Premium Members, click here to access this interview in the premium area
Jo Lyons of www.jolyonsphotography.com is someone I could have asked to be interviewed 10 times over.
Each year, I've seen her taking steps in her business via the PhotoBizX Premium Members' Group, but it was a recent video of her beautiful studio and property that had me sending off my request.
In 2018, she was asking about selling wall art in the FB Group
In 2020, she started asking questions about building a studio.
In 2022, she was posting questions about studio wall colour options.
And in 2025, she released a fantastic video showcasing the studio, her property, her work, and happy clients — which you can see on her home page.
Looking more closely, it's easy to see this is a photography business operator who loves what she does.
You'll see book projects, Dog of the Year campaigns, feature pages on local accommodation and pet-specific websites and a beautifully laid out and easy-to-navigate website of her own.
In this interview, Jo shares exactly how she generates $2,500 average sales from her out-of-the-way, rural pet photography studio.
Here's some more of what we covered in the interview:
- What 13 years of slow, intentional growth looks like when you build a photography business around lifestyle first
- Why building a studio before you “need” it can create long-term leverage and opportunity
- How running fewer sessions but creating a destination experience can lift average sales without burnout
- Why clients who travel to you arrive pre-qualified, emotionally invested, and ready to buy artwork
- How anchoring a $10K–$15K ultimate experience reframes value, even when most clients spend less
- Why application-only book projects work better than open registrations
- How emotionally driven storytelling projects consistently outperform location-based ideas for sales
- Why short, high-energy promotions outperform long campaigns that quietly lose momentum
- How one Dog of the Year campaign can reliably bring in five strong clients every year
- Why great conversations convert “I just want digitals” enquiries into artwork buyers
- How personal follow-up beats automation when you deliberately keep your client volume low
- Why studio-based projects increase profit by reducing travel, time cost, and decision fatigue
- How wearable branding and QR codes can turn everyday outings into referral opportunities
- Why Instagram follower count matters far less than local relevance and real relationships
- How choosing “spaciousness” as a business principle can prevent growth from becoming overwhelming
If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet. Plus, special member-only interviews.
I've learned over the years that the ones who jump straight in are usually the best clients. – Jo Lyons
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’d rather work with fewer clients and give them an incredible experience than chase volume. – Jo Lyons
In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable, and help you build friendships with other pro photographers with motives similar to yours—to build a more successful photography business.
Following this interview, I’d love to know if you're taking anything from what Jo shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on what you heard in today's episode.
The Dog of the Year campaign brings in some of my favourite clients every year. – Jo Lyons
If you have any questions I missed, a specific question you’d like to ask Jo, or a way to thank her for coming on the show, feel free to add them in the comments area below.
I don’t want a business that takes over my life. I want one that supports the life I want to live. – Jo Lyons
iTunes Reviews and Shout-outsI check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons. Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome! Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.
The emotional stories always connect more deeply than the location-based projects. – Jo Lyons
If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name. Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.
The people who are willing to travel to you arrive already emotionally invested in the experience. – Jo Lyons
Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.
Links to people, places and things mentioned in this episode:Jo Lyons Photography on Facebook
Jo Lyons Photography on Instagram
Jo Lyons Photography on YouTube
Episode 607: Heather Lahtinen – Why Your Photography Business Isn’t Growing (And How to Fix It)
Episode 470: Katie Kolenberg – Profitable photography book projects Q&A
Episode 556: Johl Dunn – Unlock Your Photography Business Potential and Stop Failing
Episode 475: Ina Jalil – How to easily increase your portrait photography sales consistently
Episode 268: Alex Vita – Everything you need for a successful photography website
Lead Ads Training for Photographers with John Glaser
Episode 524: Alex Cearns – Photography business rules for success and profit
If someone says they just want digitals, that’s usually just the starting point of the conversation. – Jo Lyons
Huge thanks to Jo for coming on and sharing so openly about what’s changed — and what hasn’t — over the past seven years.
I do love hearing from someone who’s deliberately shaped her business around lifestyle and experience… not just more sessions or more bookings. The studio, the property, the projects she runs — it all points back to creating something meaningful for the client.
Nothing feels accidental. Every part of the experience has been thought through and built over time.
I’d love to know what stood out most for you in this one… and whether it’s prompted you to rethink any part of your own business — from how clients first discover you through to what they end up taking home.
The studio wasn’t something the business needed at the time, but I knew it would open doors later. – Jo Lyons
That’s it for me this week; I hope everything is going well for you in life and business!
Thanks for listening—speak soon,
Andrew
The post 658: Jo Lyons – $2,500 Average Sales from a Rural Pet Photography Studio appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.
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