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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302 - Google Ads for Photographers with Lindsay Herkert
Feb 4, 202500:32:14Summary readyYes to bullet points!Most photographers spend their time marketing in all the usual (free) ways—posting on social media, tweaking their SEO, and waiting for word-of-mouth referrals to kick in. And while all of those can work, they also take time... often a lot of it! But what if you could get your business in front of people right when they’re searching for a photographer?That’s exactly what Google Ads do. Unlike social media ads that interrupt people mid-scroll, Google Ads only show up when someone is actively looking to book a photographer. And according to today’s guest, Lindsay Herkert, that small but powerful shift has completely transformed her business.In this episode, Lindsay breaks down:Why Google Ads are so underused in the photography industry (and why that’s a huge advantage for you)How she spends just $300/month and books out her calendar with dream clientsThe 3-part system she uses to attract, convert, and keep clients coming backSimple changes to your website that make your ads way more effectiveIf you’ve ever wished for a way to bring in clients without constant hustling, this episode is a must-listen.Visit Lindsay's website and Google Ads resourcesAccess Lindsay's mini course and guide for photographersNew 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!
Summary301 - The Power of Personal Work with Trish Chong
Jan 28, 202500:31:35Summary readyIt’s easy to lose the creative spark that brought you to photography in the first place. Between running a business, keeping up with clients, and tackling your endless to-do list, the joy of making art can start to feel like a distant memory.In today’s episode, I’m joined by Trish Chong, an incredible family photographer, educator, and all-around thoughtful human being, to talk about the power of personal work in a creative business. For over a decade, Trish has kicked off each year with her “January Project”—a deeply personal tradition that melds photography and journaling. What started as a way to document her family has grown into a cornerstone of her creative practice, a magnet for aligned clients, and a powerful remedy for burnout.Personal work like this can reignite your love for photography, give you a fresh perspective on your life and art, and even benefit your business in the process. Whether you're looking for a reset, battling burnout, or just want to feel inspired again, this conversation will remind you of the power of picking up your camera for you.Download Trish’s Personal Project GuideVisit Tea Lily PhotographyNew 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!
Summary300 - The Simple Sales System: Real Photographers, Real Results
Jan 21, 202500:40:09Summary readyConsidering switching to Simples Sales? What's better than a case study? How about three? I'm excited to share this in-depth conversation with Robyn, AnneMarie, and Christina: three recent students who've launched Simple Sales in their three very different businesses.We discuss:How and why each of them decided to give Simple Sales a try - what was (and wasn't) working in their businesses that gave them the push to seek a better solutionTheir fears and hesitations about the SystemTheir experience with the Blueprint and the leadup to launchingThe Big Switch, including the reactions of both returning clients and new clientsAnd perhaps most importantly... their RESULTS:Robin turned her part-time pet photography business from a hobby into a profitable venture.Christina doubled her profit while setting boundaries and saving time for her family.Anne Marie scaled her family and newborn photography business to over $230,000 in revenue this year alone.These women have been very generous, sharing their financial before and afters, as well as their plans going forward. If you're on the fence about whether Simple Sales might work for you, you're sure to see some version of your situation reflected here.Learn about Simple Sales Sign up for The Simple Sales Masterclass 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!
Summary299 - 7 Things to Leave Behind in the New Year
Jan 14, 202500:21:35Summary readyNew Year, new mindset. 🥂 As we turn the page to 2025, it’s time to take stock of what’s been working in our businesses—and more importantly, what hasn't. In this episode, I’m sharing seven things you can leave behind to build a stronger, more sustainable businesses moving forward.If you’ve been caught in the cycle of saying “yes” to too much, pricing yourself too low, or running yourself ragged, you’re not alone. We’ll explore how these common patterns take a toll—and, more importantly, how to break free. I’ll share practical tips for setting boundaries, streamlining your processes, and giving your business the respect it deserves. Because sustainability isn’t just about efficient systems—it’s about protecting your mental and emotional well-being too.Tune in for an honest conversation about what it takes to start the new year on the right foot, and let’s make 2025 the year of a better, more balanced business.Ready to figure out how to make your business sustainable in 2025? Binge the Recipe for Success private podcast series.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!
