{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.45,"endTime":2.34,"body":"All right,"},{"speaker":"Annemie Tonken","startTime":0.45,"endTime":2.34,"body":"hello, my friends. And welcome"},{"speaker":"Annemie Tonken","startTime":2.34,"endTime":6.99,"body":"back to part two of the system's"},{"speaker":"Annemie Tonken","startTime":2.34,"endTime":6.99,"body":"series. Last week, we talked"},{"speaker":"Annemie Tonken","startTime":6.99,"endTime":10.5,"body":"about the importance of systems"},{"speaker":"Annemie Tonken","startTime":6.99,"endTime":10.5,"body":"in your business and the three"},{"speaker":"Annemie Tonken","startTime":10.5,"endTime":13.74,"body":"systems that every photography"},{"speaker":"Annemie Tonken","startTime":10.5,"endTime":13.74,"body":"business needs. And if you"},{"speaker":"Annemie Tonken","startTime":13.74,"endTime":16.8,"body":"happen to miss that episode, I"},{"speaker":"Annemie Tonken","startTime":13.74,"endTime":16.8,"body":"actually want you to pause this"},{"speaker":"Annemie Tonken","startTime":16.8,"endTime":20.61,"body":"one and go back to listen to"},{"speaker":"Annemie Tonken","startTime":16.8,"endTime":20.61,"body":"that one first. Because this"},{"speaker":"Annemie Tonken","startTime":20.64,"endTime":24.39,"body":"second episode of the two parter"},{"speaker":"Annemie Tonken","startTime":20.64,"endTime":24.39,"body":"is all about optimizing our"},{"speaker":"Annemie Tonken","startTime":24.39,"endTime":28.47,"body":"systems. And it's not going to"},{"speaker":"Annemie Tonken","startTime":24.39,"endTime":28.47,"body":"make all that much sense if we"},{"speaker":"Annemie Tonken","startTime":28.47,"endTime":31.53,"body":"are understanding systems"},{"speaker":"Annemie Tonken","startTime":28.47,"endTime":31.53,"body":"differently, right if we have"},{"speaker":"Annemie Tonken","startTime":31.53,"endTime":34.62,"body":"different definitions of what"},{"speaker":"Annemie Tonken","startTime":31.53,"endTime":34.62,"body":"systems are and what I mean when"},{"speaker":"Annemie Tonken","startTime":34.62,"endTime":37.41,"body":"I'm talking about systems. So if"},{"speaker":"Annemie Tonken","startTime":34.62,"endTime":37.41,"body":"you've already heard that"},{"speaker":"Annemie Tonken","startTime":37.41,"endTime":40.89,"body":"episode, or once you have a"},{"speaker":"Annemie Tonken","startTime":37.41,"endTime":40.89,"body":"chance to go back and check it"},{"speaker":"Annemie Tonken","startTime":40.89,"endTime":43.62,"body":"out, come on back to this"},{"speaker":"Annemie Tonken","startTime":40.89,"endTime":43.62,"body":"episode, because this is where"},{"speaker":"Annemie Tonken","startTime":43.62,"endTime":46.59,"body":"the good stuff is. This week, I"},{"speaker":"Annemie Tonken","startTime":43.62,"endTime":46.59,"body":"want to pivot the conversation"},{"speaker":"Annemie Tonken","startTime":46.59,"endTime":50.4,"body":"and talk about the mistakes that"},{"speaker":"Annemie Tonken","startTime":46.59,"endTime":50.4,"body":"a lot of photographers make with"},{"speaker":"Annemie Tonken","startTime":50.4,"endTime":53.49,"body":"their approach to systems and"},{"speaker":"Annemie Tonken","startTime":50.4,"endTime":53.49,"body":"how you can avoid those"},{"speaker":"Annemie Tonken","startTime":53.49,"endTime":58.5,"body":"mistakes. Welcome to this can't"},{"speaker":"Annemie Tonken","startTime":53.49,"endTime":58.5,"body":"be that hard. My name is Annemie"},{"speaker":"Annemie Tonken","startTime":58.5,"endTime":61.92,"body":"Tonken. And I help photographers"},{"speaker":"Annemie Tonken","startTime":58.5,"endTime":61.92,"body":"run profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":61.92,"endTime":66.09,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":61.92,"endTime":66.09,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":66.09,"endTime":69.84,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":66.09,"endTime":69.84,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":69.84,"endTime":73.62,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":69.84,"endTime":73.62,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":73.62,"endTime":77.31,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":73.62,"endTime":77.31,"body":"photography, business doesn't"},{"speaker":"Annemie Tonken","startTime":77.31,"endTime":85.38,"body":"have to be that hard, you can do"},{"speaker":"Annemie Tonken","startTime":77.31,"endTime":85.38,"body":"it. And I can show you how. So"},{"speaker":"Annemie Tonken","startTime":85.38,"endTime":90.57,"body":"the first mistake that a lot of"},{"speaker":"Annemie Tonken","startTime":85.38,"endTime":90.57,"body":"photographers tend to make, and"},{"speaker":"Annemie Tonken","startTime":90.6,"endTime":94.71,"body":"I credit this to the fact that"},{"speaker":"Annemie Tonken","startTime":90.6,"endTime":94.71,"body":"many, many of us are very right"},{"speaker":"Annemie Tonken","startTime":94.71,"endTime":100.2,"body":"brained, and we are creatives"},{"speaker":"Annemie Tonken","startTime":94.71,"endTime":100.2,"body":"and we just kind of operate our"},{"speaker":"Annemie Tonken","startTime":100.2,"endTime":103.11,"body":"systems in kind of a shoot from"},{"speaker":"Annemie Tonken","startTime":100.2,"endTime":103.11,"body":"the hip kind of a fashion,"},{"speaker":"Annemie Tonken","startTime":103.11,"endTime":107.52,"body":"right, is that we don't map"},{"speaker":"Annemie Tonken","startTime":103.11,"endTime":107.52,"body":"those systems out, we just kind"},{"speaker":"Annemie Tonken","startTime":107.52,"endTime":111.54,"body":"of know in our heads what it is"},{"speaker":"Annemie Tonken","startTime":107.52,"endTime":111.54,"body":"that we do what it is that we"},{"speaker":"Annemie Tonken","startTime":111.54,"endTime":116.46,"body":"offer. And we kind of go with"},{"speaker":"Annemie Tonken","startTime":111.54,"endTime":116.46,"body":"that. And if you have moved"},{"speaker":"Annemie Tonken","startTime":116.46,"endTime":120.57,"body":"beyond that, in your business,"},{"speaker":"Annemie Tonken","startTime":116.46,"endTime":120.57,"body":"if you have a CRM setup where"},{"speaker":"Annemie Tonken","startTime":120.57,"endTime":124.62,"body":"you have workflows set up, you"},{"speaker":"Annemie Tonken","startTime":120.57,"endTime":124.62,"body":"know the power of organizing"},{"speaker":"Annemie Tonken","startTime":124.62,"endTime":128.4,"body":"your systems and making them"},{"speaker":"Annemie Tonken","startTime":124.62,"endTime":128.4,"body":"easily repeatable, right, you"},{"speaker":"Annemie Tonken","startTime":128.4,"endTime":131.07,"body":"automate the steps that you"},{"speaker":"Annemie Tonken","startTime":128.4,"endTime":131.07,"body":"don't need to hold in your head."