{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.659,"endTime":3.749,"body":"Two weeks ago in"},{"speaker":"Annemie Tonken","startTime":0.659,"endTime":3.749,"body":"Episode 215, I talked a little"},{"speaker":"Annemie Tonken","startTime":3.749,"endTime":7.139,"body":"bit about Alex Hermoza value"},{"speaker":"Annemie Tonken","startTime":3.749,"endTime":7.139,"body":"equation, which is a really"},{"speaker":"Annemie Tonken","startTime":7.139,"endTime":10.949,"body":"straightforward way to think"},{"speaker":"Annemie Tonken","startTime":7.139,"endTime":10.949,"body":"about how to increase the value"},{"speaker":"Annemie Tonken","startTime":10.979,"endTime":14.819,"body":"of your offers. In that episode,"},{"speaker":"Annemie Tonken","startTime":10.979,"endTime":14.819,"body":"I was focusing on how we manage"},{"speaker":"Annemie Tonken","startTime":14.819,"endTime":17.759,"body":"time in our process, which is"},{"speaker":"Annemie Tonken","startTime":14.819,"endTime":17.759,"body":"one of the components of that"},{"speaker":"Annemie Tonken","startTime":17.759,"endTime":21.839,"body":"value equation, the way that you"},{"speaker":"Annemie Tonken","startTime":17.759,"endTime":21.839,"body":"can make certain things fast or"},{"speaker":"Annemie Tonken","startTime":21.839,"endTime":25.559,"body":"even instantaneous for your"},{"speaker":"Annemie Tonken","startTime":21.839,"endTime":25.559,"body":"clients so that your clients get"},{"speaker":"Annemie Tonken","startTime":25.559,"endTime":28.919,"body":"those quick wins, and then"},{"speaker":"Annemie Tonken","startTime":25.559,"endTime":28.919,"body":"slowing down certain elements to"},{"speaker":"Annemie Tonken","startTime":28.919,"endTime":32.609,"body":"add perceived value. So even if"},{"speaker":"Annemie Tonken","startTime":28.919,"endTime":32.609,"body":"you're using for instance, like"},{"speaker":"Annemie Tonken","startTime":32.609,"endTime":36.299,"body":"an AI tool to do your editing,"},{"speaker":"Annemie Tonken","startTime":32.609,"endTime":36.299,"body":"and can easily turn your"},{"speaker":"Annemie Tonken","startTime":36.299,"endTime":39.389,"body":"sessions around and just, you"},{"speaker":"Annemie Tonken","startTime":36.299,"endTime":39.389,"body":"know, a day or two, the editing"},{"speaker":"Annemie Tonken","startTime":39.389,"endTime":42.809,"body":"doesn't take any time, you don't"},{"speaker":"Annemie Tonken","startTime":39.389,"endTime":42.809,"body":"necessarily want to deliver too"},{"speaker":"Annemie Tonken","startTime":42.809,"endTime":46.139,"body":"fast, because among other"},{"speaker":"Annemie Tonken","startTime":42.809,"endTime":46.139,"body":"reasons, it may cause your"},{"speaker":"Annemie Tonken","startTime":46.139,"endTime":49.439,"body":"clients to feel like they're"},{"speaker":"Annemie Tonken","startTime":46.139,"endTime":49.439,"body":"paying a lot for something"},{"speaker":"Annemie Tonken","startTime":49.439,"endTime":55.079,"body":"that's easy for you, right. But"},{"speaker":"Annemie Tonken","startTime":49.439,"endTime":55.079,"body":"if your current offer isn't"},{"speaker":"Annemie Tonken","startTime":55.079,"endTime":58.259,"body":"converting, as well as you'd"},{"speaker":"Annemie Tonken","startTime":55.079,"endTime":58.259,"body":"like, chances are you've got"},{"speaker":"Annemie Tonken","startTime":58.259,"endTime":61.979,"body":"room to do a better job"},{"speaker":"Annemie Tonken","startTime":58.259,"endTime":61.979,"body":"conveying the value of your"},{"speaker":"Annemie Tonken","startTime":61.979,"endTime":66.929,"body":"offer. Time is definitely, you"},{"speaker":"Annemie Tonken","startTime":61.979,"endTime":66.929,"body":"know, a factor in that equation."},{"speaker":"Annemie Tonken","startTime":67.079,"endTime":71.189,"body":"But it's not the only one. So"},{"speaker":"Annemie Tonken","startTime":67.079,"endTime":71.189,"body":"today, I want to dive into my"},{"speaker":"Annemie Tonken","startTime":71.219,"endTime":74.729,"body":"other favorite component of the"},{"speaker":"Annemie Tonken","startTime":71.219,"endTime":74.729,"body":"value equation, which is"},{"speaker":"Annemie Tonken","startTime":74.729,"endTime":80.369,"body":"friction. Welcome to this can't"},{"speaker":"Annemie Tonken","startTime":74.729,"endTime":80.369,"body":"be that hard. My name is Annemie"},{"speaker":"Annemie Tonken","startTime":80.369,"endTime":83.789,"body":"Tonken. And I help photographers"},{"speaker":"Annemie