{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.7,"body":"When it comes to"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.7,"body":"marketing, the vast majority of"},{"speaker":"Annemie Tonken","startTime":2.7,"endTime":6.54,"body":"photographers focus on the free"},{"speaker":"Annemie Tonken","startTime":2.7,"endTime":6.54,"body":"channels that are available to"},{"speaker":"Annemie Tonken","startTime":6.54,"endTime":10.14,"body":"them to get their name out there"},{"speaker":"Annemie Tonken","startTime":6.54,"endTime":10.14,"body":"in the world, whether it's"},{"speaker":"Annemie Tonken","startTime":10.5,"endTime":14.46,"body":"working on your SEO or writing"},{"speaker":"Annemie Tonken","startTime":10.5,"endTime":14.46,"body":"emails or putting out social"},{"speaker":"Annemie Tonken","startTime":14.46,"endTime":19.02,"body":"media content, these are all"},{"speaker":"Annemie Tonken","startTime":14.46,"endTime":19.02,"body":"channels that we can feed on a"},{"speaker":"Annemie Tonken","startTime":19.02,"endTime":23.24,"body":"regular basis to grow our"},{"speaker":"Annemie Tonken","startTime":19.02,"endTime":23.24,"body":"audience. And none of those"},{"speaker":"Annemie Tonken","startTime":23.24,"endTime":26.24,"body":"things are wrong. In fact, all"},{"speaker":"Annemie Tonken","startTime":23.24,"endTime":26.24,"body":"of them will, over time, help"},{"speaker":"Annemie Tonken","startTime":26.24,"endTime":29.48,"body":"you build relationships with"},{"speaker":"Annemie Tonken","startTime":26.24,"endTime":29.48,"body":"people. But the fact of the"},{"speaker":"Annemie Tonken","startTime":29.48,"endTime":34.22,"body":"matter is, as the industry"},{"speaker":"Annemie Tonken","startTime":29.48,"endTime":34.22,"body":"grows, it becomes harder and"},{"speaker":"Annemie Tonken","startTime":34.22,"endTime":40.28,"body":"harder to find those new people"},{"speaker":"Annemie Tonken","startTime":34.22,"endTime":40.28,"body":"using just those tactics. Enter"},{"speaker":"Annemie Tonken","startTime":40.34,"endTime":45.7,"body":"Google ads. Now, I know that all"},{"speaker":"Annemie Tonken","startTime":40.34,"endTime":45.7,"body":"of us tend to balk a little bit"},{"speaker":"Annemie Tonken","startTime":45.7,"endTime":50.08,"body":"when it comes to spending money,"},{"speaker":"Annemie Tonken","startTime":45.7,"endTime":50.08,"body":"and potentially a lot of money"},{"speaker":"Annemie Tonken","startTime":50.26,"endTime":53.92,"body":"to get people to see our"},{"speaker":"Annemie Tonken","startTime":50.26,"endTime":53.92,"body":"businesses and connect with us."},{"speaker":"Annemie Tonken","startTime":54.22,"endTime":57.94,"body":"However, when it comes to Google"},{"speaker":"Annemie Tonken","startTime":54.22,"endTime":57.94,"body":"ads, unlike Facebook ads or"},{"speaker":"Annemie Tonken","startTime":57.94,"endTime":61.8,"body":"Instagram ads, you are paying"},{"speaker":"Annemie Tonken","startTime":57.94,"endTime":61.8,"body":"money to have someone who is"},{"speaker":"Annemie Tonken","startTime":61.8,"endTime":67.26,"body":"actively searching for what you"},{"speaker":"Annemie Tonken","startTime":61.8,"endTime":67.26,"body":"do find you first. It is a quick"},{"speaker":"Annemie Tonken","startTime":67.26,"endTime":71.16,"body":"path to being, you know, on that"},{"speaker":"Annemie Tonken","startTime":67.26,"endTime":71.16,"body":"first page of Google. And the"},{"speaker":"Annemie Tonken","startTime":71.16,"endTime":75.18,"body":"truth is, because this is an"},{"speaker":"Annemie Tonken","startTime":71.16,"endTime":75.18,"body":"underutilized resource in the"},{"speaker":"Annemie Tonken","startTime":75.18,"endTime":79.62,"body":"photography industry, those ads"},{"speaker":"Annemie Tonken","startTime":75.18,"endTime":79.62,"body":"are not as expensive as they are"},{"speaker":"Annemie Tonken","startTime":79.62,"endTime":83.66,"body":"in other industries. Today, my"},{"speaker":"Annemie Tonken","startTime":79.62,"endTime":83.66,"body":"guest is Lindsay Herkert, and"},{"speaker":"Annemie Tonken","startTime":83.66,"endTime":88.04,"body":"she is a Google Ads expert who"},{"speaker":"Annemie Tonken","startTime":83.66,"endTime":88.04,"body":"has been using Google ads in her"},{"speaker":"Annemie Tonken","startTime":88.04,"endTime":92.6,"body":"own photography business for"},{"speaker":"Annemie Tonken","startTime":88.04,"endTime":92.6,"body":"years to fill her calendar and"},{"speaker":"Annemie Tonken","startTime":92.6,"endTime":96.5,"body":"keep herself completely booked."},{"speaker":"Annemie Tonken","startTime":92.6,"endTime":96.5,"body":"Today, she's going to be talking"},{"speaker":"Annemie Tonken","startTime":96.5,"endTime":101.68,"body":"not just about Google ads, but"},{"speaker":"Annemie Tonken","startTime":96.5,"endTime":101.68,"body":"about how that strategy is part"},{"speaker":"Annemie Tonken","startTime":101.68,"endTime":106.3,"body":"of a bigger sort of system and"},{"speaker":"Annemie Tonken","startTime":101.68,"endTime":106.3,"body":"cycle where she's finding new"},{"speaker":"Annemie Tonken","startTime":106.3,"endTime":110.26,"body":"clients, that way, getting them"},{"speaker":"Annemie Tonken","startTime":106.3,"endTime":110.26,"body":"to actually book and then"},{"speaker":"Annemie Tonken","startTime":110.32,"endTime":114.1,"body":"continuing to serve them for"},{"speaker":"Annemie Tonken","startTime":110.32,"endTime":114.1,"body":"years to come. And I think her"},{"speaker":"Annemie Tonken","startTime":114.1,"endTime":117.88,"body":"insights are so exciting, and"},{"speaker":"Annemie Tonken","startTime":114.1,"endTime":117.88,"body":"I'm really excited to share them"},{"speaker":"Annemie Tonken","startTime":117.88,"endTime":122.82,"body":"with you. Welcome to this can't"},{"speaker":"Annemie Tonken","startTime":117.88,"endTime":122.82,"body":"be that hard. My name is Annemie"},{"speaker":"Annemie Tonken","startTime":122.82,"endTime":125.82,"body":"Tonken, and I help photographers"},{"speaker":"Annemie Tonken","startTime":122.82,"endTime":125.82,"body":"run profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":125.82,"endTime":129.24,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":125.82,"endTime":129.24,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":129.24,"endTime":132.6,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":129.24,"endTime":132.6,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":132.6,"endTime":136.02,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":132.6,"endTime":136.02,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":136.02,"endTime":139.44,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":136.02,"endTime":139.44,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":139.44,"endTime":143.18,"body":"have to be that hard. You can do"},{"speaker":"Annemie Tonken","startTime":139.44,"endTime":143.18,"body":"it, and I can show you how."},{"speaker":"Annemie Tonken","startTime":147.14,"endTime":150.32,"body":"Lindsay, welcome to this can't"},{"speaker":"Annemie Tonken","startTime":147.14,"endTime":150.32,"body":"be that hard. I am so excited to"},{"speaker":"Annemie Tonken","startTime":150.32,"endTime":153.92,"body":"have you on the show. This is a"},{"speaker":"Annemie Tonken","startTime":150.32,"endTime":153.92,"body":"juicy conversation that we are"},{"speaker":"Annemie Tonken","startTime":153.92,"endTime":155.12,"body":"diving into today. How"},{"speaker":"Lindsay Heckert","startTime":155.12,"endTime":157.76,"body":"are you good?"},{"speaker":"Lindsay Heckert","startTime":155.12,"endTime":157.76,"body":"Great. Thanks. Annemie, I'm so"},{"speaker":"Lindsay Heckert","startTime":157.76,"endTime":159.32,"body":"excited to be here. Yeah,"},{"speaker":"Annemie Tonken","startTime":159.32,"endTime":162.76,"body":"this is, this is"},{"speaker":"Annemie Tonken","startTime":159.32,"endTime":162.76,"body":"going to be a good one. And I"},{"speaker":"Annemie Tonken","startTime":162.76,"endTime":165.88,"body":"feel like it's a good time of"},{"speaker":"Annemie Tonken","startTime":162.76,"endTime":165.88,"body":"year for people to be thinking"},{"speaker":"Annemie Tonken","startTime":165.88,"endTime":169.48,"body":"about things like, you know,"},{"speaker":"Annemie Tonken","startTime":165.88,"endTime":169.48,"body":"their systems and their"},{"speaker":"Annemie Tonken","startTime":169.78,"endTime":173.8,"body":"processes, and how they want to"},{"speaker":"Annemie Tonken","startTime":169.78,"endTime":173.8,"body":"intentionally set themselves up"},{"speaker":"Annemie Tonken","startTime":173.8,"endTime":176.74,"body":"for success anyway. I don't want"},{"speaker":"Annemie Tonken","startTime":173.8,"endTime":176.74,"body":"to give too much away. I want"},{"speaker":"Annemie Tonken","startTime":176.74,"endTime":179.74,"body":"to, like, turn the microphone"},{"speaker":"Annemie Tonken","startTime":176.74,"endTime":179.74,"body":"over to you and let you just"},{"speaker":"Annemie Tonken","startTime":179.74,"endTime":182.58,"body":"kind of dive in. You've got,"},{"speaker":"Annemie Tonken","startTime":179.74,"endTime":182.58,"body":"you've got a good sort of"},{"speaker":"Annemie Tonken","startTime":182.58,"endTime":185.1,"body":"backstory on how you got into"},{"speaker":"Annemie Tonken","startTime":182.58,"endTime":185.1,"body":"all this. Yes,"},{"speaker":"Lindsay Heckert","startTime":185.1,"endTime":188.16,"body":"I do. I do."},{"speaker":"Lindsay Heckert","startTime":185.1,"endTime":188.16,"body":"Okay, so I'm going to introduce"},{"speaker":"Lindsay Heckert","startTime":188.16,"endTime":191.88,"body":"myself. My name is Lindsay"},{"speaker":"Lindsay Heckert","startTime":188.16,"endTime":191.88,"body":"Herkert. I am the owner and"},{"speaker":"Lindsay Heckert","startTime":191.88,"endTime":194.82,"body":"photographer at Lindsay Herkert"},{"speaker":"Lindsay Heckert","startTime":191.88,"endTime":194.82,"body":"photo company. I've been"},{"speaker":"Lindsay Heckert","startTime":194.82,"endTime":199.5,"body":"photographing families and"},{"speaker":"Lindsay Heckert","startTime":194.82,"endTime":199.5,"body":"babies for over a decade, and"},{"speaker":"Lindsay Heckert","startTime":199.5,"endTime":203.84,"body":"then I added branding in 2020"},{"speaker":"Lindsay Heckert","startTime":199.5,"endTime":203.84,"body":"which I absolutely love, and I'm"},{"speaker":"Lindsay Heckert","startTime":203.9,"endTime":208.64,"body":"obsessed with nice so I've built"},{"speaker":"Lindsay Heckert","startTime":203.9,"endTime":208.64,"body":"my business twice. The first"},{"speaker":"Lindsay Heckert","startTime":208.64,"endTime":212.6,"body":"time was sort of organically in"},{"speaker":"Lindsay Heckert","startTime":208.64,"endTime":212.6,"body":"San Diego, through family and"},{"speaker":"Lindsay Heckert","startTime":212.6,"endTime":216.5,"body":"friends. I feel like it's a"},{"speaker":"Lindsay Heckert","startTime":212.6,"endTime":216.5,"body":"story we all know. And then in"},{"speaker":"Lindsay Heckert","startTime":216.5,"endTime":222.58,"body":"2017 we had a surprise move to"},{"speaker":"Lindsay Heckert","startTime":216.5,"endTime":222.58,"body":"Austin, and so I was forced to"},{"speaker":"Lindsay Heckert","startTime":222.58,"endTime":226.84,"body":"start over, which I was"},{"speaker":"Lindsay Heckert","startTime":222.58,"endTime":226.84,"body":"completely bummed about. I"},{"speaker":"Lindsay Heckert","startTime":226.84,"endTime":230.5,"body":"didn't know anybody in Austin,"},{"speaker":"Lindsay Heckert","startTime":226.84,"endTime":230.5,"body":"but it ended up being such a"},{"speaker":"Lindsay Heckert","startTime":230.5,"endTime":234.22,"body":"blessing, because I built my"},{"speaker":"Lindsay Heckert","startTime":230.5,"endTime":234.22,"body":"business the right way, and"},{"speaker":"Lindsay Heckert","startTime":234.22,"endTime":239.98,"body":"strategically right. So what"},{"speaker":"Lindsay Heckert","startTime":234.22,"endTime":239.98,"body":"happened was, after I, like,"},{"speaker":"Lindsay Heckert","startTime":240.04,"endTime":243.18,"body":"picked myself up and stop"},{"speaker":"Lindsay Heckert","startTime":240.04,"endTime":243.18,"body":"feeling sorry for myself. I"},{"speaker":"Lindsay Heckert","startTime":243.18,"endTime":247.56,"body":"signed up for some business"},{"speaker":"Lindsay Heckert","startTime":243.18,"endTime":247.56,"body":"courses and some workshops. And"},{"speaker":"Lindsay Heckert","startTime":247.56,"endTime":252.36,"body":"at the time, I have to admit,"},{"speaker":"Lindsay Heckert","startTime":247.56,"endTime":252.36,"body":"like I felt really disappointed"},{"speaker":"Lindsay Heckert","startTime":252.36,"endTime":255.0,"body":"by