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Build a Photography Business That Supports Your Life – Not Consumes It

Mindset tools, practical strategies, and soulful products to help photographers find balance, grow confidently, and sell with purpose.

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It’s not about doing more – it’s about thinking differently.  Most photographers want more leads but that is a backwards/broken approach.

There are 3 systems in your business:
1 –  YOU! Your mindset, habits & strategy
2 – A powerful sales system & client experience
3 – The marketing system which is easy when you nail the first two

As featured in...

You’re juggling a business, a family, and a million to-do’s — but still feel like you’re falling short.

You’re passionate about photography — but lately, it feels like your creativity is always chasing your calendar. Between editing queues, client demands, the pressure to book more, and family life it’s easy to lose yourself.

My coaching and products were created for photographers like you — those ready to protect their peace, grow their income, and reconnect with their purpose.

If nothing changes then you get the same results so the question to ask yourself is ‘what is it costing me doing nothing? – Precious time with your family, energy, money & peace of mind.

Where mindset meets marketing

My philosophy:
education + connection

It’s all about slowing down to speed up. You need grounded strategies that align with your values, support your lifestyle, and actually work.

I am a little different to most coaches & educators in the space, I blend neuroscience-backed mindset coaching with simple & practical sales systems & proven marketing strategies — so you can build a business that’s both sustainable and soul-nourishing without the burnout. It is this holistic approach and work on YOU that is changing the game for so many photographers.

Learn how it works

Work with Johl

Find your level

I want to be able to help photographers and creatives at all levels so there is something for everyone.

Find your level of commitment & investment with where you are at in your business journey. If you are unsure about what is right for you contact us or book a call to discuss.

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Curious?

Freebie

These are some resources full of practical action steps you can take to shift results straight away. Start with the energy quiz to get a clear idea of where you are starting from and what adjustments you can make it improve your energy and focus. 

Energy Quiz

Take our quick quiz to find out if burnout is affecting your photography business success. Gain insights and strategies to revitalise your energy, boost productivity, and achieve your business goals. Start your journey to a balanced, thriving business now. 

Get your energy score
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Want something easy to start with?

Journal

This journal keeps you on track with simple templates to help you move towards your goals by tracking you days, weeks, and months all in one place.

This helps you cultivate & track the habits that will get you there fast.

Through consistent habit this journal helps you realign your thought patterns into the direction you want to go and takes out our automatic thoughts of what could go wrong.

Cultivating this energy everyday creates powerful aligned action towards your goals and dreams.

The questions and prompts are expertly designed to move you towards the best version of yourself and showing up in that mental & energetic space everyday – this is where magic happens.

You will find the simple structure of the daily morning and night ritual will help you powerfully start and finish each day in the right mindset & energy.

The use of positive psychology and intentions into easy to implement habits will decrease stress and move you to a place of fulfillment and productivity. If you are curious about journaling, aren’t sure of the best method, then this is for you.

Get the journal

‘The morning ritual was key for me. It gives me clarity and structure for the day. I’m now more proactive in my business. I’m building deeper relationships with clients, both new and old. I’m beginning to understand and believe in my value and as a result charge more. I’m feeling more positive and in control’ – Nish

3

Want to dive in and make a change?

The Focused Photographer Academy

Learn how to supercharge your business & life through mindset without the stress & time away from your family.

The Mindset2Market framework is the fastest way to increase income & impact without burning out.

“You’re juggling a business, a family, and a million to-do’s — but still feel like you’re falling short.”

It’s not about doing more — it’s about thinking differently.

The Mindset2Market Framework will help you feel more focused, confident, and in control of your time and energy.

Join the waitlist

‘After only 1 week of the course I noticed a shift not only in my own mindset but my household. During the course not only have I pushed myself further than I had ever thought I could, I see a huge difference in myself, my partner and kids.

Managing myself between part time work, my toddler full time, my business and Johl’s course I cannot believe how much I am able to achieve in my day. My mindset is the strongest it has ever been and my purpose within my business is starting to show, which has brought the most amazing excitement to my days. I cannot thank Johl enough for taking me on this journey and pushing me to be the best I can be.’ – Cassandra

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Sick of the results you are getting & ready to transform your life?

Work with Johl 1 on 1

This is Johl’s core offering and has the biggest impact on results and transformation.