Tonken","startTime":80.369,"endTime":83.789,"body":"run profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":83.789,"endTime":87.959,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":83.789,"endTime":87.959,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":87.959,"endTime":91.679,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":87.959,"endTime":91.679,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":91.679,"endTime":95.489,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":91.679,"endTime":95.489,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":95.489,"endTime":99.179,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":95.489,"endTime":99.179,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":99.179,"endTime":102.959,"body":"have to be that hard, you can do"},{"speaker":"Annemie Tonken","startTime":99.179,"endTime":102.959,"body":"it. And I can show you how."},{"speaker":"Annemie Tonken","startTime":107.04,"endTime":111.03,"body":"If you're familiar with Alex's"},{"speaker":"Annemie Tonken","startTime":107.04,"endTime":111.03,"body":"value equation, or if you heard"},{"speaker":"Annemie Tonken","startTime":111.03,"endTime":114.66,"body":"me talk about it two weeks ago,"},{"speaker":"Annemie Tonken","startTime":111.03,"endTime":114.66,"body":"you may remember that the top"},{"speaker":"Annemie Tonken","startTime":114.66,"endTime":118.14,"body":"line is the stuff that you want"},{"speaker":"Annemie Tonken","startTime":114.66,"endTime":118.14,"body":"to increase, you want to"},{"speaker":"Annemie Tonken","startTime":118.17,"endTime":124.41,"body":"increase the sort of amazingness"},{"speaker":"Annemie Tonken","startTime":118.17,"endTime":124.41,"body":"of the outcome that you promised"},{"speaker":"Annemie Tonken","startTime":124.41,"endTime":129.45,"body":"someone and you want to increase"},{"speaker":"Annemie Tonken","startTime":124.41,"endTime":129.45,"body":"their trust in the fact that you"},{"speaker":"Annemie Tonken","startTime":129.45,"endTime":133.02,"body":"are going to deliver that. So"},{"speaker":"Annemie Tonken","startTime":129.45,"endTime":133.02,"body":"painting the picture, like"},{"speaker":"Annemie Tonken","startTime":133.02,"endTime":137.19,"body":"showing your photos, and then"},{"speaker":"Annemie Tonken","startTime":133.02,"endTime":137.19,"body":"sharing things like testimonials"},{"speaker":"Annemie Tonken","startTime":137.4,"endTime":141.78,"body":"helped to increase that top"},{"speaker":"Annemie Tonken","startTime":137.4,"endTime":141.78,"body":"line. And then the bottom line"},{"speaker":"Annemie Tonken","startTime":141.81,"endTime":145.62,"body":"is the stuff that you want to"},{"speaker":"Annemie Tonken","startTime":141.81,"endTime":145.62,"body":"decrease. And that is time and"},{"speaker":"Annemie Tonken","startTime":145.62,"endTime":149.7,"body":"effort. And in this case, we're"},{"speaker":"Annemie Tonken","startTime":145.62,"endTime":149.7,"body":"talking about your clients time"},{"speaker":"Annemie Tonken","startTime":149.7,"endTime":153.78,"body":"and effort, how much do they"},{"speaker":"Annemie Tonken","startTime":149.7,"endTime":153.78,"body":"have to kind of give up in order"},{"speaker":"Annemie Tonken","startTime":153.78,"endTime":157.35,"body":"to achieve this amazing outcome"},{"speaker":"Annemie Tonken","startTime":153.78,"endTime":157.35,"body":"that you're promising. So I am"},{"speaker":"Annemie Tonken","startTime":157.35,"endTime":161.76,"body":"going to substitute the word"},{"speaker":"Annemie Tonken","startTime":157.35,"endTime":161.76,"body":"friction for the word effort."},{"speaker":"Annemie Tonken","startTime":161.79,"endTime":166.08,"body":"Because when I picture someone"},{"speaker":"Annemie Tonken","startTime":161.79,"endTime":166.08,"body":"finding my business, you know,"},{"speaker":"Annemie Tonken","startTime":166.08,"endTime":168.33,"body":"they come across a photo on"},{"speaker":"Annemie Tonken","startTime":166.08,"endTime":168.33,"body":"Instagram that piques their"},{"speaker":"Annemie Tonken","startTime":168.33,"endTime":172.23,"body":"interest, or they meet me"},{"speaker":"Annemie Tonken","startTime":168.33,"endTime":172.23,"body":"somewhere out in you know, my"},{"speaker":"Annemie Tonken","startTime":172.23,"endTime":175.59,"body":"town, and then they end up"},{"speaker":"Annemie Tonken","startTime":172.23,"endTime":175.59,"body":"looking me up. From that