Podcast Summary: This Can't Be That Hard

Episode 355 – External Organization: The Secret to Client Confidence

Host: Annemie Tonken
Guest: Erin Wissig, Systems Strategist & VA
Date: February 10, 2026

Overview

This episode dives deep into the concept of external organization: the client-facing systems and workflows that elevate a photography business from “held together with duct tape” to polished, professional, and sanity-preserving. Host Annemie Tonken welcomes guest Erin Wissig — a systems strategist and virtual assistant specializing in photography businesses — to discuss actionable strategies for assessing, refining, and automating the client experience, from inquiry to post-delivery. Together, they tease apart the difference between organizing behind-the-scenes and building visible, confidence-inspiring systems.

Key Discussion Points & Insights

1. The Importance of External Organization

• Defining External vs. Internal Organization

  • Internal = private, back-end order, e.g., having a tidy desk.
  • External = client journey: what systems and touchpoints your clients experience, and how that impacts trust and satisfaction. (A, [00:00])

• Why It Matters:

  • A smooth, frictionless process not only saves time but also signals to clients that they're in expert hands.
  • Professionalized experiences increase client confidence, reduce booking resistance, and even support higher rates.

2. When Photographers Seek Help

• Who Approaches Erin?

  • Mostly established photographers (“two to three years in, or seasoned pros expanding their business”) feeling bogged down by admin tasks at the cost of shooting/editing time. (C, [04:15])
  • Sometimes newer photographers who’ve been wisely advised to start with systems.
  • Erin observes that “family photographers” are her most common clients, along with those running both client sessions and mentorships/courses.

• Signals It's Time for Better Systems:

  • “They know they need help, but don’t know what that looks like.” (C, [04:59])
  • Frustration over admin bottlenecks, invoice chasing, missed opportunities.

3. The Audit & Client Journey Mapping Process

a. Start with the Website Experience

• Big Picture Assessment: What are you offering? Who are your clients? What’s currently working, and where are the friction points?

  • Erin starts every engagement by going to the client’s website and “walks through it like a client”:
    • How hard is it to book?
    • Are prices clear?
    • Is there instant feedback after inquiry? (C, [07:53])

  “I ask, what are the friction points? …I want it to be the clearest path.” — Erin Wissig, [09:53]

• Quick Wins:

  • Use autoresponders for inquiries: deliver key info quickly to match short attention spans and beat competitors.
  • “Backlinks” in emails to reinforce essential info clients often miss on the website.
  • If your CRM allows, use a “Book Now” button for the path of least resistance.

b. Booking and Qualification Paths

• For higher-investment clients, prefer a “Book a Call” action instead of instant booking.

  • Use a qualifying questionnaire to pre-screen, saving discussion time. (C, [12:44])
  • The goal is clear: remove friction, but retain control where needed.

  “An inquiry button doesn’t always do that… This gives them an action step.” — Erin Wissig, [14:03]

c. The Post-Booking Client Journey

• CRM as Backbone:

  • Strongly recommends moving from manual, piecemeal processes into an all-in-one CRM.
  • “If you are still trying to do this by email or text… bless you. You need to invest in a CRM.” (C, [15:10])

• Segmentation:

  • Build pipelines/workflows for each offering (e.g., wedding vs. family vs. newborn) so language and touchpoints are tailored.

• Branded Touchpoints:

  • Use your own photography assets throughout communications to reinforce brand and client trust.

  “If you can't be using the beautiful photos that you are taking…look at a different platform.” — Erin Wissig, [16:16]

• Include Value and Reduce Questions:

  • Embed resources, guides, and answers to common questions, e.g., what to wear, location guides.

4. Automating without Losing the Human Touch

• Balance:

  • Automation is about “saving you time and emotional energy,” not replacing relationships. (C, [26:20])
  • Combine templates + optional customizable touches. In CRMs, schedule emails and questionnaires, but still allow for personalized notes as needed.

  “Automation does not equal robot. Automation is a process that’s going to save you some time, still has your personality in it.” — Erin Wissig, [26:20]

• Advanced Tips:

  • Use automations to segment clients post-session (e.g., maternity → drip campaign for newborn session promo).
  • “Emotionally painless” follow-up sequences for inquiries and unfinished bookings—removes emotional labor and decision fatigue. (C, [32:50])

  “You’ve put the work in ahead of time… then you just let it do its thing.” — Annemie Tonken, [31:11]

• Invoice Chasing:

  • Automate reminders for invoices, and consider having these emails (or at least the “bad guy” follow-ups) come from an assistant/other entity, not the main photographer.
  • Check and edit default automation emails so they sound like you. Personal touches = higher conversion.