},{"speaker":"Annemie Tonken","startTime":131.07,"endTime":135.48,"body":"And even though every small"},{"speaker":"Annemie Tonken","startTime":131.07,"endTime":135.48,"body":"piece of a system may feel like"},{"speaker":"Annemie Tonken","startTime":135.51,"endTime":138.54,"body":"oh, that's no big deal, I don't"},{"speaker":"Annemie Tonken","startTime":135.51,"endTime":138.54,"body":"need to go to the trouble of"},{"speaker":"Annemie Tonken","startTime":138.54,"endTime":141.15,"body":"setting up an automation for"},{"speaker":"Annemie Tonken","startTime":138.54,"endTime":141.15,"body":"that and map that out, I don't"},{"speaker":"Annemie Tonken","startTime":141.15,"endTime":145.65,"body":"need to, you know, spell it out"},{"speaker":"Annemie Tonken","startTime":141.15,"endTime":145.65,"body":"once you do. And once you see"},{"speaker":"Annemie Tonken","startTime":145.65,"endTime":151.11,"body":"that, all those little pieces"},{"speaker":"Annemie Tonken","startTime":145.65,"endTime":151.11,"body":"add up to a lot of RAM running"},{"speaker":"Annemie Tonken","startTime":151.11,"endTime":154.83,"body":"in the back of your head. It"},{"speaker":"Annemie Tonken","startTime":151.11,"endTime":154.83,"body":"really can free you up pretty"},{"speaker":"Annemie Tonken","startTime":154.83,"endTime":159.06,"body":"dramatically once you get that"},{"speaker":"Annemie Tonken","startTime":154.83,"endTime":159.06,"body":"systematized. So the first step"},{"speaker":"Annemie Tonken","startTime":159.09,"endTime":162.63,"body":"is really mapping those systems"},{"speaker":"Annemie Tonken","startTime":159.09,"endTime":162.63,"body":"out. Because then you can start"},{"speaker":"Annemie Tonken","startTime":162.63,"endTime":167.04,"body":"to organize them and figure out"},{"speaker":"Annemie Tonken","startTime":162.63,"endTime":167.04,"body":"how it is that you can optimize"},{"speaker":"Annemie Tonken","startTime":167.04,"endTime":170.52,"body":"them or automate them or"},{"speaker":"Annemie Tonken","startTime":167.04,"endTime":170.52,"body":"outsource parts of that system,"},{"speaker":"Annemie Tonken","startTime":170.52,"endTime":174.57,"body":"right? The nice thing is that"},{"speaker":"Annemie Tonken","startTime":170.52,"endTime":174.57,"body":"for those of us who are visual"},{"speaker":"Annemie Tonken","startTime":174.57,"endTime":176.82,"body":"people, and I'm going to assume"},{"speaker":"Annemie Tonken","startTime":174.57,"endTime":176.82,"body":"that pretty much everybody"},{"speaker":"Annemie Tonken","startTime":176.82,"endTime":179.97,"body":"listening to this podcast is"},{"speaker":"Annemie Tonken","startTime":176.82,"endTime":179.97,"body":"probably a visual person, right?"},{"speaker":"Annemie Tonken","startTime":180.0,"endTime":185.19,"body":"That visual map can give you so"},{"speaker":"Annemie Tonken","startTime":180.0,"endTime":185.19,"body":"much clarity, it can help you"},{"speaker":"Annemie Tonken","startTime":185.25,"endTime":188.01,"body":"explain your business better"},{"speaker":"Annemie Tonken","startTime":185.25,"endTime":188.01,"body":"when you're talking to potential"},{"speaker":"Annemie Tonken","startTime":188.01,"endTime":192.36,"body":"clients. And that ability to"},{"speaker":"Annemie Tonken","startTime":188.01,"endTime":192.36,"body":"explain your process really"},{"speaker":"Annemie Tonken","startTime":192.36,"endTime":195.18,"body":"builds a lot of trust, it helps"},{"speaker":"Annemie Tonken","startTime":192.36,"endTime":195.18,"body":"with your messaging, it also"},{"speaker":"Annemie Tonken","startTime":195.18,"endTime":198.27,"body":"helps you see where your weak"},{"speaker":"Annemie Tonken","startTime":195.18,"endTime":198.27,"body":"spots are. So it'll give you"},{"speaker":"Annemie Tonken","startTime":198.27,"endTime":201.51,"body":"clarity on you know what the"},{"speaker":"Annemie Tonken","startTime":198.27,"endTime":201.51,"body":"next steps in your business need"},{"speaker":"Annemie Tonken","startTime":201.51,"endTime":205.56,"body":"to be or how you can improve"},{"speaker":"Annemie Tonken","startTime":201.51,"endTime":205.56,"body":"either your clients experience"},{"speaker":"Annemie Tonken","startTime":205.56,"endTime":209.97,"body":"or your experience or both. I"},{"speaker":"Annemie Tonken","startTime":205.56,"endTime":209.97,"body":"mean, you know, there are, it's"},{"speaker":"Annemie Tonken","startTime":209.97,"endTime":215.88,"body":"hard to fix what you can't see."},{"speaker":"Annemie Tonken","startTime":209.97,"endTime":215.88,"body":"And this exercise of mapping out"},{"speaker":"Annemie Tonken","startTime":215.88,"endTime":220.65,"body":"your systems really allows you"},{"speaker":"Annemie Tonken","startTime":215.88,"endTime":220.65,"body":"to see from a clearer vantage"},{"speaker":"Annemie Tonken","startTime":220.65,"endTime":223.74,"body":"point. So mapping out your"},{"speaker":"Annemie Tonken","startTime":220.65,"endTime":223.74,"body":"systems is really vital. The"},{"speaker":"Annemie Tonken","startTime":223.74,"endTime":226.86,"body":"second mistake that a lot of"},{"speaker":"Annemie Tonken","startTime":223.74,"endTime":226.86,"body":"photographers make also kind of"},{"speaker":"Annemie Tonken","startTime":226.86,"endTime":229.89,"body":"comes down to this right"},{"speaker":"Annemie Tonken","startTime":226.86,"endTime":229.89,"body":"brained, you know, I don't want"},{"speaker":"Annemie Tonken","startTime":229.89,"endTime":232.65,"body":"to deal with math and"},{"speaker":"Annemie Tonken","startTime":229.89,"endTime":232.65,"body":"spreadsheets and all that sort"},{"speaker":"Annemie Tonken","startTime":232.65,"endTime":236.43,"body":"of thing. And that is that many"},{"speaker":"Annemie Tonken","startTime":232.65,"endTime":236.43,"body":"of us will make tweaks and"},{"speaker":"Annemie Tonken","startTime":236.43,"endTime":240.0,"body":"changes to our systems over"},{"speaker":"Annemie Tonken","startTime":236.43,"endTime":240.0,"body":"time, right, instead of"},{"speaker":"Annemie Tonken","startTime":240.54,"endTime":243.45,"body":"promising people that we're"},{"speaker":"Annemie Tonken","startTime":240.54,"endTime":243.45,"body":"going to return their photos in"},{"speaker":"Annemie Tonken","startTime":243.45,"endTime":246.21,"body":"two weeks, we start to notice"},{"speaker":"Annemie Tonken","startTime":243.45,"endTime":246.21,"body":"that like three weeks gives us a"},{"speaker":"Annemie Tonken","startTime":246.21,"endTime":249.93,"body":"little bit more wiggle room and"},{"speaker":"Annemie Tonken","startTime":246.21,"endTime":249.93,"body":"clients are more excited because"},{"speaker":"Annemie Tonken","startTime":249.93,"endTime":252.3,"body":"they've had a little chance to"},{"speaker":"Annemie Tonken","startTime":249.93,"endTime":252.3,"body":"like you know, have some"},{"speaker":"Annemie Tonken","startTime":252.3,"endTime":255.24,"body":"breathing room after the session"},{"speaker":"Annemie Tonken","startTime":252.3,"endTime":255.24,"body":"or whatever. So anyway, you go"},{"speaker":"Annemie Tonken","startTime":255.24,"endTime":258.39,"body":"from delivering it two weeks to"},{"speaker":"Annemie Tonken","startTime":255.24,"endTime":258.39,"body":"delivering it three weeks, but"},{"speaker":"Annemie Tonken","startTime":258.39,"endTime":262.32,"body":"then you never follow up to see"},{"speaker":"Annemie Tonken","startTime":258.39,"endTime":262.32,"body":"whether that's actually helping"},{"speaker":"Annemie Tonken","startTime":262.32,"endTime":266.34,"body":"your business. You don't track"},{"speaker":"Annemie Tonken","startTime":262.32,"endTime":266.34,"body":"the data on you know how that"},{"speaker":"Annemie Tonken","startTime":266.34,"endTime":270.57,"body":"impacts your on time delivery"},{"speaker":"Annemie Tonken","startTime":266.34,"endTime":270.57,"body":"rate or your clients"},{"speaker":"Annemie Tonken","startTime":270.57,"endTime":273.75,"body":"satisfaction rate. So that was"},{"speaker":"Annemie Tonken","startTime":270.57,"endTime":273.75,"body":"just a random example that I"},{"speaker":"Annemie Tonken","startTime":273.75,"endTime":276.3,"body":"just kind of pulled out of my"},{"speaker":"Annemie Tonken","startTime":273.75,"endTime":276.3,"body":"back pocket. But there are all"},{"speaker":"Annemie Tonken","startTime":276.3,"endTime":280.11,"body":"kinds of data points that you"},{"speaker":"Annemie Tonken","startTime":276.3,"endTime":280.11,"body":"can measure in your business."