166: Brand Photography with Petra Losonczi-Kiss

166: Brand Photography with Petra Losonczi-Kiss

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Summary:
 

Photos are the fastest way to communicate what our business is, who our services are for, and what our ‘vibe’ is. How do we use photos in our business and what does it mean to have a branded photo? Petra Losonczi-Kiss, a Pet Business Brand Photography Specialist and owner of Petra Brand Photography, joins the show to discuss how awesome photos improve our messaging. She shares how photos help connect us with our ideal clients and how to be ourselves in front of the lens.

Topics on this episode:

  • Photography and branding

  • Messaging with photos

  • Being ourselves in front of the lens

  • Myths around photography in business

Main takeaway: Photos are powerful ways to communicate with our clients because they shop with their eyes and purchase from who they connect with.

About our guest:

Petra is a Pet Business Brand Photography Specialist.

From dog trainers to doggie day cares to pet accessories and everything in between, she helps animal focused businesses with their photography.

Petra has been a photographer for over 11 years and has been involved with the veterinary industry for over 5 years. That is where she got to know the pet owners and what they need when looking for a pet professional.

Petra decided to help these pet pros get in front of their ideal clients with beautiful personalized images. Whether it is a tip on phone or product photography or brand images taken virtually or face to face, Petra is always happy to help. She lives in Bedfordshire, in the UK. However her virtual photography sessions are available worldwide.

Links:

Website: www.petra-brandphotography.co.uk

Email: petra@petra-brandphotography.co.uk

Facebook Group

Follow her on Youtube

Give us a call! (636) 364-8260

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Email us at: feedback@petsitterconfessional.com

A VERY ROUGH TRANSCRIPT OF THE EPISODE

Provided by otter.ai

SUMMARY KEYWORDS

photos, business, pet, brand, clients, photography, people, photoshoot, pet owners, images, photographer, ideal clients, petra, dog trainer, photo shoot, pet sitters, website, day, branded, confessional

SPEAKERS

Collin, Petra, Doug

 

00:17

Hi, I'm Meghan.

 

00:18

I'm Collin. And this is pet sitter confessional,

 

00:21

and open and honest discussion about life as a pet

 

00:24

sitter brought to you by time to pet and pet sitters International. When it comes to branding our businesses, many of us think of colors, logo, and font. But there is another aspect to branding our business, which is the photos that we use. Photos communicate so much, they do say a picture's worth 1000 words and even more. So when we are trying to get a message across to our clients about our business, who we are, what we represent, and what our values are. So today, we're really excited to have Petra lucency kiss on to talk about branding, photography, and the importance of having that in our business and really nailing that from the get go. Let's get started.

 

01:02

Thank you so much for having me. So my name is Petra lotions a case. And I'm the founder of Petra brand photography. And now I specialize in pet businesses, which is very nice photography. Basically, I have been a professional photographer for over 11 years. And I also have a veterinary background. I used to be a vet nurse and the head receptionist for many, many years and working at the vet practice, I got to know the the pet owners and then what they are looking for when they need a pet professional for their beloved animals. So I thought I combined these two knowledge and then my business was born. Well, that's really cool.

 

01:52

So you start said you got into photography 10 years ago, what what got you started?

 

01:57

And so basically, believe it or not, I started as a photographer on a cruise ship. So I joined Oh, God, yeah, long time ago, as a photographer on a crusade with a couple of companies, and I have basically learned photography there, they had a mini photography college. And I have done that. And basically, I learned everything there on the cruise ship. I done mainly portrait photography day. And then later I got into wildlife, pet and then even newborn photography.

 

02:40

So how would you describe your photography style? Or who what other photographers can influence you? Or do you look to

 

02:48

because I'm very nice photographer, I basically, I did develop my own style. So because obviously I know what pet owners are looking for. In You know, when they're looking for a dog groomer, or a pet sitter or dog trainer, or any pet professional, so I, I like to work around that need, and then how their pet business is, and then what kind of images they would need for their business. So I like to create unique images for all businesses.

 

03:30

While in you know, so on that, like, you know, we're talking here about branding. And when many of us think about branding, we think about, you know, choosing our colors, maybe a font and the logo. And and I know for even myself it really start thinking about pulling in photos for our brand. That can be it's kind of confusing. So how what role does photography play in our business branding?