This offering combines working directly 1 on 1 with Johl, weekly group webinars plus all the trainings, templates, and strategies in the comprehensive membership portal.

This is for those photographers who are ready for change, committed to transforming their business and life and moving it to a whole new level. It will help you get results in months not years and fast track your business success and personal happiness & fulfillment.

This is by application only as Johl only works with a small number of photographers in the container at a time. 

Book a call
5

Want to dive in and make a change?

An immersive experience you won’t forget

Join Johl on a 2-night 3 day all inclusive, luxury retreat of learning, exploration & fun.

The BE Inspired Retreat is an immersive experience designed to take you away from your everyday life, release your limiting beliefs and step into your power.

Join the waitlist

“I booked Johl’s retreat knowing I needed a reset, I wanted to re-engage and re energise myself for the year ahead. The retreat was totally on point for what I needed and what I knew Johl would deliver, I came away knowing I had everything in place to thrive and then put actions in place to keep the momentum going.

Four weeks post retreat and I have just enjoyed my largest sale to date, $10,880 and my client left thanking me so much for everything I had done. Thank you Johl for lifting my limiting beliefs and giving me the tools to take my business to the next level!” – Kim

Real Results,
Real Photographers

I have completed the 12 week mentoring course with Johl as well as attended his 2025 retreat this year. I was really hesitant at the beginning to jump into coaching with Johl for fear of spending $$ and not getting anything out of it. I'm so glad I listened to that tiny voice and jumped in with both feet pushing that fear aside as it changed my life! I believe that my buisness would be in serious trouble right now if I didnt. I put 100% of my energy and focus into learning for the full 12 weeks and I can now proudly say that that hard work is now paying off! My business is back on the road of success but then most important part of it all is my mindset is forever changed so I can be the best person I can be. Thankyou again so much Johl for teaching me more about myself, life and business in the last 12 weeks than I ever thought was possible. Forever greatful!
Brooke Alie
Brooke Alie
I signed up for Johl's business coaching course feeling stuck and unfulfilled. Sure, I wanted to grow my sales, but deep down, I craved something more. Johl's mindset and growth training cracked open a whole new side of me. It wasn't just about my first large A$5,800 sale I made during the course, it's about the newfound confidence and clarity I now have. I finally feel like I'm on the right track, not just in business, but in life. Johl, you helped me unlock a potential I never knew I had. Thank you!
Jacqueline Foley
Jacqueline Foley
JD Mindset Coaching has been an excellent investment. With Johls support and advice I've grown my business to a point where I can really see how my passion can also be a sustainable practice that supports my family. This has come about through really examining my mindset and recognising where I have been holding myself back through fear of failure/success. My confidence has increased and my sales are reflecting this I recommend JD to any photographer who is passionate about what they do and wants to create a profitable business.
Karaena Vincent
Karaena Vincent
Johl’s course came into my life at exactly the right time. I was feeling a bit stuck and unsure of how to take the next steps—both in my business and personally. This course completely shifted my mindset. It gave me the clarity and structure I needed to build strong, lasting habits and set up solid foundations from the get-go. I honestly feel so much more confident and aligned moving forward. Thank you, Johl—this course has made such a difference!
Nicole Reine Photography
Nicole Reine Photography
Johl has helped turn my photography business from a side hustle into a full time job within five months. Johl's coaching focuses on mindset and creating good habits, which has given me so much direction and clarity with where I want my business to go. Not only it has helped my photography business but my personal life as well. I feel I am a better husband and father as I am making more time to be present with my family. I was a little nervous about hiring Johl as it was a big investment, but it has been one of the best investments for my business and personal life. Johl is such a genuine person and is passionate about creating the best life possible for all the people he coaches.
Nik Buttigieg
Nik Buttigieg
Hey Johl! Just reviewing stats because it's winter and we are busier than ever (btw 99% are outdoor shoots) - This so called quiet season is not our reality! Our team is booked out months in advance and we are now hiring to grow the team to handle it! In the last 5 months we've got 842 new leads using the marketing strategies that you taught us - and staying consistent with an exceptional client expierience systems and workflows to book our dream clients. All we've been doing for the last 18 months is following your advice and absolutely smashing it We've had the best clients consistently & we are scaling the business faster than we ever expected all thanks to the hard work we put in during your intensive mastermind coaching & staying consistent ever since. Keep in mind these results are from me still only working 1-2 days a week without working weekends or school holidays & hiring the right people thanks to your guidance. What you teach really does work (if you put in the work!) Forever grateful
