Podcast Summary: This Can't Be That Hard

Episode 333 – What to Do When Your Busy Season Isn’t Busy

Host: Annemie Tonken
Date: September 9, 2025

Main Theme

In this episode, Annemie Tonken addresses a common fear among photographers: what to do when the expected “busy season” turns out to be unexpectedly quiet. Rather than panicking or making random changes, Annemie lays out a thoughtful, systematic approach for identifying the root cause—either visibility or conversion—and offers a robust set of strategies to rebound and make the most of a slow season.

Key Discussion Points & Insights

1. Mindset: Reframing a Slow Season

• Opening Context (00:00-02:10):
  • Photographers often prep all year for a frenetic fall season, only to be met with unsettling calendar gaps.
  • “When that happens, if you're anything like me, your brain immediately starts to spiral, right?... But here's the thing. As frustrating and dispiriting as a slow season may be, it can also be an incredible opportunity.” (Annemie Tonken, 01:23)

2. Diagnosing the Problem: Visibility vs. Conversion

• Defining the Issues (02:20-04:35):
  • Visibility Problem: Not enough people know you exist or that you’re available now.
  • Conversion Problem: People inquire, but don’t book.
  • Annemie underscores the importance of pinpointing which challenge you are facing before taking action: “Am I struggling to get enough inquiries in the first place, or am I getting inquiries but struggling to turn them into bookings? And that distinction matters because the fixes are totally different.” (03:04)

Fixing a Visibility Problem

Quick Wins (04:50–12:15)

• Email Your List:
  • Send a friendly, straightforward note about your open dates—even if you haven’t emailed in months.
  • Increase frequency temporarily—“Why not reach out weekly for a while, right? People do need reminders, not once, but multiple times.” (Annemie Tonken, 06:21)
• Social Media Value-Posts:
  • Go beyond pretty photos. Offer behind-the-scenes insights, client testimonials, tips, and explain who each session is perfect for.
  • These posts generate both connection and urgency.
• Direct Outreach to Past Clients:
  • Personal messages to previous clients, just letting them know you have slots, are low-pressure but effective.
  • “Worst case scenario, they don't take you up on it. But chances are that if you keep at it, you will get some takers.” (09:09)

Bigger Moves (12:18–15:40)

• Low-Ticket Offers:
  • Launch mini sessions, or creatively rebrand them (half sessions, themed events, etc.).
  • “Small offers should always be giving people an authentic but appetizer sized taste of what it's like to work with you in your normal format.” (13:27)
• Collaborate Locally:
  • Partner with businesses (children’s boutiques, dog groomers, florists) for giveaways, styled shoots, or cross-promotional events.
  • Emphasize mutual benefit and audience alignment.
• Community Events:
  • Host non-photography events—ice cream socials, pet costume swaps, business owner meetups—to build rapport and referrals.
  • “They can be one of the best strategies in the long term for making sure that your calendar stays full.” (15:22)

Notable Quote:

“Often when our busy season isn't looking busy, we can get into this shame spiral that keeps us quiet... But in reality that is the last thing we need to be doing.” (16:03)

Fixing a Conversion Problem

Quick Wins (16:36–22:04)

• Inquiry Response:
  • Don’t just email prices and wait. Instead, offer to schedule a phone call or send a personalized video.
  • “It is so much easier to build rapport and trust when you are actually having a conversation with someone rather than just sending them a PDF or an email with your prices.” (17:25)
• Streamline Booking:
  • Make the process FAST and SIMPLE; aim for under five minutes to book online.
  • Complicated bookings (“e-sign a PDF”, “Venmo you with a code”) can deter clients.
• Follow-Up:
  • Use a three-touch rule for following up after an inquiry: two reminders and a final “last chance” message.
  • “I can't even tell you how often I don't hear back until that very last message... 9 times out of 10, the reply comes in within minutes.” (21:26)

Bigger Moves (22:10–25:00)

• Simplify Pricing:
  • Too many packages leads to decision paralysis. Start with one or two clear offers and introduce add-ons or nuances later.
• Hidden “Back Pocket” Offers:
  • For clients who are a fit but can’t afford your main offer, have a smaller, private option to convert the lead and build future loyalty.
  • “Sometimes booking a smaller session is better than no session at all and it can lay the foundation for that long term client... ” (25:00)

Notable Quote:

“At the end of the day, some people just aren't going to book you... But what we can control is making sure that anyone who does reach out feels seen, they feel taken care of, and they feel guided through a clear, simple process.” (24:12)

Episode Conclusion & Encouragement

• A slow season doesn’t mean failure; it’s information.
• Find the root cause, act intentionally, and remember you have more control than you think.
• “Busy or not, you've got this and I am cheering you on every step of the way.” (26:13)

Timestamps for Key Segments

| Timestamp | Segment | Topic | |-----------|--------------------------------------|--------------------------------------------------------------------------------| | 00:00 | Opening Story & Mindset | Prepping for busy season; reframing when it’s slow | | 02:20 | Diagnosing Problem | Visibility vs. Conversion explained | | 04:50 | Visibility – Quick Wins | Email, social posts, direct outreach | | 12:18 | Visibility – Bigger Moves | Low-ticket offers, collaborations, community events | | 16:36 | Conversion – Quick Wins | Inquiry response upgrade; streamlined booking; follow-up | | 22:10 | Conversion – Bigger Moves | Simplifying pricing; hidden “back pocket” offers | | 26:13 | Closing Motivation | Slow season as opportunity & words of encouragement |

Memorable Quotes

• “As frustrating and dispiriting as a slow season may be, it can also be an incredible opportunity.” (01:23)
• “Instead of showing up more, we actually do the Homer Simpson thing and like recede into the bushes.” (16:07)
• “You don't have to slash your prices. You don't have to close down your business. This season may not be the one that you pictured, but it can be the one that helps you strengthen your business for the long run.” (26:07)
• “Busy or not, you've got this and I am cheering you on every step of the way.” (26:13)

Takeaway

A slow busy season is not cause for despair. Annemie offers a structured, actionable process to diagnose and address underlying problems, encouraging photographers to shift from panic to curiosity, implement meaningful changes, and ultimately strengthen their businesses for the future.

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