what people were teaching. I"},{"speaker":"Lindsay Heckert","startTime":252.36,"endTime":255.0,"body":"felt like it was kind of"},{"speaker":"Lindsay Heckert","startTime":255.0,"endTime":259.56,"body":"platitudes. I remember hearing"},{"speaker":"Lindsay Heckert","startTime":255.0,"endTime":259.56,"body":"like, know your why a lot, which"},{"speaker":"Lindsay Heckert","startTime":259.8,"endTime":263.6,"body":"I felt like is important, but"},{"speaker":"Lindsay Heckert","startTime":259.8,"endTime":263.6,"body":"when you're looking for hard"},{"speaker":"Lindsay Heckert","startTime":263.6,"endTime":266.84,"body":"hitting advice, it's right,"},{"speaker":"Lindsay Heckert","startTime":263.6,"endTime":266.84,"body":"disappointing, yeah, and I"},{"speaker":"Lindsay Heckert","startTime":266.84,"endTime":271.1,"body":"remember one particular workshop"},{"speaker":"Lindsay Heckert","startTime":266.84,"endTime":271.1,"body":"I was at and really frustrated,"},{"speaker":"Lindsay Heckert","startTime":271.1,"endTime":275.18,"body":"and I recognized another"},{"speaker":"Lindsay Heckert","startTime":271.1,"endTime":275.18,"body":"photographer, and I knew she was"},{"speaker":"Lindsay Heckert","startTime":275.18,"endTime":278.42,"body":"successful, a successful"},{"speaker":"Lindsay Heckert","startTime":275.18,"endTime":278.42,"body":"photographer in Austin. And"},{"speaker":"Lindsay Heckert","startTime":278.42,"endTime":281.86,"body":"during lunch, I, you know,"},{"speaker":"Lindsay Heckert","startTime":278.42,"endTime":281.86,"body":"swallowed my pride, and I went"},{"speaker":"Lindsay Heckert","startTime":281.86,"endTime":286.42,"body":"over to her, and I asked her, I"},{"speaker":"Lindsay Heckert","startTime":281.86,"endTime":286.42,"body":"just told her my situation, and"},{"speaker":"Lindsay Heckert","startTime":286.42,"endTime":289.18,"body":"I said, you don't have to answer"},{"speaker":"Lindsay Heckert","startTime":286.42,"endTime":289.18,"body":"me. I know you're my"},{"speaker":"Lindsay Heckert","startTime":289.18,"endTime":292.96,"body":"competition, but I would"},{"speaker":"Lindsay Heckert","startTime":289.18,"endTime":292.96,"body":"appreciate any advice you could"},{"speaker":"Lindsay Heckert","startTime":292.96,"endTime":298.24,"body":"give me. And that's when she"},{"speaker":"Lindsay Heckert","startTime":292.96,"endTime":298.24,"body":"told me about Google ads. And I"},{"speaker":"Lindsay Heckert","startTime":298.24,"endTime":301.62,"body":"think at the time, I. I remember"},{"speaker":"Lindsay Heckert","startTime":298.24,"endTime":301.62,"body":"going home and talking to my"},{"speaker":"Lindsay Heckert","startTime":301.62,"endTime":304.44,"body":"husband and being like, super"},{"speaker":"Lindsay Heckert","startTime":301.62,"endTime":304.44,"body":"nervous about it, because I was"},{"speaker":"Lindsay Heckert","startTime":304.44,"endTime":309.24,"body":"in free, afraid to invest the"},{"speaker":"Lindsay Heckert","startTime":304.44,"endTime":309.24,"body":"$300 a month, which is what she,"},{"speaker":"Lindsay Heckert","startTime":309.42,"endTime":315.06,"body":"um, recommended. And to me, that"},{"speaker":"Lindsay Heckert","startTime":309.42,"endTime":315.06,"body":"just seemed like such a huge"},{"speaker":"Lindsay Heckert","startTime":315.06,"endTime":320.3,"body":"commitment. But over the course,"},{"speaker":"Lindsay Heckert","startTime":315.06,"endTime":320.3,"body":"I realized, like, if you're"},{"speaker":"Lindsay Heckert","startTime":320.3,"endTime":324.62,"body":"charging what you're worth, then"},{"speaker":"Lindsay Heckert","startTime":320.3,"endTime":324.62,"body":"that $300 a month should more"},{"speaker":"Lindsay Heckert","startTime":324.62,"endTime":328.1,"body":"than cover one client like or"},{"speaker":"Lindsay Heckert","startTime":324.62,"endTime":328.1,"body":"one client should more than"},{"speaker":"Lindsay Heckert","startTime":328.1,"endTime":332.42,"body":"cover that cost. And Google Ads"},{"speaker":"Lindsay Heckert","startTime":328.1,"endTime":332.42,"body":"brings you so many more than one"},{"speaker":"Lindsay Heckert","startTime":332.42,"endTime":336.98,"body":"client. And fast forward to now,"},{"speaker":"Lindsay Heckert","startTime":332.42,"endTime":336.98,"body":"and I have a fully booked"},{"speaker":"Lindsay Heckert","startTime":337.04,"endTime":340.66,"body":"calendar and making more money"},{"speaker":"Lindsay Heckert","startTime":337.04,"endTime":340.66,"body":"than I ever thought, and I've"},{"speaker":"Lindsay Heckert","startTime":340.66,"endTime":345.46,"body":"learned so much about that"},{"speaker":"Lindsay Heckert","startTime":340.66,"endTime":345.46,"body":"mindset shift of having to reach"},{"speaker":"Lindsay Heckert","startTime":345.46,"endTime":348.88,"body":"out and hustle for clients"},{"speaker":"Lindsay Heckert","startTime":345.46,"endTime":348.88,"body":"versus clients coming to me"},{"speaker":"Lindsay Heckert","startTime":349.0,"endTime":353.56,"body":"right and not just not just"},{"speaker":"Lindsay Heckert","startTime":349.0,"endTime":353.56,"body":"clients, but ideal clients,"},{"speaker":"Lindsay Heckert","startTime":353.62,"endTime":357.28,"body":"clients who value what I what I"},{"speaker":"Lindsay Heckert","startTime":353.62,"endTime":357.28,"body":"do, and are willing to pay for"},{"speaker":"Lindsay Heckert","startTime":357.28,"endTime":361.92,"body":"it. I wanted to say that I think"},{"speaker":"Lindsay Heckert","startTime":357.28,"endTime":361.92,"body":"that there is this sort of myth"},{"speaker":"Lindsay Heckert","startTime":362.16,"endTime":366.42,"body":"that you learn to use a camera"},{"speaker":"Lindsay Heckert","startTime":362.16,"endTime":366.42,"body":"and that people are just going"},{"speaker":"Lindsay Heckert","startTime":366.42,"endTime":371.16,"body":"to come to you and like, demand"},{"speaker":"Lindsay Heckert","startTime":366.42,"endTime":371.16,"body":"to pay you by high prices, ask"},{"speaker":"Lindsay Heckert","startTime":371.16,"endTime":374.4,"body":"to be your photographer. You"},{"speaker":"Lindsay Heckert","startTime":371.16,"endTime":374.4,"body":"see, like you hear this story,"},{"speaker":"Lindsay Heckert","startTime":374.4,"endTime":376.56,"body":"and I'm like, Who is that"},{"speaker":"Lindsay Heckert","startTime":374.4,"endTime":376.56,"body":"person? And I realized at the"},{"speaker":"Lindsay Heckert","startTime":376.56,"endTime":379.26,"body":"beginning of this I just said,"},{"speaker":"Lindsay Heckert","startTime":376.56,"endTime":379.26,"body":"like, I built my business"},{"speaker":"Lindsay Heckert","startTime":379.26,"endTime":382.82,"body":"through family and friends, but"},{"speaker":"Lindsay Heckert","startTime":379.26,"endTime":382.82,"body":"if I'm honest, that was"},{"speaker":"Lindsay Heckert","startTime":382.82,"endTime":386.96,"body":"incredibly painful and"},{"speaker":"Lindsay Heckert","startTime":382.82,"endTime":386.96,"body":"exhausting, and that discounting"},{"speaker":"Lindsay Heckert","startTime":386.96,"endTime":389.78,"body":"mentality and like getting on"},{"speaker":"Lindsay Heckert","startTime":386.96,"endTime":389.78,"body":"Facebook groups, and"},{"speaker":"Annemie Tonken","startTime":391.1,"endTime":393.62,"body":"I'll be the"},{"speaker":"Annemie Tonken","startTime":391.1,"endTime":393.62,"body":"first one to like jump in and"},{"speaker":"Annemie Tonken","startTime":393.62,"endTime":397.94,"body":"agree, I actually and no offense"},{"speaker":"Annemie Tonken","startTime":393.62,"endTime":397.94,"body":"if any of my friends or family"},{"speaker":"Annemie Tonken","startTime":397.94,"endTime":400.52,"body":"happen to be listening to this,"},{"speaker":"Annemie Tonken","startTime":397.94,"endTime":400.52,"body":"I hate working for my friends"},{"speaker":"Annemie Tonken","startTime":400.52,"endTime":403.12,"body":"and family, And even when it's"},{"speaker":"Annemie Tonken","startTime":400.52,"endTime":403.12,"body":"like a friend of a friend,"},{"speaker":"Annemie Tonken","startTime":403.12,"endTime":407.74,"body":"there's this weird expectation"},{"speaker":"Annemie Tonken","startTime":403.12,"endTime":407.74,"body":"of like, I'm gonna feel terrible"},{"speaker":"Annemie Tonken","startTime":407.86,"endTime":412.0,"body":"if they're not, you know,"},{"speaker":"Annemie Tonken","startTime":407.86,"endTime":412.0,"body":"completely blown away. And I,"},{"speaker":"Annemie Tonken","startTime":412.06,"endTime":414.82,"body":"you know, generally speaking,"},{"speaker":"Annemie Tonken","startTime":412.06,"endTime":414.82,"body":"feel terrible if any of my"},{"speaker":"Annemie Tonken","startTime":414.82,"endTime":417.4,"body":"clients aren't. But when there's"},{"speaker":"Annemie Tonken","startTime":414.82,"endTime":417.4,"body":"like a friend or a family,"},{"speaker":"Annemie Tonken","startTime":417.4,"endTime":421.56,"body":"there's like, this additional"},{"speaker":"Annemie Tonken","startTime":417.4,"endTime":421.56,"body":"pressure, and coupled with this"},{"speaker":"Annemie Tonken","startTime":421.56,"endTime":424.32,"body":"weird pressure to like, am I"},{"speaker":"Annemie Tonken","startTime":421.56,"endTime":424.32,"body":"supposed to give them something"},{"speaker":"Annemie Tonken","startTime":424.32,"endTime":426.84,"body":"or discount something, or is"},{"speaker":"Annemie Tonken","startTime":424.32,"endTime":426.84,"body":"this supposed to be free? Or"},{"speaker":"Annemie Tonken","startTime":426.84,"endTime":430.68,"body":"like, how does this work? It"},{"speaker":"Annemie Tonken","startTime":426.84,"endTime":430.68,"body":"just feels a lot cleaner and let"},{"speaker":"Annemie Tonken","startTime":430.68,"endTime":435.06,"body":"and more professional. Honestly,"},{"speaker":"Annemie Tonken","startTime":430.68,"endTime":435.06,"body":"when I am working for someone"},{"speaker":"Annemie Tonken","startTime":435.06,"endTime":438.6,"body":"who found me and hired me"},{"speaker":"Annemie Tonken","startTime":435.06,"endTime":438.6,"body":"because of what I offer, not"},{"speaker":"Annemie Tonken","startTime":438.6,"endTime":440.18,"body":"because of who I am. Yes,"},{"speaker":"Lindsay Heckert","startTime":440.18,"endTime":444.2,"body":"I like you. Hit"},{"speaker":"Lindsay Heckert","startTime":440.18,"endTime":444.2,"body":"the nail on the head. I such a"},{"speaker":"Lindsay Heckert","startTime":444.2,"endTime":447.86,"body":"proponent of that. And I, I live"},{"speaker":"Lindsay Heckert","startTime":444.2,"endTime":447.86,"body":"in a neighborhood I could easily"},{"speaker":"Lindsay Heckert","startTime":447.92,"endTime":452.06,"body":"market myself and probably do a"},{"speaker":"Lindsay Heckert","startTime":447.92,"endTime":452.06,"body":"pretty good business. But I, I"},{"speaker":"Lindsay Heckert","startTime":452.06,"endTime":454.88,"body":"do the opposite. I don't even"},{"speaker":"Lindsay Heckert","startTime":452.06,"endTime":454.88,"body":"talk about it. I don't have that"},{"speaker":"Lindsay Heckert","startTime":454.88,"endTime":458.42,"body":"life. I do think too with"},{"speaker":"Lindsay Heckert","startTime":454.88,"endTime":458.42,"body":"friends and family. It's a lot"},{"speaker":"Lindsay Heckert","startTime":458.42,"endTime":462.58,"body":"of times they see you as a"},{"speaker":"Lindsay Heckert","startTime":458.42,"endTime":462.58,"body":"hobbyist. Or it could be even"},{"speaker":"Lindsay Heckert","startTime":462.58,"endTime":466.6,"body":"more awkward, like they they"},{"speaker":"Lindsay Heckert","startTime":462.58,"endTime":466.6,"body":"think they're doing you a favor"},{"speaker":"Lindsay Heckert","startTime":466.6,"endTime":471.76,"body":"by letting you photograph them,"},{"speaker":"Lindsay Heckert","startTime":466.6,"endTime":471.76,"body":"and it's so much work. So"},{"speaker":"Lindsay Heckert","startTime":471.82,"endTime":476.02,"body":"anyway, I know at it's hard for"},{"speaker":"Lindsay Heckert","startTime":471.82,"endTime":476.02,"body":"us as photographers to"},{"speaker":"Lindsay Heckert","startTime":476.02,"endTime":481.44,"body":"transition into like business"},{"speaker":"Lindsay Heckert","startTime":476.02,"endTime":481.44,"body":"mode, or being an a successful"},{"speaker":"Lindsay Heckert","startTime":481.44,"endTime":484.44,"body":"entrepreneur, and putting like"},{"speaker":"Lindsay Heckert","startTime":481.44,"endTime":484.44,"body":"you talk about it all the time,"},{"speaker":"Lindsay Heckert","startTime":484.8,"endTime":487.92,"body":"the foundations in place and the"},{"speaker":"Lindsay Heckert","startTime":484.8,"endTime":487.92,"body":"fundamentals in place to run a"},{"speaker":"Lindsay Heckert","startTime":487.92,"endTime":492.6,"body":"successful business, I think"},{"speaker":"Lindsay Heckert","startTime":487.92,"endTime":492.6,"body":"it's an unusual industry that"},{"speaker":"Lindsay Heckert","startTime":492.6,"endTime":496.32,"body":"we're in. You know, it's"},{"speaker":"Lindsay Heckert","startTime":492.6,"endTime":496.32,"body":"creative. We offer a service. We"},{"speaker":"Lindsay Heckert","startTime":496.32,"endTime":500.84,"body":"offer it's a product. We're"},{"speaker":"Lindsay Heckert","startTime":496.32,"endTime":500.84,"body":"reflecting how people look so"},{"speaker":"Lindsay Heckert","startTime":500.84,"endTime":505.22,"body":"it's really tricky, but it's all"},{"speaker":"Lindsay Heckert","startTime":500.84,"endTime":505.22,"body":"the more reason to spend the"},{"speaker":"Lindsay Heckert","startTime":505.22,"endTime":510.14,"body":"time to get your systems in"},{"speaker":"Lindsay Heckert","startTime":505.22,"endTime":510.14,"body":"place. And I well, I'll put a"},{"speaker":"Lindsay Heckert","startTime":510.14,"endTime":510.68,"body":"pin in that."