Podcast
This Can't Be That Hard
Hosted by Annemie Tonken · EN
You love photography, but running a business? That's a different story. If you've ever thrown up your hands trying to figure it out yourself and said "This CAN'T be that hard!!!" you've come to the right place. Host Annemie Tonken's secret superpower is cutting through the confusion to give you actionable, step-by-step strategies and systems that will help you build a business that reflects your values, serves your needs, and thrills your clients. Tune in to find out why thousands of photographers around the world love Annemie's simple, you-can-do-this approach to everything from pricing to marketing to customer service... and so much more! Whether you're still just dreaming of starting a photography business or have years of experience under your belt, you'll find ideas and inspiration every week to help you run a profitable, sustainable business you love.
99episodes
Episodes
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351 - Showing Up Without Burning Out: Build a Marketing System
Jan 1300:28:18Summary readyIf there is one thing that burns photographers out faster than almost anything else, it’s marketing. What is supposed to feel like connection often feels more like an endless cycle of posting, scrolling, and second guessing… all while the rules keep changing.In this episode, I’m kicking off our Systems Theme by talking about how to build a marketing system that actually feels like connection (and supports your business instead of draining it). We look at why chasing trends and algorithms isn’t the answer, and how focusing on trust, local connection, and clear priorities leads to more sustainable growth.You’ll hear more about why your marketing goals are much more achievable than you’ve been led to believe how real life connection can do more heavy lifting than constant online visibility what a "good enough" marketing system actually looks like when you stop trying to do everythingWhen you’re done listening, log into the Darkroom to get this week’s To Dos and resources, so you can turn these ideas into action!LINKS:Get weekly action prompts + resources from each episode inside The Darkroom; your free podcast companion space. Sign up for The Darkroom, our free companion app to the podcast: thiscantbethathard.com/darkroomResources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary350 - Reflections, Milestones, and the Path Forward
Jan 600:20:47Summary readyWe're kicking 2026 off with some big milestones around here! At the time this goes live, we're crossing the six year anniversary of the launch of Simple Sales and the almost six-year anniversary of the podcast. On top of that, we recently crossed half a million downloads AND this is episode 350! With all these stars aligning, it felt like the right time to pause, reflect, and make some intentional decisions about what comes next.In this special episode, I'm share why the mission behind This Can’t Be That Hard hasn’t changed, even though the industry and the way we consume information absolutely has. Photographers don’t need more ideas or more content… they need clarity, focus, and support turning good information into real action. That realization is shaping a new direction for the podcast, one that treats each episode less like passive listening and more like a weekly business workout.Tune in to hear more about the changes you’ll be seeing this year, including themed content, a more direct and transparent approach, and the launch of The Darkroom… a brand new, free companion app I designed to help you take action, find exactly what you need inside the podcast archive, and play a more active role in shaping our future episodes.This isn’t an ending… it’s a new beginning, and I’m excited to build what comes next together!LINKS:Click here to join The Darkroom, our free podcast companion app that gives you searching superpowers, next step guidance, and a direct line to helping us plan future content!Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary349 - Finding Freedom with Better Sales and Pricing
Dec 3000:51:40Summary readyIf you’ve ever felt stuck between pricing models or frustrated by sales systems that don’t quite fit, this episode will hit home.For our final episode of the year, I’m resharing a conversation I had with Jill Smith on The Business Focused Photographer Podcast about the story behind Simple Sales, how it came to be, and why it’s still the system that completely changed the way I run my photography business.We talked about bridging the gap between all inclusive and in person sales, how to raise your prices with confidence, and what it looks like to use creativity not just in your art, but in the way you build your business.I wanted to share this one now because January is such a natural time to revisit your systems and pricing. My hope is that this conversation gives you clarity and confidence to build a business that feels sustainable, balanced, and uniquely yours.Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary348 - Smarter, Simpler Marketing for Photographers with Kim Box
Dec 2300:51:47Summary readyMarketing can feel like a mystery sometimes… especially when you’re trying to figure out what actually works versus what just burns time.This week, I’m resharing a conversation I had with Kim Box on The Motherhood Anthology Podcast where we talked about one of my favorite topics… marketing that actually moves the needle.We got into the difference between marketing tactics and marketing systems, how to balance consistency with creativity, and how to make your marketing feel more like flow and less like force. I also shared a new metaphor for planning your strategy that I call the marketing windmill… a simple framework for building a marketing plan that’s balanced, sustainable, and actually enjoyable.And because I can’t talk about marketing without bringing up AI, we also explored how photographers can use tools like Custom GPTs to create authentic content faster and easier.If you’ve been rethinking how to show up in your business and want your marketing to feel lighter, smarter, and a whole lot more sustainable, this one’s for you.LINKS:Learn more about the Consistency Club and our AI powered blog builder.Follow along on Instagram: @thiscantbethathardResources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary347 - When Technology Meets Creativity with Colie James
Dec 1600:44:17Summary readyAI is everywhere right now… and whether it excites you or makes you want to pull the covers over your head, it’s here to stay.This week, I’m resharing a conversation I had with my friend Colie James on her podcast Business First Creatives. Colie is one of those people who always gets my wheels turning, and this episode is a perfect example of that. We talked about how AI is showing up in our businesses, what it’s actually good for, and how photographers can use it to create content faster without losing their voice.I also shared a behind the scenes look at the AI powered blogging tool we added inside the Consistency Club this year. It’s become a total game changer for our members… saving time, improving SEO, and helping more photographers finally get consistent with their marketing.If you’ve been curious about how AI could fit into your workflow, or just want to hear a thoughtful, realistic take on what this all means for creative business owners, you’ll love this one.LINK:Try the Consistency Club blog builder for just $9 Learn more about the Consistency Club Follow along on Instagram: @thiscantbethathardResources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary346 - A Steadier Way to Grow Your Photography Business with Kimberly Espinel