 

03:56

Yes, yes, exactly. People don't realize that how important photography is when it comes to branding, and everybody has usually their website and logo sorted and then they don't think about the photography part. And that branding is is very important. So it's really not just about the logo and the website is the whole thing together what how you and your business come together. So professional images will actually make you a trustworthy and a professional business in your field. So your clients, your ideal clients actually like to see you in your business and not just some stock images. Because if they see this stock image that they just doesn't convert those images if you know what I'm saying. So those images are like cold images for clients. So they want to see the real Who's behind the business?

 

05:02

Yeah, it's those those first impressions of especially if you go to enough pet business websites, you'll start seeing some of the same stock photos come up time and time and time again, even in your own, even in your own local area. So it just adds this level of authenticity, this genuine story that you're getting across with your photos. And as you said, it allows them to get a better idea of who they're working with, and have a much better first impression.

 

05:34

Yes, yes, exactly. First impressions are very important. People actually can process photos 60,000 times faster than words. So if they see a photo, then they then they can make a judgement much faster than if they read any kind of content. So and then obviously, people shop with their eyes open, and then they make decisions on what they see. And then this is true for pet businesses as well. So if they see a person, then obviously they can relate more to death problem. So it's definitely helping. If you again, if you use images of yourself. Yeah.

 

06:21

And you had that phrase there, I love that people shop with their eyes open. So in your mind, and in your experience, what are what are people looking for? Well, is

 

06:31

definitely how you can help that pet owners. So again, if you have a pet business, that is very niche, and then you help in one specific problem, then obviously images of you solve that problem for the for that pet owners. So let me just say an example like reactive dogs for they're looking for dog trainer for the reactive dogs. So obviously, they would want to go for a dog trainer, who is first of all, specializes in this, but then when they go to a website, then then they obviously like to see that. How is that person going to help them with their reactive dogs, and then the training process, if you show images of the training process, then that's obviously going to be a window for the pet owners to decide if they want to book that service with a dog trainer.

 

07:28

Yeah, they get a better idea of again, who they're working with how those services are going to be rendered and start building that trust, as you said, you know, 60,000 times faster than a long paragraph describing your background describing your your certifications. Like all that stuff is important as well. But trying to bring that into those photos will really help pull them in Yes, yes,

 

07:50

exactly.

 

07:50

How do we bring our brand into a photo? Or I guess, you know, that question of what what makes a good branded? Yes. So basically,

 

08:00

it's been a very tough problem that I've seen within the pet professionals that either they are scared to show themselves or even if they are ready to go out there and then have a picture taken, they just afraid. Like they camera shy. So they afraid of what they have to do when it comes to a photo session. So I usually just tell my clients that they just have to be themselves. And again, you know, it might be a tough one. Many cameras pointing at you. But this is why I have like even packages that will help you with this. So like I would sit down with my clients and then we go do number of video calls and discuss the whole photoshoot minute by minute so that they are comfortable on the day and then they can be themselves on those images.

 

09:04

Have you heard about time to pet dog from bad to the bone pet care as this to say,

 

09:09

time to pet has made managing my team and clients so much easier. Our clients love the easy to use app and scheduling features and our sitters love being able to have all of their information organized and easily accessible. My favorite feature is the instant messaging by keeping conversations on time to pet we are able to monitor our team and ensure nothing ever falls through the cracks.

 

09:29

If you are looking for new pet sitting software, give time to pet a try. listeners of this show can get 50% off their first three months by going to timed pet.com forward slash confessional. Having that level of comfort it is it is scary to get behind or get in front of the lens and start trying to show your true self and what comes across. How do you help coach people through that how does somebody become more comfortable in front of the lens?

 

09:57

Well, one thing is different. If we discuss the whole photo shoot said so that there is no surprises on the day. So we would exactly we will discuss the exact like location. And then what are we doing there and then like discussing, like if they are, like, I'm just gonna bring the dog trainer problem again in here, but then like, what kind of training they're gonna do or like exactly what kind of images they they are looking for in their businesses. So they obviously have a pool of content that they want to put out there, they already have it out there, but then create images around that content. So yes, it's, it's talking about it, it's gonna make them feel more comfortable, because they know what is happening. And then I'm not going to be a stranger on the day because they see me through video calls. So it's going to be a little bit more relaxing. And then on the day of the photoshoot, we actually have more fun taking photos, so it's more fun than taking photos. Well, yeah,

 

11:17

it's you know, it's, it sounds like it's building that relationship with the photographer that you're using. And, and just relaxing, right and embracing who you are, and taking it slow, so that you can have fun, and know that that I like this, this is going to communicate that I want to make sure this communicates the proper message to my clients, and I want it to be me. So I'm not like yes, this a branded photo always have to have like my face.