},{"speaker":"Annemie Tonken","startTime":512.96,"endTime":514.88,"body":"I have so many"},{"speaker":"Annemie Tonken","startTime":512.96,"endTime":514.88,"body":"things about it."},{"speaker":"Lindsay Heckert","startTime":514.88,"endTime":518.66,"body":"Okay? So I have"},{"speaker":"Lindsay Heckert","startTime":514.88,"endTime":518.66,"body":"this system ever since I started"},{"speaker":"Lindsay Heckert","startTime":518.66,"endTime":522.04,"body":"with Google ads, it's come into"},{"speaker":"Lindsay Heckert","startTime":518.66,"endTime":522.04,"body":"play. And the way I like to"},{"speaker":"Lindsay Heckert","startTime":522.04,"endTime":526.0,"body":"think about it or describe it is"},{"speaker":"Lindsay Heckert","startTime":522.04,"endTime":526.0,"body":"it's based on four pillars. But"},{"speaker":"Lindsay Heckert","startTime":526.0,"endTime":530.8,"body":"instead of thinking of them as"},{"speaker":"Lindsay Heckert","startTime":526.0,"endTime":530.8,"body":"pillars, think of a circle, and"},{"speaker":"Lindsay Heckert","startTime":530.8,"endTime":535.72,"body":"the circle is drawn with three"},{"speaker":"Lindsay Heckert","startTime":530.8,"endTime":535.72,"body":"arrows, and each of these arrows"},{"speaker":"Lindsay Heckert","startTime":535.72,"endTime":539.62,"body":"is the pillar. So the first"},{"speaker":"Lindsay Heckert","startTime":535.72,"endTime":539.62,"body":"arrow is intent based marketing,"},{"speaker":"Lindsay Heckert","startTime":540.22,"endTime":544.62,"body":"and the purpose of this is to"},{"speaker":"Lindsay Heckert","startTime":540.22,"endTime":544.62,"body":"drive as many high quality leads"},{"speaker":"Lindsay Heckert","startTime":544.62,"endTime":549.78,"body":"to your website as possible."},{"speaker":"Lindsay Heckert","startTime":544.62,"endTime":549.78,"body":"Then the next arrow is a website"},{"speaker":"Lindsay Heckert","startTime":549.78,"endTime":554.64,"body":"that converts. And then the next"},{"speaker":"Lindsay Heckert","startTime":549.78,"endTime":554.64,"body":"arrow, or pillar, is an"},{"speaker":"Lindsay Heckert","startTime":554.64,"endTime":559.44,"body":"exceptional client experience."},{"speaker":"Lindsay Heckert","startTime":554.64,"endTime":559.44,"body":"And these arrows, once you have"},{"speaker":"Lindsay Heckert","startTime":559.44,"endTime":563.06,"body":"everything set up are spinning"},{"speaker":"Lindsay Heckert","startTime":559.44,"endTime":563.06,"body":"in the background. It's like"},{"speaker":"Lindsay Heckert","startTime":563.06,"endTime":566.36,"body":"your wheel working for you."},{"speaker":"Lindsay Heckert","startTime":563.06,"endTime":566.36,"body":"You're not having to, like, you"},{"speaker":"Lindsay Heckert","startTime":566.36,"endTime":569.12,"body":"know, hustle all the time,"},{"speaker":"Lindsay Heckert","startTime":566.36,"endTime":569.12,"body":"right? It does take time to set"},{"speaker":"Lindsay Heckert","startTime":569.12,"endTime":571.22,"body":"up, but it's spinning and"},{"speaker":"Lindsay Heckert","startTime":569.12,"endTime":571.22,"body":"working for you in the"},{"speaker":"Lindsay Heckert","startTime":571.22,"endTime":574.04,"body":"background. And these three"},{"speaker":"Lindsay Heckert","startTime":571.22,"endTime":574.04,"body":"arrows are spinning around the"},{"speaker":"Lindsay Heckert","startTime":574.04,"endTime":578.9,"body":"most important pillar, which is"},{"speaker":"Lindsay Heckert","startTime":574.04,"endTime":578.9,"body":"ideal clients. And I just want"},{"speaker":"Lindsay Heckert","startTime":578.9,"endTime":582.76,"body":"to take a minute and talk about"},{"speaker":"Lindsay Heckert","startTime":578.9,"endTime":582.76,"body":"what that means, because I think"},{"speaker":"Lindsay Heckert","startTime":582.88,"endTime":587.14,"body":"it's this word that's thrown"},{"speaker":"Lindsay Heckert","startTime":582.88,"endTime":587.14,"body":"around, or ideal customer"},{"speaker":"Lindsay Heckert","startTime":587.14,"endTime":591.7,"body":"avatar. And I think the typical"},{"speaker":"Lindsay Heckert","startTime":587.14,"endTime":591.7,"body":"way people go about it is you"},{"speaker":"Lindsay Heckert","startTime":591.82,"endTime":594.46,"body":"sit down and you write on a"},{"speaker":"Lindsay Heckert","startTime":591.82,"endTime":594.46,"body":"piece of paper, like a story"},{"speaker":"Lindsay Heckert","startTime":594.46,"endTime":597.1,"body":"about somebody that you"},{"speaker":"Lindsay Heckert","startTime":594.46,"endTime":597.1,"body":"envision, that you're taking"},{"speaker":"Lindsay Heckert","startTime":597.1,"endTime":604.08,"body":"photographs of. But. I think"},{"speaker":"Lindsay Heckert","startTime":597.1,"endTime":604.08,"body":"about with ideal clients is like"},{"speaker":"Lindsay Heckert","startTime":604.5,"endTime":607.56,"body":"animate your ideal client is"},{"speaker":"Lindsay Heckert","startTime":604.5,"endTime":607.56,"body":"different than my ideal client,"},{"speaker":"Lindsay Heckert","startTime":607.8,"endTime":610.62,"body":"but something that we have in"},{"speaker":"Lindsay Heckert","startTime":607.8,"endTime":610.62,"body":"common with ideal clients is"},{"speaker":"Lindsay Heckert","startTime":610.62,"endTime":615.0,"body":"that they need to value what we"},{"speaker":"Lindsay Heckert","startTime":610.62,"endTime":615.0,"body":"offer and be willing to pay for"},{"speaker":"Lindsay Heckert","startTime":615.0,"endTime":619.02,"body":"what we offer. And I think all"},{"speaker":"Lindsay Heckert","startTime":615.0,"endTime":619.02,"body":"of us as photographers need to"},{"speaker":"Lindsay Heckert","startTime":619.02,"endTime":622.22,"body":"get that in our heads, and then"},{"speaker":"Lindsay Heckert","startTime":619.02,"endTime":622.22,"body":"we dive deeper into the"},{"speaker":"Lindsay Heckert","startTime":622.22,"endTime":625.28,"body":"characteristics of our ideal"},{"speaker":"Lindsay Heckert","startTime":622.22,"endTime":625.28,"body":"clients. And I think so many"},{"speaker":"Lindsay Heckert","startTime":625.28,"endTime":628.58,"body":"people are looking outward when"},{"speaker":"Lindsay Heckert","startTime":625.28,"endTime":628.58,"body":"they're thinking about this, but"},{"speaker":"Lindsay Heckert","startTime":628.58,"endTime":633.26,"body":"I think the important piece is"},{"speaker":"Lindsay Heckert","startTime":628.58,"endTime":633.26,"body":"to look inward first, and like,"},{"speaker":"Lindsay Heckert","startTime":633.26,"endTime":637.46,"body":"define who you are as a"},{"speaker":"Lindsay Heckert","startTime":633.26,"endTime":637.46,"body":"photographer first. So I was"},{"speaker":"Lindsay Heckert","startTime":637.46,"endTime":641.8,"body":"working with a student, and she"},{"speaker":"Lindsay Heckert","startTime":637.46,"endTime":641.8,"body":"came to me and she said, like"},{"speaker":"Lindsay Heckert","startTime":642.46,"endTime":647.02,"body":"she felt like she was at a"},{"speaker":"Lindsay Heckert","startTime":642.46,"endTime":647.02,"body":"disadvantage because she could"},{"speaker":"Lindsay Heckert","startTime":647.02,"endTime":651.4,"body":"only shoot families during the"},{"speaker":"Lindsay Heckert","startTime":647.02,"endTime":651.4,"body":"week, but I told her to lean"},{"speaker":"Lindsay Heckert","startTime":651.4,"endTime":654.4,"body":"into that and market it, because"},{"speaker":"Lindsay Heckert","startTime":651.4,"endTime":654.4,"body":"I'm sure there's tons of people"},{"speaker":"Lindsay Heckert","startTime":654.4,"endTime":657.82,"body":"that want a photographer that"},{"speaker":"Lindsay Heckert","startTime":654.4,"endTime":657.82,"body":"shoots during the week, so that"},{"speaker":"Lindsay Heckert","startTime":657.82,"endTime":661.26,"body":"would be one of the"},{"speaker":"Lindsay Heckert","startTime":657.82,"endTime":661.26,"body":"characteristics that she's"},{"speaker":"Lindsay Heckert","startTime":661.26,"endTime":663.6,"body":"marketing. And this is so"},{"speaker":"Lindsay Heckert","startTime":661.26,"endTime":663.6,"body":"important, especially when we"},{"speaker":"Lindsay Heckert","startTime":663.6,"endTime":666.0,"body":"use Google ads and SEO, because"},{"speaker":"Lindsay Heckert","startTime":663.6,"endTime":666.0,"body":"you really want to be clear"},{"speaker":"Lindsay Heckert","startTime":666.0,"endTime":670.8,"body":"about who you are going after,"},{"speaker":"Lindsay Heckert","startTime":666.0,"endTime":670.8,"body":"right or for like your students"},{"speaker":"Lindsay Heckert","startTime":670.86,"endTime":677.4,"body":"that are offering print sales or"},{"speaker":"Lindsay Heckert","startTime":670.86,"endTime":677.4,"body":"prints like you want to use, or"},{"speaker":"Lindsay Heckert","startTime":677.4,"endTime":680.66,"body":"know that that's who your ideal"},{"speaker":"Lindsay Heckert","startTime":677.4,"endTime":680.66,"body":"client is, people that are"},{"speaker":"Lindsay Heckert","startTime":680.78,"endTime":683.42,"body":"primed and ready to buy prints."},{"speaker":"Lindsay Heckert","startTime":680.78,"endTime":683.42,"body":"You don't want to have to"},{"speaker":"Lindsay Heckert","startTime":683.42,"endTime":686.06,"body":"convince them. I mean, you"},{"speaker":"Lindsay Heckert","startTime":683.42,"endTime":686.06,"body":"convince them a little bit, but"},{"speaker":"Lindsay Heckert","startTime":686.06,"endTime":689.18,"body":"you don't want to have to be"},{"speaker":"Lindsay Heckert","startTime":686.06,"endTime":689.18,"body":"like, hustling and spending all"},{"speaker":"Lindsay Heckert","startTime":689.18,"endTime":689.9,"body":"your time"},{"speaker":"Annemie Tonken","startTime":690.2,"endTime":693.5,"body":"well. And when"},{"speaker":"Annemie Tonken","startTime":690.2,"endTime":693.5,"body":"those ideal clients come your"},{"speaker":"Annemie Tonken","startTime":693.5,"endTime":696.56,"body":"way, you know it, because the"},{"speaker":"Annemie Tonken","startTime":693.5,"endTime":696.56,"body":"friction is so reduced, right?"},{"speaker":"Annemie Tonken","startTime":696.56,"endTime":699.74,"body":"Yeah? Like, yes, if you get on a"},{"speaker":"Annemie Tonken","startTime":696.56,"endTime":699.74,"body":"phone call, or if you're having"},{"speaker":"Annemie Tonken","startTime":699.74,"endTime":702.52,"body":"an email back and forth with"},{"speaker":"Annemie Tonken","startTime":699.74,"endTime":702.52,"body":"someone who's like, I don't want"},{"speaker":"Annemie Tonken","startTime":702.52,"endTime":704.98,"body":"to do it the way that you want"},{"speaker":"Annemie Tonken","startTime":702.52,"endTime":704.98,"body":"to do it. I want to do it this"},{"speaker":"Annemie Tonken","startTime":704.98,"endTime":707.32,"body":"way. And you're like, okay, but"},{"speaker":"Annemie Tonken","startTime":704.98,"endTime":707.32,"body":"you should, because of this and"},{"speaker":"Annemie Tonken","startTime":707.32,"endTime":710.26,"body":"this and this. There's a lot of"},{"speaker":"Annemie Tonken","startTime":707.32,"endTime":710.26,"body":"like, hard selling involved in"},{"speaker":"Annemie Tonken","startTime":710.26,"endTime":713.98,"body":"that, which, you know, maybe"},{"speaker":"Annemie Tonken","startTime":710.26,"endTime":713.98,"body":"it'll work, but it's emotionally"},{"speaker":"Annemie Tonken","startTime":713.98,"endTime":717.4,"body":"taxing, and it spends a lot of"},{"speaker":"Annemie Tonken","startTime":713.98,"endTime":717.4,"body":"time. Versus somebody who's"},{"speaker":"Annemie Tonken","startTime":717.4,"endTime":721.2,"body":"like, I saw your website and"},{"speaker":"Annemie Tonken","startTime":717.4,"endTime":721.2,"body":"your process, it's exactly what"},{"speaker":"Annemie Tonken","startTime":721.2,"endTime":725.58,"body":"I've been looking for. Where do"},{"speaker":"Annemie Tonken","startTime":721.2,"endTime":725.58,"body":"I sign? It's like, oh, call your"},{"speaker":"Annemie Tonken","startTime":725.58,"endTime":728.04,"body":"friends and tell them to call"},{"speaker":"Annemie Tonken","startTime":725.58,"endTime":728.04,"body":"me. Like, it's such a great"},{"speaker":"Annemie Tonken","startTime":728.04,"endTime":729.24,"body":"feeling. Yeah,"},{"speaker":"Lindsay Heckert","startTime":729.36,"endTime":732.72,"body":"exactly. So I"},{"speaker":"Lindsay Heckert","startTime":729.36,"endTime":732.72,"body":"think it is important to dial in"},{"speaker":"Lindsay Heckert","startTime":732.72,"endTime":736.14,"body":"who you are, figure out who"},{"speaker":"Lindsay Heckert","startTime":732.72,"endTime":736.14,"body":"you're going after, but always"},{"speaker":"Lindsay Heckert","startTime":736.14,"endTime":740.04,"body":"with the strong base that they"},{"speaker":"Lindsay Heckert","startTime":736.14,"endTime":740.04,"body":"want, they should value you and"},{"speaker":"Lindsay Heckert","startTime":740.04,"endTime":743.66,"body":"be willing to pay for you. Yeah."