point"},{"speaker":"Annemie Tonken","startTime":175.59,"endTime":181.59,"body":"forward. I try to envision them"},{"speaker":"Annemie Tonken","startTime":175.59,"endTime":181.59,"body":"on a slip and slide, like"},{"speaker":"Annemie Tonken","startTime":181.74,"endTime":186.18,"body":"landing are leading straight"},{"speaker":"Annemie Tonken","startTime":181.74,"endTime":186.18,"body":"toward working with me. So they"},{"speaker":"Annemie Tonken","startTime":186.18,"endTime":191.49,"body":"are on this slippery thing that"},{"speaker":"Annemie Tonken","startTime":186.18,"endTime":191.49,"body":"is just like downhill all the"},{"speaker":"Annemie Tonken","startTime":191.49,"endTime":194.76,"body":"way. Right? I want it to be"},{"speaker":"Annemie Tonken","startTime":191.49,"endTime":194.76,"body":"really, really easy and almost"},{"speaker":"Annemie Tonken","startTime":194.79,"endTime":199.11,"body":"like they're going to have to"},{"speaker":"Annemie Tonken","startTime":194.79,"endTime":199.11,"body":"really intentionally opt out. So"},{"speaker":"Annemie Tonken","startTime":199.14,"endTime":202.11,"body":"you know, I work really hard to"},{"speaker":"Annemie Tonken","startTime":199.14,"endTime":202.11,"body":"make sure that my website and my"},{"speaker":"Annemie Tonken","startTime":202.11,"endTime":205.95,"body":"social media are polished and up"},{"speaker":"Annemie Tonken","startTime":202.11,"endTime":205.95,"body":"to date all the time. So that"},{"speaker":"Annemie Tonken","startTime":206.04,"endTime":209.04,"body":"the not only the photos, like"},{"speaker":"Annemie Tonken","startTime":206.04,"endTime":209.04,"body":"those should be up to date for"},{"speaker":"Annemie Tonken","startTime":209.04,"endTime":213.21,"body":"sure. But also the platform that"},{"speaker":"Annemie Tonken","startTime":209.04,"endTime":213.21,"body":"you are delivering that"},{"speaker":"Annemie Tonken","startTime":213.21,"endTime":217.2,"body":"experience to them on right if"},{"speaker":"Annemie Tonken","startTime":213.21,"endTime":217.2,"body":"you're using some like clunky,"},{"speaker":"Annemie Tonken","startTime":217.23,"endTime":221.61,"body":"outdated looking website, that"},{"speaker":"Annemie Tonken","startTime":217.23,"endTime":221.61,"body":"is a really big red flag for"},{"speaker":"Annemie Tonken","startTime":221.61,"endTime":225.0,"body":"somebody that like, Oh, this is"},{"speaker":"Annemie Tonken","startTime":221.61,"endTime":225.0,"body":"a visual business and they're"},{"speaker":"Annemie Tonken","startTime":225.0,"endTime":227.4,"body":"not even worried about what"},{"speaker":"Annemie Tonken","startTime":225.0,"endTime":227.4,"body":"their website looks like that's"},{"speaker":"Annemie Tonken","startTime":227.4,"endTime":230.46,"body":"a problem. I want to make sure"},{"speaker":"Annemie Tonken","startTime":227.4,"endTime":230.46,"body":"that the website is really easy"},{"speaker":"Annemie Tonken","startTime":230.46,"endTime":233.61,"body":"to understand it's really easy"},{"speaker":"Annemie Tonken","startTime":230.46,"endTime":233.61,"body":"to navigate, they can find what"},{"speaker":"Annemie Tonken","startTime":233.61,"endTime":236.04,"body":"they need at any given time. If"},{"speaker":"Annemie Tonken","startTime":233.61,"endTime":236.04,"body":"they have a question about"},{"speaker":"Annemie Tonken","startTime":236.04,"endTime":240.03,"body":"pricing, here's the button that"},{"speaker":"Annemie Tonken","startTime":236.04,"endTime":240.03,"body":"says, you know, click here to"},{"speaker":"Annemie Tonken","startTime":240.15,"endTime":242.76,"body":"hear about my pricing, all that"},{"speaker":"Annemie Tonken","startTime":240.15,"endTime":242.76,"body":"sort of stuff. I want to make"},{"speaker":"Annemie Tonken","startTime":242.76,"endTime":246.36,"body":"sure my copy anywhere on the"},{"speaker":"Annemie Tonken","startTime":242.76,"endTime":246.36,"body":"website, anywhere on my social"},{"speaker":"Annemie Tonken","startTime":246.36,"endTime":250.32,"body":"media is easy to read conveys"},{"speaker":"Annemie Tonken","startTime":246.36,"endTime":250.32,"body":"the right message, I want to"},{"speaker":"Annemie Tonken","startTime":250.32,"endTime":253.44,"body":"make sure that I'm showing my"},{"speaker":"Annemie Tonken","startTime":250.32,"endTime":253.44,"body":"best photos. I also want to make"},{"speaker":"Annemie Tonken","startTime":253.44,"endTime":257.34,"body":"sure that I'm not showing so"},{"speaker":"Annemie Tonken","startTime":253.44,"endTime":257.34,"body":"many photos or writing so much"},{"speaker":"Annemie Tonken","startTime":257.37,"endTime":260.58,"body":"that they end up going down some"},{"speaker":"Annemie Tonken","startTime":257.37,"endTime":260.58,"body":"sort of crazy rabbit hole right?"