{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.12,"body":"I grew up with a"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.12,"body":"cookbook that was sort of a"},{"speaker":"Annemie Tonken","startTime":3.12,"endTime":7.8,"body":"staple in our kitchen, that was"},{"speaker":"Annemie Tonken","startTime":3.12,"endTime":7.8,"body":"so ubiquitous in my household"},{"speaker":"Annemie Tonken","startTime":7.8,"endTime":10.98,"body":"that I didn't even really think"},{"speaker":"Annemie Tonken","startTime":7.8,"endTime":10.98,"body":"about it. You know, those"},{"speaker":"Annemie Tonken","startTime":11.28,"endTime":15.0,"body":"aspects of your childhood that"},{"speaker":"Annemie Tonken","startTime":11.28,"endTime":15.0,"body":"just seem like, Oh, this is what"},{"speaker":"Annemie Tonken","startTime":15.0,"endTime":18.6,"body":"everybody has. This is what"},{"speaker":"Annemie Tonken","startTime":15.0,"endTime":18.6,"body":"everybody does. For me, one of"},{"speaker":"Annemie Tonken","startTime":18.6,"endTime":22.7,"body":"those things is this cookbook"},{"speaker":"Annemie Tonken","startTime":18.6,"endTime":22.7,"body":"that was called more with less,"},{"speaker":"Annemie Tonken","startTime":22.82,"endTime":26.24,"body":"and I was thinking about it"},{"speaker":"Annemie Tonken","startTime":22.82,"endTime":26.24,"body":"ahead of recording this podcast"},{"speaker":"Annemie Tonken","startTime":26.24,"endTime":30.98,"body":"episode, and I looked it up just"},{"speaker":"Annemie Tonken","startTime":26.24,"endTime":30.98,"body":"out of pure curiosity. Sure"},{"speaker":"Annemie Tonken","startTime":30.98,"endTime":34.46,"body":"enough, this thing has been"},{"speaker":"Annemie Tonken","startTime":30.98,"endTime":34.46,"body":"around since the mid 70s. It is"},{"speaker":"Annemie Tonken","startTime":34.46,"endTime":38.06,"body":"still in print today, and maybe"},{"speaker":"Annemie Tonken","startTime":34.46,"endTime":38.06,"body":"you grew up with it. I mean, I"},{"speaker":"Annemie Tonken","startTime":38.06,"endTime":42.52,"body":"feel like at during that period"},{"speaker":"Annemie Tonken","startTime":38.06,"endTime":42.52,"body":"of time, there were many fewer"},{"speaker":"Annemie Tonken","startTime":42.52,"endTime":46.6,"body":"options in terms of cookbooks."},{"speaker":"Annemie Tonken","startTime":42.52,"endTime":46.6,"body":"So it was right up there with"},{"speaker":"Annemie Tonken","startTime":46.66,"endTime":50.38,"body":"the joy of cooking on my mom's"},{"speaker":"Annemie Tonken","startTime":46.66,"endTime":50.38,"body":"shelf, except that this was the"},{"speaker":"Annemie Tonken","startTime":50.38,"endTime":54.88,"body":"one that she pulled down all the"},{"speaker":"Annemie Tonken","startTime":50.38,"endTime":54.88,"body":"time. We didn't have a lot when"},{"speaker":"Annemie Tonken","startTime":54.88,"endTime":59.62,"body":"I was growing up, and this, the"},{"speaker":"Annemie Tonken","startTime":54.88,"endTime":59.62,"body":"concept of this cookbook really"},{"speaker":"Annemie Tonken","startTime":59.62,"endTime":64.5,"body":"was sort of baked hard into the"},{"speaker":"Annemie Tonken","startTime":59.62,"endTime":64.5,"body":"lessons that I learned growing"},{"speaker":"Annemie Tonken","startTime":64.5,"endTime":67.8,"body":"up. As the title says it's"},{"speaker":"Annemie Tonken","startTime":64.5,"endTime":67.8,"body":"called more with less."