This Can't Be That Hard

Annemie Tonken
  • 4.9 (123)
  • MARKETING
  • UPDATED WEEKLY

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 around the world love Annemie's simple, you-can-do-this approach to everything from pricing to marketing to customer service... and so much more! Whether you're still just dreaming of starting a photography business or have years of experience under your belt, you'll find ideas and inspiration every week to help you run a profitable, sustainable business you love.

  1. 21H AGO

    367 - The System Behind Your Tech Stack

    Tech tools and software are an easy thing to accumulate. Most of us add tools when we find them, promising ourselves we'll dive in "as soon as we have time. Before long, we've got a giant tech stack that just kind of happened. In this episode, I'm talking about the costs of "tech debt" - not just the financial expense, but the minutes, hours, even cumulative days that we all spend on workarounds, redos, and tweaks, all the while thinking, "I'm sure I had a tool that was supposed to do that!" We'll also cover the three layers of your business where tech tends to accumulate, along with a simple, three-question audit to help you see your system clearly. The goal here isn't a perfect stack... it's just an intentional one, where you've got all the tools you need (and none you don't). Resources mentioned: Photographer's Business Dashboard  Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    25 min

  2. APR 28

    366 - Lower Prices, Higher Profits with Naomi Boyer

    Ever wonder what it actually looks like to build a profitable photography business on lower prices and higher volume? That's what this conversation with Naomi Boyer is all about. After a rough year in 2024 where inquiries were down and the business just felt like an uphill battle, Naomi decided to try going all in on something she'd been developing on the side: school and event photography built on a high-volume, streamlined model. The result? Was so great that she shifted her entire business model. This episode gets into the real mechanics of making a volume model work - not just the vision, but the actual tools, pricing logic, and workflow decisions that make it profitable rather than just busy. Naomi is honest about where volume photographers go wrong (usually by trying to cut costs in exactly the wrong places) and what she's built to make the numbers actually work. We dig into...   How Naomi recognized the workflow she'd already built was more valuable than she realized  Why volume pricing requires MORE business knowledge, not less  The tools that make her system run  The difference between "volunteer" clients (like school photos) and popup studio clients - and why the numbers are surprisingly different  What she'd tell any photographer considering this model before they dive inNaomi also has a workflow resource for photographers who want to look over her shoulder at exactly how she runs these sessions - details below. Links:   Get access to Naomi's School Photographers Playbook Get inspired by Naomi's work.Edit smarter, not harder: ImagenAISimplify your sales and client experience here GotPhotoBring your images to life with stunning prints at Color Inc Photo LabSign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    35 min

  3. APR 21

    365 - The Low-Ticket Lead-In

    What if the most profitable thing in your business isn't your highest-priced offer? That's the question behind this episode - and the answer might surprise you. I brought in two photographers, Jenn Chen and Allison Maxwell, who have each built something I find genuinely fascinating: a lower-priced, accessible offer that sits at the front of their business and funnels clients into their higher-ticket work. Not as a loss leader or freebie, but as an actual profit center that also happens to grow their audience and warm up ideal clients. Jenn runs a family and newborn photography business in California and started doing confetti mini sessions early in her business as a creative list-building strategy. Allison is based in central Arkansas and built her Playful Portraits offer out of necessity after an unexpected relocation. In this episode, we dig into...   How both women made sure their accessible offer felt genuinely different from their full work (so it wouldn't cannibalize their regular bookings)  The soft, non-pushy way they convert mini clients into full-price clients over time      Why Allison says 95% of her full-price work traces back to Playful Portraits - either directly or through referrals  What it actually looks like to be a "model mullet" - donkey in the front, unicorn in the backLinks:   Follow Jenn Chen on Instagram: Explore Allison Maxwell’s Photography ResourcesSee Allison’s Work on Instagram Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    38 min

  4. APR 14

    364 - Keeping More of What You Make

    You know that moment when you look at your bank statement and realize you're still paying for software you stopped using three months ago? Yep. We've all been there. Profitability isn't just about what you charge - it's about what you keep. And for most photographers, there's money unnecessarily leaking out of the business every single month that a little attention could stop. In this episode, I'll walk you through my strategic approach to evaluating business expenses - not as a slash-and-burn exercise, but as a way to make your spending actually work for your business model. You'll come away with:   A clear process for getting every expense out of your head and onto paper (or into Airtable!)  Two simple filters to help you decide what's worth keeping and what isn't  The "don't starve your business" principle (because cutting the wrong things can cost you more in the long run)  A lightweight tracking system to keep expenses from getting away from you againWhether your bank account is looking slim after slow season or you just want to feel more in control of where your money goes, this episode gives you a practical framework to work through it. LINKS:   Photographer's Business Dashboard Business model quizSign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    26 min

