Ever wonder how photographers balance being creative while running a business? Prepare yourself for a mind-blowing conversation that’ll shake up everything you thought you knew about running a photography business! 

I recently had the pleasure of chatting with the amazing Annemie Tonken, and let me tell you, it was a game-changer. So, buckle up because we’re going in-depth into the world of creative entrepreneurship, and you won’t want to miss a single word! Annemie has this way of breaking down the real stuff behind the lens – how we crop our realities, handle unexpected turns, and even grapple with calling ourselves “artists.” It’s a conversation packed with insights, laughs, and some serious food for thought. Let’s get started!

Who’s Annemie Tonken?

First things first, let me introduce you to Annemie. She’s the brains behind the podcast “This Can’t Be That Hard” (which, by the way, is an awesome mantra for life). But, she’s not just a podcaster; she’s a family photographer with years of experience under her belt. Annemie’s also an educator, offering courses like her Simple Sales System. As she puts it: “I use Pic-Time for my gallery software, online gallery software, and the creators of Pic-Time were seeing some of the results I was getting for online gallery sales, and they had approached me about like, how are you getting these results?” This led her to develop educational content to help other photographers achieve similar success.

The Art of Cropping Reality

We kicked off our chat with a light-hearted discussion about Zoom backgrounds and how they relate to photography. Annemie made a brilliant observation: “As photographers, we’re masters of cropping, right? I know, crop your shit reality, but this is what I want you to see. That’s what we do, not just through our cameras, but on Instagram and everything else.”

As photographers, we’re all about that selective framing, and it’s kind of a metaphor for life, isn’t it? We show people what we want them to see, whether it’s through our cameras or on social media. It’s not necessarily about being fake; it’s about finding and highlighting the beauty in everyday things.

The Authenticity Debate

This naturally led us to a big topic: authenticity. In a world where everything seems so curated, what’s the role of photographers in showing the “real” world? Annemie had a nuanced take. “I do feel pretty strongly at the end of the day, that as a family photographer… it is a bit of a… I don’t want to call it a responsibility… It just depends on what statement you’re trying to make.”

She doesn’t strictly label herself a documentary photographer, but she leans toward capturing authentic interactions. “I’m not a documentary photographer by any stretch… but other than that, I am all about it being an authentic interaction.” It’s about striking a balance. Sure, you might ask a family to move closer to a window for better light, but the moment you capture is still real and meaningful.

Figuring Out Who You Are

Annemie and I got into a discussion about Enneagrams, those personality types that seem to reveal so much about who we are and how we work. Annemie’s a Type Three, which she described with a laugh. “I felt so exposed, like someone was like, oh yeah. I think I’m some sort of weird three archetype.” Understanding her Enneagram type has been a tool for self-awareness, helping her recognize why she might, for example, want to always put the best face on things.

This kind of self-awareness ties back into how we present ourselves and our work. It’s about being intentional, slowing down, and making sure we’re aligned with our values, not just putting on a polished facade. It’s a valuable insight for anyone trying to balance being genuine with the demands of a career in the public eye.

From Behind the Camera to the Classroom

Interestingly, Annemie didn’t start out planning to teach. She co-founded a photography conference in 2016 called The Family Narrative and unexpectedly found herself in a teaching role. “None of the three of us were intending to be like the teachers… but a couple years in, I had the opportunity to give a talk, and I really enjoyed that process.” This experience made her realize she had something valuable to offer other photographers.

Then came her Simple Sales System, which originated from a collaboration with Pic-Time. They noticed her success with online gallery sales and asked her to share her process. “I could teach about the process that I use… my signature system, which is the Simple Sales System.” This system was born from Annemie’s desire to make the business side of photography less daunting for creatives.

