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This Can't Be That Hard

Annemie Tonken

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.

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  • 22 episodes
  • weekly
  • Avg 27 min
  • English

Episodes 22

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  • #364
    April 14 · 25 min

    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 again Whether 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 quiz 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!

    • Transcript
  • #363
    April 7 · 31 min

    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 stand This 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) 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!

    • Transcript
Showing 21–22 of 22 episodes