 

11:44

Yes, and no. I like, I like to use all my photos with me included in it. On my own brand photos, I do have dogs involved as well. But I'm always with the dogs. So I like to be present in my own brand. And I do recommend this as well for my clients. Because, again, I I just cannot address this enough, your clients want to see you if if it's not enough for them to see cute doggy on your website, because that's, that's not going to help them with it. So they want to see the real person to get to know that person. And then that's how you you actually making the connection with that IDM client. So

 

12:41

sounds like it sounds like you can have photos that are on brand, maybe that have your colors or show different themes. But really, to really get that message across like having your face in there is going to be the best thing possible.

 

12:56

That's that's definitely the best option. There are other sorts of images that I branded photos that I create. But then, again, they are unique to your brand. But they won't have you in it is just like for some some social media posts. And then other bits and bobs that you can use those photos, they are called flatlays. I don't know if you're familiar with the term, it's basically a photo taken from up above of objects that you actually use for work. So for let's say, for a pet sitter, I would use like a bunch of keys, and cat toys and all that. And then it's arranged nicely and then taken off, I take a photo from up above these items, and then use that photo, which again, is unique to you. Because then you use those every day of your work.

 

13:58

And in those you know, you could include bits of your own personality. If you've got a cool key chain, I'm sure you know, you put that in there, or some photos or some dance or your favorite tools, again, thinking of this brand in the larger context of more than just the colors that you have present in the photo. But these objects that bring in that communicate part of your personality, they're going to that are going to instantly connect with your clients on the other end,

 

14:23

definitely. And then again, it's going to be unique to your brand because then it's only created for you I never take I never use any sort of image for any other business but just the one that it was created for because it is uniquely that brand.

 

14:39

I guess it kind of gets into one of one of your favorite quotes here by Elliott erwitt. The whole point of taking pictures is so that you don't have to explain things with words that really sounds like this whole thing of of how much can we communicate in this photo so that we can get that instant connection and don't have to worry about about writing these big long paragraphs

 

15:02

yes exactly it's actually very good to put the relevant image to your words so that people when they read it then they can relate it right away because they seeing an image of it and then they actually going to remember it better by seeing an image of what they are reading

 

15:24

i think i do need to ask you as a photographer are you a nikon are you a canon person are you an olympus person what

 

15:32

do you shoot with

 

15:35

of yes i am a canon person

 

15:38

is that something you know when we started talking about photos and brands and getting these photos what are our options for getting those is that something that we always have to go to a professional for or what what can we do on our own to to make some branded photography

 

15:55

you can do some photos of your own obviously it's it's a bit more complicated for a person who who doesn't know much about photography and then posing themselves so if you need images urgently then obviously you can do it yourself a video phone but it's a little bit more complicated if you if you're not so good with photography and then you don't know how to pose yourself and all that sort so obviously if you needed urgently as i said then you can do some photos of yourselves that you can post on social media i don't recommend these photos on web sites because they actually not so good quality on for a website and then it's it's just going to make you look unprofessional if you use it on your website so for social media does photos can be good

 

16:59

it sounds like it really is an investment in your business in your brand and worth the time to go and get some professionally done photos that you can use for a long time right it's not something you're going to do i guess you could if you wanted to but it sounds like you can do this once a year maybe once every other year and get some good photography that's going to change with you and grow with you over time

 

17:21

yes yes exactly i do recommend at least once a year because obviously your business is changing and then you might need new photos of your business or you're adding on some services or adding on some new stuff or anything like that so i do recommend that a frequent professional photography done your business

 

17:46

yeah well well i think we've all encountered those those profiles that have a headshot and you're like oh i'm gonna go meet this person and it's like oh that photo was taken 15 years ago okay or something you know like like you know are their style the style has changed or as you mentioned they've added new services so the feeling doesn't quite fit with the photo that they were trying to communicate

 

