Episode Overview

Podcast: This Can't Be That Hard
Host: Annemie Tonken
Episode: 353 - Building a Repeat and Referral System That Creates Consistent Income
Date: January 27, 2026

This episode explores the final pillar in Annemie Tonken’s systems series: How to build a reliable, repeat and referral system in your photography business. Annemie addresses the persistent "income roller coaster" many photographers experience, and offers concrete strategies to generate consistent bookings and income—turning occasional client repeats and referrals into a predictable, joyful flow.

Main Themes & Key Insights

1. Why Repeat and Referral Systems Matter (00:00–06:15)

• Annemie reflects on the traditional three-system framework: marketing, sales, and fulfillment. While these can run your business, unpredictable income and bookings often remain.
• She shares her personal struggle with income instability, especially as a single parent.
  • “Those huge ups and downs, not to mention the uncertainty of where my next booking might come from, became the source of a lot of stress …” (01:19)
• Key realization: It’s not enough to rely on referrals or repeats happening “organically”; a system is necessary for sustainability.

2. Increasing Referrals That Feel Natural & On-Brand (06:16–18:10)

Start By Working Backwards

• Ask: What motivates a client or vendor to refer you? What do they need to know? What could prevent them from doing so?
• Reduce friction and make referrals “easy, appealing, and top of mind.”

Reminders Over Incentives

• “The most successful referral networks are less about kind of bribing people and more about reminding them.” (08:23)
  • Instead of only offering incentives, focus on consistently requesting referrals everywhere:
    • Email signatures
    • Post-session thank you notes
    • Vendor relationships: Not just for wedding photographers! Any niche has related vendors you can partner with for mutual benefit.
      • Examples: Doulas and lactation consultants for newborn photographers (11:00)

Specific, Time-Limited Requests

• Specific asks light up a different part of the brain than generic “I love referrals!” requests.
  • “When you’re saying to someone, ‘Please share it with any friends who are expecting,’ if someone reads that sentence, they almost can’t help but think of who they know…” (13:13)
  • Tactics include announcing a new guide and asking for shares, or promoting scarcity (“I only have three holiday sessions left for friends”).

If You Offer Incentives, Make Them Generous and Meaningful

• Ensure incentives align with your pricing/margins.
• Non-photography gifts (e.g., dinner certificates, boutique hotel stays) feel more generous and special than session discounts.

Systematize the Referral Process

• Rather than an elaborate or expensive program, develop automated, intentional routines for asking and enabling referrals regularly.

3. Making Repeat Business Effortless (18:11–27:35)

Know Your Ideal Cadence

• Identify the natural repeat cycle of your sessions (yearly for families, quarterly for brands, etc.).

Major Barriers to Repeat Bookings

• Forgetfulness, scheduling stress, and “decision fatigue”—not disinterest or lack of value.
  • “The biggest barriers to repeat business are rarely about the experience or the value … They’re usually forgetting that it’s time to book again. The years fly by, as we all know.” (20:31)

Systematic Solutions

• Use your CRM to automate reminders based on session anniversaries.
• Send personalized check-in emails: “Can you believe it’s been a year since our last session?”
• Offer gentle nudges or incentives, like session fee waivers for quick rebooking.

Memberships: The Ultimate Repeat-Client System

• Annemie shares her personal turning point: building a portrait membership the year after an ankle injury and income gap.
  • “My portrait membership was a total game changer in my business. And I do not say that lightly.” (25:11)
• Membership Structure Example:
  • Annual commitment, monthly payments, includes a set number of sessions, digital files, print credits, member bonuses, priority scheduling.
  • Significantly reduces marketing pressure and smooths income stream. Clients benefit from convenience and cost-spreading.

Launch Results & Impact

• First year: ~30 members, enough stable income to cover basic business expenses.
• Proved critically important during COVID-19 shutdowns—income continued monthly.

4. Joy, Ease, and Freedom: The Real ROI of Systems (27:36–32:21)

• Thoughtful systems don’t “box you in” but provide freedom and peace of mind.
  • “Systems… don’t limit you. They actually give you breathing room and the ability to run your business instead of feeling like it is always running you.” (29:46)
• Your repeat and referral system doesn’t have to be fancy—just consistent.
• Annemie’s resources for further implementation: The Consistency Club (marketing systems), Simple Sales Blueprint (sales/fulfillment), and Revenue on Repeat (memberships).

Notable Quotes & Memorable Moments

• On unpredictability:
  “For a long time in my business, that’s exactly what I did. But one thing that always kind of plagued me was the income roller coaster…” (00:49)
• On referral psychology:
  “The most successful referral networks are less about kind of bribing people and more about reminding them.” (08:23)
• On making your requests specific:
  “When you're saying … ‘please share it with any friends who are expecting,’ ... they almost can't help but think of who they know who's expecting.” (13:13)
• On systems creating freedom:
  “The more consistently [your systems] work, the more of that freedom you’re going to feel.” (30:05)
• Personal transformation story:
  “My portrait membership was a total game changer in my business. And I do not say that lightly.” (25:11)

Timestamps for Key Segments

• 00:00–06:15 — Why you need a repeat/referral system and host’s personal story
• 06:16–13:10 — How to ask for referrals everywhere & vendor networking
• 13:11–18:10 — Specific referral campaign tactics & thoughtful incentives
• 18:11–22:47 — Repeat clients: cadence, barriers, and reminders
• 22:48–27:35 — Memberships for recurring income: Annemie’s case study
• 27:36–32:21 — Systems as tools for joy & business freedom (+ resources)

Actionable Takeaways

• Audit your current referral and repeat-client practices: Are you systematically reminding and enabling clients and vendors to refer you?
• Identify the repeat-session cadence that best suits your niche and set up automated reminders.
• Consider launching a simple client membership to smooth your income and deepen relationships.
• Remember: Your system doesn’t need to be fancy to be effective—consistency is key.

Tone & Style

Annemie’s delivery is warm, pragmatic, and honest, peppered with personal anecdotes and realistic, step-by-step advice—always with an encouraging, “you-can-do-this” energy.

This episode is essential listening for any photographer tired of income unpredictability and ready to harness systems for long-term business health, joy, and ease.