  “If you have a client who's pushing back on all those boundaries, that's probably not a client you want to have come back.” — Erin Wissig, [37:13]

5. Booking Calendars & Reducing Scheduling Friction

• Encourage adoption of online booking calendars, even for partial or tentative bookings.

  • Don’t open up too many time slots; curated options convert better and overwhelm less. (C, [25:23])
  • Clearly communicate if listed times are placeholders, and be transparent with clients about flexibility if needed.

  “It actually shows a level of professional… taking it up to the next level.” — Erin Wissig, [22:40] “Don't put too many times on that calendar. …the more they have available, the more likely people are to book—and it is actually the opposite.” — Erin Wissig, [24:57]

6. For DIYers & Those Upgrading Systems: Where to Start

• Audit:

  • Start with your website and the first impression. Test your offering as if you’re a new client.
  • Make sure forms are from your CRM and fully embed into your site.

• Pick One Pipeline to Refine:

  • “Don’t get overwhelmed. Pick one spot, one offering, and play with it.” (C, [38:00])
  • Write out your full current step-by-step process for that offering; tweak and test.
  • Once it’s strong, clone and adjust for other workflows.

• Peer Feedback:

  • Have a trusted colleague run through your process and give objective feedback.

  “If you're starting with your bread and butter type of session, that's usually the one that's most robust…” — Annemie Tonken, [40:38]

Notable Quotes & Memorable Moments

• “That admin takes a lot of time, a lot of stress. Not to mention they have to be editing. That’s not a piece they can really get rid of off their plate.”
  — Erin Wissig, [04:15]

• “The biggest thing that I'm telling people is, our attention spans as humans right now is very small. And we want instant gratification… I don't want my clients to lose out on a potential client compared to somebody else who responded very quickly.”
  — Erin Wissig, [10:13]

• “Professionalized experiences increase client confidence… and clients' budgets tend to stretch if they feel confident and shrink if they are not sure.”
  — Annemie Tonken, [19:52]

• “Emotional pain is taken out… we’re really doing it with intention. …This is how many [follow-ups] I feel comfortable with them getting. We’re also using some marketing psychology in there for timing.”
  — Erin Wissig, [32:50]

• “Automation does not equal robot. Automation is a process that’s going to save you some time, still has your personality in it.”
  — Erin Wissig, [26:20]

Timestamps for Key Segments

• [02:47] Erin’s Introduction & Background
• [04:15] Signs it’s time to systematize/admin overwhelm
• [07:53] Starting the process: The website “audit”
• [09:53] Friction points & fixing inquiry processes
• [12:44] Balancing instant booking with qualification (book a call)
• [15:10] Building the client journey in your CRM
• [19:03] Why small details (like guides) matter for client trust
• [22:21] Booking calendars as a professionalism signal
• [24:57] Scheduling strategy: fewer curated choices convert best
• [26:20] Automating while maintaining relationship
• [30:08] Automating follow-ups to remove emotional labor
• [34:32] Automating invoices & handling “bad guy” communications
• [38:00] DIY start: pick one pipeline, audit and iterate
• [43:10] Erin’s free “Coffee Chat” offer

Resources & Erin’s Offer

Free 30 Minute Coffee Chat:

• Erin offers podcast listeners a complimentary 30-minute chat to discuss pain points, brainstorm strategies, and get actionable tips for systemizing their studio. No strings attached.
• Book at erinwissig.com (direct scheduling link & resources available).

Closing Thoughts

The episode is a must-listen (or read!) for photographers overwhelmed by admin, craving a more professional, frictionless booking experience, or finally ready to build the business systems that support growth and sustainability. Erin’s advice is actionable—start small, focus on client-facing touchpoints first, refine one workflow at a time, and let smart automation handle the rest (without sacrificing warmth or personality).

“Good policies are part of creating a good experience for your clients. …when it's postponed or neglected, it really, really shows.”
— Annemie Tonken, [44:51]