},{"speaker":"Lindsay Heckert","startTime":740.04,"endTime":743.66,"body":"Okay, so next I'm gonna talk"},{"speaker":"Lindsay Heckert","startTime":743.66,"endTime":747.44,"body":"about my favorite, which is"},{"speaker":"Lindsay Heckert","startTime":743.66,"endTime":747.44,"body":"intent based marketing, and I"},{"speaker":"Lindsay Heckert","startTime":747.44,"endTime":753.02,"body":"think it's so powerful and so"},{"speaker":"Lindsay Heckert","startTime":747.44,"endTime":753.02,"body":"underused, and I don't know why"},{"speaker":"Lindsay Heckert","startTime":753.08,"endTime":756.56,"body":"we're not talking about it more"},{"speaker":"Lindsay Heckert","startTime":753.08,"endTime":756.56,"body":"as photographers. I think the"},{"speaker":"Lindsay Heckert","startTime":756.56,"endTime":759.08,"body":"reason I reached out to you,"},{"speaker":"Lindsay Heckert","startTime":756.56,"endTime":759.08,"body":"Annemie, was you did that"},{"speaker":"Lindsay Heckert","startTime":759.08,"endTime":764.32,"body":"podcast about social media and"},{"speaker":"Lindsay Heckert","startTime":759.08,"endTime":764.32,"body":"how you are backing away from"},{"speaker":"Lindsay Heckert","startTime":764.32,"endTime":768.7,"body":"posting your clients on social"},{"speaker":"Lindsay Heckert","startTime":764.32,"endTime":768.7,"body":"media. And I think so often"},{"speaker":"Lindsay Heckert","startTime":768.7,"endTime":773.32,"body":"photographers, maybe because our"},{"speaker":"Lindsay Heckert","startTime":768.7,"endTime":773.32,"body":"product is so visual, rely on"},{"speaker":"Lindsay Heckert","startTime":773.32,"endTime":776.62,"body":"social media, but social media"},{"speaker":"Lindsay Heckert","startTime":773.32,"endTime":776.62,"body":"is called interruptive"},{"speaker":"Lindsay Heckert","startTime":776.68,"endTime":781.44,"body":"marketing, and it's based on"},{"speaker":"Lindsay Heckert","startTime":776.68,"endTime":781.44,"body":"interrupting people while"},{"speaker":"Lindsay Heckert","startTime":781.44,"endTime":783.78,"body":"they're doing something else, so"},{"speaker":"Lindsay Heckert","startTime":781.44,"endTime":783.78,"body":"they're not thinking about"},{"speaker":"Lindsay Heckert","startTime":783.78,"endTime":787.68,"body":"purchasing photography, they're"},{"speaker":"Lindsay Heckert","startTime":783.78,"endTime":787.68,"body":"scrolling or playing a game."},{"speaker":"Lindsay Heckert","startTime":787.98,"endTime":790.86,"body":"It's similar to print ads back"},{"speaker":"Lindsay Heckert","startTime":787.98,"endTime":790.86,"body":"in the day, like if you're"},{"speaker":"Lindsay Heckert","startTime":790.86,"endTime":794.22,"body":"flipping through a magazine, and"},{"speaker":"Lindsay Heckert","startTime":790.86,"endTime":794.22,"body":"it's good for awareness, but"},{"speaker":"Lindsay Heckert","startTime":794.22,"endTime":798.66,"body":"it's really it's a hard sell. So"},{"speaker":"Lindsay Heckert","startTime":794.22,"endTime":798.66,"body":"you can still use social media"},{"speaker":"Lindsay Heckert","startTime":798.66,"endTime":801.74,"body":"as like a secondary thing, but"},{"speaker":"Lindsay Heckert","startTime":798.66,"endTime":801.74,"body":"your main focus should be intent"},{"speaker":"Lindsay Heckert","startTime":801.74,"endTime":804.38,"body":"based marketing, which is"},{"speaker":"Lindsay Heckert","startTime":801.74,"endTime":804.38,"body":"basically focusing on Google."},{"speaker":"Lindsay Heckert","startTime":804.98,"endTime":807.86,"body":"And I do it through Google ads,"},{"speaker":"Lindsay Heckert","startTime":804.98,"endTime":807.86,"body":"which I've talked about, and"},{"speaker":"Lindsay Heckert","startTime":807.86,"endTime":812.6,"body":"dialed in SEO, and these two"},{"speaker":"Lindsay Heckert","startTime":807.86,"endTime":812.6,"body":"things drive quality leads to my"},{"speaker":"Lindsay Heckert","startTime":812.66,"endTime":819.8,"body":"website. So Google ads, in"},{"speaker":"Lindsay Heckert","startTime":812.66,"endTime":819.8,"body":"particular, you are only paying"},{"speaker":"Lindsay Heckert","startTime":819.86,"endTime":822.46,"body":"per click. So sometimes it's"},{"speaker":"Lindsay Heckert","startTime":819.86,"endTime":822.46,"body":"called Pay Per Click"},{"speaker":"Lindsay Heckert","startTime":822.46,"endTime":826.24,"body":"advertising. You're using"},{"speaker":"Lindsay Heckert","startTime":822.46,"endTime":826.24,"body":"keywords and headlines to"},{"speaker":"Lindsay Heckert","startTime":826.24,"endTime":830.2,"body":"connect with the right people"},{"speaker":"Lindsay Heckert","startTime":826.24,"endTime":830.2,"body":"and come to and then they come"},{"speaker":"Lindsay Heckert","startTime":830.2,"endTime":834.28,"body":"to your website. So my goal is"},{"speaker":"Lindsay Heckert","startTime":830.2,"endTime":834.28,"body":"always to have at least 500"},{"speaker":"Lindsay Heckert","startTime":834.82,"endTime":838.42,"body":"people visiting my website a"},{"speaker":"Lindsay Heckert","startTime":834.82,"endTime":838.42,"body":"month like that would be my"},{"speaker":"Lindsay Heckert","startTime":838.42,"endTime":841.38,"body":"slowest month. In my higher"},{"speaker":"Lindsay Heckert","startTime":838.42,"endTime":841.38,"body":"months, I want anywhere from"},{"speaker":"Lindsay Heckert","startTime":841.38,"endTime":846.42,"body":"like 1500 to 2000 people in my"},{"speaker":"Lindsay Heckert","startTime":841.38,"endTime":846.42,"body":"busy months. And in Austin, it's"},{"speaker":"Lindsay Heckert","startTime":846.42,"endTime":849.36,"body":"definitely like in California."},{"speaker":"Lindsay Heckert","startTime":846.42,"endTime":849.36,"body":"When I was in California, it was"},{"speaker":"Lindsay Heckert","startTime":849.36,"endTime":852.18,"body":"more spread out, but in Austin,"},{"speaker":"Lindsay Heckert","startTime":849.36,"endTime":852.18,"body":"it's definitely like spring and"},{"speaker":"Lindsay Heckert","startTime":852.18,"endTime":856.68,"body":"fall because of weather. So I do"},{"speaker":"Lindsay Heckert","startTime":852.18,"endTime":856.68,"body":"that through intent based"},{"speaker":"Lindsay Heckert","startTime":856.68,"endTime":861.2,"body":"marketing, which is just like"},{"speaker":"Lindsay Heckert","startTime":856.68,"endTime":861.2,"body":"appearing in front of my clients"},{"speaker":"Lindsay Heckert","startTime":861.2,"endTime":863.9,"body":"when they're actively searching"},{"speaker":"Lindsay Heckert","startTime":861.2,"endTime":863.9,"body":"and ready to buy. So somebody"},{"speaker":"Lindsay Heckert","startTime":863.9,"endTime":865.82,"body":"who's at their lunch break"},{"speaker":"Lindsay Heckert","startTime":863.9,"endTime":865.82,"body":"looking for a family"},{"speaker":"Lindsay Heckert","startTime":865.82,"endTime":870.86,"body":"photographer, and then I show up"},{"speaker":"Lindsay Heckert","startTime":865.82,"endTime":870.86,"body":"on their Google search, then"},{"speaker":"Lindsay Heckert","startTime":871.34,"endTime":874.34,"body":"I've already taken half the work"},{"speaker":"Lindsay Heckert","startTime":871.34,"endTime":874.34,"body":"out of the process."},{"speaker":"Annemie Tonken","startTime":874.4,"endTime":878.0,"body":"Yeah. So I was"},{"speaker":"Annemie Tonken","startTime":874.4,"endTime":878.0,"body":"so excited when you reached out,"},{"speaker":"Annemie Tonken","startTime":878.0,"endTime":883.12,"body":"because I don't think I've ever"},{"speaker":"Annemie Tonken","startTime":878.0,"endTime":883.12,"body":"run Google ads. And part of the"},{"speaker":"Annemie Tonken","startTime":883.12,"endTime":885.94,"body":"reason is that I only got into"},{"speaker":"Annemie Tonken","startTime":883.12,"endTime":885.94,"body":"ADS. Yeah, most people haven't"},{"speaker":"Annemie Tonken","startTime":885.94,"endTime":890.74,"body":"the I only got into ADS once I"},{"speaker":"Annemie Tonken","startTime":885.94,"endTime":890.74,"body":"started getting like, doing"},{"speaker":"Annemie Tonken","startTime":890.74,"endTime":894.64,"body":"education work, and I still"},{"speaker":"Annemie Tonken","startTime":890.74,"endTime":894.64,"body":"outsource that, because I feel"},{"speaker":"Annemie Tonken","startTime":894.64,"endTime":899.26,"body":"really overwhelmed by the"},{"speaker":"Annemie Tonken","startTime":894.64,"endTime":899.26,"body":"metaverse and trying to manage"},{"speaker":"Annemie Tonken","startTime":899.26,"endTime":903.36,"body":"all of that. But I started"},{"speaker":"Annemie Tonken","startTime":899.26,"endTime":903.36,"body":"running ads. So I don't know,"},{"speaker":"Annemie Tonken","startTime":903.36,"endTime":908.58,"body":"three or four years ago to grow"},{"speaker":"Annemie Tonken","startTime":903.36,"endTime":908.58,"body":"my audience for the this can't"},{"speaker":"Annemie Tonken","startTime":908.58,"endTime":911.82,"body":"be that hard business. And I"},{"speaker":"Annemie Tonken","startTime":908.58,"endTime":911.82,"body":"Yeah, Facebook and Instagram."},{"speaker":"Annemie Tonken","startTime":912.54,"endTime":916.98,"body":"But when I started getting into"},{"speaker":"Annemie Tonken","startTime":912.54,"endTime":916.98,"body":"that and seeing the power of"},{"speaker":"Annemie Tonken","startTime":917.1,"endTime":921.26,"body":"like, oh, I don't actually have"},{"speaker":"Annemie Tonken","startTime":917.1,"endTime":921.26,"body":"to hustle for every single new"},{"speaker":"Annemie Tonken","startTime":921.26,"endTime":925.7,"body":"set of eyeballs. I can pay money"},{"speaker":"Annemie Tonken","startTime":921.26,"endTime":925.7,"body":"and have more people see the"},{"speaker":"Annemie Tonken","startTime":925.7,"endTime":928.82,"body":"stuff, and then, you know,"},{"speaker":"Annemie Tonken","startTime":925.7,"endTime":928.82,"body":"ultimately you get better at"},{"speaker":"Annemie Tonken","startTime":928.82,"endTime":932.54,"body":"that and find the right people"},{"speaker":"Annemie Tonken","startTime":928.82,"endTime":932.54,"body":"and all that. And as I started"},{"speaker":"Annemie Tonken","startTime":932.54,"endTime":935.54,"body":"learning how to do that, I have"},{"speaker":"Annemie Tonken","startTime":932.54,"endTime":935.54,"body":"lots of complaints about meta"},{"speaker":"Annemie Tonken","startTime":935.54,"endTime":939.26,"body":"and, yeah, Facebook world and"},{"speaker":"Annemie Tonken","startTime":935.54,"endTime":939.26,"body":"Instagram ads and all that sort"},{"speaker":"Annemie Tonken","startTime":939.26,"endTime":941.74,"body":"of stuff, which is a whole"},{"speaker":"Annemie Tonken","startTime":939.26,"endTime":941.74,"body":"separate conversation. But as I"},{"speaker":"Annemie Tonken","startTime":941.74,"endTime":945.04,"body":"learned more about ads in"},{"speaker":"Annemie Tonken","startTime":941.74,"endTime":945.04,"body":"general, I was like, if I were"},{"speaker":"Annemie Tonken","startTime":945.04,"endTime":948.52,"body":"trying to grow my photo business"},{"speaker":"Annemie Tonken","startTime":945.04,"endTime":948.52,"body":"right now, Google ads are where"},{"speaker":"Annemie Tonken","startTime":948.58,"endTime":952.3,"body":"it's at because, again, it's not"},{"speaker":"Annemie Tonken","startTime":948.58,"endTime":952.3,"body":"because somebody's scrolling and"},{"speaker":"Annemie Tonken","startTime":952.3,"endTime":955.54,"body":"they meet a certain avatar,"},{"speaker":"Annemie Tonken","startTime":952.3,"endTime":955.54,"body":"whatever. It's literally because"},{"speaker":"Annemie Tonken","startTime":955.54,"endTime":958.3,"body":"they just typed in, I'm looking"},{"speaker":"Annemie Tonken","startTime":955.54,"endTime":958.3,"body":"for a family photographer in"},{"speaker":"Annemie Tonken","startTime":958.3,"endTime":961.32,"body":"Chapel Hill, North Carolina."