When Life Throws a Curveball

However, Annemie’s journey hasn’t been smooth sailing. In 2018, she underwent what was supposed to be a minor ankle surgery, only to wake up and find out it was reconstructive surgery. “I wake up from the surgery and they’re like, ‘Well, funny story, we got in there and your ankle was a total mess. Was way worse than we saw on the imaging, and we ended up doing reconstructive surgery on your ankle.’“

This unexpected turn of events left Annemie unable to work for several months. As a single mom and sole income earner, this was a serious blow, “As a single income earner in my household, it is irresponsible of me to not have some kind of backup plan.”. But instead of panicking, Annemie saw an opportunity to create a more stable income stream for her business.

Inspired by a subscription service for HVAC filters (of all things!), Annemie came up with an innovative idea: “What if I gave my clients the same opportunity as this air conditioning filter business gave me, which is set it and forget it like you pay auto draft on your credit card and you get a photo session with me every year.” This subscription model not only provided Annemie with a steady income but also ensured her clients received regular photo sessions.

Are We Really Artists?

We also talked about a topic that I know many photographers struggle with: calling themselves artists. Annemie shared some interesting observations on this: “I feel like many of the people that I consider to be my very best friends, but like people in this industry struggle with the like claiming that title, and they struggle with it way harder than anyone on the outside would struggle to name them that right?”

It’s a common issue in our field. Many photographers hesitate to call themselves artists, often looking for some kind of external validation or qualification. But as Annemie pointed out, there’s no official certification for being an artist. It’s about owning your creativity and recognizing the value of your work.

“If you’re looking for permission… I’ll give you permission without ever looking at your work or anything else,” Annemie encourages people to message her. It’s not about waiting for someone to give you the title of “artist” – it’s about recognizing the value in what you create. This lack of external validation often holds people back, but Annemie encourages us to let that go and just embrace our creativity.

Money Talks: Pricing Your Work

Of course, we couldn’t have a conversation about running a photography business without touching on the topic of pricing. This is another area where many photographers struggle, often undervaluing their work out of fear or insecurity. Annemie had some powerful insights on this: “If you don’t believe in your prices, no one else, no one else will.”

She emphasized that it’s not about being greedy or trying to swindle anyone – it’s about running a sustainable business that allows you to continue doing what you love. Annemie suggested that instead of focusing solely on improving your photography skills, it’s often more beneficial to work on your marketing and sales skills: “Instead of focusing on like, ‘I need to be a much better photographer’, in many cases, you need to be a better marketer and salesperson.”

Dealing with Fear and Self-Doubt

Throughout our conversation, Annemie touched on the fears and self-doubts that many photographers face, especially when it comes to pricing and calling ourselves artists. She pointed out how these fears can often be traced back to our “lizard brain” instincts: “We interpret a client saying no, with I’m going to lose my house, which is the exact like mantra that I’ve had in my head up until, like probably seven years ago.”

Recognizing these thought patterns is the first step to overcoming them. Annemie suggested taking a moment to step back when you feel these fears arising and consider how you’d feel if you weren’t panicking.

The Power of Systems and Automation

Another key point that Annemie emphasized was the importance of systematizing and automating as much of your business as possible. She believes that everything outside of the actual art-making process should be streamlined: “There should be all the pieces that don’t require your constant focus. IE, everything outside of the actual making of art can, and I think should be outsourced, automated, or at least systematized, so that you don’t have to put a lot of extra thought into it each and every day, because it burns you out over time.”

This approach not only helps prevent burnout but also allows you to focus more of your energy on the creative aspects of your work.

Final Thoughts

My conversation with Annemie was packed with valuable insights for photographers at any stage of their career. From innovative business models to overcoming self-doubt, her approach to photography and business is refreshingly straightforward and empowering.

If you’re interested in learning more from Annemie, check out her podcast “This Can’t Be That Hard” and her website at thiscantbethathard.com. She’s even created a quick quiz to help you estimate how much monthly revenue a membership model could add to your business.

Remember, as Annemie’s podcast title suggests, “this can’t be that hard” – with the right mindset and strategies, you can build a photography business that not only survives but thrives. So go out there, embrace your artistry, and make your photography business work for you!

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Learn more about coaching and mentoring at bobbibeducation.com.