Podcast Summary: "Double Your Marketing Mileage" (Episode 309) This Can't Be That Hard
Host: Annemie Tonken
Release Date: March 25, 2025

In Episode 309 of This Can't Be That Hard, titled "Double Your Marketing Mileage," host Annemie Tonken delves into effective strategies for photographers to maximize their marketing efforts by leveraging existing client relationships. Drawing inspiration from her childhood experiences and the principles of the "More with Less" cookbook, Annemie emphasizes the importance of adaptability and resourcefulness in building a sustainable photography business.

1. Introduction: The "More with Less" Philosophy

Annemie opens the episode by reflecting on the "More with Less" cookbook, highlighting its influence on her approach to business. She draws a parallel between cooking with limited ingredients and running a business during times of abundance and scarcity.

Annemie Tonken (00:00): "In a business where there are times of abundance and times of scarcity... it is important to know how to scale up and scale back without having to change everything about your business from the outside."

This analogy sets the foundational mindset for the strategies she will discuss, focusing on optimizing existing resources rather than constantly seeking new ones.

2. The Value of Past Clients

Annemie underscores the paramount importance of past clients, labeling them as the "number one stretchiest ingredient" in any business.

Annemie Tonken (04:52): "Those people are your number one resource in your business and they are going to form the foundation of all four of these strategies that I'm going to present today."

She encourages photographers to meticulously list out clients who have had exceptional experiences, as these clients are more likely to return, refer others, and serve as testimonials.

3. Strategy 1: Re-engage Past Clients

The first strategy revolves around reconnecting with past clients to encourage repeat business.

Key Actions:

• Reach out via email, handwritten notes, or social media.
• Personalize the communication by referencing past sessions and updates in clients' lives.
• Introduce new offers or sessions that align with clients' evolving needs.

Annemie Tonken (07:30): "There is no reason that you have to passively wait for someone to reach back out to you."

By actively inviting clients back, photographers can maintain a steady stream of business without the need for extensive new marketing efforts.

4. Strategy 2: Utilize Client Testimonials and Stories

Annemie highlights the power of authentic testimonials and client-generated content as a potent marketing tool.

Approaches:

• Blog Posts: Invite clients to write about their experiences. Offer incentives such as a framed print to encourage participation.

  Annemie Tonken (09:10): "That is social proof through the roof, and that is what we want."

• Interviews: Conduct interviews with clients to create detailed testimonials that can be featured on websites and social media.

• Content Integration: Use these stories across various platforms to enhance credibility and attract new clients.

This strategy not only provides valuable content but also strengthens the relationship between photographer and client by valuing their experiences.

5. Strategy 3: Partner with Clients to Expand Networks

The third strategy involves collaborating with satisfied clients to tap into their personal networks, effectively broadening the photographer’s reach.

Implementation Steps:

• Identify clients with robust networks relevant to your niche (e.g., family photographers partnering with parent groups).
• Propose co-hosting events or workshops that offer value to both the client's network and your services.
• Example: Annemie describes her "Cameras and Cocktails" workshops, which combine photography education with a relaxed, social atmosphere, leading to high booking rates from attendees.

Annemie Tonken (19:15): "Over the course of that two and a half hours... it felt like a no pressure situation. So the next time they needed to hire a family photographer, you better believe that my name was the first one that came up in their minds."

These partnerships position the photographer as an expert within a trusted community, fostering organic referrals and sustained business growth.

6. Strategy 4: Establish a Portrait Membership Program

Annemie presents the creation of a membership program as her top strategy for ensuring recurring revenue and client retention.

Features of a Portrait Membership:

• Annual Commitment: Clients sign up for yearly portrait sessions, simplifying the decision-making process.

• Payment Plans: Offer monthly payment options to make the membership financially accessible.

• Exclusive Benefits: Provide perks such as early calendar access, discounts on products, and special offers.

  Annemie Tonken (22:45): "It makes it so that every member that you have is one less client that you need to book per year and... it can be a really wonderful way to network through your best clients."

This approach not only secures a predictable income stream but also deepens the photographer-client relationship, ensuring long-term loyalty and consistent business.

7. Conclusion and Final Recommendations

In wrapping up, Annemie reiterates the four strategies:

1. Re-engage Past Clients
2. Utilize Client Testimonials and Stories
3. Partner with Clients to Expand Networks
4. Establish a Portrait Membership Program

She encourages photographers to select one strategy to implement within a month, emphasizing that these methods are straightforward and highly effective when executed thoughtfully.

Annemie Tonken (24:00): "These are not overly complicated. Many of them just really involve sketching out your idea on a piece of paper and then sending an email or two."

Annemie also invites listeners to share their success stories, fostering a community of shared growth and continuous improvement.

Notable Quotes:

• Annemie Tonken (00:00): "This can’t be that hard!!!"

• Annemie Tonken (04:52): "Those people are your number one resource in your business."

• Annemie Tonken (07:30): "There is no reason that you have to passively wait for someone to reach back out to you."

• Annemie Tonken (09:10): "That is social proof through the roof."

• Annemie Tonken (19:15): "You better believe that my name was the first one that came up in their minds."

• Annemie Tonken (22:45): "It can be a really wonderful way to network through your best clients."

• Annemie Tonken (24:00): "These are not overly complicated."

By implementing these four strategies, photographers can significantly enhance their marketing effectiveness, ensuring sustained growth and a loyal client base. Annemie Tonken's practical, actionable advice empowers photographers to optimize their existing resources, making business management both profitable and enjoyable.

For More Resources: Visit thiscantbethard.com to explore additional tools, courses, and materials designed to help photographers build a profitable and sustainable business.