Podcast Summary: This Can't Be That Hard
Episode 298 - Quit or Commit? Real Talk for Photographers
Release Date: January 7, 2025
In Episode 298 of This Can't Be That Hard, host Annemie Tonken delves deep into the critical decision every photographer faces: whether to quit or commit to their business. Through a candid and insightful discussion, Annemie outlines seven fundamental issues that can make or break a photography business and provides actionable strategies to overcome them. This comprehensive summary captures the essence of the episode, highlighting key points, discussions, and notable quotes to guide photographers toward building a sustainable and profitable business.
1. The Cooking Analogy: Recipe for Success (00:00 - 01:24)
Annemie opens the episode with a relatable analogy comparing running a photography business to cooking. Just as cooking from scratch becomes unsustainable with a busy life, managing every aspect of a photography business single-handedly can lead to burnout.
Notable Quote:
“When we're just starting out, we tend to do it all ourselves... but at some point, all that work becomes unsustainable.” (00:45)
To address this, Annemie introduces her Recipe for Success series—a five-part private podcast designed to help photographers streamline their business operations as they head into the new year.
2. Setting Intentions and Embracing Sustainability (01:24 - 05:00)
Annemie emphasizes the importance of setting intentions, likening them to keeping up with laundry. She highlights January as an ideal time to clean out the “pile of good intentions” and set a fresh, organized path for the year.
Key Points:
- Sustainability as a Business Mantra: Annemie's word for 2025 is sustainability. She urges listeners to adopt the same focus, ensuring that business growth does not come at the expense of personal well-being or ethical standards.
- Balancing Revenue Goals with Well-Being: While setting revenue and client targets is essential, Annemie warns against achieving these at any cost, which can lead to burnout and a fragile business foundation.
Notable Quote:
“When you achieve those things at any cost... then you're building a house of cards that's going to fall apart sooner or later.” (03:20)
3. Underpricing Services and Undervaluing Time (05:00 - 12:30)
A significant portion of the episode addresses the common issue of photographers underpricing their services, leading to unsustainable businesses.
Key Points:
- Pricing for Profit: Annemie stresses the necessity of setting prices that not only cover business expenses but also provide a living wage. She asserts that no photographer should work for free.
- Understanding Financials: Photographers must thoroughly understand their financials—knowing their expenses, needs, and goals—to establish a profitable pricing structure.
- Avoiding Market-Based Pricing: Instead of copying competitors or guessing what the market will bear, photographers should base their prices on their own financial requirements.
Notable Quote:
“Photographers need to price for profit just like any other business person out there in the world.” (06:15)
4. Taking Inquiries Personally (12:30 - 20:00)
Annemie discusses the psychological challenge of handling client inquiries and rejections without taking them personally.
Key Points:
- Detaching Emotionally: Rejections—often citing high prices—are not personal attacks but reflections of clients' budgets or needs.
- Evaluating Marketing Channels: If a photographer consistently faces rejection, it may be time to reassess marketing strategies and the platforms used to attract clients.
- Quality Over Quantity: Focusing on attracting ideal clients rather than any client can lead to a more sustainable and fulfilling business.
Notable Quote:
“Each individual inquiry is just a data point. It's not a personal referendum or judgment on you or your business.” (15:40)
5. Avoiding Overbooking and Preventing Burnout (20:00 - 30:00)
Overbooking is a common pitfall that leads to burnout, negatively impacting both the photographer and their clients.
Key Points:
- Setting Boundaries: Annemie advises photographers to recognize their capacity and be willing to say no to additional work that exceeds it.
- Protecting Brand and Well-Being: By maintaining a manageable workload, photographers can ensure quality work, preserve their mental health, and uphold their brand reputation.
- Implementing Policies: Establishing clear policies regarding rush fees, weekend surcharges, and client bookings helps manage expectations and workload effectively.
Notable Quote:
“Saying no can actually be a really good thing for the way that your brand is perceived by the person that you're saying no to.” (25:50)
6. Time as a Badge of Honor vs. Smart Workflow (30:00 - 40:00)
Annemie challenges the common belief that long working hours equate to business success.
Key Points:
- Reevaluating Time Investment: The focus should shift from the number of hours worked to the efficiency and effectiveness of those hours.
- Embracing Automation and Outsourcing: Utilizing tools and delegating tasks can significantly reduce workload and prevent burnout.
- Maintaining Creativity: Allocating time for creativity, both within and outside of work, is essential for long-term business success and personal fulfillment.
Notable Quote:
“Being busy and working hard somehow make me a better person. That is a conversation perhaps for another time.” (35:10)
7. Implementing Automation and Systems (40:00 - 50:00)
Automation and well-designed systems are crucial for running a streamlined and efficient photography business.
Key Points:
- Benefits of Automation: Automating administrative tasks and communications can save time and reduce the risk of human error.
- Overcoming Fear of Automation: Annemie assures that automation doesn’t mean losing a personal touch. Customized automated messages can maintain client relations while enhancing efficiency.
- Regular System Reviews: Like organizing a cluttered drawer, systems need periodic evaluation and updating to remain effective and relevant.
Notable Quote:
“There are so many amazing tools out there for automating and you can set those automations up in a way that feels very true to you and to your brand.” (45:30)
8. Cultivating a Business Mindset (50:00 - End)
The most crucial aspect Annemie addresses is the mindset that creativity and business are mutually exclusive.
Key Points:
- Embracing Business Acumen: Photographers should view themselves as businesspeople who can also be creative, rather than choosing one over the other.
- Respecting Your Business: Acknowledging the business side of photography ensures it receives the necessary attention and respect for long-term success.
- Positive Affirmations: Annemie encourages adopting mantras that reinforce the belief in one’s ability to manage a successful business.
Notable Quote:
“Believe that you are a business person, that you are a good hearted business person, that you are a smart business person, a creative business person.” (48:20)
Conclusion and Final Thoughts
Annemie wraps up the episode by reiterating the importance of addressing these seven issues to build a rock-solid photography business. She encourages photographers to start with their mindset, ensuring they view themselves as capable business owners who can create both beautiful art and a profitable enterprise.
Call to Action:
- Join the Community: Annemie invites listeners to join her free Facebook community for support and encouragement.
- Access Resources: For those needing assistance with systems and business planning, This Can't Be That Hard offers ongoing resources and support.
- Stay Connected: Listeners are encouraged to subscribe, leave reviews, and share the podcast to help more photographers thrive.
Notable Quote:
“I want you to remember you are running a business. You are committed to making good art and in return, making good money.” (49:45)
Final Note: This episode serves as a vital guide for photographers at all stages of their business journey. By addressing common pitfalls and providing actionable solutions, Annemie Tonken empowers her audience to commit fully to their photography businesses with confidence and clarity.