18:09

yes yes i do see these businesses and they have a headshot or just a regular photo that turns out it was taken 10 years ago if not really the same person that you think then

 

18:25

yeah so staying on top of it keeping it fresh and using that opportunity to to grow your vision as a business and really it gives you i guess a good annual reminder of like what what is my brand what am i trying to communicate what do i represent as a business

 

18:43

exactly exactly does helping your business as well that's where your business is going to so definitely

 

18:50

a question i had for you about the photography here you know we're talking about brand and we're also talking about messaging what what kind of things can or i guess what kind of messages should my photos be communicating

 

19:04

your photos should be about you and about your work to show your ideal clients that who you are and what you stand for basically this way you as i mentioned you can build that know like and trust factor with your clients and people see who they are going to work with so it's going to be an easy decision for them that they want to choose you

 

19:34

again putting yourself there so that they know

 

19:37

yeah yes it's it's like every big brand that you see not necessarily pet related but any sort of big brand that you see that he if if i tell you a big brand like virgin like you already know who is who is behind virgin and then you know the person and then he's out there promoting his brand and he that sounds like yeah a world known brand and then you still know who is the ceo of that brand so if you take an example of that then then no matter how big or small your businesses then this is what you should be following as well

 

20:16

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21:37

it's actually i recently had a client and he was very specific that she wants happy photos because it's actually within her brand name as well as happy and she just wanted happy photos because she's a happy person herself so actually it was really really easy on her photoshoot because she was continuously smiling and she was laughing on all my jokes that i usually say during a photo shoot and then images were just like glowing and then it was like so happy the whole thing even when we got to her to the part of the session when we do photos of her work even during her work she was just like smiling and glowing and the nor her clients around her they were smiling so the whole photoshoot was happy so it just do come across when you are nice and relaxed and what you want to represent

 

22:40

like it's kind of on business on us to bring that in like to know how that connection between what we want our clients to feel and how we are going to represent that because it is ours it is ours and it is it's very personal and to remember that that's that's okay to bring those photos and actually that's what's recommended and what we need to be doing

 

23:01

yes yes yes exactly i do have actually a workbook that my clients need to fill out before we actually start planning the photoshoot so they have a general idea as well that what they want their photos to represent so it does help them and then it does help me as well to start planning the photoshoot

 

23:23

what are some of the challenges around branding pet business photography

 

23:29

people are not aware that they need a brand photo shoot for their business it is very surprising but i do hear this a lot that they just don't think that they need it and they just use general stock photos and and then they just not going to help their business these photos so i'm actually trying to educate these pet businesses that why they need a brand photoshoot and how it can help them the other challenge that i'm facing as i mentioned is that people are very camera shy and then they just afraid to be in front of a camera and what they have to do this is why i actually created a package just around to help these sort of pet businesses who are just paid that photo taken

 

24:27

well it is it is true

 

24:28

i mean many of us do get into this because we love the pets and we actually like working behind the scenes so like the very thought of getting our face branded and put it across our website was just like ah do i like want to run away and hide in a hole right

 

24:45

yeah no

 

24:48

this is what i tell to these people that if you are a service based pet business then you will be out there eventually meeting that client so it doesn't matter if you're ready Put it out on your website, because you're going to meet the client face to face. So there's no point of hiding.

 

25:06

We kind of forget that. It's amazing how quickly we forget that we're like, No, I don't want my face out there. Like, but you know, your clients are gonna see you eventually. Oh, yeah, I guess they are okay, right?

 

25:19

Yes, exactly.

 

25:21

But for some reason, it's when we get in front of that lens in front of that camera all of a sudden, like, it makes it really serious. And we start psyching ourselves out and going, Oh, this is a big deal. This is this is going to be here forever. And oh, what if I mess this up? And it because it's going to be, you know, not literally in black and white. There'll be colors in there too, I'm sure. But like, it really just makes it makes it front and center and we overthink that process.

 

25:46

Yeah, yeah, that could be But then again, if you choose the right photographer, then that's gonna be an issue at all.

 

25:54

So yeah, talk to us about that. We're convinced that we need some good brand photography, brand photos. And we want to go find somebody to do them what makes a good photographer to do those photos for us.