},{"speaker":"Annemie Tonken","startTime":260.58,"endTime":264.84,"body":"So you need to balance giving"},{"speaker":"Annemie Tonken","startTime":260.58,"endTime":264.84,"body":"them a good experience with"},{"speaker":"Annemie Tonken","startTime":264.84,"endTime":268.62,"body":"like, don't let them get lost in"},{"speaker":"Annemie Tonken","startTime":264.84,"endTime":268.62,"body":"there right everywhere on your"},{"speaker":"Annemie Tonken","startTime":268.62,"endTime":271.74,"body":"website. You want there to be a"},{"speaker":"Annemie Tonken","startTime":268.62,"endTime":271.74,"body":"way for someone to contact you."},{"speaker":"Annemie Tonken","startTime":272.1,"endTime":277.71,"body":"And then once they do, you want"},{"speaker":"Annemie Tonken","startTime":272.1,"endTime":277.71,"body":"to ensure that you respond"},{"speaker":"Annemie Tonken","startTime":277.71,"endTime":280.65,"body":"quickly you have a built in"},{"speaker":"Annemie Tonken","startTime":277.71,"endTime":280.65,"body":"system for following up so that"},{"speaker":"Annemie Tonken","startTime":280.65,"endTime":284.55,"body":"the burden isn't on them. You"},{"speaker":"Annemie Tonken","startTime":280.65,"endTime":284.55,"body":"know I talked a little a little"},{"speaker":"Annemie Tonken","startTime":284.55,"endTime":288.84,"body":"bit about this two weeks ago I"},{"speaker":"Annemie Tonken","startTime":284.55,"endTime":288.84,"body":"use phone calls for that first"},{"speaker":"Annemie Tonken","startTime":288.84,"endTime":293.82,"body":"conversation because I find them"},{"speaker":"Annemie Tonken","startTime":288.84,"endTime":293.82,"body":"easier for me and my clients. I"},{"speaker":"Annemie Tonken","startTime":293.82,"endTime":298.56,"body":"know plenty of people who use"},{"speaker":"Annemie Tonken","startTime":293.82,"endTime":298.56,"body":"video. I think that PDFs and"},{"speaker":"Annemie Tonken","startTime":298.56,"endTime":301.35,"body":"sending like a pricing guide"},{"speaker":"Annemie Tonken","startTime":298.56,"endTime":301.35,"body":"hoping that they figure it out"},{"speaker":"Annemie Tonken","startTime":301.35,"endTime":305.1,"body":"on their own is a great example"},{"speaker":"Annemie Tonken","startTime":301.35,"endTime":305.1,"body":"of this kind of friction that"},{"speaker":"Annemie Tonken","startTime":305.1,"endTime":308.82,"body":"I'm talking about, where you're"},{"speaker":"Annemie Tonken","startTime":305.1,"endTime":308.82,"body":"just putting the ball in their"},{"speaker":"Annemie Tonken","startTime":308.82,"endTime":312.81,"body":"court. And then it's, you know,"},{"speaker":"Annemie Tonken","startTime":308.82,"endTime":312.81,"body":"hoping for the best, which is"},{"speaker":"Annemie Tonken","startTime":312.84,"endTime":317.61,"body":"not always the way to go. But no"},{"speaker":"Annemie Tonken","startTime":312.84,"endTime":317.61,"body":"matter how you do this, you"},{"speaker":"Annemie Tonken","startTime":317.61,"endTime":321.06,"body":"know, you want it to make it,"},{"speaker":"Annemie Tonken","startTime":317.61,"endTime":321.06,"body":"you want to make it easy. You"},{"speaker":"Annemie Tonken","startTime":321.06,"endTime":323.82,"body":"want to make your pricing easy"},{"speaker":"Annemie Tonken","startTime":321.06,"endTime":323.82,"body":"to understand, you want your"},{"speaker":"Annemie Tonken","startTime":323.85,"endTime":328.5,"body":"offers to be clear. You want"},{"speaker":"Annemie Tonken","startTime":323.85,"endTime":328.5,"body":"there to be an independent, fast"},{"speaker":"Annemie Tonken","startTime":328.5,"endTime":331.05,"body":"booking process, once they've"},{"speaker":"Annemie Tonken","startTime":328.5,"endTime":331.05,"body":"decided that they want to work"},{"speaker":"Annemie Tonken","startTime":331.05,"endTime":335.04,"body":"with you. You want your emails"},{"speaker":"Annemie Tonken","startTime":331.05,"endTime":335.04,"body":"to be timed well, all that sort"},{"speaker":"Annemie Tonken","startTime":335.04,"endTime":340.29,"body":"of stuff. Because every point of"},{"speaker":"Annemie Tonken","startTime":335.04,"endTime":340.29,"body":"friction, every