},{"speaker":"Annemie Tonken","startTime":280.14,"endTime":284.1,"body":"And I know some people who"},{"speaker":"Annemie Tonken","startTime":280.14,"endTime":284.1,"body":"measure every little thing,"},{"speaker":"Annemie Tonken","startTime":284.13,"endTime":287.55,"body":"which is amazing, but it's"},{"speaker":"Annemie Tonken","startTime":284.13,"endTime":287.55,"body":"probably overkill and I don't"},{"speaker":"Annemie Tonken","startTime":287.55,"endTime":290.73,"body":"want to overwhelm you here. I"},{"speaker":"Annemie Tonken","startTime":287.55,"endTime":290.73,"body":"would rather you sit down and"},{"speaker":"Annemie Tonken","startTime":290.73,"endTime":294.57,"body":"think about like what are the"},{"speaker":"Annemie Tonken","startTime":290.73,"endTime":294.57,"body":"real impact drivers in my"},{"speaker":"Annemie Tonken","startTime":294.57,"endTime":297.36,"body":"business? What are the things"},{"speaker":"Annemie Tonken","startTime":294.57,"endTime":297.36,"body":"that are important? What has"},{"speaker":"Annemie Tonken","startTime":297.39,"endTime":302.1,"body":"like what do I think has a big"},{"speaker":"Annemie Tonken","startTime":297.39,"endTime":302.1,"body":"effect act on whatever the case"},{"speaker":"Annemie Tonken","startTime":302.1,"endTime":307.14,"body":"may be your income, your client"},{"speaker":"Annemie Tonken","startTime":302.1,"endTime":307.14,"body":"satisfaction, your speed of your"},{"speaker":"Annemie Tonken","startTime":307.17,"endTime":310.59,"body":"workflow, any of those kinds of"},{"speaker":"Annemie Tonken","startTime":307.17,"endTime":310.59,"body":"things and put systems in place"},{"speaker":"Annemie Tonken","startTime":310.62,"endTime":315.6,"body":"to track the data around whether"},{"speaker":"Annemie Tonken","startTime":310.62,"endTime":315.6,"body":"or not your gut instinct is"},{"speaker":"Annemie Tonken","startTime":315.6,"endTime":321.15,"body":"right. Because sometimes our gut"},{"speaker":"Annemie Tonken","startTime":315.6,"endTime":321.15,"body":"instinct is right, but many"},{"speaker":"Annemie Tonken","startTime":321.15,"endTime":325.53,"body":"times, it's not. And that can be"},{"speaker":"Annemie Tonken","startTime":321.15,"endTime":325.53,"body":"really, really important when it"},{"speaker":"Annemie Tonken","startTime":325.53,"endTime":330.39,"body":"comes to tracking something like"},{"speaker":"Annemie Tonken","startTime":325.53,"endTime":330.39,"body":"where people are finding you, or"},{"speaker":"Annemie Tonken","startTime":330.42,"endTime":334.77,"body":"the percentage of people who"},{"speaker":"Annemie Tonken","startTime":330.42,"endTime":334.77,"body":"inquire with you who actually go"},{"speaker":"Annemie Tonken","startTime":334.77,"endTime":339.15,"body":"on to book. So almost everyone"},{"speaker":"Annemie Tonken","startTime":334.77,"endTime":339.15,"body":"should be measuring those two"},{"speaker":"Annemie Tonken","startTime":339.15,"endTime":342.27,"body":"things and grades and conversion"},{"speaker":"Annemie Tonken","startTime":339.15,"endTime":342.27,"body":"rates or booking rates, you"},{"speaker":"Annemie Tonken","startTime":342.3,"endTime":345.75,"body":"should also be keeping a close"},{"speaker":"Annemie Tonken","startTime":342.3,"endTime":345.75,"body":"eye on sales averages, you"},{"speaker":"Annemie Tonken","startTime":345.75,"endTime":350.04,"body":"should know at any given time"},{"speaker":"Annemie Tonken","startTime":345.75,"endTime":350.04,"body":"what your current average sale"},{"speaker":"Annemie Tonken","startTime":350.07,"endTime":354.12,"body":"is, because that allows you to"},{"speaker":"Annemie Tonken","startTime":350.07,"endTime":354.12,"body":"make choices about you know,"},{"speaker":"Annemie Tonken","startTime":354.12,"endTime":356.91,"body":"whether you take a client that"},{"speaker":"Annemie Tonken","startTime":354.12,"endTime":356.91,"body":"isn't really an ideal client for"},{"speaker":"Annemie Tonken","startTime":356.91,"endTime":359.67,"body":"you, you know, if you're hitting"},{"speaker":"Annemie Tonken","startTime":356.91,"endTime":359.67,"body":"your averages and your setup to"},{"speaker":"Annemie Tonken","startTime":359.67,"endTime":363.57,"body":"be profitable, they know that"},{"speaker":"Annemie Tonken","startTime":359.67,"endTime":363.57,"body":"person who contacts you about,"},{"speaker":"Annemie Tonken","startTime":363.6,"endTime":367.41,"body":"you know, photographing their"},{"speaker":"Annemie Tonken","startTime":363.6,"endTime":367.41,"body":"kids football game, and that's"},{"speaker":"Annemie Tonken","startTime":367.41,"endTime":371.76,"body":"not what you do. But if you are"},{"speaker":"Annemie Tonken","startTime":367.41,"endTime":371.76,"body":"able to clearly and quickly"},{"speaker":"Annemie Tonken","startTime":371.79,"endTime":375.09,"body":"establish like, Nope, I'm not"},{"speaker":"Annemie Tonken","startTime":371.79,"endTime":375.09,"body":"making enough money, then maybe"},{"speaker":"Annemie Tonken","startTime":375.09,"endTime":378.03,"body":"you do want to take that. I also"},{"speaker":"Annemie Tonken","startTime":375.09,"endTime":378.03,"body":"think that customer satisfaction"},{"speaker":"Annemie Tonken","startTime":378.03,"endTime":380.31,"body":"is one of those things that"},{"speaker":"Annemie Tonken","startTime":378.03,"endTime":380.31,"body":"everybody should be tracking."},{"speaker":"Annemie Tonken","startTime":380.31,"endTime":384.9,"body":"Because that if you start to see"},{"speaker":"Annemie Tonken","startTime":380.31,"endTime":384.9,"body":"that needle moving in a negative"},{"speaker":"Annemie Tonken","startTime":384.9,"endTime":388.2,"body":"direction, it's really important"},{"speaker":"Annemie Tonken","startTime":384.9,"endTime":388.2,"body":"that you pretty quickly"},{"speaker":"Annemie Tonken","startTime":388.2,"endTime":391.71,"body":"establish what it is that's"},{"speaker":"Annemie Tonken","startTime":388.2,"endTime":391.71,"body":"causing that problem and fix it"},{"speaker":"Annemie Tonken","startTime":391.71,"endTime":394.83,"body":"because that can have a long"},{"speaker":"Annemie Tonken","startTime":391.71,"endTime":394.83,"body":"term effect when it comes to"},{"speaker":"Annemie Tonken","startTime":394.83,"endTime":398.61,"body":"getting referrals and other"},{"speaker":"Annemie Tonken","startTime":394.83,"endTime":398.61,"body":"kinds of repeat business, those"},{"speaker":"Annemie Tonken","startTime":398.61,"endTime":401.64,"body":"things that really contribute to"},{"speaker":"Annemie Tonken","startTime":398.61,"endTime":401.64,"body":"the overall health of your"},{"speaker":"Annemie Tonken","startTime":401.64,"endTime":406.08,"body":"business. Then the other thing"},{"speaker":"Annemie Tonken","startTime":401.64,"endTime":406.08,"body":"that I would say anybody should"},{"speaker":"Annemie Tonken","startTime":406.08,"endTime":409.92,"body":"measure anybody should keep"},{"speaker":"Annemie Tonken","startTime":406.08,"endTime":409.92,"body":"track of the data on is whatever"},{"speaker":"Annemie Tonken","startTime":409.92,"endTime":414.36,"body":"it is that you're currently"},{"speaker":"Annemie Tonken","startTime":409.92,"endTime":414.36,"body":"trying. So