Stephanie Hill
Stephanie Hill
I've just completed the 12 week course with Johl and it's completely transformed my portrait photography business. Until working with Johl I thought I knew what I was supposed to be doing to run a profitable business but there were so many mental blocks getting in my way. I made lists and lists of things to do but all it did was overwhelm me. I got less and less productive and more and more stressed out. After 7 years I was close to closing the doors and even started looking for jobs. But once I knew I needed coaching help and found Johl, the rest fell into place. As Johl says "Get out of your head and into action." I gained clarity about how I was getting in my own way, and was able to achieve business success very quickly. Not only have I achieved the financial goals I set myself, I've been able to reduce the stress and over tiredness I had always been feeling. For me having a one-on-one conversation to discuss my unique situation has been much more effective than trying to figure things out on my own, doing online courses, and spending time in FB groups. You don't know what you don't know. I love getting up early now with my morning routine and for the first time in years I'm really enjoying my work again. I also have more time for myself and my family. I can't recommend Johl highly enough! If you feel you need help then listen to your instinct and take action.
Deb Smith
Deb Smith
I decided to sign up for mentoring with Johl within 5 minutes of speaking to him on the phone. within 5 minutes he was able to give me free advice that I knew was going to help me make many thousands of dollars more in my business. The free phone call went on for about 30 to 40 minutes and he continued giving me free amazing advice, so I knew that he would be a great person to provide me value and help me grow my photography business. So I signed up to his coaching and have not looked back - it's a great program. Whenever you invest money into yourself and your education and mentorship, you will gain back much more money and life happiness then you initially invested.. highly recommended!
Faran Saberi
Faran Saberi
If you need a good kick in the butt to move your photography business forward, I highly recommend working with Johl. He's thoughtful and kind but also knows when and how to push you to overcome self-made barriers. His workshop and overall approach are great - looking at not just your business but how you operate as a human, providing a holistic approach that reinforces everthing and builds a strong foundation to acheive goals. Don't work with you Johl if you're not going to put in the work - but if you decide to jump in, then make sure you put in the time and get every second you can out of it for maximum effect!
Mike Glatzer
Mike Glatzer
I looked at my todo list and there were projects that were still on it from a year ago! So frustrating. These were important things like my pricing, marketing, perfecting how I sell my products to my clients. I had seen Johl around at different photography summits and heard him on podcasts. One day I was debating contacting him and didn’t. But I did check out his Instagram and followed. Then Johl popped in my DM’s asking about my photography. That was the sign I needed to get me going with his 12-week mindset coaching program. Thank you so much, Johl, for your efforts to bring this business & life coaching to people that are ready and can really benefit. I have got more done in three months than I did in a whole year. Having the accountability is key, along with 1:1 coaching and a space with others that are welcoming, positive and real. I am not even close to achieving my full potential. Thanks to Johl, I do have the tools to move forward – it’s very messy at times, but I will be consistently moving forward and feeling very confident while doing it!
Angie Rose
Angie Rose
Johl is great to work with and has a lovely nature which is refreshing in a coach. Johl really inspires you to think bigger and helps you come up with ideas to get you there. He also helped me redo my price list which has also been a game changer! I will work with him again : )
Kristen Westley
Kristen Westley
Before Johl I didn't realise how much, not only my business might benefit, but my personal life would too. I have a solid, full time, photography business that I want to grow further and I feel I am better prepared to do that now and do it with greater balance in my life. Meditation and daily routines are having a great influence and together with daily gratitude, stepping out of my comfort zone, messy action and focus on the more neglected areas of my life I am finding I am becoming a 'better' person who is achieving more. Thank you Johl for opening my eyes to these things, and more. I appreciate all you have done for me and my family.
Jonathan Dade
Jonathan Dade
From the moment I signed up with Johl's 12 week course I stopped procrastinating. This course is so much more than a photographers coaching program. It's a solid foundation to ensure you are living a balanced life, whilst creating positive steps to progress your business to the next level. I have loved working with Johl, his in depth experience and knowledge of the photography industry coupled with his positivity and mindset re-engineering makes him… the. most. perfect. ‘Mentor’. Johl you have created such an awesome course! I can not thank you enough for changing my life and can't wait to work with you again in the new year.
Rachel Hewson
Rachel Hewson

