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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322 - How to Become the Most Valuable Person in the Room with Miles Witt Boyer
Jun 24, 202500:41:41Summary readyEver wonder what makes some photographers get tons of referrals and repeat business while others struggle to generate that kind of buzz? Hint: it's probably not the quality of their images.In this episode, I’m talking with wedding and commercial photographer Miles Witt Boyer about what it looks like to be the most valuable person in the room, and why that matters more than ever in today's competitive landscape. This is a conversation about client experience, pricing, creative fulfillment, and marketing that doesn’t feel like marketing. We discuss why value differs from worth, what it means to create genuine connections (as opposed to staged content), and how to surpass the “minimum standard” in your niche without burning yourself out. Links:Follow Miles Witt Boyer on Instagram Learn more about The Photographic Collective Explore Imagine AI Editing 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!
Summary321 - Marketing Isn't a Lottery Ticket
Jun 17, 202500:09:46Summary readyWe all know that small, consistent actions pay off over time… but when it comes to marketing our photography businesses, too many of us are still chasing quick wins and big bursts of effort that - let’s be honest - often lead to burnout and disappointment.When things slow down, it’s easy to fall into the trap of panic marketing… throwing out a flurry of posts, sending a couple of emails after months of silence, maybe even dreaming up a last-minute sale to get the calendar moving again.But that kind of all-or-nothing energy? It’s like buying a lottery ticket and hoping it will solve everything.If you’ve been feeling the pressure to “make something happen” with your marketing, this episode is your invitation to take a breath… and take a slower, steadier approach that actually gets results (even if it feels boring at first).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!
Summary320 - Letting Go To Make Space for New Opportunities with Sabrina Gebhardt
Jun 10, 202500:35:15Summary readyJust because something works doesn’t mean you have to keep doing it.Today, I’m joined once again by my brilliant friend Sabrina Gebhardt for a conversation that’s all about letting go... of offers, expectations, even identities that no longer serve you. Sabrina shares three major decisions she made in 2024 to release things that were still generating revenue (and still “made sense” on paper), but that no longer felt aligned. We talk about the fear of quitting, the mental weight of dragging something behind you, and how releasing what no longer fits can make space for what’s next (sometimes sooner than you think!)As creative entrepreneurs, our interests shift. What lights us up in one season might feel heavy or out of sync in another. That’s not failure - it’s growth. In fact, giving yourself permission to change might just be the smartest business move you make all year.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!
Summary319 - Building your Photography Business as a Side Hustle
Jun 3, 202500:17:57Summary readyThere’s this idea floating around that unless you’re all-in on your photography business—fully booked, full-time, aiming for six figures and beyond—what you're doing doesn't really count. But over the years, I’ve worked with countless photographers who are intentionally building part-time businesses, whether that's because they’re just getting started, running a household, or working another job that they can't or don't want to give up. And in many cases, those "limitations" lead to more clarity, more intention, and a stronger business.In today’s episode, I’m sharing what I’ve learned from supporting photographers who are growing their businesses in the margins - starting with why that "constraint" might just turn out to be your biggest strength. We’ll talk about how to build your business on purpose so you can make the most of your time and energy, no matter how limited it might feel.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!
Summary318 - Instagram Strategies for Photographers with Kimberly Espinel
May 27, 202500:35:50Summary readyYou don’t have to dance, lip sync, or post every day to make Instagram work for your photography business, but you do need a strategy.This week, I’m joined by food photographer, educator, and author Kimberly Espinel who literally wrote the book on Instagram strategy. We're diving into what’s actually working on Instagram in 2025, whether you’re trying to attract more clients, stay top-of-mind, or stop second-guessing your content. With her refreshing approach, Kimberly highlights three simple strategies that any photographer can use to grow and connect without burning out; consistency, personal presence, and storytelling.Kimberly’s advice is practical, generous, and surprisingly doable. If Instagram has felt like a time-sucking mystery lately, this episode will help you reset.Links:Follow Kimberly on Instagram Get her book, How to Make Your Food Famous, anywhere books are sold.Listen to her podcast Eat Capture Share New around here? Grab 3 of my most popular free resources to build a profitable, sustainable photography businessResources: 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!