place where it's"},{"speaker":"Annemie Tonken","startTime":340.29,"endTime":343.47,"body":"hard for them to figure out"},{"speaker":"Annemie Tonken","startTime":340.29,"endTime":343.47,"body":"what's going on or hard for them"},{"speaker":"Annemie Tonken","startTime":343.47,"endTime":347.52,"body":"to manage or confusing. All of"},{"speaker":"Annemie Tonken","startTime":343.47,"endTime":347.52,"body":"that as an opportunity for that"},{"speaker":"Annemie Tonken","startTime":347.52,"endTime":350.43,"body":"person to get stuck on the slip"},{"speaker":"Annemie Tonken","startTime":347.52,"endTime":350.43,"body":"and slide, right. It's a big"},{"speaker":"Annemie Tonken","startTime":350.43,"endTime":354.03,"body":"tear in the slip and slide. And"},{"speaker":"Annemie Tonken","startTime":350.43,"endTime":354.03,"body":"so they get up and walk away."},{"speaker":"Annemie Tonken","startTime":354.24,"endTime":357.24,"body":"And some of the photographer's"},{"speaker":"Annemie Tonken","startTime":354.24,"endTime":357.24,"body":"websites that I look at,"},{"speaker":"Annemie Tonken","startTime":357.39,"endTime":361.32,"body":"honestly make me wonder how they"},{"speaker":"Annemie Tonken","startTime":357.39,"endTime":361.32,"body":"ever get inquiries, much less"},{"speaker":"Annemie Tonken","startTime":361.32,"endTime":364.8,"body":"bookings. And it's not because"},{"speaker":"Annemie Tonken","startTime":361.32,"endTime":364.8,"body":"their work isn't good, right?"},{"speaker":"Annemie Tonken","startTime":365.52,"endTime":368.88,"body":"It's because it's like they're"},{"speaker":"Annemie Tonken","startTime":365.52,"endTime":368.88,"body":"making their clients walk over a"},{"speaker":"Annemie Tonken","startTime":368.88,"endTime":373.2,"body":"pit of hot coals. To book with"},{"speaker":"Annemie Tonken","startTime":368.88,"endTime":373.2,"body":"them, they say that you never"},{"speaker":"Annemie Tonken","startTime":373.2,"endTime":375.93,"body":"get a second chance to make a"},{"speaker":"Annemie Tonken","startTime":373.2,"endTime":375.93,"body":"first impression. And I honestly"},{"speaker":"Annemie Tonken","startTime":375.93,"endTime":378.9,"body":"think that the message that a"},{"speaker":"Annemie Tonken","startTime":375.93,"endTime":378.9,"body":"photographer communicates when"},{"speaker":"Annemie Tonken","startTime":378.9,"endTime":382.95,"body":"they create friction like that"},{"speaker":"Annemie Tonken","startTime":378.9,"endTime":382.95,"body":"is working with me is going to"},{"speaker":"Annemie Tonken","startTime":382.95,"endTime":386.76,"body":"be a chore. And that is not the"},{"speaker":"Annemie Tonken","startTime":382.95,"endTime":386.76,"body":"impression that any of us want"},{"speaker":"Annemie Tonken","startTime":386.76,"endTime":391.74,"body":"to give right? Of course, it's"},{"speaker":"Annemie Tonken","startTime":386.76,"endTime":391.74,"body":"not just the first impression."},{"speaker":"Annemie Tonken","startTime":391.8,"endTime":395.07,"body":"Obviously, we want people to"},{"speaker":"Annemie Tonken","startTime":391.8,"endTime":395.07,"body":"book with us. But once they've"},{"speaker":"Annemie Tonken","startTime":395.07,"endTime":399.57,"body":"hired us, we need to extend that"},{"speaker":"Annemie Tonken","startTime":395.07,"endTime":399.57,"body":"slip and slide. And the new"},{"speaker":"Annemie Tonken","startTime":399.87,"endTime":403.68,"body":"destination on the slip and"},{"speaker":"Annemie Tonken","startTime":399.87,"endTime":403.68,"body":"slide is to that place where"},{"speaker":"Annemie Tonken","startTime":403.68,"endTime":407.82,"body":"they have beautiful photos that"},{"speaker":"Annemie Tonken","startTime":403.68,"endTime":407.82,"body":"they're thrilled about. Ideally,"},{"speaker":"Annemie Tonken","startTime":407.82,"endTime":411.48,"body":"they're like hanging on their"},{"speaker":"Annemie Tonken","startTime":407.82,"endTime":411.48,"body":"walls, whatever. And they feel"},{"speaker":"Annemie Tonken","startTime":411.54,"endTime":414.9,"body":"like they spent, you know, the"},{"speaker":"Annemie Tonken","startTime":411.54,"endTime":414.9,"body":"money that they spent was well,"},{"speaker":"Annemie Tonken","startTime":414.9,"endTime":418.26,"body":"well well worth it. Right. So"},{"speaker":"Annemie Tonken","startTime":414.9,"endTime":418.26,"body":"that's the next destination on"},{"speaker":"Annemie Tonken","startTime":418.26,"endTime":421.89,"body":"that