  5. APR 7

    363 - There's More Than One Way to Win the Pricing Game

    What if "Just raise your prices" is the wrong advice for right now? That's a question a lot of photographers have been sitting with lately - and honestly, it's one worth taking seriously. When budgets feel tight and bookings feel uncertain, the standard advice can start to feel a little tone-deaf. But here's the thing: there are real, strategic ways to increase your profitability without ever touching your prices. In this episode, I'm revisiting a framework I introduced way back in Episode 38 - the Donkey, Workhorse, and Unicorn business models - and looking at it through a fresh lens. Because after 16 years in this industry, I can tell you that the most profitable version of my business wasn't the one where I was working the hardest or charging the most. It was the one where I finally got smart about how I was structured.     In this episode, I'm breaking down:   Why profitability is about what you KEEP, not just what you charge  The three business models that can all be profitable in photography (and the very different ways they get there)  Why the donkey model is the most misunderstood (and often the most profitable) of the three  How to calculate your actual effective hourly rate so you can see exactly where you standThis episode is the first in a four-part pricing and money series, and it sets the foundation for everything we'll be covering this month. Whether you're feeling nervous about the economy or just curious about whether there's a smarter way to structure things, this is a good place to start. LINKS: Take the business model quiz:Listen to Episode 38 (from 2020)Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    32 min

  6. MAR 31

    362 - The Wicked Witches of Business (Sales & Marketing)

    What if the reason your marketing isn't converting has nothing to do with your content... and everything to do with the part that comes after it? In this episode, Annemie and Dayna get a little theatrical to break down one of the most important (and most avoided) distinctions in your business: the difference between marketing and selling, and why you genuinely can't have one without the other. Using Wicked as their framework, they make the case that Glinda (your marketing) gets all the love, while Elphaba (your selling) gets an unfair bad rap. But here's the truth: the magic only happens when they work together. In this episode: Why marketing alone won't grow your business, and what has to happen nextWhere selling gets its "wicked" reputation (and why that's worth unpacking)How understanding your numbers changes your relationship with pricing conversationsWhat it looks like to switch hats between marketing mode and selling mode, and why that skill is everythingNo sparkly wand required... but it wouldn't hurt! Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    25 min

  7. MAR 24

    361 - Eliminate your Marketing Speedbumps

    Picture this: you're cruising down the highway, passing billboard after billboard without really registering any of them. Then hunger strikes, and suddenly that McDonald's sign is the only thing you can see. That's how marketing works: you're not introducing yourself once and hoping for the best. You're showing up again and again, so that when your client's _"I need a photographer!"_ moment finally hits, yours is the name that comes to mind. But here's the catch: even when someone is ready to pull off at the next exit and book, their brain starts throwing up speed bumps: questions about pricing, worries about their messy house, uncertainty about how the whole process works. In this episode, Annemie and Dayna break down how to use your email and social media marketing to sand down those speed bumps before someone even _thinks_ about booking, making the decision to hire you feel easy, obvious, and overdue. In this episode, we cover: The rule of seven, and why the repetition in your marketing isn't annoying, it's necessaryFour of the most common client hesitations and how to address each oneHow to turn your FAQs and prep guide into a steady stream of evergreen contentWhy a clear, specific call to action matters more than you think (and what "vague booking" is costing you)By the end, you'll have a whole new way to think about your social and email content... less like a relentless content treadmill, more like a helpful guide walking your ideal clients right to your door. Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    38 min

  8. MAR 17

    360 - SEO in the Age of AI with Corey Potter

    For a long time, SEO gave us a set of rules to follow. There were a lot of rules, and following them all wasn't ever _simple_, but at least the playbook was fairly clear. These days, though, the landscape has shifted… With the proliferation of AI tools and search algorithms, the way people find information online is evolving quickly. The rules around SEO are changing as well, and many photographers are wondering what actually matters now. This week I’m joined by Corey Potter of Fuel Your Photos. Corey is a former wedding photographer who now helps photographers make their websites more discoverable, and he’s been studying AI's impact on search since the very beginning. In this conversation, Corey breaks down what SEO really looks like in 2026. We talk about how AI powered search tools are influencing the way people look for photographers, why ranking on Google doesn’t always guarantee clicks anymore, and what photographers should focus on instead. If SEO has started to feel overwhelming lately, this episode will help you focus on the fundamentals that still matter… clarity, consistency, and making it easy for both people and search tools to understand exactly how you help your clients. Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources.Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access.Long-time listener? Leave a review!

    58 min
See All (367)

4.9
out of 5
123 Ratings

About

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 around the world love Annemie's simple, you-can-do-this approach to everything from pricing to marketing to customer service... and so much more! Whether you're still just dreaming of starting a photography business or have years of experience under your belt, you'll find ideas and inspiration every week to help you run a profitable, sustainable business you love.

Information

  • Creator
    Annemie Tonken
  • Years Active
    2020 - 2026
  • Episodes
    367
  • Rating
    Clean
  • Copyright
    © 2026 This Can't Be That Hard
  • Show Website
    This Can't Be That Hard

You Might Also Like