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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342 - Outside-the-Box AI Ideas for Photographers with Jessica Martin
Nov 1100:31:38Summary readyWe’ve talked a lot about AI on the show this year, but this week’s conversation might be my favorite take yet... because instead of talking about how to save time or write faster, we’re talking about how AI can actually make your work more creative and more personal.I’m joined by Austin-based photographer Jessica Martin, who’s using AI in ways that honestly surprised me. She’s building tools that help her connect more deeply with her clients; from personalized prompts that make her seniors feel seen to playful ideas that keep family sessions fun and interactive.Jessica shares how she uses ChatGPT to brainstorm and customize ideas, how she turns those digital concepts into real-world client experiences, and why she sees AI as a creative partner rather than a replacement.If you’ve been curious about AI but aren’t sure how to make it feel authentic or human, this episode will show you what’s possible when technology supports your imagination instead of competing with it.LINKS:Home of Jessica’s photography work, senior prompts, and her upcoming custom GPT project.Follow Jessica on InstagramMonthly 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!
Summary341 - Celebrating Your Wins
Nov 400:15:45Summary readyGratitude is everywhere this time of year… but let’s be real: when you’re overwhelmed or frustrated or stuck in your business, gratitude can feel like just one more thing on your to do list.This week I’m sharing the simple shift I made to turn gratitude into something that actually fuels motivation - no journaling required. It’s one small addition to my weekly workflow that’s helped me see progress, stay grounded, and end the year feeling proud instead of frazzled.If you’ve been in a season where it’s hard to see the wins, this one’s a quick reset that’ll help you spot the progress hiding in plain sight.LINKS:Ready to track your data and your wins? Check out the Photographer's Business Dashboard 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!
Summary340 - Photographer's Horror Stories
Oct 2800:36:21Summary readyWell, friends, it's time for one of my favorite episodes of the year - Photographer’s Horror Stories! And I have to say: this year’s lineup does not disappoint!We’re talking session location disasters, misbehaving clients, equipment failures and wardrobe malfunctions that’ll make you cringe and laugh at the same time. These stories are the perfect reminder that no one's business is as perfect as it may look on the outside... and that we've all had days that make us want to crawl under a rock.If you’re deep in editing marathons and client emails, grab a coffee, press play, and laugh along!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!
Summary339 - From Finance to Full-Time Pet Photographer with Ina Jalil
Oct 2100:44:30Summary readyLeaving a stable government job to photograph dogs might sound like a leap… but for Australian photographer Ina Jalil, it was a well thought-out, strategic next step. With a background in finance and a deep love for animals, she built a thriving, multi–six-figure pet photography business that’s equal parts heart and data. Ina and I talk about what that journey really looked like - the mindset shifts that helped her move from employee to entrepreneur, the pricing experiments that gave her confidence, and why hiring help early was a game changer.If you’ve ever wondered whether narrowing your focus could actually open more doors, Ina’s story is proof that clarity creates growth, and that you can build something profitable, focused, and freeing one intentional step at a time.LINKS:Listen to Ina’s podcast: The Pet Photographers’ Journal – where Ina shares stories, strategies, and marketing tips for pet photographers and creatives.Follow Ina on InstagramExplore mentoring and resources: Ina J Photography Education – learn from Ina’s frameworks, mini courses, and mentoring offers designed to help photographers grow sustainably.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!
Summary338 - Get Found First on Google with Lydia Fine
Oct 1400:39:20Summary readyGoogle is changing how people find photographers online, and your Google Business Profile is now more important than ever. Now that AI Overviews are showing up above traditional search results, it's super-important to create a well-optimized profile that will put you ahead of competitors (even the ones who've been around longer).This week, I’m joined by photographer and marketing strategist Lydia Fine to break down the simple profile updates that can make the biggest difference. We talk about distance, relevance, and prominence (the three signals Google uses to decide who shows up), plus how to use photos, reviews, and services inside your profile to build trust fast.If you’ve been relying only on your website to bring in leads, this episode is your nudge to give your Google Business Profile some love… and start showing up where your next clients are already searching.LINKS:Visit Lydia’s website Follow Lydia Fine for business tips Lydia's Free Download to help you Mater Google Business Profiles → How I Get Clients with Google ReviewsMonthly 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!