slip and slide. And for"},{"speaker":"Annemie Tonken","startTime":418.26,"endTime":421.89,"body":"that portion, I want you to"},{"speaker":"Annemie Tonken","startTime":421.89,"endTime":426.99,"body":"think through every step of your"},{"speaker":"Annemie Tonken","startTime":421.89,"endTime":426.99,"body":"process. And ask yourself, How"},{"speaker":"Annemie Tonken","startTime":426.99,"endTime":431.52,"body":"can I make this process easier"},{"speaker":"Annemie Tonken","startTime":426.99,"endTime":431.52,"body":"for my clients? How can I make"},{"speaker":"Annemie Tonken","startTime":431.64,"endTime":435.03,"body":"my communication easier to"},{"speaker":"Annemie Tonken","startTime":431.64,"endTime":435.03,"body":"understand? How can I ensure"},{"speaker":"Annemie Tonken","startTime":435.03,"endTime":438.57,"body":"that what we're trying to do in"},{"speaker":"Annemie Tonken","startTime":435.03,"endTime":438.57,"body":"this phase gets done in a timely"},{"speaker":"Annemie Tonken","startTime":438.57,"endTime":442.56,"body":"manner, even when it's on the"},{"speaker":"Annemie Tonken","startTime":438.57,"endTime":442.56,"body":"client to complete? How can I"},{"speaker":"Annemie Tonken","startTime":442.56,"endTime":446.88,"body":"erase technical barriers? How"},{"speaker":"Annemie Tonken","startTime":442.56,"endTime":446.88,"body":"can I ensure that a client knows"},{"speaker":"Annemie Tonken","startTime":447.12,"endTime":450.36,"body":"what they need to do, and when"},{"speaker":"Annemie Tonken","startTime":447.12,"endTime":450.36,"body":"they need to do it, you guys"},{"speaker":"Annemie Tonken","startTime":450.36,"endTime":454.92,"body":"hear me talk all the time about"},{"speaker":"Annemie Tonken","startTime":450.36,"endTime":454.92,"body":"systems. And, again, systems are"},{"speaker":"Annemie Tonken","startTime":454.92,"endTime":459.84,"body":"just a series of steps. But the"},{"speaker":"Annemie Tonken","startTime":454.92,"endTime":459.84,"body":"function of a good system should"},{"speaker":"Annemie Tonken","startTime":459.84,"endTime":463.95,"body":"be to do exactly this, it should"},{"speaker":"Annemie Tonken","startTime":459.84,"endTime":463.95,"body":"be to lead your clients in a"},{"speaker":"Annemie Tonken","startTime":463.95,"endTime":468.48,"body":"frictionless way, from point A"},{"speaker":"Annemie Tonken","startTime":463.95,"endTime":468.48,"body":"to point B, you want to make it"},{"speaker":"Annemie Tonken","startTime":468.48,"endTime":473.52,"body":"as easy and ideally enjoyable as"},{"speaker":"Annemie Tonken","startTime":468.48,"endTime":473.52,"body":"possible. And of course, once"},{"speaker":"Annemie Tonken","startTime":473.52,"endTime":476.31,"body":"you have that system all put"},{"speaker":"Annemie Tonken","startTime":473.52,"endTime":476.31,"body":"together, you want to be sure"},{"speaker":"Annemie Tonken","startTime":476.34,"endTime":479.22,"body":"that you're highlighting the"},{"speaker":"Annemie Tonken","startTime":476.34,"endTime":479.22,"body":"benefits of the system to your"},{"speaker":"Annemie Tonken","startTime":479.22,"endTime":484.11,"body":"prospective clients, as a way of"},{"speaker":"Annemie Tonken","startTime":479.22,"endTime":484.11,"body":"actually increasing the"},{"speaker":"Annemie Tonken","startTime":484.47,"endTime":487.83,"body":"perceived value of working with"},{"speaker":"Annemie Tonken","startTime":484.47,"endTime":487.83,"body":"you right, you're going to take"},{"speaker":"Annemie Tonken","startTime":488.16,"endTime":492.87,"body":"the system that is the slip and"},{"speaker":"Annemie Tonken","startTime":488.16,"endTime":492.87,"body":"slide once someone hires you,"},{"speaker":"Annemie Tonken","startTime":492.9,"endTime":495.69,"body":"and you're going to talk about"},{"speaker":"Annemie Tonken","startTime":492.9,"endTime":495.69,"body":"it, because you're going to talk"},{"speaker":"Annemie Tonken","startTime":495.69,"endTime":499.53,"body":"about how easy it is for that"},{"speaker":"Annemie Tonken","startTime":495.69,"endTime":499.53,"body":"person who may be nervous, who"},{"speaker":"Annemie Tonken","startTime":499.53,"endTime":501.51,"body":"may be like, I don't know what"},{"speaker":"Annemie Tonken","startTime":499.53,"endTime":501.51,"body":"this is going to be like"},{"speaker":"Annemie Tonken","startTime":501.51,"endTime":505.47,"body":"whatever you want to show them"},{"speaker":"Annemie