if you're using email"},{"speaker":"Annemie Tonken","startTime":414.36,"endTime":417.57,"body":"as your primary form of"},{"speaker":"Annemie Tonken","startTime":414.36,"endTime":417.57,"body":"marketing, you should measure"},{"speaker":"Annemie Tonken","startTime":417.57,"endTime":420.33,"body":"the size of your list and the"},{"speaker":"Annemie Tonken","startTime":417.57,"endTime":420.33,"body":"opening click rates. And you"},{"speaker":"Annemie Tonken","startTime":420.33,"endTime":422.94,"body":"should keep track of you know"},{"speaker":"Annemie Tonken","startTime":420.33,"endTime":422.94,"body":"how your list is growing over"},{"speaker":"Annemie Tonken","startTime":422.94,"endTime":427.29,"body":"time, as anything that you are"},{"speaker":"Annemie Tonken","startTime":422.94,"endTime":427.29,"body":"actively trying to improve or"},{"speaker":"Annemie Tonken","startTime":427.29,"endTime":432.18,"body":"that you know, is a major"},{"speaker":"Annemie Tonken","startTime":427.29,"endTime":432.18,"body":"linchpin in your business, like"},{"speaker":"Annemie Tonken","startTime":432.21,"endTime":435.33,"body":"how your marketing strategies"},{"speaker":"Annemie Tonken","startTime":432.21,"endTime":435.33,"body":"are working. If they're not"},{"speaker":"Annemie Tonken","startTime":435.33,"endTime":438.39,"body":"working, then it's time to try"},{"speaker":"Annemie Tonken","startTime":435.33,"endTime":438.39,"body":"something else. But you can only"},{"speaker":"Annemie Tonken","startTime":438.39,"endTime":441.75,"body":"really tell whether something's"},{"speaker":"Annemie Tonken","startTime":438.39,"endTime":441.75,"body":"working over time, if you're"},{"speaker":"Annemie Tonken","startTime":441.75,"endTime":446.43,"body":"trying because what a lot of us"},{"speaker":"Annemie Tonken","startTime":441.75,"endTime":446.43,"body":"tend to do is if things go quiet"},{"speaker":"Annemie Tonken","startTime":446.43,"endTime":449.22,"body":"for a week or a month, then we"},{"speaker":"Annemie Tonken","startTime":446.43,"endTime":449.22,"body":"throw the baby out with the"},{"speaker":"Annemie Tonken","startTime":449.22,"endTime":451.8,"body":"bathwater, and we say nothing is"},{"speaker":"Annemie Tonken","startTime":449.22,"endTime":451.8,"body":"working, what I'm doing right"},{"speaker":"Annemie Tonken","startTime":451.8,"endTime":453.96,"body":"now isn't working, I have to"},{"speaker":"Annemie Tonken","startTime":451.8,"endTime":453.96,"body":"change everything. And that can"},{"speaker":"Annemie Tonken","startTime":453.96,"endTime":457.26,"body":"be a really dangerous thing to"},{"speaker":"Annemie Tonken","startTime":453.96,"endTime":457.26,"body":"do. I mean, every once in a"},{"speaker":"Annemie Tonken","startTime":457.26,"endTime":460.77,"body":"while your business needs an"},{"speaker":"Annemie Tonken","startTime":457.26,"endTime":460.77,"body":"overhaul like top to bottom. But"},{"speaker":"Annemie Tonken","startTime":460.77,"endTime":463.35,"body":"in time, it's those small"},{"speaker":"Annemie Tonken","startTime":460.77,"endTime":463.35,"body":"changes that can make the big"},{"speaker":"Annemie Tonken","startTime":463.35,"endTime":467.31,"body":"differences. And when we make"},{"speaker":"Annemie Tonken","startTime":463.35,"endTime":467.31,"body":"those big overhauls, you know,"},{"speaker":"Annemie Tonken","startTime":467.31,"endTime":470.43,"body":"it's hard to tell what is and"},{"speaker":"Annemie Tonken","startTime":467.31,"endTime":470.43,"body":"isn't working, because there's"},{"speaker":"Annemie Tonken","startTime":470.43,"endTime":474.3,"body":"too many variables in that"},{"speaker":"Annemie Tonken","startTime":470.43,"endTime":474.3,"body":"equation. The other thing that I"},{"speaker":"Annemie Tonken","startTime":474.33,"endTime":478.35,"body":"would love to see anybody"},{"speaker":"Annemie Tonken","startTime":474.33,"endTime":478.35,"body":"measuring, if they are doing"},{"speaker":"Annemie Tonken","startTime":478.35,"endTime":482.64,"body":"this is if you sell products,"},{"speaker":"Annemie Tonken","startTime":478.35,"endTime":482.64,"body":"you want to track what items are"},{"speaker":"Annemie Tonken","startTime":482.64,"endTime":486.0,"body":"most popular, because that is"},{"speaker":"Annemie Tonken","startTime":482.64,"endTime":486.0,"body":"bound to change over time, you"},{"speaker":"Annemie Tonken","startTime":486.0,"endTime":489.24,"body":"know, you maybe did really well"},{"speaker":"Annemie Tonken","startTime":486.0,"endTime":489.24,"body":"with Canvas for a bunch of"},{"speaker":"Annemie Tonken","startTime":489.24,"endTime":492.87,"body":"years. And now that's kind of"},{"speaker":"Annemie Tonken","startTime":489.24,"endTime":492.87,"body":"gone out of fashion and seeing"},{"speaker":"Annemie Tonken","startTime":492.87,"endTime":495.81,"body":"that, you know, over the course"},{"speaker":"Annemie Tonken","startTime":492.87,"endTime":495.81,"body":"of six months or a year that"},{"speaker":"Annemie Tonken","startTime":495.81,"endTime":499.41,"body":"you've lost 25 or 50% of your"},{"speaker":"Annemie Tonken","startTime":495.81,"endTime":499.41,"body":"revenue on that product is a"},{"speaker":"Annemie Tonken","startTime":499.41,"endTime":501.6,"body":"really good indicator that it's"},{"speaker":"Annemie Tonken","startTime":499.41,"endTime":501.6,"body":"time to move on and try"},{"speaker":"Annemie Tonken","startTime":501.6,"endTime":502.14,"body":"something new."},{"speaker":"Annemie Tonken","startTime":502.17,"endTime":506.04,"body":"So these are just some"},{"speaker":"Annemie Tonken","startTime":502.17,"endTime":506.04,"body":"suggestions, who you know, how"},{"speaker":"Annemie Tonken","startTime":506.04,"endTime":508.68,"body":"your business operates, who you"},{"speaker":"Annemie Tonken","startTime":506.04,"endTime":508.68,"body":"are, what kinds of things are"},{"speaker":"Annemie Tonken","startTime":508.68,"endTime":510.75,"body":"important to you and your"},{"speaker":"Annemie Tonken","startTime":508.68,"endTime":510.75,"body":"clients, you're gonna have to"},{"speaker":"Annemie Tonken","startTime":510.75,"endTime":513.51,"body":"really determine what it is that"},{"speaker":"Annemie Tonken","startTime":510.75,"endTime":513.51,"body":"you want to keep track of. But"},{"speaker":"Annemie Tonken","startTime":513.54,"endTime":516.96,"body":"even if you're only tracking"},{"speaker":"Annemie Tonken","startTime":513.54,"endTime":516.96,"body":"those handful of things, where"},{"speaker":"Annemie Tonken","startTime":516.96,"endTime":520.74,"body":"people find you, your sales"},{"speaker":"Annemie Tonken","startTime":516.96,"endTime":520.74,"body":"averages, customer satisfaction,"},{"speaker":"Annemie Tonken","startTime":520.77,"endTime":524.76,"body":"how your primary form of"},{"speaker":"Annemie Tonken","startTime":520.77,"endTime":524.76,"body":"marketing is doing, and, and"},{"speaker":"Annemie Tonken","startTime":524.79,"endTime":528.0,"body":"your product sales and how those"},{"speaker":"Annemie Tonken","startTime":524.79,"endTime":528.0,"body":"are doing. If you keep track of"},{"speaker":"Annemie Tonken","startTime":528.0,"endTime":531.06,"body":"those things, you're going to be"},{"speaker":"Annemie Tonken","startTime":528.0,"endTime":531.06,"body":"better off than 90% of your"},{"speaker":"Annemie Tonken","startTime":531.06,"endTime":534.18,"body":"competition. And as far as how"},{"speaker":"Annemie