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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

15:13

344 - Advice to Your Past Self (Reset)

This Can"t Be That Hard ·

2025/11/25

Earlier this year, at the Reset Conference, Dayna asked a handful of photographers one simple question: What advice would you give to your past self? Their answers were honest, funny, and full of hard-won perspective. The exact kind of reminders you need when you’re tired, busy, and maybe in need of a little encouragement. From pricing and boundaries to burnout and balance, these short conversations offer a dose of wisdom from people who’ve been right where you are. So queue this one up while...

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17:19

343 - Systems over Motivation

This Can"t Be That Hard ·

2025/11/18

We’ve all had those weeks where the inbox is overflowing, deadlines are creeping up, and everything feels one small hiccup away from chaos. When that happens, it’s easy to blame your motivation or time management. But the truth is, when things feel chaotic or inconsistent, it’s usually not a motivation problem... It’s a systems problem. In this episode, I’m breaking down the five core systems that keep your photography business running smoothly: marketing, sales, fulfillment, retention, and a...

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32:19

342b- Better Than Black Friday: 5 Days of Deals from...

This Can"t Be That Hard ·

2025/11/13

Big news… next week our ONLY sale of the year is dropping! Each day a different deal will go live... for 24 hours ONLY so if you want it, you have to hop on it! In this special episode of the podcast Dayna and I are walking you through all five days of deals so you can plan ahead, shop smart, and start 2026 feeling calm, organized, and ready. We’ll share what’s included each day, who it’s best for, and how to make the most of the sale without the overwhelm. Whether you’ve had your eye on a co...

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31:38

342a- Outside-the-Box AI Ideas for Photographers with...

This Can"t Be That Hard ·

2025/11/11

We’ve talked a lot about AI on the show this year, but this week’s conversation might be my favorite take yet... because instead of talking about how to save time or write faster, we’re talking about how AI can actually make your work more creative and more personal. I’m joined by Austin-based photographer Jessica Martin, who’s using AI in ways that honestly surprised me. She’s building tools that help her connect more deeply with her clients; from personalized prompts that make her seniors f...

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15:45

341 - Celebrating Your Wins

This Can"t Be That Hard ·

2025/11/04

Gratitude is everywhere this time of year… but let’s be real: when you’re overwhelmed or frustrated or stuck in your business, gratitude can feel like just one more thing on your to do list. This week I’m sharing the simple shift I made to turn gratitude into something that actually fuels motivation - no journaling required. It’s one small addition to my weekly workflow that’s helped me see progress, stay grounded, and end the year feeling proud instead of frazzled. If you’ve been in a season...

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36:21

340 - Photographer's Horror Stories

This Can"t Be That Hard ·

2025/10/28

Well, friends, it's time for one of my favorite episodes of the year - Photographer’s Horror Stories! And I have to say: this year’s lineup does not disappoint! We’re talking session location disasters, misbehaving clients, equipment failures and wardrobe malfunctions that’ll make you cringe and laugh at the same time. These stories are the perfect reminder that no one's business is as perfect as it may look on the outside... and that we've all had days that make us want to crawl under a rock...

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44:30

339 - From Finance to Full-Time Pet Photographer with...

This Can"t Be That Hard ·

2025/10/21

Leaving a stable government job to photograph dogs might sound like a leap… but for Australian photographer Ina Jalil, it was a well thought-out, strategic next step. With a background in finance and a deep love for animals, she built a thriving, multi–six-figure pet photography business that’s equal parts heart and data. Ina and I talk about what that journey really looked like - the mindset shifts that helped her move from employee to entrepreneur, the pricing experiments that gave he...

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39:20

338 - Get Found First on Google with Lydia Fine

This Can"t Be That Hard ·

2025/10/14

Google is changing how people find photographers online, and your Google Business Profile is now more important than ever. Now that AI Overviews are showing up above traditional search results, it's super-important to create a well-optimized profile that will put you ahead of competitors (even the ones who've been around longer). This week, I’m joined by photographer and marketing strategist Lydia Fine to break down the simple profile updates that can make the biggest difference. We talk abou...

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15:10

337 - Handling Difficult Clients with Confidence

This Can"t Be That Hard ·

2025/10/07

What's worse than being up to your eyeballs in your own pre-holiday stress? Dealing with a client who's up to THEIR eyeballs in that same stress... and taking it out on you. Busy season is prime time for client complaints... even if their frustration isn’t actually about you. But whatever the reason, when a frustrated client shows up in your inbox, you have to set your own stress aside and handle the situation like a pro. In this week’s episode, I’m talking about how to navigate sticky ...

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41:43

336 - Running Successful Brand Sessions with Emily Kim

This Can"t Be That Hard ·

2025/09/30

Brand photography is having a moment... and for good reason! It’s fun, it’s in demand, and for many of us, it’s a natural, lucrative add-on to the work we’re already doing. But brand sessions aren’t just portraits with a laptop. Today I’m joined by photographer and educator Emily Kim, whose systems-first approach makes brand work feel clear, creative, and effective. We get into what truly separates a brand session from a portrait session, why the end use of the images should drive every decis...

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12:34

335 - Turning Busy Season Clients into Next Year’s...