“I had a fab meeting with my accountant and looked at my numbers… that have doubled in year…fark, I’m doing it. Then I had a client and she just brought my first album at $2578 WTF, thank you so much!! That is pretty much double our usual sale done the old way.” – Michelle

“I’m sending you a quick text to let you know I’ve smashed my target of a $1500 sale average in 6 IPS sessions since Jan and it’s thanks to your mentoring. Also, yesterday I had a sale of $2495 and today $3325” – Sam

“OMG I had two sales sessions totalling $5136! It was the first time using the new pricelist with the single prints dropped. Soooo grateful for all I’ve learnt with Johl” – Deb

“To have someone like Johl come in that can really open our eyes to to some of the possibilities of what we can do with the business and and what kind of future that we can create has been absolutely amazing.” – Leigh

Meet Johl Dunn

Chances are wherever you are on your journey and whatever challenges you are having I have been there and have faced them.

I owned and ran a successful wedding and portrait businesses for over 20yrs. I started very young and naïve and made every mistake you could. I thought about giving up countless times and suffered through cashflow problems, high stress & anxiety and too much time away from my family.

But through coaching, learning, and evolving I broke through all those hard times and created powerful businesses that were systemised, fulfilling and were highly profitable.

And that is why I decided to move into coaching, I want to help as many photographers as I can to not have to go through all the struggles & stress I found and make the mistakes I did.

I devised tools, strategies and techniques that are universal and most importantly replicatable and I have now helped 100’s of photographers turn their passion into profit.

I am quite different to most coaches, I dive into the main driver of the business YOU, your mindset and how you are showing up as it all stems from that. I use science-based spirituality practises to amplify results quickly and then help you craft your sales and marketing process to get the results you want.

I have an ability to see more in my clients than they see in themselves and guide them to the business & life they are not only capable of but deserve.

If this resonates with you, I would love to connect.

Book a call

Frequently asked questions

Who exactly is this coaching for?

To really simplify this question my coaching is for photographers looking for a different approach, ones who understand their success and happiness in life is a direct result of the thoughts and mindset they have.

Photographers who want to shift this and are open to mindset, spirituality, & manifestation principals combined with powerful business strategies that get results.

I meet you where you are, I have had many clients who haven’t even launched their business yet come into the 1 on 1 coaching.  One of the reasons I started coaching is so other photographers starting out don’t have to go through all the stress and mistakes I made.

The 1 on 1 coaching is a big commitment so if you aren’t ready for that The Focused Photographer Academy would be a better starting point.

You have time for what is important & nothing is more important than you. Oh & implement these habits & structures and you will have more time than you know what to do with, we also make it easy with all the templates ready to download.

This all depends on you, I have made my coaching and trainings very simple, do the work and you will get the results. You get out what you put in and results can look very different for each client. Some come in wanting more balance & less stress, others want to make more money, get more clients or shift their mindset & beliefs. Check out the testimonials and reviews to see what resonates with you.

No certainly not we have different levels for different stages so if you are interested but don’t know where to start simply email me johl@jdmindsetcoaching.com.au with any questions and I can help guide you in the right direction.

My flagship 1 on 1 coaching is delivered through weekly group webinars, 1on1 coaching with me personally and access to our membership site with all the tools, trainings, resources and template for 1year.

If you wait until you feel like you are ready you will never take action, it’s about deciding you want different results and committing to change.  The best time to do anything is now, why put of results you can get now until next month or next year.

The only cost is inaction, the investment on the other hand depends on what you are after and what you are prepared to invest in yourself. That is why we have a $39 product in the BE Inspired Journal, a group coaching element for under $800 and then more in-depth transformational 1 on 1 coaching at $6000. We offer payment plans to spread the investment over time.

I am very different to other coaches in the fact that I focus heavily on YOU as the business owner, your mindset, energy, and frequency because you are the business. I help my clients with sales systems & marketing strategies, but they are useless until we get you to a level where you can hold & implement the level of business you desire.

Ready to Transform Your Business?

Book a call if you're ready to chat

I’d love to hear from you!

Whether it’s because you need some help, you have a question or whether you’d like to do business together.

Send me an enquiry and I’ll gladly respond.

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