Podcast Summary: This Can't Be That Hard – Episode 321: "Marketing Isn't a Lottery Ticket"

Host: Annemie Tonken
Release Date: June 17, 2025
Title: Marketing Isn't a Lottery Ticket

Introduction: The Power of Consistent Small Actions

Annemie Tonken opens the episode with a classic riddle comparing a lump sum of money to exponential growth through consistent small actions:

"Have you ever heard that old riddle about whether you would rather have a million dollars given you today or a penny today and then have that penny doubled every day for a month?" [00:00]

She uses this analogy to illustrate the significance of small, consistent efforts in building a successful marketing strategy, contrasting it with the common tendency to seek quick, dramatic results.

The Pitfall of Reactive Marketing

Annemie discusses the prevalent issue among photographers and small business owners: reactive, all-or-nothing marketing strategies triggered by external pressures like slow seasons or sudden realization of the need to ramp up marketing.

"We flood Instagram with posts and stories. We send, you know, two emails in a week after being silent for six months..." [00:00]

She likens this approach to purchasing a lottery ticket—high risk with uncertain returns—ultimately leading to increased stress and unsustainable workloads without guaranteed success.

Embracing a Sustainable, Systematic Approach

Contrasting the reactive strategy, Annemie advocates for a more disciplined, habitual approach to marketing that emphasizes consistency over immediate impact.

"It's not flashy, it's not dramatic, and it's probably not going to create instant results. In fact, it works best when it feels kind of boring." [00:00]

She underscores the importance of building a reliable marketing system that operates steadily, irrespective of fluctuating business conditions.

Personal Story: Building Habits for Long-Term Success

Annemie shares a personal anecdote about her financial struggles post-divorce and the transformative advice from her financial advisor to establish small, consistent savings habits.

"...he said, even if it's just $10 a month, I want you to start now. Because what you're doing isn't just saving money, you're also building a habit." [00:00]

This story serves as a metaphor for marketing practices, emphasizing that incremental efforts can lead to substantial, compounded results over time.

Key Marketing Strategies for Photographers

Drawing parallels from her financial habits, Annemie outlines actionable marketing strategies for photographers:

1. Consistency Over Intensity:

   • Regularly scheduled activities, such as:
     • Sending a few emails each month.
     • Posting three to four times a week on social media.
     • Reaching out to a past client weekly with a personal note or email.

   "It just has to be consistent." [00:00]

2. Building Trust and Engagement:

   • Small, meaningful interactions accumulate trust and foster client relationships, leading to referrals and sustained business growth.

   "One great client experience might earn you a kind testimonial or even a referral. But 10 great experiences really creates that referral pipeline." [00:00]

3. Avoiding Desperate Fixes:

   • Steering clear of drastic measures like massive discounts or complete strategy overhauls in response to slow business periods.

   "...what happens is those efforts come across as desperate and desperation repels clients." [00:00]

The Compound Effect in Marketing

Annemie emphasizes that, much like financial investments, marketing efforts require time to mature and yield significant results. She encourages photographers to remain patient and persistent, trusting that their consistent actions will eventually lead to substantial benefits.

"The real magic is in the compounding." [00:00]
"If you stay the course, if you keep showing up, you will build something reliable, something you can count on..." [00:00]

Long-Term Benefits of Consistent Marketing

Reflecting on her financial journey, Annemie illustrates the long-term advantages of maintaining consistent habits:

"I am on track to retire comfortably at 60, not 80, but 60, and to actually have some money left over that I can pass on to my children in the future." [00:00]

She correlates this success to the steadfast marketing practices she advocates, reinforcing that sustained effort leads to reliable and predictable business growth.

Conclusion: Commit to the Process

Annemie wraps up by reiterating the value of perseverance in marketing, encouraging photographers to embrace consistent, manageable actions over sporadic, high-intensity efforts.

"Keep making your deposits even when things feel small, even when you feel invisible. Because over time, those efforts add up." [00:00]
"Photography is a game that is so worth staying in." [00:00]

She motivates listeners to view their marketing journey as a long-term investment, assuring them that their dedication will ultimately pay off.

Final Thoughts and Encouragement

Though brief, the episode serves as a poignant reminder for photographers struggling with marketing challenges. Annemie’s relatable personal stories and practical advice provide a roadmap for building a sustainable and thriving photography business through consistent, incremental efforts.

"Running a photography business doesn't have to be that hard. You can do it. And I can show you how." [00:00]

Listeners are encouraged to visit the podcast’s website for additional resources and to leave reviews to support the show.

Key Takeaways:

• Consistency is Crucial: Small, regular marketing activities compound over time, leading to significant business growth.

• Avoid Reactive Strategies: Drastic, last-minute marketing efforts are often unsustainable and ineffective.

• Build Habits: Just as financial habits can secure your future, consistent marketing habits can stabilize and grow your business.

• Trust the Process: Marketing success doesn't happen overnight; patience and persistence are essential.

• Sustainable Systems Over Quick Fixes: Developing a reliable marketing system ensures steady leads and minimizes stress.

Notable Quotes with Timestamps:

• "The real magic is in the compounding." [00:00]

• "It just has to be consistent." [00:00]

• "Keep making your deposits even when things feel small, even when you feel invisible." [00:00]

• "Running a photography business doesn't have to be that hard. You can do it. And I can show you how." [00:00]

This episode serves as an essential guide for photographers aiming to shift from sporadic marketing efforts to a disciplined, consistent approach that ensures sustainable business growth and reduced stress.