Tonken","startTime":531.06,"endTime":534.18,"body":"to keep track, this is the thing"},{"speaker":"Annemie Tonken","startTime":534.18,"endTime":537.27,"body":"that I actually think really"},{"speaker":"Annemie Tonken","startTime":534.18,"endTime":537.27,"body":"slows a lot of people down where"},{"speaker":"Annemie Tonken","startTime":537.27,"endTime":540.39,"body":"they get nervous, like, oh, that"},{"speaker":"Annemie Tonken","startTime":537.27,"endTime":540.39,"body":"sounds like data tracking too"},{"speaker":"Annemie Tonken","startTime":540.39,"endTime":543.03,"body":"big, you know, sounds really"},{"speaker":"Annemie Tonken","startTime":540.39,"endTime":543.03,"body":"tech does not have to be"},{"speaker":"Annemie Tonken","startTime":543.03,"endTime":548.46,"body":"technical I, up until basically"},{"speaker":"Annemie Tonken","startTime":543.03,"endTime":548.46,"body":"this year, I have always just"},{"speaker":"Annemie Tonken","startTime":548.46,"endTime":553.26,"body":"used a Google doc like a Google"},{"speaker":"Annemie Tonken","startTime":548.46,"endTime":553.26,"body":"spreadsheet. And I just set my"},{"speaker":"Annemie Tonken","startTime":553.38,"endTime":559.35,"body":"calendar reminder. And every"},{"speaker":"Annemie Tonken","startTime":553.38,"endTime":559.35,"body":"week on Monday, I go in and I"},{"speaker":"Annemie Tonken","startTime":559.35,"endTime":562.14,"body":"pull the numbers for each of"},{"speaker":"Annemie Tonken","startTime":559.35,"endTime":562.14,"body":"those different data points. And"},{"speaker":"Annemie Tonken","startTime":562.14,"endTime":566.67,"body":"it takes me like 10 minutes. And"},{"speaker":"Annemie Tonken","startTime":562.14,"endTime":566.67,"body":"I don't even really usually look"},{"speaker":"Annemie Tonken","startTime":566.67,"endTime":570.06,"body":"at those things in the moment. I"},{"speaker":"Annemie Tonken","startTime":566.67,"endTime":570.06,"body":"just like fill in the boxes for"},{"speaker":"Annemie Tonken","startTime":570.06,"endTime":574.35,"body":"that week. And then over time,"},{"speaker":"Annemie Tonken","startTime":570.06,"endTime":574.35,"body":"what that allows me to do is you"},{"speaker":"Annemie Tonken","startTime":574.35,"endTime":577.8,"body":"know, go back and see what's"},{"speaker":"Annemie Tonken","startTime":574.35,"endTime":577.8,"body":"working, what's not working, how"},{"speaker":"Annemie Tonken","startTime":577.8,"endTime":581.52,"body":"things are going. It also allows"},{"speaker":"Annemie Tonken","startTime":577.8,"endTime":581.52,"body":"you to make future plans based"},{"speaker":"Annemie Tonken","startTime":581.52,"endTime":584.73,"body":"on data about when your business"},{"speaker":"Annemie Tonken","startTime":581.52,"endTime":584.73,"body":"is going to be busier and"},{"speaker":"Annemie Tonken","startTime":584.73,"endTime":589.2,"body":"slower. When I'm thinking about"},{"speaker":"Annemie Tonken","startTime":584.73,"endTime":589.2,"body":"buying a like making a large"},{"speaker":"Annemie Tonken","startTime":589.2,"endTime":592.38,"body":"investment in some sort of"},{"speaker":"Annemie Tonken","startTime":589.2,"endTime":592.38,"body":"education. I always go back to"},{"speaker":"Annemie Tonken","startTime":592.38,"endTime":596.43,"body":"the data to make sure that the"},{"speaker":"Annemie Tonken","startTime":592.38,"endTime":596.43,"body":"problem that I am intending to"},{"speaker":"Annemie Tonken","startTime":596.43,"endTime":600.0,"body":"fix with this course or this"},{"speaker":"Annemie Tonken","startTime":596.43,"endTime":600.0,"body":"program or this conference or"},{"speaker":"Annemie Tonken","startTime":600.0,"endTime":603.96,"body":"Whatever is is actually a"},{"speaker":"Annemie Tonken","startTime":600.0,"endTime":603.96,"body":"problem, or is the source of the"},{"speaker":"Annemie Tonken","startTime":603.96,"endTime":607.08,"body":"problem. And I, it's really"},{"speaker":"Annemie Tonken","startTime":603.96,"endTime":607.08,"body":"saved me a bunch of times"},{"speaker":"Annemie Tonken","startTime":607.08,"endTime":610.8,"body":"because that's where like your"},{"speaker":"Annemie Tonken","startTime":607.08,"endTime":610.8,"body":"emotional drivers can get in the"},{"speaker":"Annemie Tonken","startTime":610.8,"endTime":614.94,"body":"way of, of you making smart"},{"speaker":"Annemie Tonken","startTime":610.8,"endTime":614.94,"body":"business decisions. So these are"},{"speaker":"Annemie Tonken","startTime":615.09,"endTime":618.69,"body":"all really good reasons to keep"},{"speaker":"Annemie Tonken","startTime":615.09,"endTime":618.69,"body":"track of some basic data points"},{"speaker":"Annemie Tonken","startTime":618.69,"endTime":622.29,"body":"in your business. And then the"},{"speaker":"Annemie Tonken","startTime":618.69,"endTime":622.29,"body":"final mistake is the one that I"},{"speaker":"Annemie Tonken","startTime":622.29,"endTime":627.54,"body":"think is the biggest overall"},{"speaker":"Annemie Tonken","startTime":622.29,"endTime":627.54,"body":"problem. So we have been talking"},{"speaker":"Annemie Tonken","startTime":627.54,"endTime":631.14,"body":"about these three systems. And"},{"speaker":"Annemie Tonken","startTime":627.54,"endTime":631.14,"body":"again, if you missed last week's"},{"speaker":"Annemie Tonken","startTime":631.23,"endTime":633.96,"body":"episode, you have to go back and"},{"speaker":"Annemie Tonken","startTime":631.23,"endTime":633.96,"body":"listen to that first. But I"},{"speaker":"Annemie Tonken","startTime":633.96,"endTime":637.23,"body":"talked about three systems, your"},{"speaker":"Annemie Tonken","startTime":633.96,"endTime":637.23,"body":"marketing system, which is how"},{"speaker":"Annemie Tonken","startTime":637.23,"endTime":639.84,"body":"you bring people into your"},{"speaker":"Annemie Tonken","startTime":637.23,"endTime":639.84,"body":"business, your sales system,"},{"speaker":"Annemie Tonken","startTime":639.87,"endTime":642.57,"body":"which is how you convert them"},{"speaker":"Annemie Tonken","startTime":639.87,"endTime":642.57,"body":"from somebody who has found your"},{"speaker":"Annemie Tonken","startTime":642.57,"endTime":645.66,"body":"business to someone who has"},{"speaker":"Annemie Tonken","startTime":642.57,"endTime":645.66,"body":"invested in your business, and"},{"speaker":"Annemie Tonken","startTime":645.66,"endTime":649.5,"body":"then your fulfillment system is"},{"speaker":"Annemie Tonken","startTime":645.66,"endTime":649.5,"body":"the way that you make good on"},{"speaker":"Annemie Tonken","startTime":649.5,"endTime":653.28,"body":"whatever offer you have made to"},{"speaker":"Annemie Tonken","startTime":649.5,"endTime":653.28,"body":"them, right. So that's the order"},{"speaker":"Annemie Tonken","startTime":653.31,"endTime":657.18,"body":"in which those systems function"},{"speaker":"Annemie Tonken","startTime":653.31,"endTime":657.18,"body":"in our business, bring them in,"},{"speaker":"Annemie Tonken","startTime":657.21,"endTime":661.47,"body":"sell to them, and then fulfill"},{"speaker":"Annemie Tonken","startTime":657.21,"endTime":661.47,"body":"on the order. And that, because"},{"speaker":"Annemie Tonken","startTime":661.5,"endTime":665.34,"body":"that's the order, in sort of"},{"speaker":"Annemie Tonken","startTime":661.5,"endTime":665.34,"body":"chronological order, that's how"},{"speaker":"Annemie Tonken","startTime":665.34,"endTime":669.33,"body":"most people prioritize those"},{"speaker":"Annemie