Podcast Summary

Podcast: This Can't Be That Hard

Host: Annemie Tonken
Guest Host/Interviewer: Kimberly Espinel ("Eat Capture Share" podcast)
Episode: 346 - A Steadier Way to Grow Your Photography Business with Kimberly Espinel
Date: December 9, 2025

Episode Overview

In this insightful episode, Annemie Tonken joins Kimberly Espinel to discuss alternative, sustainable ways for photographers—particularly those feeling burned out by endless marketing—to grow their businesses. The focus is on building stability and recurring income through a photography membership model. Annemie details her journey from an unexpected physical setback to discovering the power of recurring revenue, and offers actionable guidance on implementing similar systems, whether you work with families, businesses, or brands. The conversation also covers the importance of business systems, launching memberships, pitfalls to avoid, and creating sustainable creative businesses that flourish long-term.

Key Discussion Points & Insights

1. The Problem: The Hamster Wheel of Photography Business

Time: 03:29–04:53

• Many photographers feel they're on a nonstop "hamster wheel" of marketing (Instagram posting, newsletters, cold pitching) just to find new clients and survive.

• Kimberly points out:

  "It's really the people who get the business side of things [that are successful]... which is, again, why I'm so excited to chat with you today." (03:38)

• Annemie agrees, stressing success relies as much on business systems and sustainability as on photography talent.

2. The Spark: How Annemie Discovered Memberships

Time: 04:53–10:29

• Annemie suffered an ankle injury requiring surgery, expecting just a short recovery but unexpectedly sidelined for four months—meaning no photography work, and no income.

• Realizing the vulnerability of her business income, she brainstormed ways to make her revenue more predictable.

• Inspiration struck when she received a recurring order (HVAC filters):

  "I was thinking, how can I solve that problem for my clients while simultaneously solving my income roller coaster problem?" (08:19)

• She launched her first portrait membership in 2019, attracting 34 families and generating around $4,000 in recurring monthly revenue.

  "That membership... was a business saver for me. And since then, I have not only continued running my own membership, but I've taught a lot of other photographers how to set up and market and, you know, kind of manage the logistics of a membership." (10:29)

• The model proved absolutely crucial during the 2020 pandemic.

3. What is a Photography Membership Model?

Time: 08:23–10:29, 11:29–12:14

• Clients pay monthly or on a recurring basis for a set number of sessions per year.
• Provides predictable income for the photographer and convenience for the client (e.g., families, restaurants, food brands needing periodic content).
• Particularly suited to families and small businesses, rather than one-off event photography like weddings.

4. Is a Membership Model Right for You?

Time: 12:14–13:37

• You should have solid systems in place before offering memberships (consider a CRM).
• Best suited to clients who need or want regular photo updates.
• Annemie stresses:

  "The main thing that is the divider between photographers for whom this business works and doesn't work is really just whether your clients could or should want photos on a regular basis." (12:40)

5. Making Memberships Attractive to Clients

Time: 14:01–16:46

• Two key selling points:
  • Ease for the client: The photographer handles scheduling, sends booking reminders, making photoshoots an automatic part of the client's year.

    "It's just this constant item on their to do list... when you say to them, not only are we going to get you on the schedule, but I'm going to reach out to you... you don't really have to go through the whole process again and again." (14:12)

  • Financial appeal: Offer monthly payments (less financial sting), and potentially a small discount compared to ad-hoc bookings.

    "You can not only offer monthly installments... but also you can take a little bit off the top of the total investment." (15:33)

• Importantly, Annemie recommends ONLY offering to existing clients with whom you've already worked, ensuring a good fit and lowering risk for both sides.

6. Pitfalls and Launch Mistakes

Time: 17:25–20:31

• Common mistake: Offering memberships to new clients instead of established ones.
• Educate clients ahead of time; the concept is still new in the photography world.
• Annemie often mentions the membership on her website but saves offers for trusted clients, creating a sense of exclusivity and FOMO.
• Launch models: Either do a big annual launch or invite members one at a time after a great session.

7. Broader Advice on Sustainable Photography Businesses

Time: 20:31–23:58

• Sustainability is not a luxury, it's a necessity for long-term business health.
• Invest in and use a CRM (Client Relationship Manager):

  "Holding all those things in your head is the perfect definition of unsustainable. So I feel like a CRM is a really good first step if you are dipping your toe in the, in the sustainability waters." (21:56)

• Start noticing and documenting "systems" in your business—just steps and habits that lead to consistent outcomes.

8. The Emotional and Physical Side of Business

Time: 23:58–25:31

• Success can come with burnout, and creative work like photography is physically demanding.
• Business and automation systems can be "the cheapest assistant you'll ever hire" (25:27).

9. Where to Learn More

Time: 25:48–26:17

• All of Annemie's education and resources: This Can't Be That Hard
• Membership-specific course: "Revenue on Repeat"

10. Quickfire Personal Questions

Time: 26:35–28:12

• Favorite thing to eat: "All the things" (but if forced, Mexican cuisine)

• Favorite thing to capture: People, especially her kids (now teenagers: 19 & 15)

• Favorite thing to share:

  "If you want to be in business for a long time, you have to pay as much attention to your business as you do to the art." (27:16)

  Annemie now enjoys the creativity inherent in business-building, viewing it as another form of artistic expression.

Notable Quotes & Memorable Moments

• On Sustainability:

  "The longer that you are in business, the more that [sustainability] becomes a requirement rather than a luxury." (21:08, Annemie)

• On Membership's Business Impact:

  "That membership... was a business saver for me." (10:29, Annemie)

• On Offering to Existing Clients:

  "This is not an offer for new clients... you want to make sure that this is somebody you want to work with over and over again." (14:46, Annemie)

• On Systems:

  "A system really is just a series of steps that leads to a specific outcome. And we all have them, whether we call them systems or not." (22:24, Annemie)

• On Business and Art:

  "If you want to be in business for a long time, you have to pay as much attention to your business as you do to the art." (27:16, Annemie)

Timestamps for Key Segments

• 03:29 – Hamster wheel of marketing and business vs. art
• 04:53 – Annemie’s injury and wake-up call for business sustainability
• 09:19 – Initial success with the membership model
• 12:14 – Is a membership right for you? Systems and client types
• 14:01 – Making membership offers irresistible
• 17:25 – Pitfalls and best practices when launching a membership
• 21:56 – Why you need a CRM and documenting your systems
• 25:48 – Where to find Annemie’s resources
• 26:35 – Annemie’s quickfire favorites & concluding advice

Final Thoughts

The episode is packed with real-world, actionable takeaways for any photographer or creative entrepreneur looking to break free from the hustle-for-every-client cycle and build a business that’s both profitable and sustainable. Annemie’s emphasis on systematizing your business, focusing on recurring revenue, and treating business as another creative outlet is both empowering and achievable for photographers at any stage.

Learn more:

• This Can't Be That Hard - Resources
• Course: "Revenue on Repeat"