Summary317 - The 3 Offers Every Photographer Needs
May 20, 202500:10:54Summary readyMost photographers build their businesses around one signature offer—and that’s a great place to start. But if that’s the only offer on your menu, your business may be more fragile than you think.In today’s episode, I’m breaking down the three types of offers every photography business should have: your core offer (aka your bread and butter), an entry offer (for those not quite ready to go all-in), and an expansion offer (for the people who already love you and want more). When these three work together, you create a flexible, sustainable system that supports both your income and your clients.If you’ve been stuck in a one-offer cycle, this episode will help you expand your offer suite in a way that’s aligned, strategic, and surprisingly simple.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!
Summary316 - Why Your Website Isn’t Converting (and How to Fix It) with Caitlin Teixeira
May 13, 202500:36:39Summary readyYour website might look great—but is it actually doing the work of turning curious browsers into paying clients?In this week’s episode, I’m joined by web designer and strategist Caitlin Teixeira (aka Catie Means Business), the mastermind behind my current website and one of the most insightful, strategic creatives I’ve had the pleasure of working with. Caitlin shares why a website isn’t just a digital business card—it’s a credibility engine, a trust builder, and a strategic tool that should help you reach specific goals depending on your business model.We talk about how service providers, digital educators, and nonprofits all need different kinds of websites, and why just cobbling together ideas from other people's sites can actually hurt your conversions. Plus, Caitlin breaks down what she calls “credibility boosters” and “credibility blockers” and how stacking the right ones makes the difference between a warm lead and a lost visitor.If you’re wondering why your site isn’t converting or looking to upgrade your client experience online, this one’s packed with clarity and actionable insights.LINKS:Check out Caitlin’s free mini podcast series: From Service Provider to Trusted Expert Connect with Caitlin on Instagram:Join The Consistency Club! Try your first month for just $1 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!
Summary315 - Setting Boundaries Without Losing Clients
May 6, 202500:07:03Summary readyIf you’ve ever said yes to a last-minute request you didn’t really have time for, or delivered more than you promised because you were afraid of disappointing someone, this one’s for you.In this short solo episode, I’m talking about boundaries: not just as a form of self-protection, but as a powerful way to communicate your brand, serve your clients well, and build trust in your process. Saying no can be hard, but boundaries create clarity. And clarity builds trust.We’re digging into why boundaries are not the enemy of a great client experience, how to set and hold boundaries with confidence, and how to make them part of your systems so you don’t have to scramble every time someone pushes the line.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!
Summary314 - Grow Your Photography Business with Blogging with Kate Wark
Apr 29, 202500:31:25Summary readyWe’re constantly told that blogging is great for SEO, but most photographers still aren’t doing it. Why? Because it feels like a heavy lift for an uncertain payoff (not to mention it's hard to know what to say)!This week, I’m joined by photographer and PR pro Kate Wark, who not only understands the power of blogging from a strategic perspective but actually ghostwrites blogs for other creatives. She’s sharing practical tips, mindset shifts, and tangible topic ideas to help you get started (or get consistent) with blogging in a way that works for you.We talk about how blogging builds credibility with clients, how to find your voice (or work with someone else to write in it), and why blogging can be one of the hardest-working pieces of your long-term marketing strategy... even beyond SEO.If blogging’s been sitting on your 'someday' list, this episode will get you fired up to finally make it happen.LINKS:Follow Kate on Instagram Visit Kate’s website Join The Consistency Club! Try your first month for just $1 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!
Summary313 - 3 Pricing Mindsets Required for Success
Apr 22, 202500:21:24Summary readyYou’ve done the math. You know what your cost of doing business is. You’ve looked at what other photographers in your market are charging. So why does pricing your work still feel so complicated?This week I’m getting into the real reasons pricing can feel so hard. I’ll walk you through three key mindset shifts that every photographer needs to make in order to price their work confidently, communicate that value clearly, and stop tying their self-worth to their price tag. We’ll talk about what’s really happening when someone says you’re too expensive, how the way you present your pricing matters just as much as the number itself, and why detaching your identity from your price is crucial for long-term success.If pricing still makes you sweat a little, this episode will help you shift from second-guessing to standing tall.LINKS:Free Pricing Confidence Guide Explore more resources 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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