},{"speaker":"Annemie Tonken","startTime":958.3,"endTime":961.32,"body":"Like, how can you get more"},{"speaker":"Annemie Tonken","startTime":961.32,"endTime":965.34,"body":"targeted than that? That's so"},{"speaker":"Annemie Tonken","startTime":961.32,"endTime":965.34,"body":"it's so good. So, yeah, you're"},{"speaker":"Annemie Tonken","startTime":965.34,"endTime":969.18,"body":"paying for those ads. And it is"},{"speaker":"Annemie Tonken","startTime":965.34,"endTime":969.18,"body":"a it's an investment upfront,"},{"speaker":"Annemie Tonken","startTime":969.48,"endTime":973.86,"body":"but as soon as you start to see"},{"speaker":"Annemie Tonken","startTime":969.48,"endTime":973.86,"body":"that ROI, it more than pays for"},{"speaker":"Annemie Tonken","startTime":973.86,"endTime":976.98,"body":"itself. It's just, it's, it"},{"speaker":"Annemie Tonken","startTime":973.86,"endTime":976.98,"body":"seems to me to be such a no"},{"speaker":"Annemie Tonken","startTime":976.98,"endTime":979.32,"body":"brainer. And you're right."},{"speaker":"Annemie Tonken","startTime":976.98,"endTime":979.32,"body":"People aren't talking about it"},{"speaker":"Annemie Tonken","startTime":979.32,"endTime":982.7,"body":"or using it anywhere near to its"},{"speaker":"Annemie Tonken","startTime":979.32,"endTime":982.7,"body":"potential in this industry,"},{"speaker":"Annemie Tonken","startTime":982.76,"endTime":983.84,"body":"exactly. And"},{"speaker":"Lindsay Heckert","startTime":983.84,"endTime":986.06,"body":"I think I've"},{"speaker":"Lindsay Heckert","startTime":983.84,"endTime":986.06,"body":"thought about this a lot, and I"},{"speaker":"Lindsay Heckert","startTime":986.06,"endTime":991.34,"body":"think part of the reason is the"},{"speaker":"Lindsay Heckert","startTime":986.06,"endTime":991.34,"body":"cost is overwhelming if you"},{"speaker":"Lindsay Heckert","startTime":991.34,"endTime":994.46,"body":"don't think through the whole"},{"speaker":"Lindsay Heckert","startTime":991.34,"endTime":994.46,"body":"process. And that's why getting"},{"speaker":"Lindsay Heckert","startTime":994.46,"endTime":997.64,"body":"your prices right and all of"},{"speaker":"Lindsay Heckert","startTime":994.46,"endTime":997.64,"body":"that is so important, right?"},{"speaker":"Lindsay Heckert","startTime":997.7,"endTime":1002.7,"body":"But, yeah, they are just so"},{"speaker":"Lindsay Heckert","startTime":997.7,"endTime":1002.7,"body":"powerful. And when I started"},{"speaker":"Lindsay Heckert","startTime":1002.7,"endTime":1006.18,"body":"using them, it wasn't just it"},{"speaker":"Lindsay Heckert","startTime":1002.7,"endTime":1006.18,"body":"wasn't just that people started"},{"speaker":"Lindsay Heckert","startTime":1006.18,"endTime":1011.28,"body":"coming to me, it was like, such"},{"speaker":"Lindsay Heckert","startTime":1006.18,"endTime":1011.28,"body":"a cool mindset shift to it was"},{"speaker":"Lindsay Heckert","startTime":1011.28,"endTime":1014.64,"body":"like they were validating that I"},{"speaker":"Lindsay Heckert","startTime":1011.28,"endTime":1014.64,"body":"by them coming to me, they were"},{"speaker":"Lindsay Heckert","startTime":1014.64,"endTime":1017.28,"body":"validating that I am a good"},{"speaker":"Lindsay Heckert","startTime":1014.64,"endTime":1017.28,"body":"photographer. You know, it was"},{"speaker":"Lindsay Heckert","startTime":1017.28,"endTime":1020.66,"body":"the first time that you kind of"},{"speaker":"Lindsay Heckert","startTime":1017.28,"endTime":1020.66,"body":"feel like, Oh, I I am good at"},{"speaker":"Lindsay Heckert","startTime":1020.66,"endTime":1024.14,"body":"this. I'm not having to, like,"},{"speaker":"Lindsay Heckert","startTime":1020.66,"endTime":1024.14,"body":"hustle, or, like, vague, you"},{"speaker":"Lindsay Heckert","startTime":1024.14,"endTime":1028.04,"body":"know, right, run these deals, or"},{"speaker":"Lindsay Heckert","startTime":1024.14,"endTime":1028.04,"body":"say one spot left. It's just"},{"speaker":"Lindsay Heckert","startTime":1028.04,"endTime":1033.14,"body":"people are coming to me, and"},{"speaker":"Lindsay Heckert","startTime":1028.04,"endTime":1033.14,"body":"then it you really dial in your"},{"speaker":"Lindsay Heckert","startTime":1033.14,"endTime":1035.9,"body":"process, and you raise your"},{"speaker":"Lindsay Heckert","startTime":1033.14,"endTime":1035.9,"body":"prices even more because you're"},{"speaker":"Lindsay Heckert","startTime":1035.9,"endTime":1038.96,"body":"in demand. It's just phenomenal,"},{"speaker":"Lindsay Heckert","startTime":1035.9,"endTime":1038.96,"body":"but it's so cool, because"},{"speaker":"Lindsay Heckert","startTime":1039.44,"endTime":1043.72,"body":"everybody can use it to their"},{"speaker":"Lindsay Heckert","startTime":1039.44,"endTime":1043.72,"body":"own liking, or what, whatever it"},{"speaker":"Lindsay Heckert","startTime":1043.72,"endTime":1046.9,"body":"is that they offer, it is just"},{"speaker":"Lindsay Heckert","startTime":1043.72,"endTime":1046.9,"body":"so specific. So I do think it's"},{"speaker":"Lindsay Heckert","startTime":1046.9,"endTime":1050.08,"body":"important that if you're going"},{"speaker":"Lindsay Heckert","startTime":1046.9,"endTime":1050.08,"body":"to use it, like I said, you have"},{"speaker":"Lindsay Heckert","startTime":1050.08,"endTime":1054.34,"body":"your pricing high enough that"},{"speaker":"Lindsay Heckert","startTime":1050.08,"endTime":1054.34,"body":"you're covering it, and that you"},{"speaker":"Lindsay Heckert","startTime":1054.34,"endTime":1058.6,"body":"have a website that's built to"},{"speaker":"Lindsay Heckert","startTime":1054.34,"endTime":1058.6,"body":"convert and I can talk about"},{"speaker":"Lindsay Heckert","startTime":1058.6,"endTime":1062.28,"body":"that just a little bit, some"},{"speaker":"Lindsay Heckert","startTime":1058.6,"endTime":1062.28,"body":"things that I've seen a lot of"},{"speaker":"Lindsay Heckert","startTime":1062.28,"endTime":1064.68,"body":"times, when I look at new"},{"speaker":"Lindsay Heckert","startTime":1062.28,"endTime":1064.68,"body":"photographers websites, or"},{"speaker":"Lindsay Heckert","startTime":1064.68,"endTime":1068.16,"body":"people that are just starting"},{"speaker":"Lindsay Heckert","startTime":1064.68,"endTime":1068.16,"body":"out, they use a template, or"},{"speaker":"Lindsay Heckert","startTime":1068.16,"endTime":1073.26,"body":"have a website that doesn't take"},{"speaker":"Lindsay Heckert","startTime":1068.16,"endTime":1073.26,"body":"up the whole page, it's kind of"},{"speaker":"Lindsay Heckert","startTime":1073.26,"endTime":1079.5,"body":"concentrated in the middle. And"},{"speaker":"Lindsay Heckert","startTime":1073.26,"endTime":1079.5,"body":"this is like, it show, it"},{"speaker":"Lindsay Heckert","startTime":1079.5,"endTime":1083.18,"body":"doesn't show confidence, or what"},{"speaker":"Lindsay Heckert","startTime":1079.5,"endTime":1083.18,"body":"you're you know, or that you're"},{"speaker":"Lindsay Heckert","startTime":1083.18,"endTime":1087.68,"body":"showing up for people also just"},{"speaker":"Lindsay Heckert","startTime":1083.18,"endTime":1087.68,"body":"having quality photos on your"},{"speaker":"Lindsay Heckert","startTime":1087.68,"endTime":1092.42,"body":"website, not quantity, but"},{"speaker":"Lindsay Heckert","startTime":1087.68,"endTime":1092.42,"body":"quality, and having a reason for"},{"speaker":"Lindsay Heckert","startTime":1092.42,"endTime":1096.2,"body":"each photo. And then my last"},{"speaker":"Lindsay Heckert","startTime":1092.42,"endTime":1096.2,"body":"piece of advice with the website"},{"speaker":"Lindsay Heckert","startTime":1096.2,"endTime":1101.38,"body":"is having your contact button"},{"speaker":"Lindsay Heckert","startTime":1096.2,"endTime":1101.38,"body":"often and scattered throughout"},{"speaker":"Lindsay Heckert","startTime":1101.38,"endTime":1103.9,"body":"easy to find, because that's the"},{"speaker":"Lindsay Heckert","startTime":1101.38,"endTime":1103.9,"body":"ultimate goal when once they"},{"speaker":"Lindsay Heckert","startTime":1103.9,"endTime":1105.82,"body":"land on your website. Let me ask"},{"speaker":"Annemie Tonken","startTime":1105.82,"endTime":1107.92,"body":"you just a"},{"speaker":"Annemie Tonken","startTime":1105.82,"endTime":1107.92,"body":"little bit more about the first"},{"speaker":"Annemie Tonken","startTime":1107.92,"endTime":1112.12,"body":"point, about using all the real"},{"speaker":"Annemie Tonken","startTime":1107.92,"endTime":1112.12,"body":"estate on your page, not just"},{"speaker":"Annemie Tonken","startTime":1112.12,"endTime":1114.82,"body":"sort of concentrated in the"},{"speaker":"Annemie Tonken","startTime":1112.12,"endTime":1114.82,"body":"middle. Can you give some"},{"speaker":"Annemie Tonken","startTime":1114.82,"endTime":1116.44,"body":"examples of what you mean by"},{"speaker":"Annemie Tonken","startTime":1114.82,"endTime":1116.44,"body":"that?"},{"speaker":"Lindsay Heckert","startTime":1117.7,"endTime":1121.5,"body":"Yes. So Well, I"},{"speaker":"Lindsay Heckert","startTime":1117.7,"endTime":1121.5,"body":"mean, I have seen people I don't"},{"speaker":"Lindsay Heckert","startTime":1121.5,"endTime":1126.66,"body":"know, there's like templates out"},{"speaker":"Lindsay Heckert","startTime":1121.5,"endTime":1126.66,"body":"there that don't use the whole"},{"speaker":"Lindsay Heckert","startTime":1127.2,"endTime":1132.36,"body":"screen, you know? So I think"},{"speaker":"Lindsay Heckert","startTime":1127.2,"endTime":1132.36,"body":"it's important to have, like"},{"speaker":"Lindsay Heckert","startTime":1132.36,"endTime":1140.96,"body":"your photos really big right and"},{"speaker":"Lindsay Heckert","startTime":1132.36,"endTime":1140.96,"body":"prominent, and the font on your"},{"speaker":"Lindsay Heckert","startTime":1140.96,"endTime":1145.52,"body":"website, easy to read and just,"},{"speaker":"Lindsay Heckert","startTime":1140.96,"endTime":1145.52,"body":"I know it sounds silly, but I"},{"speaker":"Lindsay Heckert","startTime":1145.52,"endTime":1148.76,"body":"can't tell you how many websites"},{"speaker":"Lindsay Heckert","startTime":1145.52,"endTime":1148.76,"body":"I go to that I'm like, Okay,"},{"speaker":"Lindsay Heckert","startTime":1149.6,"endTime":1153.8,"body":"take up the whole space. Find a"},{"speaker":"Lindsay Heckert","startTime":1149.6,"endTime":1153.8,"body":"good template or build on"},{"speaker":"Lindsay Heckert","startTime":1153.8,"endTime":1158.84,"body":"WordPress. Is my favorite, just"},{"speaker":"Lindsay Heckert","startTime":1153.8,"endTime":1158.84,"body":"showing up and being confident"},{"speaker":"Lindsay Heckert","startTime":1158.84,"endTime":1163.3,"body":"and definitely editing those"},{"speaker":"Lindsay Heckert","startTime":1158.84,"endTime":1163.3,"body":"photos to be consistent, like a"},{"speaker":"Lindsay Heckert","startTime":1163.3,"endTime":1167.32,"body":"consistent editing style on your"},{"speaker":"Lindsay Heckert","startTime":1163.3,"endTime":1167.32,"body":"website really helps. And I'll"},{"speaker":"Lindsay Heckert","startTime":1167.32,"endTime":1171.58,"body":"tell you one other little trick"},{"speaker":"Lindsay Heckert","startTime":1167.32,"endTime":1171.58,"body":"or something that I've noticed"},{"speaker":"Lindsay Heckert","startTime":1171.64,"endTime":1175.72,"body":"is a lot of times photographers"},{"speaker":"Lindsay Heckert","startTime":1171.64,"endTime":1175.72,"body":"don't have their branding"},{"speaker":"Lindsay Heckert","startTime":1176.26,"endTime":1181.08,"body":"complement the tones of their"},{"speaker":"Lindsay Heckert","startTime":1176.26,"endTime":1181.08,"body":"photos. I've noticed, and this"},{"speaker":"Lindsay Heckert","startTime":1181.08,"endTime":1184.38,"body":"can also make a huge difference."},{"speaker":"Lindsay Heckert","startTime":1181.08,"endTime":1184.38,"body":"Like, I can think of one"},{"speaker":"Lindsay Heckert","startTime":1184.38,"endTime":1187.8,"body":"particular student who had just"},{"speaker":"Lindsay Heckert","startTime":1184.38,"endTime":1187.8,"body":"beautiful photography, but her"},{"speaker":"Lindsay Heckert","startTime":1187.86,"endTime":1193.08,"body":"branding didn't really help. It"},{"speaker":"Lindsay Heckert","startTime":1187.86,"endTime":1193.08,"body":"Pop, and she switched it. I was"},{"speaker":"Lindsay Heckert","startTime":1193.08,"endTime":1195.54,"body":"hesitant if I should say"},{"speaker":"Lindsay Heckert","startTime":1193.08,"endTime":1195.54,"body":"anything, and she ended up"},{"speaker":"Lindsay Heckert","startTime":1195.54,"endTime":1199.38,"body":"switching it. And she texted me."