Podcast Summary: This Can't Be That Hard

Episode 335 – Turning Busy Season Clients into Next Year’s Revenue
Host: Annemie Tonken
Date: September 23, 2025

Overview

In this episode, Annemie Tonken shares actionable strategies for photographers to leverage the momentum of a busy season and ensure it translates into long-term, sustainable business growth. She emphasizes maintaining exceptional client experiences amid a hectic schedule, strategic future planning, and using simple systems to turn current success into next year’s revenue. The episode draws parallels between running a business and the importance of pit stops in racing: taking quick, intentional breaks or implementing efficient workflows now can prevent burnout and set up lasting success.

Key Discussion Points & Insights

1. The Pit Stop Analogy & Why It Matters

• Annemie opens with a comparison to Formula 1 pit stops, illustrating that sometimes pausing (even when you’re extremely busy) is crucial for long-term success.
  • Quote: “When you are trying to win a race...the last thing you would think you should do is stop. But if you don't, chances are really good that the wheels will come off.” (00:12)
• Busy season is exciting but dangerous territory for letting important (but non-urgent) tasks slip.

2. Prioritizing Client Experience During Busy Times

• Even when buried in work, the client experience must not be sacrificed.
• Back to Basics:
  • Stay proactive—don’t just move from one project to the next in “reactive mode."
  • Small, sustainable systems can make a big difference.
• Quote: “If you're not careful, that approach starts to chip away at the very thing that got you booked in the first place, which is a great client experience.” (02:44)

Practical Steps:

• Automate Client Communication

  • Use templates in emails for pre-session prep, post-session follow-up, and gallery deliveries.
  • Implementing even basic templates prevents time loss and inconsistency.
  • Tip: “If you don't already have automated ones set up...create templates and schedule reminders...so you can just pop into your inbox, tweak a few details and hit send in seconds.” (04:13)

• Add Personal Touches

  • Use short, customized audio or video messages post-booking and after sessions (15 seconds to 1 minute).
  • Methods: email, text, DM—choose what’s most accessible for clients.
  • Example: “First, record a 30 second to one minute video after someone books, all you're doing is saying welcome.” (05:21)
  • Short voice memos after sessions enhance relationships and are quick to record.
  • “If you are into multitasking, you can do that in the car on the way home from the session and just pop that into a text.” (07:05)

• Walkthrough Videos for Deliveries

  • Record a single, friendly how-to video for gallery access to preempt issues and build anticipation.

• Leverage AI for Efficiency

  • Use tools like ChatGPT to draft or organize emails, brain dump and prioritize to-do lists, respond faster, and manage tasks.
  • Example: “One of my favorites is using the Voice feature in ChatGPT to Brain Dump my to do list and then asking it to help me organize and prioritize...” (09:12)
  • For editing: Imagen AI can handle batch edits, freeing your time.
  • Offer: Promo code for 1500 free edits to test Imagen AI.

3. Turning Busy Season Momentum Into Future Revenue

• Don’t stop marketing even when business is booming; use current demand as a launchpad.

Revenue-Generating Strategies:

• Plan & Tease Future Offers

  • Prep themed sessions or exclusive deals for slow periods (e.g., Q1) and offer early access to current clients.
  • Quote: “You could plan and start teasing some sort of themed offer for Q1… the people who are already booking with you can be the first people that you invite.” (13:06)

• Limited-Time Rebooking Incentives

  • Offer clients an immediate bonus or discount if they book their next session now.
  • “If you are looking to fill next year, you could give them a reason to book now, whether that's a bonus or a discount of some sort.” (13:38)
  • Build a ‘warm lead’ list so you know who to reach out to in the lull.

• Make Referrals and Testimonials Easy

  • Right after delivering images (capitalizing on excitement), prompt clients for referrals or testimonials.
  • Draft a message or review for them to tweak; provide social-ready captions and images.
  • Quote: “Your job isn't to ask for referrals and testimonials, it is to make it as effortless as possible.” (15:30)
  • Example: “A lot of people freeze up when they're asked for reviews, but if you get them started, most people will happily make a tweak or two and then hit publish.” (16:44)

• Overbooked? Use Waitlists Creatively

  • Reference to Jay McLaughlin’s strategy (from episode 145): Offer “micro-mini sessions” for those who missed out, in exchange for booking full sessions in Q1.
  • “This has solved the immediate need of the client...and it pre fills her calendar for the slow season. Super genius.” (18:30)
  • Works beyond family photography—apply to any specialty: “Give clients what they want right now in exchange for a commitment that sustains you later.” (19:17)

4. Sustaining Consistency: Marketing Must Not Go Dark

• Warns against dropping all marketing efforts during busy periods.
• Keep sharing, emailing, posting, and staying top of mind—otherwise, “they will start to forget your business exists.” (20:09)
• Suggestion: Join a group like the Consistency Club, where content and planning resources are handled for you.

Notable Quotes & Memorable Moments

• On the pit stop metaphor:
  • “Being busy is a great problem to have, but if it's a problem that you want to keep, you have to take the time to hit the brakes and pull in for a pit stop now and again.” (22:13)
• Key takeaway:
  • “With a little planning you can keep this momentum going into next year and beyond.” (22:38)

Timestamps for Key Segments

| Segment | Timestamp | |--------------------------------------------------|-------------| | Opening story & pit stop analogy | 00:00–02:30 | | Importance of client experience in busy season | 02:30–04:30 | | Automating communication | 04:30–06:00 | | Personal touch points (video/voice) | 06:00–08:30 | | AI tools for workflow and editing | 08:30–11:00 | | Strategic offers & marketing in busy season | 11:00–15:00 | | Referrals, testimonials, & word-of-mouth hacks | 15:00–17:30 | | Overbooking solution: Waitlist & micro-minis | 17:30–19:30 | | Consistency in marketing | 20:00–21:45 | | Recap and closing takeaways | 22:00–22:50 |

Summary Recap

Annemie’s message is clear: a busy season is the best time to set up systems, foster client loyalty, and plan for long-term growth. Take quick “pit stops” by automating and personalizing client communications; use AI and editing tools to free up time; strategize future offers and fill your calendar for slow periods; and never let your marketing go dark. Simple, intentional actions now ensure you won’t just have one great season—you’ll have a thriving, resilient photography business for the years ahead.

If you’re a photographer feeling overwhelmed but hopeful, this episode is your 20-minute pit stop: actionable, practical, and full of the clarity Annemie is known for.