 

26:05

So I would definitely recommend a photographer who actually does branding photography. Because like a pet photographer, a lot of people think that Oh, I just need a pet photographer. Wait, no, you don't. Because it's not just your pets that that the photographer is taking photos of and a pet photographer usually doesn't take pictures of people. Not that often. And then they might not know how to pose you specially for your business. And I would definitely choose a photographer who either done a brand photo shoot for a pet business or has a pet industry background. So understand what what a pet owner needs.

 

26:52

And you mentioned there posing appropriately and standing, I know I always have that thought of like, okay, now what do I do with my hands? How do I hold my head? And what is the what's the power of having a good position in a photo? And what do you kind of different positions communicate to our clients.

 

27:10

So I don't really like to pose my clients, because then obviously, if I pose you then definitely won't be you. So I like to do a photo session, when you are all natural, might tell you the act to sit there because that's a good location because of the lighting or turn your head because of the lighting. But that's all that I would be doing. And then usually, for pet businesses, you would have animals around you. And then it's just believe it or not, it's gonna go with the flow. If you have dogs around or cat around, then he will adjust to what they want to do. And then you just got to get amazing photos.

 

27:51

These are much different than the standard stage photos that many of us have experienced with like, it sounds like you're kind of following us in a day, the photographer is gonna be following us in a day in our life, and capturing photos throughout the day, to get to get those kinds of images.

 

28:08

So it's not a full day photo shoot that I'm doing. It's a longer photo shoot, it's a three hour photo shoot. And usually, my photo shoots have two parts. One of them is a portrait session of you made your own animals up together. And the other part is you at work. So again, because you are at work, you know what you're doing is just go with the flow, and then just take images around you why work?

 

28:43

I think that helps knowing knowing that knowing how a session like this for a pet business branded photography session goes, I think that helps alleviate some of that stress of of,

 

28:54

oh gosh, you

 

28:55

know, I'm going to be sitting on a stool with a really corny background of colors. And she's going to be telling me to tilt my head up into the left and look in the middle distance and we're going to

 

29:06

work in a studio. So all the your work is heavy, whether that's indoors or outdoors. I do mainly outdoors To be honest, but it's not a studio, photo session. Yeah, it's nothing like that.

 

29:27

And that should give us confidence, right? When we start you know, having these fears and a second guesses of like, Oh gosh, like what are these going to look like reminding ourselves that part of how we run and operate our business like the the day to day operations that is part of our brand, the the processes, how we organize everything, how we interact with the dogs, that too is part of our brand, what these photos sound like they're doing as they're coming in, and they're capturing that so that potential clients see that and are going to get that connection and and that to get to communicate that to them?

 

30:01

Yes, yes, exactly. And that's all that brand photography is about. It should be a storytelling photography, brand photography that tells a story of you. And your work implies that,

 

30:12

oh no, I absolutely loved that. That idea of of connecting the photos to a story is many times we think about, oh, I've got to go write a blog, if to tell my story, or I've got to go live on Facebook. But that's terrifying, because I've got to get in front of a camera. So I'm not going to do that. So I'm going to do this newsletter, pulling these photos in of going, this is part of my story to this is this, this these expressions that I have on my face throughout the day, you know, how I'm meeting with clients, how I'm interacting with them, that is all part of the story. So it really takes this this idea of brand. And as you started with saying, It's everything, it's everything, and brand photography is trying to capture some of that, and pull it down and communicate that to the people who we want to be communicating with.

 

30:57

Yes, exactly. It's just basically putting yourself out there in front of your ideal client. And if people actually don't, they don't like what they see, then those are not your ideal clients, and then they're not going to waste your time.

 

31:13

And that's, and that's okay, right, we want we want that. And so it's kind of interesting to think about using our photos, as a way of pre filtering the clients that are coming into our contact forms, right of like, we, it's, that's an interesting and unique way of thinking about that, but but we want that, right, we want to, if they don't like your photos, because you've had, you know, you brand them accordingly, use them in the right manner. And that's going to connect with the people and those the people that that you ultimately want to be working with, as you said, so we've talked about some of what brand photography is, I was wondering what what are some some myths around brand photography, or business or maybe some common misconceptions

 

