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PODCAST

This Can"t Be That Hard

You love photography, but running a business? That"s a different story. If you"ve ever thrown up your hands trying to figure it out yourself and said "This CAN"T be that hard!!!" you"ve come to the right place. Host Annemie Tonken"s secret superpower is cutting through the confusion to give you actionable, step-by-step strategies and systems that will help you build a business that reflects your values, serves your needs, and thrills your clients. Tune in to find out why thousands of photographers

business marketing

All Episodes

16:53

325 - Pricing is More than a Number: It's a Strategy

This Can"t Be That Hard ·

2025/07/15

Pricing might just be the hardest piece of the business puzzle, and not because most of us don't love math. Sure, you need to know your numbers, but there's so much psychology involved in pricing, too: it's one of the most powerful ways you communicate your value, your brand, and your confidence. In this episode, I’m walking you through the five key building blocks of a strategic pricing system - the pieces that take your rates from guesswork to a rock-solid reflection of what you really offe...

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35:12

324 - How to Offer Destination Photography Sessions ...

This Can"t Be That Hard ·

2025/07/08

What if your next senior session didn’t just capture once-in-a-lifetime memories… but created them as well? In this episode, I’m joined by Kellie Llewellyn, a North Dakota-based photographer who has carved out a unique (and wildly appealing) niche in her business: destination senior sessions. Kellie has traveled with seniors, their best friends, and even their families to locations like Joshua Tree, the Oregon coast, and beyond, turning traditional photo sessions into unforgettable experience...

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14:31

323 - Three Signs You’re Doing Better Than You Think

This Can"t Be That Hard ·

2025/07/01

When you're deep in the thick of running a business, it’s easy to feel like you should be further along. But just because you haven’t “made it” yet (whatever that means) doesn’t mean you’re not making real, meaningful progress. In this episode, I’m sharing three often-overlooked signs that you’re doing better than it may feel like you're doing. We’ll talk about how to recognize sustainable growth, why rest isn’t a setback, and how efficiency quietly signals your evolution as a business owner....

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41:41

322 - How to Become the Most Valuable Person in the...

This Can"t Be That Hard ·

2025/06/24

Ever wonder what makes some photographers get tons of referrals and repeat business while others struggle to generate that kind of buzz? Hint: it's probably not the quality of their images. In this episode, I’m talking with wedding and commercial photographer Miles Witt Boyer about what it looks like to be the most valuable person in the room, and why that matters more than ever in today's competitive landscape. This is a conversation about client experience, pricing, creative fulfillme...

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9:46

321 - Marketing Isn't a Lottery Ticket

This Can"t Be That Hard ·

2025/06/17

We all know that small, consistent actions pay off over time… but when it comes to marketing our photography businesses, too many of us are still chasing quick wins and big bursts of effort that - let’s be honest - often lead to burnout and disappointment. When things slow down, it’s easy to fall into the trap of panic marketing… throwing out a flurry of posts, sending a couple of emails after months of silence, maybe even dreaming up a last-minute sale to get the calendar moving again. But t...

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35:15

320 - Letting Go To Make Space for New Opportunities...

This Can"t Be That Hard ·

2025/06/10

Just because something works doesn’t mean you have to keep doing it. Today, I’m joined once again by my brilliant friend Sabrina Gebhardt for a conversation that’s all about letting go... of offers, expectations, even identities that no longer serve you. Sabrina shares three major decisions she made in 2024 to release things that were still generating revenue (and still “made sense” on paper), but that no longer felt aligned. We talk about the fear of quitting, the mental weight of drag...

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17:57

319 - Building your Photography Business as a Side...

This Can"t Be That Hard ·

2025/06/03

There’s this idea floating around that unless you’re all-in on your photography business—fully booked, full-time, aiming for six figures and beyond—what you're doing doesn't really count. But over the years, I’ve worked with countless photographers who are intentionally building part-time businesses, whether that's because they’re just getting started, running a household, or working another job that they can't or don't want to give up. And in many cases, those "limitations" lead to mor...

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35:50

318 - Instagram Strategies for Photographers with...

This Can"t Be That Hard ·

2025/05/27

You don’t have to dance, lip sync, or post every day to make Instagram work for your photography business, but you do need a strategy. This week, I’m joined by food photographer, educator, and author Kimberly Espinel who literally wrote the book on Instagram strategy. We're diving into what’s actually working on Instagram in 2025, whether you’re trying to attract more clients, stay top-of-mind, or stop second-guessing your content. With her refreshing approach, Kimberly highlights three...

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10:54

317 - The 3 Offers Every Photographer Needs

This Can"t Be That Hard ·

2025/05/20

Most photographers build their businesses around one signature offer—and that’s a great place to start. But if that’s the only offer on your menu, your business may be more fragile than you think. In today’s episode, I’m breaking down the three types of offers every photography business should have: your core offer (aka your bread and butter), an entry offer (for those not quite ready to go all-in), and an expansion offer (for the people who already love you and want more). When these three w...

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36:39

316 - Why Your Website Isn’t Converting (and How to...