Tonken","startTime":665.34,"endTime":669.33,"body":"systems, right? They think about"},{"speaker":"Annemie Tonken","startTime":669.33,"endTime":672.03,"body":"them as first I'm gonna work on"},{"speaker":"Annemie Tonken","startTime":669.33,"endTime":672.03,"body":"marketing, then I'm gonna work"},{"speaker":"Annemie Tonken","startTime":672.03,"endTime":674.94,"body":"on sales, and then I'm going to"},{"speaker":"Annemie Tonken","startTime":672.03,"endTime":674.94,"body":"work on fulfillment. But that is"},{"speaker":"Annemie Tonken","startTime":674.94,"endTime":679.47,"body":"the mistake. Because in a small"},{"speaker":"Annemie Tonken","startTime":674.94,"endTime":679.47,"body":"personal cars, we actually need"},{"speaker":"Annemie Tonken","startTime":679.47,"endTime":684.12,"body":"to prioritize those systems in"},{"speaker":"Annemie Tonken","startTime":679.47,"endTime":684.12,"body":"the reverse order. First, we"},{"speaker":"Annemie Tonken","startTime":684.12,"endTime":687.96,"body":"need to really dial in what it"},{"speaker":"Annemie Tonken","startTime":684.12,"endTime":687.96,"body":"is delivered to people and how"},{"speaker":"Annemie Tonken","startTime":687.96,"endTime":690.96,"body":"it is that we deliver. So we're"},{"speaker":"Annemie Tonken","startTime":687.96,"endTime":690.96,"body":"going to go back to that systems"},{"speaker":"Annemie Tonken","startTime":690.96,"endTime":694.68,"body":"map and look at our fulfillment"},{"speaker":"Annemie Tonken","startTime":690.96,"endTime":694.68,"body":"system. And make sure that"},{"speaker":"Annemie Tonken","startTime":694.71,"endTime":698.73,"body":"absolutely every piece of that"},{"speaker":"Annemie Tonken","startTime":694.71,"endTime":698.73,"body":"that optimize and that we can"},{"speaker":"Annemie Tonken","startTime":698.76,"endTime":702.27,"body":"make a great experience for our"},{"speaker":"Annemie Tonken","startTime":698.76,"endTime":702.27,"body":"clients. We're going to get all"},{"speaker":"Annemie Tonken","startTime":702.27,"endTime":706.65,"body":"that dialed in first, then we're"},{"speaker":"Annemie Tonken","startTime":702.27,"endTime":706.65,"body":"going to worry about how well we"},{"speaker":"Annemie Tonken","startTime":706.65,"endTime":711.24,"body":"are converting inquiries into"},{"speaker":"Annemie Tonken","startTime":706.65,"endTime":711.24,"body":"purchasers, right, so our sales"},{"speaker":"Annemie Tonken","startTime":711.24,"endTime":714.84,"body":"system comes next. And then"},{"speaker":"Annemie Tonken","startTime":711.24,"endTime":714.84,"body":"finally, we're going to worry"},{"speaker":"Annemie Tonken","startTime":714.84,"endTime":718.86,"body":"about opening the doors wide and"},{"speaker":"Annemie Tonken","startTime":714.84,"endTime":718.86,"body":"getting as many eyeballs on our"},{"speaker":"Annemie Tonken","startTime":718.86,"endTime":722.25,"body":"business as possible. So many"},{"speaker":"Annemie Tonken","startTime":718.86,"endTime":722.25,"body":"photographers, especially new"},{"speaker":"Annemie Tonken","startTime":722.25,"endTime":726.78,"body":"photographers get hyper focused"},{"speaker":"Annemie Tonken","startTime":722.25,"endTime":726.78,"body":"on filling their calendars, they"},{"speaker":"Annemie Tonken","startTime":726.87,"endTime":732.51,"body":"equate busyness with success,"},{"speaker":"Annemie Tonken","startTime":726.87,"endTime":732.51,"body":"only to realize once they start"},{"speaker":"Annemie Tonken","startTime":732.54,"endTime":736.68,"body":"getting inquiries, that their"},{"speaker":"Annemie Tonken","startTime":732.54,"endTime":736.68,"body":"systems for booking and then"},{"speaker":"Annemie Tonken","startTime":736.68,"endTime":742.44,"body":"working with those clients are a"},{"speaker":"Annemie Tonken","startTime":736.68,"endTime":742.44,"body":"total hot mess. If you have ever"},{"speaker":"Annemie Tonken","startTime":742.47,"endTime":748.17,"body":"been to a restaurant that's new,"},{"speaker":"Annemie Tonken","startTime":742.47,"endTime":748.17,"body":"and had terrible service, or you"},{"speaker":"Annemie Tonken","startTime":748.17,"endTime":751.26,"body":"get there and they're like, We"},{"speaker":"Annemie Tonken","startTime":748.17,"endTime":751.26,"body":"don't have 80% of the items on"},{"speaker":"Annemie Tonken","startTime":751.26,"endTime":754.11,"body":"the menu, because the chef"},{"speaker":"Annemie Tonken","startTime":751.26,"endTime":754.11,"body":"hasn't figured out how to get"},{"speaker":"Annemie Tonken","startTime":754.11,"endTime":756.72,"body":"their ordering done. Right. You"},{"speaker":"Annemie Tonken","startTime":754.11,"endTime":756.72,"body":"know, they don't know how many"},{"speaker":"Annemie Tonken","startTime":756.72,"endTime":759.75,"body":"people to expect. And so they're"},{"speaker":"Annemie Tonken","startTime":756.72,"endTime":759.75,"body":"just like the kitchens not"},{"speaker":"Annemie Tonken","startTime":759.75,"endTime":762.51,"body":"functioning. Well, the server's"},{"speaker":"Annemie Tonken","startTime":759.75,"endTime":762.51,"body":"haven't been trained properly,"},{"speaker":"Annemie Tonken","startTime":762.6,"endTime":766.56,"body":"and you go to that restaurant"},{"speaker":"Annemie Tonken","startTime":762.6,"endTime":766.56,"body":"once like never again, that is"},{"speaker":"Annemie Tonken","startTime":766.56,"endTime":770.4,"body":"exactly what I'm talking about."},{"speaker":"Annemie Tonken","startTime":766.56,"endTime":770.4,"body":"I want you to put yourself in a"},{"speaker":"Annemie Tonken","startTime":770.4,"endTime":774.81,"body":"position where you have one"},{"speaker":"Annemie Tonken","startTime":770.4,"endTime":774.81,"body":"raving customer, and you"},{"speaker":"Annemie Tonken","startTime":774.9,"endTime":778.05,"body":"understand that that is better"},{"speaker":"Annemie Tonken","startTime":774.9,"endTime":778.05,"body":"than having five customers who"},{"speaker":"Annemie Tonken","startTime":778.05,"endTime":781.98,"body":"are like, No, it was okay. And"},{"speaker":"Annemie Tonken","startTime":778.05,"endTime":781.98,"body":"it's way better than having, you"},{"speaker":"Annemie Tonken","startTime":781.98,"endTime":785.58,"body":"know, 10 or 15 or 20, angry"},{"speaker":"Annemie Tonken","startTime":781.98,"endTime":785.58,"body":"customers or disappointed"},{"speaker":"Annemie Tonken","startTime":785.58,"endTime":788.94,"body":"customers, I feel like we all"},{"speaker":"Annemie Tonken","startTime":785.58,"endTime":788.94,"body":"know, you know, all you have to"},{"speaker":"Annemie Tonken","startTime":788.94,"endTime":791.88,"body":"do is go on Amazon and read"},{"speaker":"Annemie Tonken","startTime":788.94,"endTime":791.88,"body":"reviews to know that most of the"},{"speaker":"Annemie Tonken","startTime":791.88,"endTime":795.54,"body":"time, the loudest people are the"},{"speaker":"Annemie Tonken","startTime":791.88,"endTime":795.54,"body":"ones who have had a bad"},{"speaker":"Annemie Tonken","startTime":795.54,"endTime":801.51,"body":"experience. So if you're not"},{"speaker":"Annemie Tonken","startTime":795.54,"endTime":801.51,"body":"ready to fulfill well, then then"},{"speaker":"Annemie Tonken","startTime":801.51,"endTime":805.23,"body":"you really shouldn't be trying"},{"speaker":"Annemie Tonken","startTime":801.51,"endTime":805.23,"body":"to bring as many people as"},{"speaker":"Annemie Tonken","startTime":805.23,"endTime":807.93,"body":"possible in you should be"},{"speaker":"Annemie