What does it really take to run a profitable, sustainable photography business, one that still feels creative and fun?

In this episode, Ina chats with Annemie Tonkin, photographer, educator, and founder of This Can’t Be That Hard, about the business strategies that actually work and why success isn’t just about talent, but about understanding how to think like a business owner.

They dive into what’s working right now in a changing economy, how to bring creativity into your business strategy, and why photographers should stop trying to “get it right” and instead focus on consistent action. Annemie also shares how her Membership Model transformed her photography business, creating predictable income and stronger client loyalty and how any photographer can adapt it, even with in-person sales.

Plus, they explore how AI can support creativity instead of replacing it, and what to do if you’ve been resisting new technology (hint: it’s time to get curious).

• Why the photographers who thrive long-term focus as much on business as they do on their craft
• How to build a membership model that creates recurring income
• The creative “white space” habit that sparks your best business ideas
• Using AI to enhance your creative process (without losing your voice)
• The importance of fresh ideas, novelty, and attention in a crowded market
• Why embracing innovation is the key to staying relevant in 2025 and beyond

The Photo Elf:

Based on the “Secret Santa” strategy from Sleigh Your Social, The Photo Elf helps photographers boost holiday sales with a fun, done-for-you gifting app.

✨ Try it here — available free using code PHOTOELF25 until Nov 17 (Nov 16 for US)!

This Can’t Be That Hard with Annemie Tonkin

Website: thiscantbethathard.com

Instagram: @thiscantbethathard_

Annemie Tonkin is a photographer, educator, and founder of This Can’t Be That Hard — a platform empowering photographers to build profitable, sustainable businesses through smart systems, creative strategies, and modern marketing. With 16+ years in family photography, she’s helped thousands of photographers simplify their business, stay creative, and rediscover the joy that drew them to photography in the first place.

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📲 Connect with Ina

Instagram: @inaj.thepetphotoceo

Email: ina@inajphotography.com

Mentoring & Coaching for Pet Photographers: Learn More

If you love this podcast, you’ll love the conversations happening inside the Pet Photographers’ Collective on Skool — it’s a free community for pet photographers who want to build a profitable, sustainable business