Dec 900:32:04Summary readyMost photographers know the feast-or-famine feeling all too well… one month you’re booked solid, and the next you’re wondering where the next client will come from.In this week’s episode, I’m resharing a conversation I had with Kimberly Espinel on her podcast Eat, Capture, Share, where we dig into one of my favorite topics: building recurring revenue through a portrait membership.We talk about how the idea was born out of an ankle injury (yep, really), why recurring revenue has been the single biggest stabilizer in my business, and how you can apply the same model whether you photograph families, brands, or restaurants. Kimberly and I also talk about sustainability... not just in income, but in the systems and workflows that keep your creative energy from burning out.If you’re starting to plan for the new year and craving a steadier foundation for your business, this one’s full of practical inspiration to get you thinking about what stability could look like for you.LINKS:Learn more about Revenue on Repeat: The membership model that helps photographers create recurring incomeExplore free resources + tools for photographersResources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary345 - The Art of Building a Business That Lasts with Leah O'Connell
Dec 200:42:08Summary readyWhen you’ve been in business for a while, it’s easy to fall into the habit of focusing on tactics… what to post, what to charge, what to offer next. But sometimes the real growth happens when you zoom out and look at the bigger picture.This week, I’m sharing a conversation that originally aired on Leah O’Connell’s podcast Photo Fuel. Leah and I dove into the parts of business that don’t always make it into strategy guides; risk, failure, ego, and what it really means to build something that lasts. We talked about creativity, not just in the work we make, but in how we make decisions, and why “burn it all down” energy isn’t always the answer when things get hard.If you’re in a season of rethinking what you want your business to look like… or just need a good listen.LINKS:Learn more about Revenue on Repeat: The membership model that helps photographers create recurring incomeExplore free resources + tools for photographersResources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary344 - Advice to Your Past Self (Reset)
Nov 2500:15:13Summary readyEarlier this year, at the Reset Conference, Dayna asked a handful of photographers one simple question: What advice would you give to your past self?Their answers were honest, funny, and full of hard-won perspective. The exact kind of reminders you need when you’re tired, busy, and maybe in need of a little encouragement. From pricing and boundaries to burnout and balance, these short conversations offer a dose of wisdom from people who’ve been right where you are.So queue this one up while you’re editing, driving to a session, or cooking Thanksgiving dinner… and let a few fellow photographers remind you that you’re doing just fine.LINKS:The Reset Conference: Join us next year at Reset! Use code ANNEMIE to saveThis Can’t Be That Hard Resources: Explore tools, courses, and systems to help your business run more smoothly year-round.The Consistency Club: Monthly marketing content and support to keep your business visible — even during busy season.Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary343 - Systems over Motivation
Nov 1800:17:19Summary readyWe’ve all had those weeks where the inbox is overflowing, deadlines are creeping up, and everything feels one small hiccup away from chaos. When that happens, it’s easy to blame your motivation or time management. But the truth is, when things feel chaotic or inconsistent, it’s usually not a motivation problem... It’s a systems problem.In this episode, I’m breaking down the five core systems that keep your photography business running smoothly: marketing, sales, fulfillment, retention, and accounting… plus one more that most people skip, data tracking. We’ll talk about what each one actually looks like in real life, how to tell when it’s working (or not), and why putting these in place doesn’t have to be complicated or corporate.I’ll also share some of my favorite resources that help make these systems easier, like the Simple Sales Blueprint, Revenue on Repeat, and the Photographer’s Business Dashboard, so you can stop relying on hustle and start relying on structure.If you ever struggle with procrastination, this episode will help you put systems in place that save your time, energy, and sanity.LINKS:The Consistency Club: Your monthly marketing system in a box — stay visible without the hustle.Simple Sales Blueprint: Learn how to build a sales system that’s simple, transparent, and effective.Revenue on Repeat: Create a portrait membership system that locks in repeat clients and predictable income.Photographer’s Business Dashboard: Track your numbers, see your trends, and finally understand your business data.Profit First by Mike Michalowicz: A simple, practical framework for managing your money so your business stays healthy and profitable.Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
Summary342b- Better Than Black Friday: 5 Days of Deals from This Can't Be That Hard
Nov 1300:32:19Summary readyBig news… next week our ONLY sale of the year is dropping! Each day a different deal will go live... for 24 hours ONLY so if you want it, you have to hop on it!In this special episode of the podcast Dayna and I are walking you through all five days of deals so you can plan ahead, shop smart, and start 2026 feeling calm, organized, and ready. We’ll share what’s included each day, who it’s best for, and how to make the most of the sale without the overwhelm. Whether you’ve had your eye on a course, a coaching spot, or a membership upgrade, this episode gives you the inside scoop so you can go in ready.Here’s what’s coming your way: • Monday 11/17 – Photographers Business Dashboard 40% off • Tuesday 11/18 – Revenue on Repeat $150 Off • Wednesday 11/19 – Last Chance Marketing Bundle • Thursday 11/20 – Coaching with Annemie and Dayna • Friday 11/21 – Consistency Club LIFETIME access and annual pass bonus'sRemember, each offer is live for just 24 hours, starting Monday November 17, at 7 am EST, so this episode is your early access guide... no guessing, no FOMO. Tune in, take a few notes, and set those reminders — it all kicks off Monday morning!LINKS:Preview the sale and set reminders Monthly Marketing Magic for Photographers: Get your first month of The Consistency Club for just $1Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!
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