Episode Summary: Better Than Black Friday – 5 Days of Deals

Podcast: This Can't Be That Hard
Host: Annemie Tonken (with Dana)
Episode: 342b
Date: November 13, 2025

Overview of the Episode

In this special episode, Annemie Tonken and her co-host Dana break down their first-ever “Better Than Black Friday” sale happening from November 17–21, 2025. They provide photographers with a day-by-day walkthrough of exclusive, limited-time offers on some of the most impactful courses, tools, and coaching programs from their platform. The episode is aimed at helping listeners strategically plan which deals to snag, rather than springing surprise sales typical of holiday promotions.

“We are here today to do a special episode covering the five days of deals that we are doing in our Better Than Black Friday sale running next week, November 17th to 21st, where every day we’ll have a different offer. And we’ve never done anything like this before.”
— Annemie (00:38)

The Sale Structure

• Each deal lasts 24 hours: 7:00am–6:59am Eastern Time the next day.
• Sale runs BEFORE Thanksgiving: (Nov 17–21) to avoid holiday distraction and to keep listeners in 'business mode'.
• Advance notice and planning encouraged: Calendar reminders available for each deal.

Detailed Breakdown of Each Day’s Deal

Day 1 – Monday, Nov 17

Photographer’s Business Dashboard — 40% Off

• Discounted Price: $118 (normally $197)
• Features:
  • Airtable-based organizational dashboard and workshop.
  • Helps photographers manage business backend tasks beyond the scope of typical CRMs.
  • Suitable for Airtable newbies; includes a ready-to-use template and step-by-step lessons.
  • Bonus live training in January (data/goals table for accountability).
• Key Insights:
  • Airtable offers enterprise-level features affordably (Annemie: “I pay a grand total of, wait for it, $24 a month.” 06:44)
  • The course is “bite-sized,” easily completed in a couple of hours, with more time needed only for gathering personal data (11:13).

“If you’ve been wanting to get more organized, if you’ve been wanting to track your data, if you feel like you have sticky notes everywhere… this is the answer to that.”
— Dana (11:18)

Day 2 – Tuesday, Nov 18

Revenue on Repeat – $150 Off + January Bonus

• Discounted Price: $600 (normally $750)
• Features:
  • Membership model blueprint to create recurring revenue by serving loyal, repeat clients.
  • Touted as “the thing that totally changed my business six years ago” (Annemie, 11:51).
  • Bonus: Airtable tool & training for running memberships (dropping in January). Free to anyone who buys now; may be a paid add-on later.
• Benefits for Photographers:
  • Reduces stress by stabilizing income and fostering repeat business.
  • Helps clients budget better, leading them to stick around longer.
  • Adaptable for different genres (e.g., portrait, family, wedding).
• Memorable Quote:
  “Instead of having to go find 70 clients every year, now I have to find like 20 clients because the rest of them are people who come to me year after year. They pay me every single month.”
  — Annemie (12:48)

Day 3 – Wednesday, Nov 19

Marketing 'Last Chance Bundle' – 3 Courses for Price of 1

• Offer: 3 courses for $347 (normally $591). After this, these courses will be retired!
  • One Month Marketing Makeover: 31 marketing tasks to refresh your business.
  • Slay Your Sales: How to run effective promos that fit small-business style, not big-box blowouts.
  • Slay Your Social: Social media companion kit for sales campaigns.
• Unique Features:
  • Lifetime access to all three courses.
  • Ideal for those wanting an actionable marketing reboot, any time of year.
  • After this day, all three are gone for good.
• Key Point:
  “It’s a discount and a goodbye sale. So final sale. All done. Goodbye.”
  — Annemie (19:42)

Day 4 – Thursday, Nov 20

Limited Coaching & Group Mentorship (Q1 2026 Launch)

• Two Options:
  1. 1:1 12-Week Mentoring with Annemie: (5 spots, $3,000 in three installments)
     • Two 20-minute video calls/week Jan–Mar.
     • Open format: work on anything from launching a membership to developing marketing strategies.
     • Includes personalized coaching dashboard and 30% off any other offers during Q1.
  2. 6-Week Group Marketing Coaching with Dana: (10 spots, $1,800 in three installments)
     • Weekly group calls, Slack channel.
     • Build and execute a year-long marketing plan with peer support.
     • 30% off any other offers during Q1.
• Advice:
  “If you have questions about this, because these spots are going to be very limited, please reach out to us before Thursday. … I’m guessing that these might disappear right away.”
  — Annemie (25:00)

Day 5 – Friday, Nov 21

Consistency Club LIFETIME Membership

• Lifetime membership available for one day only.
  • Premier level: includes the AI-powered blog builder and all future features/upsells.
  • No recurring charges.
  • “May never again offer lifetime memberships.” (Annemie, 27:27)
• Alternative Annual Deal:
  • Purchase an annual Consistency Club membership ($340) and receive $100 in “future funds” (can be spent on any future course with This Can’t Be That Hard).
• What is Consistency Club?
  • Monthly marketing resources for photographers (email/social templates, blog builder, new features).
  • “If you have ever thought to yourself, oh I wish I could like hire somebody to do my marketing, this is our answer to that.” (Dana, 27:53)

Notable Quotes and Moments

• On the Sale Structure:
  “This is not about, like, surprise, we’re running a sale. This is about, like, you know… we don’t run sales almost ever, certainly not discounting sales. So this is the sort of thing where it’s like, if you want something and it’s on sale this week, this is going to be about as good a chance as you’re ever going to find.”
  — Annemie (04:18)

• On the Philosophy Behind Offers:
  “What are the most helpful offers that we can put out there to help your businesses in 2026 and beyond? What have been our most popular courses and offerings and things that have really been helping our students this year?”
  — Dana (01:22)

• Light-Hearted Moments:
  “We’re not giving away cars, but we’re not Friday music. I don’t know what that one was. Yeah, we’re not quite at Oprah budget level. And by not quite, I mean not even sort of. Oprah, call me.”
  — Annemie (26:12)

Recap & Guidance

• Website for full details: thiscantbethathard.com/blackfriday25
• Advice:
  • Review deals in advance, use calendar reminders.
  • Reach out with questions before Thursday for coaching offers due to limited spots.
  • “I am not trying to make this a high pressure decision situation. … Go into this being like, great, I’m gonna invest in my business.” — Annemie (30:34)

Timestamps for Major Segments

| Time | Segment | Details | |----------|-----------------------------------|---------| | 00:00–03:21 | Introduction & Sale Announcement | Philosophy behind the promotion, planning | | 03:21–11:40 | Day 1 – Photographer’s Business Dashboard | What it is, who it’s for, how Airtable fits in | | 11:51–15:54 | Day 2 – Revenue on Repeat Membership | Membership model, practical benefits, bonus | | 15:54–19:51 | Day 3 – Last Chance Marketing Bundle | Three products, why they’re being retired | | 19:58–25:57 | Day 4 – Coaching: 1:1 & Group | Details on coaching offers, format, pricing | | 26:09–29:18 | Day 5 – Consistency Club Lifetime & Annual | Overview, what’s included, future funds | | 29:19–31:46 | Recap & Key Advice | Day-by-day summary, how to prepare |

Conclusion

Annemie and Dana underscore their commitment to making these deals genuinely valuable for photographers, not just gimmicky discounts. Each offer is designed around proven tools and systems to help run a more sustainable, profitable photography business in 2026 and beyond. Listeners are encouraged to plan ahead so as not to miss any opportunity, with a clear explanation provided for each sale.

Original, supportive, and actionable—the hallmark of This Can’t Be That Hard.