},{"speaker":"Lindsay Heckert","startTime":1195.54,"endTime":1199.38,"body":"She's like, I don't know if it's"},{"speaker":"Lindsay Heckert","startTime":1199.38,"endTime":1202.28,"body":"because of the. But I just"},{"speaker":"Lindsay Heckert","startTime":1199.38,"endTime":1202.28,"body":"booked two newborn sessions"},{"speaker":"Lindsay Heckert","startTime":1202.28,"endTime":1204.56,"body":"today, so it was kind of cool to"},{"speaker":"Lindsay Heckert","startTime":1202.28,"endTime":1204.56,"body":"see, yeah,"},{"speaker":"Annemie Tonken","startTime":1204.98,"endTime":1206.96,"body":"yeah, your"},{"speaker":"Annemie Tonken","startTime":1204.98,"endTime":1206.96,"body":"website, especially if you're"},{"speaker":"Annemie Tonken","startTime":1206.96,"endTime":1211.34,"body":"paying to send traffic to your"},{"speaker":"Annemie Tonken","startTime":1206.96,"endTime":1211.34,"body":"website, you definitely need it"},{"speaker":"Annemie Tonken","startTime":1211.34,"endTime":1216.86,"body":"to speak quickly and directly to"},{"speaker":"Annemie Tonken","startTime":1211.34,"endTime":1216.86,"body":"like, This is who I am. This is"},{"speaker":"Annemie Tonken","startTime":1216.86,"endTime":1220.3,"body":"what I do. This is what you can"},{"speaker":"Annemie Tonken","startTime":1216.86,"endTime":1220.3,"body":"expect to pay, not because"},{"speaker":"Annemie Tonken","startTime":1220.3,"endTime":1222.88,"body":"you're necessarily writing your"},{"speaker":"Annemie Tonken","startTime":1220.3,"endTime":1222.88,"body":"prices all over the place, or"},{"speaker":"Annemie Tonken","startTime":1222.88,"endTime":1226.42,"body":"deep diving on that, but you you"},{"speaker":"Annemie Tonken","startTime":1222.88,"endTime":1226.42,"body":"probably have it somewhere, and,"},{"speaker":"Annemie Tonken","startTime":1226.42,"endTime":1229.84,"body":"you know, some amount of"},{"speaker":"Annemie Tonken","startTime":1226.42,"endTime":1229.84,"body":"information, but it the whole"},{"speaker":"Annemie Tonken","startTime":1229.84,"endTime":1232.18,"body":"thing needs to feel like, Oh,"},{"speaker":"Annemie Tonken","startTime":1229.84,"endTime":1232.18,"body":"this is going to be an"},{"speaker":"Annemie Tonken","startTime":1232.18,"endTime":1234.64,"body":"investment at this sort of"},{"speaker":"Annemie Tonken","startTime":1232.18,"endTime":1234.64,"body":"level. So, like, right"},{"speaker":"Annemie Tonken","startTime":1234.64,"endTime":1237.64,"body":"professional, up to date, you"},{"speaker":"Annemie Tonken","startTime":1234.64,"endTime":1237.64,"body":"know, to your point, like,"},{"speaker":"Annemie Tonken","startTime":1237.64,"endTime":1242.64,"body":"consistent branding and, yeah,"},{"speaker":"Annemie Tonken","startTime":1237.64,"endTime":1242.64,"body":"easy to read. I you said, like"},{"speaker":"Annemie Tonken","startTime":1242.64,"endTime":1245.76,"body":"that should be obvious, and it"},{"speaker":"Annemie Tonken","startTime":1242.64,"endTime":1245.76,"body":"should be obvious, but it is"},{"speaker":"Annemie Tonken","startTime":1245.76,"endTime":1250.02,"body":"funny, how many templates that"},{"speaker":"Annemie Tonken","startTime":1245.76,"endTime":1250.02,"body":"are built for photography look"},{"speaker":"Annemie Tonken","startTime":1250.02,"endTime":1252.9,"body":"like museum galleries, which is,"},{"speaker":"Annemie Tonken","startTime":1250.02,"endTime":1252.9,"body":"you know, esthetically"},{"speaker":"Annemie Tonken","startTime":1252.9,"endTime":1256.14,"body":"beautiful, and I appreciate"},{"speaker":"Annemie Tonken","startTime":1252.9,"endTime":1256.14,"body":"that. We all want everything to"},{"speaker":"Annemie Tonken","startTime":1256.14,"endTime":1259.68,"body":"look really beautiful on the"},{"speaker":"Annemie Tonken","startTime":1256.14,"endTime":1259.68,"body":"page, but it does also have to"},{"speaker":"Annemie Tonken","startTime":1259.68,"endTime":1263.6,"body":"convert it's not a museum, it is"},{"speaker":"Annemie Tonken","startTime":1259.68,"endTime":1263.6,"body":"a storefront and and I think"},{"speaker":"Annemie Tonken","startTime":1263.6,"endTime":1266.06,"body":"that people need to remember"},{"speaker":"Annemie Tonken","startTime":1263.6,"endTime":1266.06,"body":"that that doesn't mean you have"},{"speaker":"Annemie Tonken","startTime":1266.06,"endTime":1269.54,"body":"to have like a flashing red Buy"},{"speaker":"Annemie Tonken","startTime":1266.06,"endTime":1269.54,"body":"Now button, but right there. You"},{"speaker":"Annemie Tonken","startTime":1269.54,"endTime":1272.18,"body":"need to find some middle ground"},{"speaker":"Annemie Tonken","startTime":1269.54,"endTime":1272.18,"body":"that works."},{"speaker":"Lindsay Heckert","startTime":1272.24,"endTime":1274.88,"body":"Yeah, yeah. I"},{"speaker":"Lindsay Heckert","startTime":1272.24,"endTime":1274.88,"body":"think that having a website that"},{"speaker":"Lindsay Heckert","startTime":1274.88,"endTime":1278.6,"body":"converts is so important, and so"},{"speaker":"Lindsay Heckert","startTime":1274.88,"endTime":1278.6,"body":"often people are just like, have"},{"speaker":"Lindsay Heckert","startTime":1278.6,"endTime":1281.62,"body":"their website and kind of forget"},{"speaker":"Lindsay Heckert","startTime":1278.6,"endTime":1281.62,"body":"about it and focus on social"},{"speaker":"Lindsay Heckert","startTime":1281.62,"endTime":1286.3,"body":"media. And I really think like"},{"speaker":"Lindsay Heckert","startTime":1281.62,"endTime":1286.3,"body":"that is your selling point. And"},{"speaker":"Lindsay Heckert","startTime":1286.36,"endTime":1290.2,"body":"really, when most people reach"},{"speaker":"Lindsay Heckert","startTime":1286.36,"endTime":1290.2,"body":"out to me after they've seen my"},{"speaker":"Lindsay Heckert","startTime":1290.2,"endTime":1296.32,"body":"website and know my pricing, and"},{"speaker":"Lindsay Heckert","startTime":1290.2,"endTime":1296.32,"body":"they've reached out most the"},{"speaker":"Lindsay Heckert","startTime":1296.32,"endTime":1299.68,"body":"time, it's like a quick"},{"speaker":"Lindsay Heckert","startTime":1296.32,"endTime":1299.68,"body":"conversion. You know, it's not a"},{"speaker":"Lindsay Heckert","startTime":1299.68,"endTime":1302.76,"body":"lot of selling involved. So I've"},{"speaker":"Lindsay Heckert","startTime":1299.68,"endTime":1302.76,"body":"done the like, it's all done,"},{"speaker":"Lindsay Heckert","startTime":1303.0,"endTime":1305.52,"body":"and I don't have to go back and"},{"speaker":"Lindsay Heckert","startTime":1303.0,"endTime":1305.52,"body":"forth, like we talked about"},{"speaker":"Lindsay Heckert","startTime":1305.52,"endTime":1310.56,"body":"earlier. It's so empowering and"},{"speaker":"Lindsay Heckert","startTime":1305.52,"endTime":1310.56,"body":"exciting and fun, you know?"},{"speaker":"Annemie Tonken","startTime":1311.64,"endTime":1315.6,"body":"I love that. So,"},{"speaker":"Annemie Tonken","startTime":1311.64,"endTime":1315.6,"body":"so you've got your intent based"},{"speaker":"Annemie Tonken","startTime":1315.6,"endTime":1319.68,"body":"marketing, and then you've got a"},{"speaker":"Annemie Tonken","startTime":1315.6,"endTime":1319.68,"body":"website that converts, and then"},{"speaker":"Annemie Tonken","startTime":1319.92,"endTime":1320.3,"body":"what's"},{"speaker":"Lindsay Heckert","startTime":1320.3,"endTime":1323.84,"body":"next? Oh, and"},{"speaker":"Lindsay Heckert","startTime":1320.3,"endTime":1323.84,"body":"then we have an exceptional"},{"speaker":"Lindsay Heckert","startTime":1323.84,"endTime":1328.4,"body":"client experience. And this is"},{"speaker":"Lindsay Heckert","startTime":1323.84,"endTime":1328.4,"body":"really easy to build. Once you"},{"speaker":"Lindsay Heckert","startTime":1328.4,"endTime":1332.0,"body":"have clients coming to you, and"},{"speaker":"Lindsay Heckert","startTime":1328.4,"endTime":1332.0,"body":"you really start dialing in,"},{"speaker":"Lindsay Heckert","startTime":1332.72,"endTime":1335.78,"body":"like, once you have ideal"},{"speaker":"Lindsay Heckert","startTime":1332.72,"endTime":1335.78,"body":"clients consistently, you start"},{"speaker":"Lindsay Heckert","startTime":1335.78,"endTime":1340.96,"body":"seeing the rhythm and the"},{"speaker":"Lindsay Heckert","startTime":1335.78,"endTime":1340.96,"body":"pattern, and it becomes really"},{"speaker":"Lindsay Heckert","startTime":1340.96,"endTime":1343.72,"body":"fun to dial into who you are as"},{"speaker":"Lindsay Heckert","startTime":1340.96,"endTime":1343.72,"body":"a photographer and the"},{"speaker":"Lindsay Heckert","startTime":1343.78,"endTime":1348.16,"body":"experience you want to offer."},{"speaker":"Lindsay Heckert","startTime":1343.78,"endTime":1348.16,"body":"But I want to bring up, I think"},{"speaker":"Lindsay Heckert","startTime":1348.22,"endTime":1352.48,"body":"it was on your podcast. I"},{"speaker":"Lindsay Heckert","startTime":1348.22,"endTime":1352.48,"body":"remember a story. I think she"},{"speaker":"Lindsay Heckert","startTime":1352.48,"endTime":1357.1,"body":"was a boudoir photographer, and"},{"speaker":"Lindsay Heckert","startTime":1352.48,"endTime":1357.1,"body":"she had invested in a studio,"},{"speaker":"Lindsay Heckert","startTime":1357.64,"endTime":1362.28,"body":"and the studio flooded, and at"},{"speaker":"Lindsay Heckert","startTime":1357.64,"endTime":1362.28,"body":"first she was so bummed, but"},{"speaker":"Lindsay Heckert","startTime":1362.28,"endTime":1364.86,"body":"she's like, it was the best"},{"speaker":"Lindsay Heckert","startTime":1362.28,"endTime":1364.86,"body":"thing, because it allowed me to"},{"speaker":"Lindsay Heckert","startTime":1364.86,"endTime":1370.74,"body":"take the time to get all of my"},{"speaker":"Lindsay Heckert","startTime":1364.86,"endTime":1370.74,"body":"marketing and the experience in"},{"speaker":"Lindsay Heckert","startTime":1370.74,"endTime":1375.12,"body":"order and write out all the"},{"speaker":"Lindsay Heckert","startTime":1370.74,"endTime":1375.12,"body":"templates. And if I had any"},{"speaker":"Lindsay Heckert","startTime":1375.12,"endTime":1377.64,"body":"piece of advice for"},{"speaker":"Lindsay Heckert","startTime":1375.12,"endTime":1377.64,"body":"photographers out there, is"},{"speaker":"Lindsay Heckert","startTime":1377.64,"endTime":1382.04,"body":"like, just take the time to do"},{"speaker":"Lindsay Heckert","startTime":1377.64,"endTime":1382.04,"body":"this, think about your client"},{"speaker":"Lindsay Heckert","startTime":1382.04,"endTime":1386.36,"body":"journey from inquiry to the last"},{"speaker":"Lindsay Heckert","startTime":1382.04,"endTime":1386.36,"body":"time you're going to you know"},{"speaker":"Lindsay Heckert","startTime":1386.36,"endTime":1390.32,"body":"the last interaction with them"},{"speaker":"Lindsay Heckert","startTime":1386.36,"endTime":1390.32,"body":"and write out all the emails,"},{"speaker":"Lindsay Heckert","startTime":1390.68,"endTime":1394.58,"body":"all the copy. And if you there's"},{"speaker":"Lindsay Heckert","startTime":1390.68,"endTime":1394.58,"body":"something important that you"},{"speaker":"Lindsay Heckert","startTime":1394.58,"endTime":1399.26,"body":"have to say, then say it"},{"speaker":"Lindsay Heckert","startTime":1394.58,"endTime":1399.26,"body":"multiple times in short chunks."},{"speaker":"Lindsay Heckert","startTime":1399.56,"endTime":1403.12,"body":"But this is what establishes you"},{"speaker":"Lindsay Heckert","startTime":1399.56,"endTime":1403.12,"body":"as the expert and gives you"},{"speaker":"Lindsay Heckert","startTime":1403.12,"endTime":1407.32,"body":"control, like say what you need"},{"speaker":"Lindsay Heckert","startTime":1403.12,"endTime":1407.32,"body":"to say and take control of the"},{"speaker":"Lindsay Heckert","startTime":1407.32,"endTime":1410.92,"body":"situation. And if you take the"},{"speaker":"Lindsay Heckert","startTime":1407.32,"endTime":1410.92,"body":"time to do this, you'll have a"},{"speaker":"Lindsay Heckert","startTime":1410.92,"endTime":1414.76,"body":"better experience. They'll have"},{"speaker":"Lindsay Heckert","startTime":1410.92,"endTime":1414.76,"body":"a better experience. And I think"},{"speaker":"Lindsay Heckert","startTime":1414.76,"endTime":1419.14,"body":"this is the key to just really"},{"speaker":"Lindsay Heckert","startTime":1414.76,"endTime":1419.14,"body":"delivering a good experience,"},{"speaker":"Lindsay Heckert","startTime":1419.2,"endTime":1422.28,"body":"whatever that looks like for you"},{"speaker":"Lindsay Heckert","startTime":1419.2,"endTime":1422.28,"body":"and your clients, but just"},{"speaker":"Lindsay Heckert","startTime":1422.28,"endTime":1426.06,"body":"taking that time and road,"},{"speaker":"Lindsay Heckert","startTime":1422.28,"endTime":1426.06,"body":"mapping it out and getting it in"},{"speaker":"Lindsay Heckert","startTime":1426.06,"endTime":1426.6,"body":"order."