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John Mills of https://souldog.studio hit £200K in two years with his pet photography business in the UK. He puts it down to Facebook Ads and the follow-up discovery calls!

We were exchanging emails recently, and he told me that he'd pivoted to dog photography around two years ago, having moved to a new part of the UK.

He rented a studio so he could finally start doing IPS. He said he'd always planned to move into pets, but knew having a studio with art on the walls would be essential.

He said, I’ve waited to send this email until it was official. Turnover last year was just under £200k, with 95% coming from Facebook and WANTED ads.

He has a lovely, easy-to-navigate website with a strong emphasis on booking a Discovery Call.

And I love his NO OBLIGATION OR PRESSURE SALES POLICY - straightforward and easy to see on his investment page.

In this interview, Jon shares a ton!



Here's some more of what we covered in the interview:



From headshots to hounds — how Jon built a thriving pet photography brand from scratch
Why client feedback is pure gold (and how Jon uses it to create unforgettable experiences)
Charging what you’re worth — the pricing approach that boosted profits without scaring clients off
Discovery calls that qualify the right clients and save time, energy and sanity
Why a studio full of artwork sells more than words ever could
Facebook ads that actually work — and the simple tweaks that keep enquiries coming in
Coffee, dogs, and photos — the local partnerships creating real win–win opportunities
Outsourcing for growth — how handing off editing freed up time and fuelled consistency
Smart automation that books clients while you sleep
Real stories and authentic testimonials that actually drive bookings
Pricing with confidence — and why it means happier clients and fewer headaches
Investing in yourself through coaching and community for long-term success




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If you map out your ideal life and know what you want from your business, then you can also work out, how many sessions can I do in a week? How much do I need to earn per session to make this business hit the goals that I want to hit. - Jon Mills

You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online. Seriously, that's not all.

I was very much undervaluing the product that I was offering... I increased my prices and discovered, not only do I attract better clients, but it gives me a massive boost to go, yeah, my artwork and the product and service I provide is worth the amount that will make this business profitable, rather than constantly chasing my tail. - Jon Mills

In addition to everything above,