Podcast Summary: This Can't Be That Hard Episode 299: 7 Things to Leave Behind in the New Year Release Date: January 14, 2025
In Episode 299 of This Can't Be That Hard, host Annemie Tonken delves into the essential strategies photographers should adopt as they step into the new year. Titled "7 Things to Leave Behind in the New Year," Annemie provides invaluable insights aimed at helping photographers build profitable and sustainable businesses. This comprehensive summary captures the key points, discussions, and actionable advice presented throughout the episode.
1. Underpricing Services and Undervaluing Time
Timestamp: [02:31]
Annemie begins by addressing a prevalent issue among photographers: the tendency to underprice their services and undervalue their time. She emphasizes the importance of pricing for profit rather than merely to secure clients.
"There is no reason that any of us should be working for free in this industry." – Annemie Tonken [02:31]
Annemie urges photographers to meticulously evaluate their financials, understanding both personal and business expenses to set prices that ensure profitability. She warns against the common trap of basing prices on what photographers believe the market will bear or by copying competitors, advocating instead for a numbers-driven approach to pricing.
2. Taking Every Inquiry Personally
Timestamp: [04:50]
Moving on, Annemie discusses the emotional toll of handling client inquiries, particularly rejections based on pricing.
"Each individual inquiry is just a data point. It's not a personal referendum or judgment on you or your business." – Annemie Tonken [05:15]
She advises photographers to detach personally from rejections, recognizing that potential clients' budget constraints or choices are reflections of their circumstances, not the photographer's worth. Annemie also critiques platforms like Yelp, highlighting how they can attract clients focused on low-cost options, which may not align with a photographer's pricing strategy or ideal client profile.
3. Overbooking Yourself and Burning Out
Timestamp: [08:20]
Annemie highlights the dangers of overbooking and the resultant burnout that can cripple a photography business.
"Burnout doesn't serve anyone. It doesn't serve your clients, it doesn't serve you." – Annemie Tonken [10:05]
She explains how accepting every possible booking to increase income can lead to chaos and diminished quality of work. Annemie stresses the importance of setting clear boundaries, adhering to capacity limits, and being selective about the clients one takes on. Implementing policies like rush fees or weekend surcharges can help manage workload and protect personal well-being.
4. Using Time as a Badge of Honor
Timestamp: [13:45]
Annemie confronts the ingrained belief among creatives that long hours equate to greater success and personal worth.
"Being busy and working hard somehow make me a better person." – Annemie Tonken [16:10]
She challenges this mindset, advocating for smarter workflows, time management, and the strategic use of automation and outsourcing. By shifting focus from the number of hours worked to the efficiency and effectiveness of those hours, photographers can maintain high-quality work without sacrificing their health or personal lives.
5. Avoiding Automation
Timestamp: [17:30]
Annemie champions the adoption of automation to streamline business operations, dispelling fears that it may depersonalize client interactions.
"Clients respect the fact that we are running businesses. We are busy people as well." – Annemie Tonken [19:00]
She provides practical advice on implementing automated systems for administrative tasks and client communications. Annemie reassures photographers that automation can enhance professionalism and consistency, allowing them to focus more on their creative work while maintaining excellent client service.
6. Neglecting Systems
Timestamp: [19:45]
The host underscores the critical role of maintaining and regularly reviewing business systems to prevent them from becoming dysfunctional.
"We are going to Marie Kondo your business." – Annemie Tonken [20:30]
Annemie likens business systems to household organization, emphasizing the need for periodic "clean-ups" to ensure processes remain efficient and relevant. By conducting annual reviews of their systems, photographers can eliminate redundant steps, address emerging challenges, and maintain a lean, effective operation that supports sustained growth.
7. Believing Creativity and Business are Mutually Exclusive
Timestamp: [20:55]
Perhaps the most pivotal point Annemie addresses is the misconception that creativity and business acumen cannot coexist.
"Your business should be run creatively because that's on brand for any of us." – Annemie Tonken [21:00]
She encourages photographers to embrace a dual identity as both artists and business professionals. By reframing their perspective, photographers can infuse creativity into their business practices, fostering innovation while ensuring financial viability. Annemie highlights that acknowledging oneself as a capable business person is fundamental to gaining respect and securing long-term success.
Conclusion and Call to Action
Timestamp: [20:55]
Annemie wraps up the episode by reiterating the interconnectedness of the seven issues and their collective impact on both business health and personal well-being.
"You have to charge profitable rates. You have to embrace systems and automation." – Annemie Tonken [21:05]
She encourages listeners to adopt a positive business mindset, set sustainable goals, and seek support through her resources, including the free Facebook community and ongoing podcast offerings. Annemie leaves her audience with motivational words, reaffirming her commitment to their growth and success in the photography business.
Final Thoughts
Episode 299 of This Can't Be That Hard serves as a comprehensive guide for photographers aiming to refine their business practices in the new year. Annemie Tonken's blend of practical advice, psychological insights, and motivational encouragement provides a robust framework for overcoming common challenges and building a thriving, sustainable photography business.
For photographers seeking to elevate their business strategies and align their professional endeavors with their creative passions, this episode offers a wealth of knowledge and actionable steps to embark on a path of sustained success.