This Can"t Be That Hard ·

2025/09/23

When you’re buried in work during busy season, it’s easy to fall into survival mode: shoot, edit, deliver, repeat. And while that might get you through the week, it’s not what sets you up for long-term success. In this episode, I’m sharing simple, sustainable ways to keep your client experience strong and your marketing consistent, even when you’re racing at full speed. From small personal touches that make clients feel cared for, to rebooking incentives and referral strategies, these are shi...

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32:09

334 - Amplify your Voice; Amplify your Business with...

This Can"t Be That Hard ·

2025/09/16

For a lot of photographers, the idea of public speaking is a… ✋ hard pass. Maybe you’re not interested in getting on a big stage (maybe you’re not interested in teaching at all!) but in this episode, you'll hear why showing up and speaking - whether that’s at a local PTA meeting, a community fundraiser, or on your Instagram stories - can be one of the most powerful ways to build trust, authority, and connection with your ideal clients. In this conversation, I’m joined by Laylee Emadi - speake...

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20:16

333 - What to Do When Your Busy Season Isn’t Busy

This Can"t Be That Hard ·

2025/09/09

Some years, we roll into busy season with a calendar full of sessions… and other years, not so much. It can feel a little scary to stare at a mostly empty fall calendar, especially after all the work you’ve put into filling that calendar. If you’re in that spot right now, take a deep breath: a slow season doesn’t mean you're failing. What it means is one of two things: either you have a visibility issue (not enough people know you’re available) or a conversion issue (people are inquirin...

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43:59

332 - The Gathering Effect with Michelle Franzetti

This Can"t Be That Hard ·

2025/09/02

There are two kinds of marketing strategies most photographers think about: the kind that happens online, and the kind that - well - doesn’t happen at all. But there’s a third option, and it might just be the fastest, most effective way to build trust, get referrals, and create buzz around your business (without spending a dime on ads or fighting the algorithm). I’m talking about in-person events - IRL. Real people. Same room. Hold up now! Before you introverts scroll on by, hear me out... Th...

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31:25

331 - The Future of Marketing with Dayna Schaaf

This Can"t Be That Hard ·

2025/08/26

Search algorithms are changing fast, but for once, the shift is in our favor. With Google rolling out AI summaries and clients turning to Instagram, TikTok, and Pinterest for answers to their questions, the playing field is leveling in a way that creates huge opportunities for photographers. If you’ve ever wished the SEO game felt more fair - or that you didn’t have to post on social media quite so much - your wishes are coming true... but you have to understand the new rules in order to play...

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34:12

330 - Networking like a Pro with Angelica Pompy

This Can"t Be That Hard ·

2025/08/19

In a world where we can market our businesses from behind a screen, it’s easy to believe that in-person networking is optional. But the truth is, nothing replaces the connections you make face-to-face. Meeting someone in real life makes you stand out in a way no post or DM ever could. People remember your energy, your personality, and the genuine conversation you shared. And those moments can turn into opportunities you’d never find online. In this episode, photographer, business coach, and a...

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35:53

329 - 4 Time-Saving Automations for Photographers...

This Can"t Be That Hard ·

2025/08/12

Have you ever looked up from your inbox and wondered how the whole day slipped away? When you're a one-woman show, it’s easy to get buried in admin work, replying to leads, and coordinating schedules instead of doing the more meaningful work that lights you up. In this episode, I’m joined by Melissa Rich, a former wedding photographer turned systems and workflow consultant, to talk about automation strategies that save hours each week without making your business feel robotic. Melissa shares ...

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24:08

328 - 4 Creative Ways to Increase your Value (and...

This Can"t Be That Hard ·

2025/08/05

When it comes to running a profitable, sustainable business, it’s not just about booking more sessions… it’s about building more value into the ones you already have. In this episode, I’m sharing four creative, (semi) low-lift ways to do exactly that, layering thoughtful, high-impact offers into your existing workflow. These aren’t gimmicky upsells or pushy pitches. They’re smart, strategic solutions that solve real problems for your clients... sometimes before they even know they have them. ...

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34:57

327 - Taking a Human-First Approach to AI with Kinsey...

This Can"t Be That Hard ·

2025/07/29

When AI first came on the scene, I was skeptical, and my early interactions confirmed my suspicions: when it came to content, AI's attempts were generic and easy to spot. But AI has evolved, and so have my opinions. I’ve come to believe that when used well, AI doesn’t take over your voice... it helps you amplify it. It doesn’t steal your creativity... it gives you time to actually use it. In this episode, I’m talking with Kinsey Soderberg of Authentic AI about how creatives (even skeptical on...

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36:41

326 - Breaking Into Brand Photography with Karen...

This Can"t Be That Hard ·

2025/07/22

What happens when someone who's spent 15 years hiring photographers for brands like Netflix, Masterclass, and AARP writes a book about how the photo industry really works? You get The Photo Hustle, a straight-talking, wildly helpful roadmap to booking clients, getting paid, and actually making a viable career out of commercial photography. In this episode, I’m chatting with author, photo editor, and creative director Karen Williams about what she’s learned on the inside of the brand and edito...

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345 results

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