Summary337 - Handling Difficult Clients with Confidence
Oct 700:15:10Summary readyWhat's worse than being up to your eyeballs in your own pre-holiday stress? Dealing with a client who's up to THEIR eyeballs in that same stress... and taking it out on you. Busy season is prime time for client complaints... even if their frustration isn’t actually about you. But whatever the reason, when a frustrated client shows up in your inbox, you have to set your own stress aside and handle the situation like a pro.In this week’s episode, I’m talking about how to navigate sticky scenarios with empathy and professionalism, without sacrificing your sanity. From bending the rules to keep someone calm to confidently holding the boundaries that keep your business sustainable, these are the practices that will help you protect your time, your reputation, and your peace of mind. Difficult clients happen. But they don’t have to derail your season or your love for this work!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!
Summary336 - Running Successful Brand Sessions with Emily Kim
Sep 3000:41:43Summary readyBrand photography is having a moment... and for good reason! It’s fun, it’s in demand, and for many of us, it’s a natural, lucrative add-on to the work we’re already doing. But brand sessions aren’t just portraits with a laptop. Today I’m joined by photographer and educator Emily Kim, whose systems-first approach makes brand work feel clear, creative, and effective.We get into what truly separates a brand session from a portrait session, why the end use of the images should drive every decision you make, and how to plan shoots that stand out in a sea of sameness. Emily also shares her 5x5 method for building a flexible shot list that gives you variety... without locking you into a stiff posing flow.If you’re adding brand work or tightening up what you already offer, a clear framework saves you time, delights clients, and delivers images that actually get used across websites, social, and ads. Less guesswork, more intentional variety!LINKS:Grab Emily’s Brand Photo Shot List Builder Follow Emily on Instagram Find Emily on YouTube 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!
Summary335 - Turning Busy Season Clients into Next Year’s Revenue
Sep 2300:12:34Summary readyWhen you’re buried in work during busy season, it’s easy to fall into survival mode: shoot, edit, deliver, repeat. And while that might get you through the week, it’s not what sets you up for long-term success.In this episode, I’m sharing simple, sustainable ways to keep your client experience strong and your marketing consistent, even when you’re racing at full speed. From small personal touches that make clients feel cared for, to rebooking incentives and referral strategies, these are shifts that help you leverage your momentum now so it carries you well into the next season.Being busy is a gift in business, but it doesn’t have to leave you exhausted or starting from scratch when things slow down. Take a quick pit stop with me today and learn how to turn your busiest months into fuel for future growth.LINKS:Need some help keeping up with your marketing? Join the Consistency Club and let us take marketing off your to-do list 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!
Summary334 - Amplify your Voice; Amplify your Business with Laylee Emadi
Sep 1600:32:09Summary readyFor a lot of photographers, the idea of public speaking is a… ✋ hard pass. Maybe you’re not interested in getting on a big stage (maybe you’re not interested in teaching at all!) but in this episode, you'll hear why showing up and speaking - whether that’s at a local PTA meeting, a community fundraiser, or on your Instagram stories - can be one of the most powerful ways to build trust, authority, and connection with your ideal clients.In this conversation, I’m joined by Laylee Emadi - speaker, educator, and founder of The Creative Educator Conference. With a background in both teaching and photography, Laylee knows firsthand how many opportunities can open up when you use your voice well. We dig into why speaking isn’t just for educators, how it can grow your photography business, and what to do if you are curious about stepping into the education space.What you'll learn: 🎤 Speaking isn’t limited to big stages or big names 🌱 Everyday opportunities that can grow your business 💬 Your voice builds trust faster than polished posts ⚡ Where photographers get stuck (and how to avoid it) 🌈 First steps to practice speaking with confidenceIn this era of AI, there's no better time to stop hiding behind your work and use your voice to connect, build authority, and open doors you didn’t even know were there.LINKS:Follow Laylee on Instagram Visit Laylee’s website Listen to The Laylee Emadi Podcast 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!
Summary333 - What to Do When Your Busy Season Isn’t Busy
Sep 900:20:16Summary readySome years, we roll into busy season with a calendar full of sessions… and other years, not so much. It can feel a little scary to stare at a mostly empty fall calendar, especially after all the work you’ve put into filling that calendar.If you’re in that spot right now, take a deep breath: a slow season doesn’t mean you're failing. What it means is one of two things: either you have a visibility issue (not enough people know you’re available) or a conversion issue (people are inquiring but not booking).In this episode, I’ll walk you through how to tell which problem you’re facing, and then share both quick wins and bigger-picture strategies to help you address those problems and turn things around. From using email and social posts more effectively to tightening up your inquiry process, there are so many ways to keep your calendar from gathering dust.The truth is, a slower season can be a powerful opportunity to refine your systems and reconnect with your clients. So before you panic or slash your prices, press play and let’s walk through the steps together.LINKS:Struggling with visibility? Join the Consistency Club - that's what we help photographers with! 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!
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