Tonken","startTime":501.51,"endTime":505.47,"body":"before they've booked that after"},{"speaker":"Annemie Tonken","startTime":505.47,"endTime":508.17,"body":"they've booked, it's going to be"},{"speaker":"Annemie Tonken","startTime":505.47,"endTime":508.17,"body":"super easy. And the best way"},{"speaker":"Annemie Tonken","startTime":508.17,"endTime":511.02,"body":"that you can reinforce that is"},{"speaker":"Annemie Tonken","startTime":508.17,"endTime":511.02,"body":"to make the first part really"},{"speaker":"Annemie Tonken","startTime":511.02,"endTime":516.15,"body":"easy. So you might be noticing a"},{"speaker":"Annemie Tonken","startTime":511.02,"endTime":516.15,"body":"pattern here, but reducing"},{"speaker":"Annemie Tonken","startTime":516.15,"endTime":519.87,"body":"friction for you and your"},{"speaker":"Annemie Tonken","startTime":516.15,"endTime":519.87,"body":"clients should be if it's not"},{"speaker":"Annemie Tonken","startTime":519.9,"endTime":524.88,"body":"one of the top priorities for"},{"speaker":"Annemie Tonken","startTime":519.9,"endTime":524.88,"body":"you, in any situation where"},{"speaker":"Annemie Tonken","startTime":524.88,"endTime":527.91,"body":"you're like I could use more"},{"speaker":"Annemie Tonken","startTime":524.88,"endTime":527.91,"body":"bookings, you want to really"},{"speaker":"Annemie Tonken","startTime":527.91,"endTime":534.21,"body":"dive deep on your prior to the"},{"speaker":"Annemie Tonken","startTime":527.91,"endTime":534.21,"body":"booking system and the system"},{"speaker":"Annemie Tonken","startTime":534.21,"endTime":537.54,"body":"that comes afterward to see"},{"speaker":"Annemie Tonken","startTime":534.21,"endTime":537.54,"body":"where you can reduce friction,"},{"speaker":"Annemie Tonken","startTime":537.9,"endTime":541.53,"body":"and where you can tell them"},{"speaker":"Annemie Tonken","startTime":537.9,"endTime":541.53,"body":"about how there's no friction."},{"speaker":"Annemie Tonken","startTime":542.28,"endTime":545.19,"body":"So what I want you to do this"},{"speaker":"Annemie Tonken","startTime":542.28,"endTime":545.19,"body":"week is I want you to check out"},{"speaker":"Annemie Tonken","startTime":545.19,"endTime":549.18,"body":"two lessons in this can't be"},{"speaker":"Annemie Tonken","startTime":545.19,"endTime":549.18,"body":"that hard University. If you"},{"speaker":"Annemie Tonken","startTime":549.18,"endTime":554.16,"body":"haven't signed up yet, that is"},{"speaker":"Annemie Tonken","startTime":549.18,"endTime":554.16,"body":"our new free platform where you"},{"speaker":"Annemie Tonken","startTime":554.19,"endTime":558.21,"body":"go through and there's links to"},{"speaker":"Annemie Tonken","startTime":554.19,"endTime":558.21,"body":"all different kinds of free"},{"speaker":"Annemie Tonken","startTime":558.21,"endTime":562.92,"body":"resources that you can, you"},{"speaker":"Annemie Tonken","startTime":558.21,"endTime":562.92,"body":"know, take on your own time and"},{"speaker":"Annemie Tonken","startTime":562.92,"endTime":566.13,"body":"use to build your business. It's"},{"speaker":"Annemie Tonken","startTime":562.92,"endTime":566.13,"body":"basically the hub where I'm"},{"speaker":"Annemie Tonken","startTime":566.13,"endTime":569.31,"body":"keeping everything that I've"},{"speaker":"Annemie Tonken","startTime":566.13,"endTime":569.31,"body":"created over the course of the"},{"speaker":"Annemie Tonken","startTime":569.31,"endTime":574.14,"body":"three plus years of the podcast."},{"speaker":"Annemie Tonken","startTime":569.31,"endTime":574.14,"body":"And I've organized it so that"},{"speaker":"Annemie Tonken","startTime":574.14,"endTime":577.17,"body":"you can find what you need when"},{"speaker":"Annemie Tonken","startTime":574.14,"endTime":577.17,"body":"you need it. So I want you to go"},{"speaker":"Annemie Tonken","startTime":577.17,"endTime":581.91,"body":"into the streamline Department"},{"speaker":"Annemie Tonken","startTime":577.17,"endTime":581.91,"body":"of the University. And I want"},{"speaker":"Annemie Tonken","startTime":581.91,"endTime":585.24,"body":"you to look at two particular"},{"speaker":"Annemie Tonken","startTime":581.91,"endTime":585.24,"body":"courses in there. So there's one"},{"speaker":"Annemie Tonken","startTime":585.24,"endTime":587.88,"body":"called mapping your process and"},{"speaker":"Annemie Tonken","startTime":585.24,"endTime":587.88,"body":"there's another called"},{"speaker":"Annemie