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Jo Menneer of www.divinedivas.co.uk was first interviewed on PhotoBizX seven years ago — in person — inside her stunning studio in Bath, UK.
And when I say stunning, I mean a converted Methodist church, complete with its own private (and revered) car park. It really is as incredible as it sounds.
Back then, the business had two arms: family photography and boudoir. But it was boudoir that was clearly leading the charge — eight sessions a week, on top of four family sessions.
Jo and her husband, Neil, were deep in it. Running a team. Managing the studio. Focused as much on systems and growth as they were on the photography itself.
This morning, I jumped onto their Facebook page to see the ads they were running these days — and I was stopped in my tracks by the first post I saw.
It was a video testimonial from an emotional client who said:
“I couldn’t find myself. Two bad marriages, depression, and all that… I came here, and it’s been the best thing in my life.”
That’s more than a good review.
That’s transformation.
Wouldn’t it be incredible to have clients saying that about your business?
A lot has changed in seven years — average sales have nearly tripled, family photography has almost disappeared, weekends are free, and the studio now runs on a tightly refined client journey built around confidence and trust.
Although I’m not back in the UK this time, Jo is here in Australia — and in this interview, she shares how premium pricing, consistent marketing, structured pre-shoot calls and a deeply intentional client experience have reshaped her studio into a calmer, more profitable and more impactful business than ever before.
Here's some more of what we covered in the interview:
- What seven years of intentional evolution really looks like inside a premium studio business
- Why being able to spend six weeks in Australia without daily check-ins proves systems — not talent — create freedom
- How keeping Meta ads running consistently (and refusing to “improve” winning campaigns) compounds bookings and stabilises revenue
- Why adding email marketing years into an established studio deepened nurture and increased conversion
- How narrowing focus from family photography to premium boudoir strengthened positioning and lifted the average sale to £2,250+
- Why building a specialised team (photographer, makeup artist, bookings manager) removes the owner bottleneck and elevates experience
- How hiring a former client strengthened empathy, brand voice and booking conversions
- Why five structured pre-shoot calls dramatically increase trust — and warm clients for stronger in-person sales
- How guided confidence visualisation shifts the conversation from price to identity
- Why involving partners before the shoot reduces objections and increases commitment to artwork
- The pricing mindset shift that unlocked five-figure client spends
- How 12-month in-house payment plans protect premium pricing without discounting
- Why Meta currently outperforms Google Ads for awareness-driven luxury services
- How private Facebook communities nurture hesitant prospects for months — even years — before booking
- Why understanding a client’s financial comfort zone builds trust and prevents buyer’s remorse
- How Jo is moving toward a three-day work week without sacrificing growth
- What this entire evolution proves about premium pricing, positioning and long-term sustainability
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.
Photography, to me, is part of the whole process of our business. It’s not the end goal. It’s what brings in the money. The end goal for me is them feeling amazing. – Jo Menneer
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.
If it works, don’t touch it. I’ve fallen foul so many times thinking, “Let’s try something new,” and suddenly the ad that was working brilliantly just stops performing. – Jo Menneer
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.
I don’t want anyone leaving my studio feeling pushed into a sale. I want them walking out excited, counting down the days until their artwork arrives. – Jo Menneer
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.
People will spend more than you think. I didn’t believe anyone would pay those prices. My stomach was clenched when we put them up. But they do. – Jo Menneer
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.
We probably do five calls with a client before she even comes in. By the time she walks through the door, she already feels seen, heard, and understood. – Jo Menneer
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.
If you hate doing the bookings and the sales, find someone to do it. They should more than pay for themselves. You’ll double, triple, even quadruple your business with the right person on board. – Jo Menneer
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.
Here is the latest review…
★★★★★ A Gem in the World of Photography Business Education
Via Apple Podcasts by “Swiss Fam” in Switzerland on February 26th, 2026.
I’ve been a loyal listener of PhotoBizX for years, and it remains the single most valuable resource for my photography business. Andrew Hellmich has an incredible knack for interviewing; he consistently asks his guests the exact questions I’m thinking, digging deep into the nuts and bolts of the “how” rather than staying on the surface.
Beyond the podcast episodes, the Premium membership is worth its weight in gold. Andrew frequently organises fantastic webinars and training sessions led by experts in their fields, providing actionable insights you can actually work on.
What truly sets this apart, though, is the culture Andrew has built:
– The Community: The Facebook group is hands-down the most supportive and helpful space for photographers on the internet.
– The Host: Andrew is a genuinely great guy. He is encouraging, always helpful and deeply invested in his listeners' success. He’s also like a walking encyclopedia of his own archives – if you have a question, he’s always there to point you toward the exact episode that solves your problem.
If you want to grow your business and find a community that actually wants you to succeed, look no further. Highly recommended!
Links to people, places and things mentioned in this episode:Episode 283: Jo Menneer – How to run a truly successful studio based photography business
Episode 348: Steve Saporito – How to excite and delight your portrait clients to better sales
When she sees that artwork every day, she’s not thinking about what it cost. She’s thinking, “Look at that woman. She’s confident. She’s powerful.” – Jo Menneer
Huge thanks to Jo for coming back on and sharing so openly about what’s changed — and what hasn’t — over the past seven years.
There’s something powerful about hearing from someone who’s deliberately reshaped her business around how she wants clients to feel… not just what she wants to sell. Every call, every touchpoint, every decision is intentional. Nothing is there “just because that’s how studios do it.”
I’d love to know what stood out most for you in this conversation… and whether it’s prompted you to rethink any part of your own client journey — from first enquiry through to the final sale.
We don’t spend time digging into what went wrong in her life. We’re looking for what’s already strong in her. That’s what we build on. – Jo Menneer
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 657: Jo Menneer – From $800 to $2,250 Average Sale in Her Photography Business (Without Working Weekends) appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.
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