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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

27:15

351 - Showing Up Without Burning Out: Build a...

This Can"t Be That Hard ·

2026/01/13

If there is one thing that burns photographers out faster than almost anything else, it’s marketing. What is supposed to feel like connection often feels more like an endless cycle of posting, scrolling, and second guessing… all while the rules keep changing. In this episode, I’m kicking off our Systems Theme by talking about how to build a marketing system that actually feels like connection (and supports your business instead of draining it). We look at why chasing trends and algorithms isn...

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20:47

350 - Reflections, Milestones, and the Path Forward

This Can"t Be That Hard ·

2026/01/06

We're kicking 2026 off with some big milestones around here! At the time this goes live, we're crossing the six year anniversary of the launch of Simple Sales and the almost six-year anniversary of the podcast. On top of that, we recently crossed half a million downloads AND this is episode 350! With all these stars aligning, it felt like the right time to pause, reflect, and make some intentional decisions about what comes next. In this special episode, I'm share why the mission behind This ...

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51:40

349 - Finding Freedom with Better Sales and Pricing

This Can"t Be That Hard ·

2025/12/30

If you’ve ever felt stuck between pricing models or frustrated by sales systems that don’t quite fit, this episode will hit home. For our final episode of the year, I’m resharing a conversation I had with Jill Smith on The Business Focused Photographer Podcast about the story behind Simple Sales, how it came to be, and why it’s still the system that completely changed the way I run my photography business. We talked about bridging the gap between all inclusive and in person sales, how to rais...

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51:47

348 - Smarter, Simpler Marketing for Photographers...

This Can"t Be That Hard ·

2025/12/23

Marketing can feel like a mystery sometimes… especially when you’re trying to figure out what actually works versus what just burns time. This week, I’m resharing a conversation I had with Kim Box on The Motherhood Anthology Podcast where we talked about one of my favorite topics… marketing that actually moves the needle. We got into the difference between marketing tactics and marketing systems, how to balance consistency with creativity, and how to make your marketing feel more like flow an...

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44:17

347 - When Technology Meets Creativity with Colie James

This Can"t Be That Hard ·

2025/12/16

AI is everywhere right now… and whether it excites you or makes you want to pull the covers over your head, it’s here to stay. This week, I’m resharing a conversation I had with my friend Colie James on her podcast Business First Creatives. Colie is one of those people who always gets my wheels turning, and this episode is a perfect example of that. We talked about how AI is showing up in our businesses, what it’s actually good for, and how photographers can use it to create content faster wi...

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32:04

346 - A Steadier Way to Grow Your Photography...

This Can"t Be That Hard ·

2025/12/09

Most photographers know the feast-or-famine feeling all too well… one month you’re booked solid, and the next you’re wondering where the next client will come from. In this week’s episode, I’m resharing a conversation I had with Kimberly Espinel on her podcast Eat, Capture, Share, where we dig into one of my favorite topics: building recurring revenue through a portrait membership. We talk about how the idea was born out of an ankle injury (yep, really), why recurring revenue has been the sin...

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42:08

345 - The Art of Building a Business That Lasts with...

This Can"t Be That Hard ·

2025/12/02

When you’ve been in business for a while, it’s easy to fall into the habit of focusing on tactics… what to post, what to charge, what to offer next. But sometimes the real growth happens when you zoom out and look at the bigger picture. This week, I’m sharing a conversation that originally aired on Leah O’Connell’s podcast Photo Fuel. Leah and I dove into the parts of business that don’t always make it into strategy guides; risk, failure, ego, and what it really means to build something that ...

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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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352 results

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