This Can’t Be That Hard – Episode 348: Smarter, Simpler Marketing for Photographers with Kim Box
Published: December 23, 2025 | Host: Annemie Tonkin | Guest Host: Kim Box

Episode Overview

This episode is a replay of Annemie Tonkin’s conversation on The Motherhood Anthology podcast, hosted by Kim Box. Together, they dive deep into effective and sustainable marketing for photographers, focusing on moving away from overwhelming, fragmented tactics to embracing easy-to-follow systems. Annemie introduces her “marketing windmill” metaphor and discusses how AI tools like custom GPTs can make marketing both simpler and more authentic. The episode is candid, actionable, and tailored to photographers seeking smarter ways to maintain marketing momentum in their business without burnout.

Key Discussion Points & Insights

1. The Importance of Business Skills for Photographers (01:32)

• Annemie shares her background: She started as a family photographer with no business experience, emphasizing how creative professionals often struggle with business operations.
• Core lesson: "Focus as much on the business side as you do on the photography side.” (02:03, Annemie Tonkin)
• She encourages blending creativity with strategic business thinking.

2. The “Marketing Windmill” Model (06:27)

• Annemie unveils her new metaphor for marketing—a windmill with four blades:
  • Social Media (e.g., Instagram, Facebook)
  • Email Marketing
  • Content Marketing for SEO (blogs, long-form content)
  • Buzzworthy Marketing (events, special offers, new products)
• Strategy: Start with a “buzzworthy” event or offering, then break it down to guide your blog, email, and social posts—reducing overwhelm and increasing content consistency.
• “If you’re trying to write every single one of those as a one-off, it’s a lot more brain power than if you start with an event or something buzzworthy and then plan your content from there.” (09:30, Annemie Tonkin)

3. Using Custom GPTs & AI Authentically (05:25, 11:03, 13:52)

• Many photographers worry AI will make their marketing sound impersonal.
• Annemie’s approach: “I have taken a very specific human first approach to AI… I am the brain here… AI helps me brainstorm.” (11:23, Annemie Tonkin)
• Example: She co-developed her “windmill” analogy by brainstorming with ChatGPT—using it as a collaborative idea generator, not a replacement for her voice.
• Custom GPTs narrow the scope, making content creation faster and more tailored.
• “I’m not trying to market to the entire world. This is what this is for.” (05:27, Annemie Tonkin)

4. Sustainability: Consistency > Single Tactics (05:07, 10:41, 43:22)

• Consistency and variety are keys to long-term marketing success.
• Issues Annemie regularly sees:
  • Hyper-focus on a single channel (“I just post to Instagram and call that my marketing strategy.”)
  • Inconsistency (“I do send a newsletter, but only twice a year.”)
• Quote: “A solid marketing strategy is both varied…and being produced consistently.” (07:14, Annemie Tonkin)
• Recommend building systems rather than seeking the “one perfect tactic.”

5. Email Marketing as the Heart of Photographer Communication (27:04, 38:24)

• Social media engagement is dropping; algorithms are harder to predict.
• Recommendation: Cultivate an email list, use lead magnets, and follow up with genuine onboarding/welcome sequences.
• Quote: “Email marketing is the stablest, most reliable way to remain in contact with people…” (24:18, Annemie Tonkin)
• Flodesk is suggested for its user-friendliness and creative flexibility (36:41).
• Two emails per month is a good cadence for most photographers.

6. Making Marketing Personal & Social Again (28:11)

• Personal stories and posts drive more engagement than business-only content.
• Being human and relatable—sharing non-business snippets—can build trust and spark conversations.
• Kim’s example: “Does wearing a baby around Costco count as a weighted vest walk?” yielded unexpectedly high engagement. (29:05)
• Vulnerability (when comfortable) can build deep client relationships.
  • “Share your scars, not your wounds.” (30:34, Annemie Tonkin)

7. Efficient Scheduling, Delegation, and Balancing Motherhood (46:17)

• Sharing tips and community strategies for busy photographers:
  • Batch scheduling posts/newsletters.
  • Leveraging AI or templates to save time.
  • Finding supportive communities (e.g., Consistency Club).
• “It’s required, it’s necessary. Otherwise…nobody eats. And in business, not getting clients is nobody eats.” (46:35, Annemie Tonkin)

Notable Quotes & Memorable Moments

• On blending personal and business:
  “We want our photos to just do the selling for us. But when people are hiring us, they are hiring a whole person oftentimes to come into their homes…Being personal with people has a lot of value.” (28:18, Annemie Tonkin)

• On sustainable marketing:
  “You are on that treadmill for the rest of your career…You always have to be asking for the sale.” (43:22, Annemie Tonkin)

• On using AI tools:
  “I come away feeling energized and like my brain is firing on all cylinders, as opposed to me showing up and being like, how should I market this thing?” (13:52, Annemie Tonkin)

• On the value of educational community:
  “It has become such a meaningful part of…I never anticipated getting into education, but I have so enjoyed…relationships with other photographers.” (49:48, Annemie Tonkin)

Timestamps for Key Segments

• 01:32 – Annemie shares her background and education approach
• 06:27 – Introducing the “Marketing Windmill” metaphor
• 09:30 – How to plan content around buzzworthy events
• 11:03 – Addressing AI authenticity concerns
• 13:52 – Collaborating with AI to develop ideas
• 27:04 – Social media strategies and shifting audience engagement
• 28:11 – Making your online presence more personal and interactive
• 36:41 – Email marketing: Favorite platforms and onboarding tips
• 38:24 – Evolution of email marketing in photography
• 43:22 – Biggest “bang for your buck” in marketing: systems, not single tactics
• 46:17 – Scheduling, batching, and practical advice for balance

Resources and Where to Find Annemie

• Consistency Club: Monthly marketing content, templates, and new AI-powered blog builder. thiscantbethathard.com/club
• Simple Sales System: Sales strategy masterclass for photographers.
• Podcast & Website: thiscantbethathard.com
• Flodesk: Email marketing platform recommended by Annemie.

Listener Takeaways

• Marketing should feel light, not overwhelming: Use systems and tools, not scattered tactics.
• Consistency and variety across a few core channels (social, email, content, buzzworthy events) is key.
• Let AI enhance your voice, not replace it—custom GPTs or similar tools can be powerful assistants.
• Inject personality and true connection into your marketing; clients respond to humans, not just portfolios.
• Community makes the business journey less lonely and more sustainable.

“Marketing doesn’t have to feel heavy or complicated— with a little structure and a few good tools you can create systems that support your business year round.”
— Annemie Tonkin (50:23)

For more actionable tips, inspiration, and community, check out This Can’t Be That Hard’s resources and Consistency Club!