This Can"t Be That Hard ·

2025/05/13

Your website might look great—but is it actually doing the work of turning curious browsers into paying clients? In this week’s episode, I’m joined by web designer and strategist Caitlin Teixeira (aka Catie Means Business), the mastermind behind my current website and one of the most insightful, strategic creatives I’ve had the pleasure of working with. Caitlin shares why a website isn’t just a digital business card—it’s a credibility engine, a trust builder, and a strategic tool that should ...

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7:03

315 - Setting Boundaries Without Losing Clients

This Can"t Be That Hard ·

2025/05/06

If you’ve ever said yes to a last-minute request you didn’t really have time for, or delivered more than you promised because you were afraid of disappointing someone, this one’s for you. In this short solo episode, I’m talking about boundaries: not just as a form of self-protection, but as a powerful way to communicate your brand, serve your clients well, and build trust in your process. Saying no can be hard, but boundaries create clarity. And clarity builds trust. We’re digging into why bo...

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31:25

314 - Grow Your Photography Business with Blogging...

This Can"t Be That Hard ·

2025/04/29

We’re constantly told that blogging is great for SEO, but most photographers still aren’t doing it. Why? Because it feels like a heavy lift for an uncertain payoff (not to mention it's hard to know what to say)! This week, I’m joined by photographer and PR pro Kate Wark, who not only understands the power of blogging from a strategic perspective but actually ghostwrites blogs for other creatives. She’s sharing practical tips, mindset shifts, and tangible topic ideas to help you get started (o...

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21:24

313 - 3 Pricing Mindsets Required for Success

This Can"t Be That Hard ·

2025/04/22

You’ve done the math. You know what your cost of doing business is. You’ve looked at what other photographers in your market are charging. So why does pricing your work still feel so complicated? This week I’m getting into the real reasons pricing can feel so hard. I’ll walk you through three key mindset shifts that every photographer needs to make in order to price their work confidently, communicate that value clearly, and stop tying their self-worth to their price tag. We’ll talk about wha...

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37:22

312 - Build a Business Clients Rave About with...

This Can"t Be That Hard ·

2025/04/15

We all love the idea of a business that grows effortlessly through word of mouth....but that kind of growth doesn’t come from luck—it comes from delivering a client experience that’s SO good, people can’t stop talking about it. In this episode, I’m joined by photographer and educator Natasha Sewell, who’s built a thriving, referral-based business by getting super intentional about how she connects with clients—before, during, and after the session. Natasha's strategies go way beyond wha...

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12:47

311 - Your Marketing Credit Score

This Can"t Be That Hard ·

2025/04/08

Marketing isn’t just about getting seen—it’s about building trust. And building trust, as it turns out, is a lot like building your credit score.... Clients are constantly (and often unconsciously) evaluating whether they trust you enough to book with you. It’s not exactly a number they can look up, but the signals you’re sending through your website, social media, pricing, and consistency are all part of the equation. Think of it like a business version of a credit score. It builds slowly, g...

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37:19

310 - Building a Business That Lasts with Stacey Rolfe

This Can"t Be That Hard ·

2025/04/01

Some interviews go exactly where you expect… and others take a beautiful turn into even better territory. That’s exactly what happened in this conversation with photographer, systems wizard, and community builder Stacey Rolfe. What started as a conversation about client experience ended up touching on everything from burnout recovery and flexible business models to the power of taking imperfect action and letting go of people-pleasing in your business. Stacey shares the evolution of her caree...

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25:06

309 - Double your Marketing Mileage

This Can"t Be That Hard ·

2025/03/25

When things slow down or feel uncertain in your business, it’s easy to think you need to overhaul everything or spend your time hunting down new leads. But more often than not, the best opportunities are already sitting in front of you—specifically, in the form of your happiest clients. In this episode, I’m sharing four tried-and-true strategies for turning one great client into more. These are simple, relationship-focused ways to bring people back in, get them talking about you, and build mo...

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41:33

308 - 6 Steps to Stay on Top of Your Taxes (and...

This Can"t Be That Hard ·

2025/03/18

If you've ever felt a sinking feeling as you send in your taxes, wondering if you're missing something (or have just signed and avoided the numbers altogether), you're not alone. That’s why I brought in Danielle Hayden, founder of Kickstart Accounting, to break down exactly what photographers should be doing year-round to stay on top of their numbers, avoid surprises, and maximize their tax deductions. The truth is, that managing your business finances doesn’t have to be stressful. In f...

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44:31

307 - How Photographers Can Use AI to Automate &...

This Can"t Be That Hard ·

2025/03/11

AI is everywhere right now, but let’s be real—most of us don’t have time to sort through all the noise to figure out which tools actually help photographers run their businesses better. That’s why I called in Colie James. She’s a workflow automation expert, a photographer, and someone who has gone much further with AI than most of us (but in a way that makes running a business easier, not more complicated). In this episode, she’s breaking down how she’s using AI to speed up content creation, ...

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34:05

306 - CYA the Legal Way: Protecting Your Photography...

This Can"t Be That Hard ·

2025/03/04

Photography may seem like a business with low legal risk, but if you don’t cover your bases, one unexpected issue—like a contract dispute, a tax audit, or an independent contractor misclassification—can cause major headaches. Today, I’m talking with Braden Drake, a lawyer and tax expert who specializes in helping creative entrepreneurs actually understand business compliance, contracts, and financial protection. And trust me, this conversation is anything but boring. Braden makes legal and ta...

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345 results

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