Tonken","startTime":805.23,"endTime":807.93,"body":"dialing that in, and then"},{"speaker":"Annemie Tonken","startTime":807.93,"endTime":810.9,"body":"dialing the rest of it in. So"},{"speaker":"Annemie Tonken","startTime":807.93,"endTime":810.9,"body":"you know on the flip side, on"},{"speaker":"Annemie Tonken","startTime":810.9,"endTime":814.74,"body":"the positive side, if you do"},{"speaker":"Annemie Tonken","startTime":810.9,"endTime":814.74,"body":"take the time to set your"},{"speaker":"Annemie Tonken","startTime":814.77,"endTime":818.37,"body":"systems up in that reverse"},{"speaker":"Annemie Tonken","startTime":814.77,"endTime":818.37,"body":"order. Those raving customers,"},{"speaker":"Annemie Tonken","startTime":818.37,"endTime":822.48,"body":"even if they're just a few will"},{"speaker":"Annemie Tonken","startTime":818.37,"endTime":822.48,"body":"help you dial in your messaging,"},{"speaker":"Annemie Tonken","startTime":822.51,"endTime":825.09,"body":"they'll give you testimonials,"},{"speaker":"Annemie Tonken","startTime":822.51,"endTime":825.09,"body":"they'll give you referrals. And"},{"speaker":"Annemie Tonken","startTime":825.09,"endTime":828.36,"body":"perhaps most importantly, they"},{"speaker":"Annemie Tonken","startTime":825.09,"endTime":828.36,"body":"will give you the confidence to"},{"speaker":"Annemie Tonken","startTime":828.36,"endTime":831.54,"body":"market and sell to other people."},{"speaker":"Annemie Tonken","startTime":828.36,"endTime":831.54,"body":"And that confidence is a piece"},{"speaker":"Annemie Tonken","startTime":831.54,"endTime":833.91,"body":"that you can't systematize like"},{"speaker":"Annemie Tonken","startTime":831.54,"endTime":833.91,"body":"that's just something that you"},{"speaker":"Annemie Tonken","startTime":833.91,"endTime":838.5,"body":"have to kind of step into. So"},{"speaker":"Annemie Tonken","startTime":833.91,"endTime":838.5,"body":"building out a great customer"},{"speaker":"Annemie Tonken","startTime":838.5,"endTime":840.93,"body":"experience, starting with"},{"speaker":"Annemie Tonken","startTime":838.5,"endTime":840.93,"body":"fulfillment and then moving on"},{"speaker":"Annemie Tonken","startTime":840.93,"endTime":844.53,"body":"to sales. And then moving on to"},{"speaker":"Annemie Tonken","startTime":840.93,"endTime":844.53,"body":"marketing. That's the correct"},{"speaker":"Annemie Tonken","startTime":844.53,"endTime":847.71,"body":"order of operations, definitely"},{"speaker":"Annemie Tonken","startTime":844.53,"endTime":847.71,"body":"when you're new, but even when"},{"speaker":"Annemie Tonken","startTime":847.71,"endTime":850.71,"body":"you're established, because you"},{"speaker":"Annemie Tonken","startTime":847.71,"endTime":850.71,"body":"always want to be sure that your"},{"speaker":"Annemie Tonken","startTime":850.71,"endTime":854.31,"body":"delivery and sales systems are"},{"speaker":"Annemie Tonken","startTime":850.71,"endTime":854.31,"body":"working smoothly before you add"},{"speaker":"Annemie Tonken","startTime":854.34,"endTime":858.3,"body":"more people into the pipeline."},{"speaker":"Annemie Tonken","startTime":854.34,"endTime":858.3,"body":"So I know I have given you kind"},{"speaker":"Annemie Tonken","startTime":858.3,"endTime":861.54,"body":"of a big dump of information"},{"speaker":"Annemie Tonken","startTime":858.3,"endTime":861.54,"body":"here. Today, I'm going to"},{"speaker":"Annemie Tonken","startTime":861.57,"endTime":865.26,"body":"quickly summarize it. The three"},{"speaker":"Annemie Tonken","startTime":861.57,"endTime":865.26,"body":"big mistakes that people make"},{"speaker":"Annemie Tonken","startTime":865.29,"endTime":868.86,"body":"when it comes to their systems"},{"speaker":"Annemie Tonken","startTime":865.29,"endTime":868.86,"body":"is that they don't map them out."},{"speaker":"Annemie Tonken","startTime":868.89,"endTime":872.4,"body":"So they don't really have a"},{"speaker":"Annemie Tonken","startTime":868.89,"endTime":872.4,"body":"clearer picture of how all of"},{"speaker":"Annemie Tonken","startTime":872.4,"endTime":876.27,"body":"their systems work and how they"},{"speaker":"Annemie Tonken","startTime":872.4,"endTime":876.27,"body":"work together. They don't track"},{"speaker":"Annemie Tonken","startTime":876.27,"endTime":879.66,"body":"data on the most important"},{"speaker":"Annemie Tonken","startTime":876.27,"endTime":879.66,"body":"leverage points in their"},{"speaker":"Annemie Tonken","startTime":879.66,"endTime":883.35,"body":"business. So the things that"},{"speaker":"Annemie Tonken","startTime":879.66,"endTime":883.35,"body":"they do, and that happen over"},{"speaker":"Annemie Tonken","startTime":883.35,"endTime":886.14,"body":"time in their business that make"},{"speaker":"Annemie Tonken","startTime":883.35,"endTime":886.14,"body":"an impact. We need to track"},{"speaker":"Annemie Tonken","startTime":886.14,"endTime":889.56,"body":"those things and know what the"},{"speaker":"Annemie Tonken","startTime":886.14,"endTime":889.56,"body":"actual numbers are. And mistake"},{"speaker":"Annemie Tonken","startTime":889.56,"endTime":892.71,"body":"number three is that people"},{"speaker":"Annemie Tonken","startTime":889.56,"endTime":892.71,"body":"approach their systems in the"},{"speaker":"Annemie Tonken","startTime":892.71,"endTime":896.19,"body":"reverse order from what they"},{"speaker":"Annemie Tonken","startTime":892.71,"endTime":896.19,"body":"should approach them in. So they"},{"speaker":"Annemie Tonken","startTime":896.19,"endTime":899.19,"body":"approach them in chronological"},{"speaker":"Annemie Tonken","startTime":896.19,"endTime":899.19,"body":"order, when in fact we should"},{"speaker":"Annemie Tonken","startTime":899.25,"endTime":902.94,"body":"approach them in reverse"},{"speaker":"Annemie Tonken","startTime":899.25,"endTime":902.94,"body":"chronological order, all of that"},{"speaker":"Annemie Tonken","startTime":903.0,"endTime":907.17,"body":"depends on your business, right?"},{"speaker":"Annemie Tonken","startTime":903.0,"endTime":907.17,"body":"So your system map is going to"},{"speaker":"Annemie Tonken","startTime":907.17,"endTime":910.17,"body":"look different from the"},{"speaker":"Annemie Tonken","startTime":907.17,"endTime":910.17,"body":"competition down the streets"},{"speaker":"Annemie Tonken","startTime":910.2,"endTime":913.95,"body":"system map. And that's a good"},{"speaker":"Annemie Tonken","startTime":910.2,"endTime":913.95,"body":"thing. Because it should be one"},{"speaker":"Annemie Tonken","startTime":913.95,"endTime":916.44,"body":"of the differentiators in your"},{"speaker":"Annemie Tonken","startTime":913.95,"endTime":916.44,"body":"business, the way you run your"},{"speaker":"Annemie Tonken","startTime":916.44,"endTime":920.55,"body":"business should be the best way"},{"speaker":"Annemie Tonken","startTime":916.44,"endTime":920.55,"body":"that you know how to serve your"},{"speaker":"Annemie Tonken","startTime":920.55,"endTime":924.03,"body":"clients while simultaneously"},{"speaker":"Annemie Tonken","startTime":920.55,"endTime":924.03,"body":"serving yourself. And that's"},{"speaker":"Annemie Tonken","startTime":924.03,"endTime":926.82,"body":"going to look different for"},{"speaker":"Annemie Tonken","startTime":924.03,"endTime":926.82,"body":"different people. I do"},{"speaker":"Annemie Tonken","startTime":926.82,"endTime":929.82,"body":"understand that a systems map"},{"speaker":"Annemie Tonken","startTime":926.82,"endTime":929.82,"body":"may be something that's new to"},{"speaker":"Annemie Tonken","startTime":929.82,"endTime":934.92,"body":"you, though. So I wanted to"},{"speaker":"Annemie Tonken","startTime":929.82,"endTime":934.92,"body":"point you to my own systems map,"},{"speaker":"Annemie Tonken","startTime":934.95,"endTime":938.07,"body":"which lives inside of this can't"},{"speaker":"Annemie Tonken","startTime":934.95,"endTime":938.07,"body":"be that hard University, if"},{"speaker":"Annemie Tonken","startTime":938.07,"endTime":943.02,"body":"you're not familiar with this"},{"speaker":"Annemie Tonken","startTime":938.07,"endTime":943.02,"body":"can't be that hard. That is a"},{"speaker":"Annemie Tonken","startTime":943.32,"endTime":946.26,"body":"new thing that we have created"},{"speaker":"Annemie Tonken","startTime":943.32,"endTime":946.26,"body":"that I'm really excited about."