inajphotography.com [ina@inajphotography.com] Join the Consistent Bookings Program [https://www.inajphotography.com.au/the-consistent-bookings-program-2026] Mentoring & Coaching for Pet Photographers — Learn More: https://www.inajphotography.com/for-photographer [https://www.inajphotography.com/for-photographers]