},{"speaker":"Annemie Tonken","startTime":1426.9,"endTime":1431.28,"body":"So yeah, and I"},{"speaker":"Annemie Tonken","startTime":1426.9,"endTime":1431.28,"body":"totally, I love that you use"},{"speaker":"Annemie Tonken","startTime":1431.28,"endTime":1435.42,"body":"that visual of sort of a wheel,"},{"speaker":"Annemie Tonken","startTime":1431.28,"endTime":1435.42,"body":"like a circle, yeah? Because as"},{"speaker":"Annemie Tonken","startTime":1435.42,"endTime":1440.34,"body":"much as using Google Ads brings"},{"speaker":"Annemie Tonken","startTime":1435.42,"endTime":1440.34,"body":"new people in, one of the"},{"speaker":"Annemie Tonken","startTime":1440.34,"endTime":1443.3,"body":"biggest, biggest things that I"},{"speaker":"Annemie Tonken","startTime":1440.34,"endTime":1443.3,"body":"talk about all the time is that"},{"speaker":"Annemie Tonken","startTime":1443.3,"endTime":1446.06,"body":"the easiest, the best clients,"},{"speaker":"Annemie Tonken","startTime":1443.3,"endTime":1446.06,"body":"are the ones that come back to"},{"speaker":"Annemie Tonken","startTime":1446.06,"endTime":1447.5,"body":"you exactly,"},{"speaker":"Lindsay Heckert","startTime":1447.5,"endTime":1449.36,"body":"if it's okay. I"},{"speaker":"Lindsay Heckert","startTime":1447.5,"endTime":1449.36,"body":"wanted to go back. I forgot to"},{"speaker":"Lindsay Heckert","startTime":1449.36,"endTime":1453.38,"body":"say that with my Google ads, I"},{"speaker":"Lindsay Heckert","startTime":1449.36,"endTime":1453.38,"body":"use HoneyBook for my client"},{"speaker":"Lindsay Heckert","startTime":1453.38,"endTime":1456.98,"body":"relations management, which I"},{"speaker":"Lindsay Heckert","startTime":1453.38,"endTime":1456.98,"body":"love so much. They just gave me"},{"speaker":"Lindsay Heckert","startTime":1456.98,"endTime":1461.26,"body":"my end of the year numbers for"},{"speaker":"Lindsay Heckert","startTime":1456.98,"endTime":1461.26,"body":"last year. And last year, I had"},{"speaker":"Lindsay Heckert","startTime":1461.26,"endTime":1467.56,"body":"149 inquiries from Google, and"},{"speaker":"Lindsay Heckert","startTime":1461.26,"endTime":1467.56,"body":"51 with a 51% booking rate. Wow."},{"speaker":"Lindsay Heckert","startTime":1468.46,"endTime":1470.5,"body":"That is huge. That"},{"speaker":"Annemie Tonken","startTime":1470.5,"endTime":1473.62,"body":"is fantastic,"},{"speaker":"Annemie Tonken","startTime":1470.5,"endTime":1473.62,"body":"yeah. And I can't emphasize"},{"speaker":"Lindsay Heckert","startTime":1473.62,"endTime":1476.5,"body":"enough that it"},{"speaker":"Lindsay Heckert","startTime":1473.62,"endTime":1476.5,"body":"just once I have everything set"},{"speaker":"Lindsay Heckert","startTime":1476.5,"endTime":1481.14,"body":"up. It's very little effort. And"},{"speaker":"Lindsay Heckert","startTime":1476.5,"endTime":1481.14,"body":"the clients that I worked with"},{"speaker":"Lindsay Heckert","startTime":1481.14,"endTime":1486.24,"body":"this year were so fun and bring"},{"speaker":"Lindsay Heckert","startTime":1481.14,"endTime":1486.24,"body":"me so much joy and make me love"},{"speaker":"Lindsay Heckert","startTime":1486.24,"endTime":1489.48,"body":"what I do, and it's so different"},{"speaker":"Lindsay Heckert","startTime":1486.24,"endTime":1489.48,"body":"from those clients that, just"},{"speaker":"Lindsay Heckert","startTime":1489.48,"endTime":1495.18,"body":"like, suck the energy out of"},{"speaker":"Lindsay Heckert","startTime":1489.48,"endTime":1495.18,"body":"you, you know, so amazing."},{"speaker":"Annemie Tonken","startTime":1495.3,"endTime":1498.42,"body":"Well, let me ask"},{"speaker":"Annemie Tonken","startTime":1495.3,"endTime":1498.42,"body":"a couple of questions that I"},{"speaker":"Annemie Tonken","startTime":1498.42,"endTime":1502.4,"body":"imagine might be in. Hmm,"},{"speaker":"Annemie Tonken","startTime":1498.42,"endTime":1502.4,"body":"everyone's on everyone's mind as"},{"speaker":"Annemie Tonken","startTime":1502.4,"endTime":1505.46,"body":"they're listening to this. So"},{"speaker":"Annemie Tonken","startTime":1502.4,"endTime":1505.46,"body":"you just shared numbers, which I"},{"speaker":"Annemie Tonken","startTime":1505.46,"endTime":1507.8,"body":"love, and I'm going to put you"},{"speaker":"Annemie Tonken","startTime":1505.46,"endTime":1507.8,"body":"on the spot a little bit and"},{"speaker":"Annemie Tonken","startTime":1507.8,"endTime":1513.08,"body":"say, Do you have any sense as to"},{"speaker":"Annemie Tonken","startTime":1507.8,"endTime":1513.08,"body":"what your Google Ads budget was"},{"speaker":"Annemie Tonken","startTime":1513.2,"endTime":1518.9,"body":"that returned 149 ish inquiries"},{"speaker":"Annemie Tonken","startTime":1513.2,"endTime":1518.9,"body":"with a 50% conversion rate."},{"speaker":"Lindsay Heckert","startTime":1519.38,"endTime":1523.66,"body":"Yes. So I do"},{"speaker":"Lindsay Heckert","startTime":1519.38,"endTime":1523.66,"body":"spend $300 a month on Google"},{"speaker":"Lindsay Heckert","startTime":1523.66,"endTime":1528.1,"body":"ads, and it's funny, actually, I"},{"speaker":"Lindsay Heckert","startTime":1523.66,"endTime":1528.1,"body":"work with a Google Ads coach,"},{"speaker":"Lindsay Heckert","startTime":1528.1,"endTime":1533.68,"body":"because after I became obsessed"},{"speaker":"Lindsay Heckert","startTime":1528.1,"endTime":1533.68,"body":"with it and saw the power of"},{"speaker":"Lindsay Heckert","startTime":1533.68,"endTime":1537.58,"body":"them, I took some classes. I"},{"speaker":"Lindsay Heckert","startTime":1533.68,"endTime":1537.58,"body":"even read a book about them, my"},{"speaker":"Lindsay Heckert","startTime":1537.58,"endTime":1541.56,"body":"coach looked at my numbers, he"},{"speaker":"Lindsay Heckert","startTime":1537.58,"endTime":1541.56,"body":"was blown away, and he's like, I"},{"speaker":"Lindsay Heckert","startTime":1541.56,"endTime":1545.76,"body":"know dentists and lawyers that"},{"speaker":"Lindsay Heckert","startTime":1541.56,"endTime":1545.76,"body":"spend like $1,500 a month on"},{"speaker":"Lindsay Heckert","startTime":1545.76,"endTime":1551.94,"body":"those things for one client."},{"speaker":"Lindsay Heckert","startTime":1545.76,"endTime":1551.94,"body":"Yeah, so to me, $300 a month is"},{"speaker":"Lindsay Heckert","startTime":1551.94,"endTime":1556.32,"body":"like nothing to pay for the"},{"speaker":"Lindsay Heckert","startTime":1551.94,"endTime":1556.32,"body":"amount that it brings me. The"},{"speaker":"Lindsay Heckert","startTime":1556.32,"endTime":1559.32,"body":"other thing that is scary for"},{"speaker":"Lindsay Heckert","startTime":1556.32,"endTime":1559.32,"body":"people is actually just setting"},{"speaker":"Lindsay Heckert","startTime":1559.32,"endTime":1563.72,"body":"up the Google app, because it is"},{"speaker":"Lindsay Heckert","startTime":1559.32,"endTime":1563.72,"body":"a little overwhelming. But once"},{"speaker":"Lindsay Heckert","startTime":1563.72,"endTime":1566.6,"body":"you know how to do it and it's"},{"speaker":"Lindsay Heckert","startTime":1563.72,"endTime":1566.6,"body":"but especially for"},{"speaker":"Lindsay Heckert","startTime":1566.6,"endTime":1569.48,"body":"photographers, it's pretty,"},{"speaker":"Lindsay Heckert","startTime":1566.6,"endTime":1569.48,"body":"pretty easy, so"},{"speaker":"Annemie Tonken","startTime":1570.02,"endTime":1572.6,"body":"amazing. Okay,"},{"speaker":"Annemie Tonken","startTime":1570.02,"endTime":1572.6,"body":"wait, hang on, I want to go"},{"speaker":"Annemie Tonken","startTime":1572.6,"endTime":1577.94,"body":"back. So I just, I pulled out my"},{"speaker":"Annemie Tonken","startTime":1572.6,"endTime":1577.94,"body":"calculator here, yeah, so $3,600"},{"speaker":"Annemie Tonken","startTime":1578.9,"endTime":1581.74,"body":"over the course of the year."},{"speaker":"Annemie Tonken","startTime":1578.9,"endTime":1581.74,"body":"Yes, with and I'm going to just"},{"speaker":"Annemie Tonken","startTime":1581.74,"endTime":1584.98,"body":"round it out and say 70 booked"},{"speaker":"Annemie Tonken","startTime":1581.74,"endTime":1584.98,"body":"clients. So people who actually"},{"speaker":"Annemie Tonken","startTime":1584.98,"endTime":1589.84,"body":"booked with you and paid comes"},{"speaker":"Annemie Tonken","startTime":1584.98,"endTime":1589.84,"body":"out to being, if I'm doing my"},{"speaker":"Annemie Tonken","startTime":1589.84,"endTime":1595.24,"body":"math, while we're talking, right"},{"speaker":"Annemie Tonken","startTime":1589.84,"endTime":1595.24,"body":"around $51 per converted client."},{"speaker":"Annemie Tonken","startTime":1595.42,"endTime":1599.44,"body":"Yeah, which I'm guessing you've"},{"speaker":"Annemie Tonken","startTime":1595.42,"endTime":1599.44,"body":"charged more than 51 yeah,"},{"speaker":"Lindsay Heckert","startTime":1599.86,"endTime":1603.3,"body":"a lot more, a"},{"speaker":"Lindsay Heckert","startTime":1599.86,"endTime":1603.3,"body":"lot more. So this is the thing,"},{"speaker":"Annemie Tonken","startTime":1603.48,"endTime":1606.18,"body":"when I first was"},{"speaker":"Annemie Tonken","startTime":1603.48,"endTime":1606.18,"body":"getting into ADS, that somebody"},{"speaker":"Annemie Tonken","startTime":1606.18,"endTime":1608.52,"body":"said to me, they were like,"},{"speaker":"Annemie Tonken","startTime":1606.18,"endTime":1608.52,"body":"Okay, I know it's a big"},{"speaker":"Annemie Tonken","startTime":1608.52,"endTime":1611.52,"body":"investment. It feels like a lot"},{"speaker":"Annemie Tonken","startTime":1608.52,"endTime":1611.52,"body":"of money to spend, but if you"},{"speaker":"Annemie Tonken","startTime":1611.52,"endTime":1617.64,"body":"could put $1 into an ATM and"},{"speaker":"Annemie Tonken","startTime":1611.52,"endTime":1617.64,"body":"have it spit out $5 would that"},{"speaker":"Annemie Tonken","startTime":1617.7,"endTime":1620.1,"body":"would you do? Yes. How many"},{"speaker":"Annemie Tonken","startTime":1617.7,"endTime":1620.1,"body":"dollars would you put into the"},{"speaker":"Annemie Tonken","startTime":1620.1,"endTime":1625.04,"body":"ATM? Like, every dollar I have,"},{"speaker":"Annemie Tonken","startTime":1620.1,"endTime":1625.04,"body":"yes, and obviously, you know,"},{"speaker":"Annemie Tonken","startTime":1625.04,"endTime":1628.94,"body":"there's no guaranteed ROI on"},{"speaker":"Annemie Tonken","startTime":1625.04,"endTime":1628.94,"body":"ads, so that's the scary part."},{"speaker":"Annemie Tonken","startTime":1628.94,"endTime":1633.38,"body":"But really, once you do dial it"},{"speaker":"Annemie Tonken","startTime":1628.94,"endTime":1633.38,"body":"in and maybe give yourself a few"},{"speaker":"Annemie Tonken","startTime":1633.38,"endTime":1636.8,"body":"months and maybe invest in"},{"speaker":"Annemie Tonken","startTime":1633.38,"endTime":1636.8,"body":"having somebody help you learn"},{"speaker":"Annemie Tonken","startTime":1636.8,"endTime":1639.98,"body":"how to do that, and we'll talk"},{"speaker":"Annemie Tonken","startTime":1636.8,"endTime":1639.98,"body":"about that in a minute, but once"},{"speaker":"Annemie Tonken","startTime":1639.98,"endTime":1643.18,"body":"you get to that point, it really"},{"speaker":"Annemie Tonken","startTime":1639.98,"endTime":1643.18,"body":"is like, yeah, you're paying for"},{"speaker":"Annemie Tonken","startTime":1643.18,"endTime":1645.52,"body":"something that then turns around"},{"speaker":"Annemie Tonken","startTime":1643.18,"endTime":1645.52,"body":"and pays you back. And there are"},{"speaker":"Annemie Tonken","startTime":1645.52,"endTime":1648.22,"body":"so many things that we spend"},{"speaker":"Annemie Tonken","startTime":1645.52,"endTime":1648.22,"body":"money on in this industry that"},{"speaker":"Annemie Tonken","startTime":1648.22,"endTime":1653.2,"body":"have no guaranteed or No, not"},{"speaker":"Annemie Tonken","startTime":1648.22,"endTime":1653.2,"body":"even like a sort of guaranteed,"},{"speaker":"Annemie Tonken","startTime":1653.2,"endTime":1657.88,"body":"I know. I know. So this, it is"},{"speaker":"Annemie Tonken","startTime":1653.2,"endTime":1657.88,"body":"funny to me how our industry has"},{"speaker":"Annemie Tonken","startTime":1657.88,"endTime":1663.0,"body":"been so slow to accept ads as a"},{"speaker":"Annemie Tonken","startTime":1657.88,"endTime":1663.0,"body":"legitimate means to building a"},{"speaker":"Annemie Tonken","startTime":1663.0,"endTime":1663.6,"body":"business."