Summary298 - Quit or Commit? Real Talk for Photographers
Jan 7, 202500:22:59Summary readyBurnout. Overwhelm. Frustration. If you’re feeling the weight of running your photography business, you’re not alone. Lately, I’ve been hearing from so many photographers who are unsure if it’s even possible to keep going.In today’s episode, I sit down with Dayna—my partner in The Consistency Club and all-around champion of real talk—to tackle those big questions head-on. Where does the photography industry stand right now? Why are so many of us feeling stuck? And the biggest question of all: is quitting the answer?From inquiries that don’t convert to the myth that no one wants to pay for quality photography anymore, we’re unpacking the challenges that can make running a business feel impossible and sharing strategies for tackling these obstacles, shifting your mindset, and building a business that feels sustainable and rewarding. Whether you’re ready to pivot, push through, or pause and regroup, this episode is here to remind you that you’re not in this alone—and that the best days of your business might still be ahead.Listen to this episode The Six Levels of Freelance Life - LIMITED TIME! Listen to Recipe for Success: a free, 5-part podcast to help you identify the areas in your business that slow you down and streamline them for 2025 (and beyond!)Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
Summary297 - The Sustainability Series: The Recipe for Success (Part 4/4)
Dec 31, 202400:09:10Summary readyIt’s New Year’s Eve, and what better time to talk about setting yourself up for a successful (and sustainable!) new year? 🎉 In this final episode of the Sustainability Series (and the year!), I’m giving you a little taste of something I cooked up for you: a private podcast series called Recipe for Success.Think of your business like a favorite recipe—some ingredients are non-negotiable, but others? You can totally swap, simplify, or even skip altogether. From outsourcing to batching to creating systems, we’re talking about all the ways you can work smarter, not harder.Ready to dive in? Tune in to this episode, then grab the full private series at thiscantbethathard.com/sustainability to start your year off right. Here’s to less hustle and more joy in the year ahead! 🥂Binge Recipe for Success, a short 5 part mini-podcast series to help you start your business off on the right foot in 2025! Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
Summary296 - The Sustainability Series: Marketing Smarter (Part 3/4)
Dec 24, 202400:09:53Summary readyIn this third episode of the Sustainability Series, I’m diving into one of the biggest time and energy drains for photographers: marketing. Let’s face it—hunting for clients can feel like an endless Easter egg hunt. But what if, instead of searching for golden eggs, you focused on finding a golden goose?In this episode, I share how I created a portrait membership that became my golden goose—a predictable, recurring revenue stream that reduced my marketing workload and made my business more sustainable. Whether it’s memberships, school portraits, or partnerships, the goal is to build systems that decrease your reliance on constant client-hunting and give you more time to focus on what matters most.If you’re ready to spend less time chasing clients and more time building a business that supports your life, this episode will give you the inspiration and strategies to get started.Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
Summary295 - The Sustainability Series: Systems and Streamlining (Part 2/4)
Dec 17, 202400:13:16Summary readyIn the second episode of my Sustainability Series, I’m sharing how a major “lifequake” forced me to rethink everything about my business. Back in 2017, I hit a breaking point—I was working 50-60 hours a week, juggling too many types of jobs, and still not making enough to feel secure. I knew something had to change.That’s when I created what’s now known as the Simple Sales System. By streamlining my workflow and cutting out anything unnecessary, I was able to make more money in less time, all while delivering a better experience for my clients. In this episode, I walk you through how I did it, how Parkinson’s Law (the idea that work expands to fill the time you give it) was holding me back, and why adding creative constraints was the key to my success.If you’re feeling like your business is running you instead of the other way around, this episode will show you how to take back control, free up your time, and create a more sustainable path forward.Link:Learn more about The Simple Sales System Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
Summary294 - The Sustainability Series: The Importance of Sustainability (Part 1/4)
Dec 10, 202400:13:10Summary readyWhen life throws you curveballs—a health crisis, a financial downturn, or a global pandemic—how does your business hold up? In this week’s episode of This Can’t Be That Hard, I’m kicking off the Sustainability Series, a four-part exploration of why planning for longevity in your business is so important.I start this series with a story about challenges I've faced in my own life and business that could have been the end of my photography career, but instead were the catalysts that forced me to build a stronger, more sustainable business.If you’ve ever wondered how to “disaster-proof” your business or create systems that help you weather life's storms, this series is for you. This episode lays the foundation, reminding us that while we can’t control life’s twists and turns, we can prepare for them—and in doing so, we build businesses that thrive in the long run.Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
Summary293 - The 15-Hour Work Week with Brittnie Sturm
Dec 3, 202400:31:15Summary readyAh, the sweet smell of a brand-new planner—there’s just something about it, right? That fresh-start feeling gets me every time, and as it turns out, my guest Brittnie Sturm feels the same way. Brittnie is a family photographer, mom of three, and a fellow systems enthusiast 🤓 who’s learned firsthand how powerful organization can be in running a better business and a smoother life. In this episode, she shares her journey from feeling completely overwhelmed to finding clarity through time blocking, routines, and building systems that actually work. She shares how getting organized isn’t just about checking off to-dos—it’s about creating space for the things that matter most, both in your business and your personal life. If you’ve ever felt like you’re drowning in the chaos, this conversation is full of ideas and encouragement to help you regain control and build a business (and life) you truly love.Grab your Planner and get organized.Download the Free Time Blocking PDF to master your schedule. Visit Brittnie’s website for more resources.Resources: Listen to the Simple Sales Limited Series Podcast where Annemie teaches the 6 steps to running a profitable, sustainable photography business you love. Join the TCBTH Facebook Group - a supportive, business-focused group for photographers. Leave a review!
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