Podcast Summary: "This Can't Be That Hard" – Episode 311: Your Marketing Credit Score

Release Date: April 8, 2025

Host: Annemie Tonken
Title: This Can't Be That Hard
Episode: 311 - Your Marketing Credit Score

In Episode 311 of This Can't Be That Hard, host Annemie Tonken delves into the intricate parallels between building a credit score and developing a robust marketing presence for photographers. Utilizing her expertise, Annemie breaks down how seemingly minor factors can significantly influence both financial trustworthiness and business reputation. This comprehensive exploration offers photographers actionable strategies to enhance their marketing efforts, ensuring their businesses are both profitable and sustainable.

1. Introduction: Drawing the Parallel Between Credit Scores and Marketing

Annemie kicks off the episode by introducing the concept of a credit score and its profound impact on various aspects of life, from borrowing money to renting apartments. She states:

“[00:00] Annemie Tonken: ... this can help you understand why someone may or may not be excited to hire us.”

This analogy serves as the foundation for the episode, setting the stage for an in-depth comparison between credit management and marketing strategies.

2. Understanding Credit Scores: The Foundation for the Analogy

Annemie provides a succinct overview of credit scores, emphasizing their role in determining trustworthiness and financial reliability. She explains that credit scores range from 300 to 850, with higher scores indicating better credit health. The primary components influencing a credit score include:

• Payment History (35%): Timely bill payments are crucial.

• Amount Owed: The proportion of available credit being utilized.

• Length of Credit History: Longevity and consistency in credit usage.

• Credit Mix: Diversity in credit types, such as loans and credit cards.

• New Credit: Frequency of opening new credit accounts.

She meticulously details each component, laying the groundwork for how these factors translate into marketing for photographers.

3. Mapping Credit Score Factors to Marketing Strategies

a. Payment History ↔ Consistent Client Interactions

Just as timely payments enhance a credit score, consistent and reliable interactions with clients build trust in a photography business. Annemie emphasizes the importance of delivering on promises and maintaining regular communication to foster strong client relationships.

b. Amount Owed ↔ Brand Utilization and Positioning

In credit terms, maintaining a low credit utilization ratio signifies financial prudence. Similarly, in marketing, Annemie advises photographers to manage their brand messaging and positioning carefully. Overextending in marketing efforts or diluting the brand can be likened to high credit utilization, potentially harming the business's perceived reliability.

“...if you have a $10,000 limit on your credit card, and you have a $3,000 average credit card bill, that's a good amount of credit utilization versus if you are spending all the way to $10,000 each month.”
— Annemie Tonken [00:05]

c. Length of Credit History ↔ Business Longevity and Trust

A lengthy credit history demonstrates reliability. For new photographers, building a marketing presence requires intentionality and consistency to establish credibility. Annemie suggests showcasing portfolios, maintaining active social media profiles, and accumulating client reviews to mirror the benefits of a long credit history.

“...clients want to feel like you are grounded and steady, someone that they can invest in with confidence.”
— Annemie Tonken [00:15]

d. Credit Mix ↔ Diverse Marketing Channels and Services

A varied credit mix can enhance a credit score by showing the ability to manage different types of credit responsibly. In marketing, Annemie advises photographers to diversify their offerings and marketing channels. This could include a combination of social media, email marketing, blogging, and showcasing a range of photography styles to appeal to a broader client base.

“Clients want to know that you can adapt when needed... demonstrate flexibility and skills that run the gamut.”
— Annemie Tonken [00:25]

e. New Credit ↔ Stability in Branding and Offerings

Frequent changes in credit accounts can signal instability. Similarly, Annemie warns against constantly altering branding elements, pricing structures, or service offerings. Maintaining a consistent brand image and stable offerings helps project reliability and reduces perceptions of desperation.

“...constant launching new offers, if you are constantly switching up your branding or your colors...creates this perception of desperation.”
— Annemie Tonken [00:35]

4. The Importance of Consistency in Marketing

Annemie reinforces that, much like maintaining a good credit score, building a strong marketing presence requires consistent effort. She highlights that every post, email, blog, and client interaction contributes to the overall reputation and trustworthiness of the business.

“Marketing is exactly the same. You are not just trying to get seen right. You are truly trying to build equity in your business.”
— Annemie Tonken [00:45]

Consistency not only enhances visibility but also builds a sense of reliability and professionalism that attracts clients naturally over time.

5. Introducing the Consistency Club: A Solution for Sustainable Marketing

To assist photographers in maintaining a consistent marketing strategy, Annemie introduces the Consistency Club. This monthly marketing membership offers:

• Done-for-You Templates: Streamlined resources to simplify content creation.

• Monthly Strategies: Actionable plans to keep marketing efforts aligned with business goals.

• Support Systems: Guidance and community support to sustain consistent marketing activities.

“The Consistency Club is our monthly marketing membership that we built for photographers who want to show up regularly in social media and in email in a way that's aligned with their brand...”
— Annemie Tonken [00:50]

By leveraging these tools, photographers can effectively manage their marketing without feeling overwhelmed, ensuring steady growth and sustained client trust.

6. Conclusion: Building Trust Through Intentional and Consistent Marketing

Annemie concludes by reiterating the importance of intentionality and consistency in both credit management and marketing. She draws a final parallel:

“...you have to be intentional. You have to be consistent. And when you are, even though that process can feel like it takes a long time, it really does pay off.”
— Annemie Tonken [00:55]

By committing to consistent marketing practices, photographers can build a strong reputation, attract loyal clients, and create a thriving business that aligns with their values and aspirations.

Key Takeaways:

• Understand the Components: Just as credit scores are influenced by various factors, a marketing presence is shaped by multiple elements that require attention and management.

• Build Trust Consistently: Reliable and consistent interactions with clients are paramount in establishing and maintaining trust.

• Diversify and Stabilize: A balanced mix of marketing channels and stable branding strategies can enhance the perceived reliability and professionalism of a photography business.

• Leverage Support Systems: Utilizing resources like the Consistency Club can help maintain steady marketing efforts without burnout.

By adopting these strategies, photographers can enhance their marketing "credit score," leading to increased trust, better client relationships, and a more successful and sustainable business.

For more resources and to join the Consistency Club, visit thiscan'tbethard.com/club. Leave a review on iTunes or Spotify to support the show and help other photographers discover these valuable insights.