},{"speaker":"Lindsay Heckert","startTime":1663.9,"endTime":1667.26,"body":"It's true. It's"},{"speaker":"Lindsay Heckert","startTime":1663.9,"endTime":1667.26,"body":"true. And I really, I still that"},{"speaker":"Lindsay Heckert","startTime":1667.26,"endTime":1670.44,"body":"photographer that told me about"},{"speaker":"Lindsay Heckert","startTime":1667.26,"endTime":1670.44,"body":"them. I remember, every year for"},{"speaker":"Lindsay Heckert","startTime":1670.44,"endTime":1672.72,"body":"a while, I was taking her out to"},{"speaker":"Lindsay Heckert","startTime":1670.44,"endTime":1672.72,"body":"dinner on her birthday, because"},{"speaker":"Lindsay Heckert","startTime":1672.72,"endTime":1677.82,"body":"I was so grateful nobody had"},{"speaker":"Lindsay Heckert","startTime":1672.72,"endTime":1677.82,"body":"ever said it, you know, or I"},{"speaker":"Lindsay Heckert","startTime":1677.82,"endTime":1681.8,"body":"didn't really understand the"},{"speaker":"Lindsay Heckert","startTime":1677.82,"endTime":1681.8,"body":"power of it, yeah, and I think"},{"speaker":"Lindsay Heckert","startTime":1681.8,"endTime":1686.06,"body":"it's especially pertinent for me"},{"speaker":"Lindsay Heckert","startTime":1681.8,"endTime":1686.06,"body":"now, because when I first"},{"speaker":"Lindsay Heckert","startTime":1686.06,"endTime":1689.48,"body":"started my photography business,"},{"speaker":"Lindsay Heckert","startTime":1686.06,"endTime":1689.48,"body":"I had two toddlers and"},{"speaker":"Lindsay Heckert","startTime":1689.48,"endTime":1693.98,"body":"eventually another baby, and I"},{"speaker":"Lindsay Heckert","startTime":1689.48,"endTime":1693.98,"body":"got to spend all day with them,"},{"speaker":"Lindsay Heckert","startTime":1694.34,"endTime":1696.44,"body":"and then in the evenings, I"},{"speaker":"Lindsay Heckert","startTime":1694.34,"endTime":1696.44,"body":"would go out and shoot, and it"},{"speaker":"Lindsay Heckert","startTime":1696.44,"endTime":1701.68,"body":"was almost like a little break"},{"speaker":"Lindsay Heckert","startTime":1696.44,"endTime":1701.68,"body":"or something. But now I have a"},{"speaker":"Lindsay Heckert","startTime":1701.68,"endTime":1704.98,"body":"10 year old in elementary"},{"speaker":"Lindsay Heckert","startTime":1701.68,"endTime":1704.98,"body":"school, a 13 year old in middle"},{"speaker":"Lindsay Heckert","startTime":1704.98,"endTime":1707.62,"body":"school, and a 15 year old in"},{"speaker":"Lindsay Heckert","startTime":1704.98,"endTime":1707.62,"body":"high school, and this is the"},{"speaker":"Lindsay Heckert","startTime":1707.62,"endTime":1710.32,"body":"second year with three kids at"},{"speaker":"Lindsay Heckert","startTime":1707.62,"endTime":1710.32,"body":"three different schools, right?"},{"speaker":"Lindsay Heckert","startTime":1710.74,"endTime":1715.06,"body":"And my 15 year old works and"},{"speaker":"Lindsay Heckert","startTime":1710.74,"endTime":1715.06,"body":"plays sports, but doesn't drive"},{"speaker":"Lindsay Heckert","startTime":1715.06,"endTime":1720.42,"body":"yet, right? So my time is so"},{"speaker":"Lindsay Heckert","startTime":1715.06,"endTime":1720.42,"body":"precious. So if I'm leaving in"},{"speaker":"Lindsay Heckert","startTime":1720.42,"endTime":1725.1,"body":"the evening, I'm usually missing"},{"speaker":"Lindsay Heckert","startTime":1720.42,"endTime":1725.1,"body":"family time or a sporting event,"},{"speaker":"Lindsay Heckert","startTime":1725.28,"endTime":1729.9,"body":"and so I want to make sure that,"},{"speaker":"Lindsay Heckert","startTime":1725.28,"endTime":1729.9,"body":"like, I am going to people that"},{"speaker":"Lindsay Heckert","startTime":1729.9,"endTime":1733.92,"body":"value what I do, and I'm getting"},{"speaker":"Lindsay Heckert","startTime":1729.9,"endTime":1733.92,"body":"paid for what I do. And Google"},{"speaker":"Lindsay Heckert","startTime":1733.92,"endTime":1738.06,"body":"Ads really is the one that like"},{"speaker":"Lindsay Heckert","startTime":1733.92,"endTime":1738.06,"body":"change, like, just flip the"},{"speaker":"Lindsay Heckert","startTime":1738.06,"endTime":1741.68,"body":"script for me, because it brings"},{"speaker":"Lindsay Heckert","startTime":1738.06,"endTime":1741.68,"body":"me the right clients. Amazing."},{"speaker":"Lindsay Heckert","startTime":1741.92,"endTime":1742.88,"body":"So, so"},{"speaker":"Annemie Tonken","startTime":1742.88,"endTime":1744.62,"body":"Lindsay, I know"},{"speaker":"Annemie Tonken","startTime":1742.88,"endTime":1744.62,"body":"that you help other"},{"speaker":"Annemie Tonken","startTime":1744.62,"endTime":1747.62,"body":"photographers get started with"},{"speaker":"Annemie Tonken","startTime":1744.62,"endTime":1747.62,"body":"Google ads and understand how to"},{"speaker":"Annemie Tonken","startTime":1747.62,"endTime":1751.82,"body":"use them. Can you give everybody"},{"speaker":"Annemie Tonken","startTime":1747.62,"endTime":1751.82,"body":"information about how to connect"},{"speaker":"Annemie Tonken","startTime":1751.82,"endTime":1755.06,"body":"with you and start kind of"},{"speaker":"Annemie Tonken","startTime":1751.82,"endTime":1755.06,"body":"diving into some of your"},{"speaker":"Annemie Tonken","startTime":1755.06,"endTime":1756.44,"body":"resources? Sure."},{"speaker":"Lindsay Heckert","startTime":1756.5,"endTime":1760.54,"body":"So my website"},{"speaker":"Lindsay Heckert","startTime":1756.5,"endTime":1760.54,"body":"is Lindsay herkert.com and on"},{"speaker":"Lindsay Heckert","startTime":1760.54,"endTime":1765.1,"body":"the upper right hand corner, it"},{"speaker":"Lindsay Heckert","startTime":1760.54,"endTime":1765.1,"body":"says for photographers, and it's"},{"speaker":"Lindsay Heckert","startTime":1765.4,"endTime":1769.48,"body":"it should be very easy to"},{"speaker":"Lindsay Heckert","startTime":1765.4,"endTime":1769.48,"body":"navigate, and it has everything"},{"speaker":"Lindsay Heckert","startTime":1769.48,"endTime":1774.22,"body":"you need. I do teach a mini"},{"speaker":"Lindsay Heckert","startTime":1769.48,"endTime":1774.22,"body":"course that is just specific for"},{"speaker":"Lindsay Heckert","startTime":1774.58,"endTime":1778.6,"body":"setting up your Google ad. I am"},{"speaker":"Lindsay Heckert","startTime":1774.58,"endTime":1778.6,"body":"very, very passionate about"},{"speaker":"Lindsay Heckert","startTime":1778.9,"endTime":1782.88,"body":"helping other photographers skip"},{"speaker":"Lindsay Heckert","startTime":1778.9,"endTime":1782.88,"body":"the messy middle and just skip"},{"speaker":"Lindsay Heckert","startTime":1782.88,"endTime":1786.66,"body":"that whole friends and family"},{"speaker":"Lindsay Heckert","startTime":1782.88,"endTime":1786.66,"body":"model. So if you're interested"},{"speaker":"Lindsay Heckert","startTime":1786.66,"endTime":1791.52,"body":"in that, there's a course linked"},{"speaker":"Lindsay Heckert","startTime":1786.66,"endTime":1791.52,"body":"on that page. I also have a"},{"speaker":"Lindsay Heckert","startTime":1791.52,"endTime":1795.54,"body":"guide that I think you're going"},{"speaker":"Lindsay Heckert","startTime":1791.52,"endTime":1795.54,"body":"to link in the show notes that"},{"speaker":"Lindsay Heckert","startTime":1795.54,"endTime":1799.14,"body":"gives like a step by step with"},{"speaker":"Lindsay Heckert","startTime":1795.54,"endTime":1799.14,"body":"screenshots, version of how to"},{"speaker":"Lindsay Heckert","startTime":1799.14,"endTime":1803.48,"body":"set up your Google. Ad, and this"},{"speaker":"Lindsay Heckert","startTime":1799.14,"endTime":1803.48,"body":"is super helpful. Should get you"},{"speaker":"Lindsay Heckert","startTime":1803.54,"endTime":1806.66,"body":"a really good start. The course"},{"speaker":"Lindsay Heckert","startTime":1803.54,"endTime":1806.66,"body":"goes deeper into optimizing the"},{"speaker":"Lindsay Heckert","startTime":1806.66,"endTime":1811.22,"body":"ad and just understanding it so"},{"speaker":"Lindsay Heckert","startTime":1806.66,"endTime":1811.22,"body":"you have more confidence in"},{"speaker":"Lindsay Heckert","startTime":1811.34,"endTime":1813.02,"body":"building it on your own. So"},{"speaker":"Lindsay Heckert","startTime":1811.34,"endTime":1813.02,"body":"good."},{"speaker":"Annemie Tonken","startTime":1813.26,"endTime":1815.78,"body":"Well, Lindsay,"},{"speaker":"Annemie Tonken","startTime":1813.26,"endTime":1815.78,"body":"thank you so much for coming on"},{"speaker":"Annemie Tonken","startTime":1815.78,"endTime":1818.6,"body":"the show. It has been a pleasure"},{"speaker":"Annemie Tonken","startTime":1815.78,"endTime":1818.6,"body":"chatting with you, and I hope"},{"speaker":"Annemie Tonken","startTime":1818.6,"endTime":1821.8,"body":"that you have inspired people,"},{"speaker":"Annemie Tonken","startTime":1818.6,"endTime":1821.8,"body":"because I really do. I'm giving"},{"speaker":"Annemie Tonken","startTime":1821.8,"endTime":1824.56,"body":"the Annemie seal of approval. I"},{"speaker":"Annemie Tonken","startTime":1821.8,"endTime":1824.56,"body":"feel like Google ads are a"},{"speaker":"Annemie Tonken","startTime":1824.56,"endTime":1828.22,"body":"really reasonable way to"},{"speaker":"Annemie Tonken","startTime":1824.56,"endTime":1828.22,"body":"increase your exposure, you"},{"speaker":"Annemie Tonken","startTime":1828.22,"endTime":1830.2,"body":"know, connect with people who"},{"speaker":"Annemie Tonken","startTime":1828.22,"endTime":1830.2,"body":"are actually looking for"},{"speaker":"Annemie Tonken","startTime":1830.2,"endTime":1833.8,"body":"photographers and yeah, but I"},{"speaker":"Annemie Tonken","startTime":1830.2,"endTime":1833.8,"body":"love that you couch that in a"},{"speaker":"Annemie Tonken","startTime":1833.8,"endTime":1836.32,"body":"bigger system of like, your"},{"speaker":"Annemie Tonken","startTime":1833.8,"endTime":1836.32,"body":"business kind of has to be ready"},{"speaker":"Annemie Tonken","startTime":1836.32,"endTime":1839.5,"body":"for it, and then once it is,"},{"speaker":"Annemie Tonken","startTime":1836.32,"endTime":1839.5,"body":"it's just this, like, cycle that"},{"speaker":"Annemie Tonken","startTime":1839.5,"endTime":1840.66,"body":"keeps on keeping on."},{"speaker":"Lindsay Heckert","startTime":1840.66,"endTime":1843.66,"body":"Yeah, yeah. So"},{"speaker":"Lindsay Heckert","startTime":1840.66,"endTime":1843.66,"body":"thank you. Thank you for having"},{"speaker":"Lindsay Heckert","startTime":1843.66,"endTime":1847.14,"body":"me. It's really fun to be here."},{"speaker":"Lindsay Heckert","startTime":1843.66,"endTime":1847.14,"body":"Oh, good podcast. It was"},{"speaker":"Annemie Tonken","startTime":1847.14,"endTime":1848.88,"body":"a pleasure to"},{"speaker":"Annemie Tonken","startTime":1847.14,"endTime":1848.88,"body":"have you. Thank you so much."},{"speaker":"Lindsay Heckert","startTime":1849.0,"endTime":1850.08,"body":"Okay, thank"},{"speaker":"Lindsay Heckert","startTime":1849.0,"endTime":1850.08,"body":"you."},{"speaker":"Annemie Tonken","startTime":1850.68,"endTime":1852.42,"body":"That's it for"},{"speaker":"Annemie Tonken","startTime":1850.68,"endTime":1852.42,"body":"this week's episode of This"},{"speaker":"Annemie Tonken","startTime":1852.42,"endTime":1855.54,"body":"can't be that hard. I'll be back"},{"speaker":"Annemie Tonken","startTime":1852.42,"endTime":1855.54,"body":"Same time, same place next week."},{"speaker":"Annemie Tonken","startTime":1855.9,"endTime":1858.6,"body":"If you like the show, be sure to"},{"speaker":"Annemie Tonken","startTime":1855.9,"endTime":1858.6,"body":"check out. This can't be that"},{"speaker":"Annemie Tonken","startTime":1858.6,"endTime":1861.26,"body":"hard, calm, to explore all the"},{"speaker":"Annemie Tonken","startTime":1858.6,"endTime":1861.26,"body":"resources we have for"},{"speaker":"Annemie Tonken","startTime":1861.26,"endTime":1864.26,"body":"photographers, and of course, it"},{"speaker":"Annemie Tonken","startTime":1861.26,"endTime":1864.26,"body":"would mean the world to me if"},{"speaker":"Annemie Tonken","startTime":1864.26,"endTime":1867.92,"body":"you would leave a review of the"},{"speaker":"Annemie Tonken","startTime":1864.26,"endTime":1867.92,"body":"show on iTunes or Spotify as"},{"speaker":"Annemie Tonken","startTime":1867.92,"endTime":1870.68,"body":"always. Thanks so much for"},{"speaker":"Annemie Tonken","startTime":1867.92,"endTime":1870.68,"body":"joining me. I hope you have a"},{"speaker":"Annemie Tonken","startTime":1870.68,"endTime":1871.64,"body":"fantastic week. You."}]}