31:59

and loads of myths around the brand photography. And the number one is actually that you need to be photogenic. So I actually do hear this quite a lot that, Oh, I'm not photogenic, I'm not good in front of the camera, well, you don't need to be a supermodel, you're not going in front of the Vogue magazine. So it's just you, you just have to be you. And then as you as we just talked about it, you are going to attract your ideal client, and then they are going to love you or wherever you are. And then it's not. It doesn't have to be as I said, a supermodel because a supermodel is not going to take care of their pet. So it just really have to be you. I've been saying this a lot. But that's that's basically all all of it that it comes down to. The other big myth is that people think that they are too old or boring or an attractive it'd be the face of their own brand. But then old compared to who are boring, did actually someone say that to you that you're boring. It's just an imposter. imposter syndrome. For people that they actually don't want to go out of their comfort zone and, and put themselves out there. So as I said, if you're at a service based business, your clients will see you so there's no point in hiding

 

33:41

that imposter syndrome is huge. And part of this again, it's it's so interesting how when we start talking about photos and getting in front of the lens, all of these insecurities start bubbling up to the surface. Where Don't you know, when you say like, just to be you? Oh, gosh, like that sentence? That phrase is so scary, especially if we don't even know who we are or right or maybe, maybe maybe we have a different perspective of who we think we are versus who we want to be and and then those that imposter syndrome to have, who am I I'm not good enough. It's so fascinating how these simple things of a photo brings up all of those emotions and insecurities to the surface. That as a business owner, we don't typically work with because we're busy taking care of the pets. But, but that process like that, strengthening that mindset work that almost has to happen before the photo shoot like that such a huge growth potential at a personal level, and then being able to connect with the clients that you want to work with. That's really powerful at the business level.

 

34:44

Yes, exactly.

 

34:45

So it sounds like you do a lot of almost therapy sessions with some clients. Sometimes we're working through that

 

34:52

is affecting you in the beginning. It's a lot of education. People in the pet industry because they just don't see that they do You need to print photoshoot, because as you said, they just busy doing their work taking care of the pet.

 

35:06

It takes a moment to work around that. But that opportunity that potential

 

35:11

for growth

 

35:12

is really, really healthy as we become more comfortable with who we are as an individual, as a business owner, and everything that's tied up into that to use these photos as a way of being proud of who we are, and being able to put that out there.

 

35:30

Exactly, exactly. Once you ready to accept it, then then you're ready to actually grow your business. Because adding professional photos into your business, you are going to grow your business and take it to the next level.

 

35:43

That's absolutely absolutely fascinating. I love hearing about how something as simple as a photo can have such a profound impact not just on our business, but on us as people. And all that's that's tied up into there. Petra, this has been an absolutely fascinating conversation, I really appreciate you taking the time out of your day to come on and share with us a little bit about what branding photography looks like and some of your process too, and how it's actually not as as scary as we tend to think. But if people want to reach out and get connected, and ask some more questions, how best can they do that?

 

36:20

So either they can find me in the usual Facebook way, either on my page, or I actually do have a group, which is called business branding. Or they can email me, which is Petra at Petra hyphen brand photography that codit. UK awesome.

 

36:42

And I will have links to that in the show notes and on our website. So people can click right through that and get in touch with you betcha. Thank you so much for coming on today.

 

36:51

Thank you so much for having me.

 

36:53

Photos do a lot for our business and for our brand. They are a direct connection where our clients can see us, whether that's in action, whether that's dog walking, whether that's grooming whether that's whatever we want to showcase in our business. It's a way for people to instantly see us see a face, recognize us people buy from people they buy from people that they know and trust. And photos are key in that. I know it's uncomfortable getting in front of the lens. Trust me, I know it is a struggle for Megan and I as well. But when we think about putting our face out there, we want to make those connections and be part of that story that people are going to be buying from and connecting with. Thank you so much for listening to this week's episode. I hope that you're able to take some of this away and start implementing it into your business this week or in the future. We want to thank our sponsors, time to pet and pet sitters international for making this week's show possible. We want to hear feedback from you how you use photos. Have you ever used a brand photographer and what that process was like for you? Send us an email at feedback at petsitter confessional comm look us up on Facebook and Instagram at petsitter confessional as well and check out our website. pester confessional calm for a ton of more resources and ways to get connected with us. Hope you have a wonderful rest of the week. We'll be back again on Monday.

167: Conversation About Prices

167: Conversation About Prices

165: The Many Hats of a Business Owner

165: The Many Hats of a Business Owner

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