Claim OwnershipThis Can't Be That Hard
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© 2025 This Can't Be That Hard
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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.
306 Episodes
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Photography may seem like a business with low legal risk, but if you don’t cover your bases, one unexpected issue—like a contract dispute, a tax audit, or an independent contractor misclassification—can cause major headaches. Today, I’m talking with Braden Drake, a lawyer and tax expert who specializes in helping creative entrepreneurs actually understand business compliance, contracts, and financial protection. And trust me, this conversation is anything but boring. Braden makes legal and ta...
Most photographers assume that if they don’t shoot in a studio, they don’t need one. But what if a studio space could be so much more than just a backdrop for sessions? In today’s episode, I’m chatting with Michelle McAfee, a photographer who turned her studio into so much more than just a place to shoot. She shares how she transitioned from using her space exclusively for client sessions to creating a studio membership model—one that serves other photographers and small business owners, boos...
If you’ve ever felt like your emails are going out into the void—ignored, unopened, or worse, unsubscribed from—this episode is just for you. Email marketing doesn’t have to feel awkward or forced. In fact, when done right, it’s one of the most powerful ways to turn casual followers into loyal clients. But what actually makes an email engaging? How do you keep people excited to hear from you instead of clicking delete? Today, I'm breaking it all down, with a fun analogy (of course!) How to ge...
Generating leads for your photography business can feel like a full-time job. You put yourself out there, cross your fingers, and hope the inquiries roll in—but what happens when they don’t? That’s where a smart, strategic approach to lead generation makes all the difference. This week, I’m talking with photographer, business coach, and Gold Biz Podcast host Rachel Traxler about how she approaches lead generation intentionally—not just throwing things at the wall to see what sticks. Rachel br...
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 ...
It’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 he...
Considering 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 SystemThei...
New 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 ...
Burnout. 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...
It’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 creat...
In 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 ...
In 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, a...
When 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 ...
Ah, 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...
We’ve all been there: the to-do list feels endless, the deadlines are piling up, and the thought of getting it all done is just... laughable. Maddie Peschong knows the feeling, too. As a brand photographer, educator, and mom, Maddie has weathered her fair share of stressful seasons, and in this episode, she’s sharing how she finds her way back to balance. Why does overwhelm feel so paralyzing? Maddie explains how naming the real source of your stress is often the first step to tackling it. S...
I’ve taken my fair share of personality tests over the years, but none have resonated with me quite like the Enneagram. If you’re an Enneagram enthusiast, you might not be surprised to hear that I’m a Type 3 (The Achiever), and when I first read that description, I felt seen in a way that was almost embarrassing! In today’s episode, I sit down with wedding photographer and Enneagram expert Ellie McKinney to explore how understanding our Enneagram types can impact not only our personal growth...
Being a photographer can sometimes feel isolating, especially when you’re working solo day in and day out. But knowing you have a supportive network of fellow creatives? That changes everything. This week, I got to chat with Kim Box, the founder of The Motherhood Anthology. Kim has built a community that truly embodies the spirit of connection and openness I think so many of us are looking for. The Motherhood Anthology is more than just a place to learn—it’s a space where photographers come t...
Have you ever made the mistake of going to the grocery store without a list—or at least a plan? We've all been there, right? And while we might manage to wing it in the produce section or snack aisle, we almost always end up forgetting something essential. In the early days of my photography business, I actually ran things a bit like those haphazard grocery trips. Every morning, I’d jot down a list of to-dos from memory—relying solely on my brain to keep track of what needed to happen. On my ...
A few weeks back, I put out the call for your photography-related horror stories... from silly mistakes to dealing with nightmarish clients, to just plain bad luck. We've all been there. When you're a small business owner, things are bound to go wrong sometimes, and as much as we take our jobs seriously, there's also value in acknowledging the cringeworthy, mortifying, and downright bizarre situations that can come with running your own photography business! Thanks to everyone who share...
In the never-ending battle to stand out from other photographers in your niche, you may have tried many different tacks - whether in your editing style, your locations, or your business model. But have you ever considered that the thing that could push you to the top of your ideal client's list might already be living in their home? Over 66% of US families have a pet that they consider part of the family, and yet most family photographers don't specifically encourage pets in their sessi...
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