Tonken","startTime":587.91,"endTime":591.54,"body":"optimizing your process. If you"},{"speaker":"Annemie Tonken","startTime":587.91,"endTime":591.54,"body":"haven't signed up for the"},{"speaker":"Annemie Tonken","startTime":591.54,"endTime":596.04,"body":"university yet, it's like I said"},{"speaker":"Annemie Tonken","startTime":591.54,"endTime":596.04,"body":"totally free. You can go to this"},{"speaker":"Annemie Tonken","startTime":596.04,"endTime":600.36,"body":"can't be that hard.com/free to"},{"speaker":"Annemie Tonken","startTime":596.04,"endTime":600.36,"body":"sign up. You take a little An"},{"speaker":"Annemie Tonken","startTime":600.63,"endTime":603.39,"body":"assessment that answers some"},{"speaker":"Annemie Tonken","startTime":600.63,"endTime":603.39,"body":"questions about your business,"},{"speaker":"Annemie Tonken","startTime":603.39,"endTime":606.45,"body":"you'll get a customized"},{"speaker":"Annemie Tonken","startTime":603.39,"endTime":606.45,"body":"syllabus. But in case these two"},{"speaker":"Annemie Tonken","startTime":606.45,"endTime":611.19,"body":"classes aren't on your syllabus"},{"speaker":"Annemie Tonken","startTime":606.45,"endTime":611.19,"body":"right away, I want you to go to"},{"speaker":"Annemie Tonken","startTime":611.22,"endTime":614.25,"body":"mapping your process and"},{"speaker":"Annemie Tonken","startTime":611.22,"endTime":614.25,"body":"optimizing your process so that"},{"speaker":"Annemie Tonken","startTime":614.25,"endTime":619.32,"body":"you can do exactly what we're"},{"speaker":"Annemie Tonken","startTime":614.25,"endTime":619.32,"body":"talking about here today. But,"},{"speaker":"Annemie Tonken","startTime":619.62,"endTime":622.23,"body":"you know, even beyond that there"},{"speaker":"Annemie Tonken","startTime":619.62,"endTime":622.23,"body":"are tons of great resources in"},{"speaker":"Annemie Tonken","startTime":622.23,"endTime":625.26,"body":"there to help you put the"},{"speaker":"Annemie Tonken","startTime":622.23,"endTime":625.26,"body":"lessons that I teach here on the"},{"speaker":"Annemie Tonken","startTime":625.26,"endTime":630.27,"body":"podcast into action, which is"},{"speaker":"Annemie Tonken","startTime":625.26,"endTime":630.27,"body":"the point right? So those two"},{"speaker":"Annemie Tonken","startTime":630.27,"endTime":633.39,"body":"lessons are gonna make it much"},{"speaker":"Annemie Tonken","startTime":630.27,"endTime":633.39,"body":"easier for you to visualize this"},{"speaker":"Annemie Tonken","startTime":633.42,"endTime":636.54,"body":"slip and slide in your own"},{"speaker":"Annemie Tonken","startTime":633.42,"endTime":636.54,"body":"business. Find out where you're"},{"speaker":"Annemie Tonken","startTime":636.54,"endTime":639.75,"body":"adding friction, and then go"},{"speaker":"Annemie Tonken","startTime":636.54,"endTime":639.75,"body":"about the important work of"},{"speaker":"Annemie Tonken","startTime":639.75,"endTime":644.28,"body":"reducing that friction. Have a"},{"speaker":"Annemie Tonken","startTime":639.75,"endTime":644.28,"body":"great week, you guys. Well,"},{"speaker":"Annemie Tonken","startTime":644.31,"endTime":646.71,"body":"that's it for this week's"},{"speaker":"Annemie Tonken","startTime":644.31,"endTime":646.71,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":646.71,"endTime":650.67,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":646.71,"endTime":650.67,"body":"same place next week. In the"},{"speaker":"Annemie Tonken","startTime":650.67,"endTime":653.7,"body":"meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":650.67,"endTime":653.7,"body":"information about this episode,"},{"speaker":"Annemie Tonken","startTime":653.76,"endTime":657.24,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":653.76,"endTime":657.24,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":657.24,"endTime":660.96,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":657.24,"endTime":660.96,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":660.96,"endTime":664.5,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":660.96,"endTime":664.5,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":664.68,"endTime":668.34,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":664.68,"endTime":668.34,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":668.49,"endTime":672.03,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":668.49,"endTime":672.03,"body":"hope you have a fantastic week."}]}