},{"speaker":"Annemie Tonken","startTime":946.26,"endTime":951.15,"body":"It is essentially a hub where I"},{"speaker":"Annemie Tonken","startTime":946.26,"endTime":951.15,"body":"have organized all of the free"},{"speaker":"Annemie Tonken","startTime":951.15,"endTime":954.87,"body":"resources that I have created"},{"speaker":"Annemie Tonken","startTime":951.15,"endTime":954.87,"body":"over the history of this"},{"speaker":"Annemie Tonken","startTime":954.87,"endTime":958.32,"body":"business in this podcast. And"},{"speaker":"Annemie Tonken","startTime":954.87,"endTime":958.32,"body":"instead of having to go hunt"},{"speaker":"Annemie Tonken","startTime":958.32,"endTime":961.47,"body":"down individual worksheets and"},{"speaker":"Annemie Tonken","startTime":958.32,"endTime":961.47,"body":"checklists and all that sort of"},{"speaker":"Annemie Tonken","startTime":961.47,"endTime":965.52,"body":"stuff in you know, 90,000"},{"speaker":"Annemie Tonken","startTime":961.47,"endTime":965.52,"body":"different places, they are all"},{"speaker":"Annemie Tonken","startTime":965.52,"endTime":970.98,"body":"in one spot organized according"},{"speaker":"Annemie Tonken","startTime":965.52,"endTime":970.98,"body":"to kind of how they will help"},{"speaker":"Annemie Tonken","startTime":970.98,"endTime":974.43,"body":"your business. So in order to"},{"speaker":"Annemie Tonken","startTime":970.98,"endTime":974.43,"body":"access this can't be that hard"},{"speaker":"Annemie Tonken","startTime":974.43,"endTime":977.46,"body":"University, all you have to do"},{"speaker":"Annemie Tonken","startTime":974.43,"endTime":977.46,"body":"is go to this can't be that"},{"speaker":"Annemie Tonken","startTime":977.46,"endTime":982.68,"body":"hard.com/free. And you can sign"},{"speaker":"Annemie Tonken","startTime":977.46,"endTime":982.68,"body":"up, you'll first take an"},{"speaker":"Annemie Tonken","startTime":982.68,"endTime":985.71,"body":"assessment that sort of, you"},{"speaker":"Annemie Tonken","startTime":982.68,"endTime":985.71,"body":"know, asks you a handful of"},{"speaker":"Annemie Tonken","startTime":985.71,"endTime":989.13,"body":"questions about your business."},{"speaker":"Annemie Tonken","startTime":985.71,"endTime":989.13,"body":"And then I'll send you not only"},{"speaker":"Annemie Tonken","startTime":989.13,"endTime":993.18,"body":"access to this can't be that"},{"speaker":"Annemie Tonken","startTime":989.13,"endTime":993.18,"body":"hard university, but also a"},{"speaker":"Annemie Tonken","startTime":993.18,"endTime":996.3,"body":"syllabus of sorts like a"},{"speaker":"Annemie Tonken","startTime":993.18,"endTime":996.3,"body":"recommended syllabus. There's a"},{"speaker":"Annemie Tonken","startTime":996.3,"endTime":998.94,"body":"lot of stuff inside that hub."},{"speaker":"Annemie Tonken","startTime":996.3,"endTime":998.94,"body":"And I want to give you some"},{"speaker":"Annemie Tonken","startTime":998.94,"endTime":1002.0,"body":"direction in terms of what may"},{"speaker":"Annemie Tonken","startTime":998.94,"endTime":1002.0,"body":"be most useful to you. But"},{"speaker":"Annemie Tonken","startTime":1002.3,"endTime":1006.5,"body":"inside the systematize section"},{"speaker":"Annemie Tonken","startTime":1002.3,"endTime":1006.5,"body":"of this can't be that hard"},{"speaker":"Annemie Tonken","startTime":1006.5,"endTime":1010.4,"body":"university, you will see my"},{"speaker":"Annemie Tonken","startTime":1006.5,"endTime":1010.4,"body":"systems map and although yours"},{"speaker":"Annemie Tonken","startTime":1010.4,"endTime":1013.76,"body":"is likely to look different from"},{"speaker":"Annemie Tonken","startTime":1010.4,"endTime":1013.76,"body":"mine, that will at least give"},{"speaker":"Annemie Tonken","startTime":1013.76,"endTime":1017.75,"body":"you some inspiration in terms of"},{"speaker":"Annemie Tonken","startTime":1013.76,"endTime":1017.75,"body":"what a systems map can and"},{"speaker":"Annemie Tonken","startTime":1017.75,"endTime":1020.87,"body":"should look like when it comes"},{"speaker":"Annemie Tonken","startTime":1017.75,"endTime":1020.87,"body":"to your photography business. So"},{"speaker":"Annemie Tonken","startTime":1020.87,"endTime":1024.23,"body":"I wanted to just make sure that"},{"speaker":"Annemie Tonken","startTime":1020.87,"endTime":1024.23,"body":"you had access to that as well."},{"speaker":"Annemie Tonken","startTime":1024.26,"endTime":1026.93,"body":"And hopefully that'll be a"},{"speaker":"Annemie Tonken","startTime":1024.26,"endTime":1026.93,"body":"really inspirational jumping off"},{"speaker":"Annemie Tonken","startTime":1026.93,"endTime":1029.84,"body":"points so that you can dive into"},{"speaker":"Annemie Tonken","startTime":1026.93,"endTime":1029.84,"body":"these upgrades to your the"},{"speaker":"Annemie Tonken","startTime":1029.84,"endTime":1033.56,"body":"systems in your business. I hope"},{"speaker":"Annemie Tonken","startTime":1029.84,"endTime":1033.56,"body":"this has been helpful and I will"},{"speaker":"Annemie Tonken","startTime":1033.56,"endTime":1038.84,"body":"look forward to seeing you guys"},{"speaker":"Annemie Tonken","startTime":1033.56,"endTime":1038.84,"body":"same place next week. Well,"},{"speaker":"Annemie Tonken","startTime":1038.87,"endTime":1041.27,"body":"that's it for this week's"},{"speaker":"Annemie Tonken","startTime":1038.87,"endTime":1041.27,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":1041.27,"endTime":1045.23,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":1041.27,"endTime":1045.23,"body":"same place next week. In the"},{"speaker":"Annemie Tonken","startTime":1045.23,"endTime":1048.26,"body":"meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":1045.23,"endTime":1048.26,"body":"information about this episode"},{"speaker":"Annemie Tonken","startTime":1048.29,"endTime":1051.8,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":1048.29,"endTime":1051.8,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":1051.8,"endTime":1055.52,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1051.8,"endTime":1055.52,"body":"hard.com/learn If you like the"},{"speaker":"Annemie Tonken","startTime":1055.52,"endTime":1059.03,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1055.52,"endTime":1059.03,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1059.21,"endTime":1062.87,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1059.21,"endTime":1062.87,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1063.05,"endTime":1066.59,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1063.05,"endTime":1066.59,"body":"hope you have a fantastic week."}]}