},{"speaker":"Annemie Tonken","startTime":67.86,"endTime":72.9,"body":"Apparently, it is based on the"},{"speaker":"Annemie Tonken","startTime":67.86,"endTime":72.9,"body":"Mennonite community, or it was"},{"speaker":"Annemie Tonken","startTime":73.02,"endTime":77.4,"body":"largely sourced from the"},{"speaker":"Annemie Tonken","startTime":73.02,"endTime":77.4,"body":"Mennonite community, where we're"},{"speaker":"Annemie Tonken","startTime":77.4,"endTime":80.96,"body":"talking about a relatively"},{"speaker":"Annemie Tonken","startTime":77.4,"endTime":80.96,"body":"simple people who are using"},{"speaker":"Annemie Tonken","startTime":80.96,"endTime":84.92,"body":"ingredients that they have"},{"speaker":"Annemie Tonken","startTime":80.96,"endTime":84.92,"body":"access to. So the concept of the"},{"speaker":"Annemie Tonken","startTime":84.92,"endTime":88.46,"body":"cookbook is we are going to"},{"speaker":"Annemie Tonken","startTime":84.92,"endTime":88.46,"body":"create these big, delicious"},{"speaker":"Annemie Tonken","startTime":88.46,"endTime":92.36,"body":"meals with meager ingredients,"},{"speaker":"Annemie Tonken","startTime":88.46,"endTime":92.36,"body":"very little meat, very little"},{"speaker":"Annemie Tonken","startTime":92.36,"endTime":95.24,"body":"dairy, a lot of beans and"},{"speaker":"Annemie Tonken","startTime":92.36,"endTime":95.24,"body":"lentils and grains and things"},{"speaker":"Annemie Tonken","startTime":95.24,"endTime":99.08,"body":"like that. So I don't need to go"},{"speaker":"Annemie Tonken","startTime":95.24,"endTime":99.08,"body":"too far down the road of this"},{"speaker":"Annemie Tonken","startTime":99.08,"endTime":102.64,"body":"particular cookbook, except that"},{"speaker":"Annemie Tonken","startTime":99.08,"endTime":102.64,"body":"I wanted to introduce it as kind"},{"speaker":"Annemie Tonken","startTime":102.64,"endTime":106.84,"body":"of the philosophical"},{"speaker":"Annemie Tonken","startTime":102.64,"endTime":106.84,"body":"underpinnings of what I want to"},{"speaker":"Annemie Tonken","startTime":106.84,"endTime":111.94,"body":"talk to you about today, which"},{"speaker":"Annemie Tonken","startTime":106.84,"endTime":111.94,"body":"is just the concept of in a"},{"speaker":"Annemie Tonken","startTime":111.94,"endTime":116.56,"body":"business where there are times"},{"speaker":"Annemie Tonken","startTime":111.94,"endTime":116.56,"body":"of abundance and times of"},{"speaker":"Annemie Tonken","startTime":116.62,"endTime":119.98,"body":"scarcity, or, you know, what may"},{"speaker":"Annemie Tonken","startTime":116.62,"endTime":119.98,"body":"feel Like scarcity, certainly"},{"speaker":"Annemie Tonken","startTime":119.98,"endTime":126.54,"body":"relative to a time of abundance,"},{"speaker":"Annemie Tonken","startTime":119.98,"endTime":126.54,"body":"it is important to know how to"},{"speaker":"Annemie Tonken","startTime":126.6,"endTime":131.76,"body":"scale up and scale back without"},{"speaker":"Annemie Tonken","startTime":126.6,"endTime":131.76,"body":"having to change everything"},{"speaker":"Annemie Tonken","startTime":131.76,"endTime":136.26,"body":"about your business from the"},{"speaker":"Annemie Tonken","startTime":131.76,"endTime":136.26,"body":"outside, if that makes sense. So"},{"speaker":"Annemie Tonken","startTime":136.32,"endTime":141.68,"body":"let's take it back to this"},{"speaker":"Annemie Tonken","startTime":136.32,"endTime":141.68,"body":"kitchen analogy. If you are a"},{"speaker":"Annemie Tonken","startTime":141.8,"endTime":146.06,"body":"cook at home, and you love"},{"speaker":"Annemie Tonken","startTime":141.8,"endTime":146.06,"body":"making all kinds of fancy dishes"},{"speaker":"Annemie Tonken","startTime":146.36,"endTime":150.44,"body":"with expensive cuts of meat,"},{"speaker":"Annemie Tonken","startTime":146.36,"endTime":150.44,"body":"requiring lots of fancy tools"},{"speaker":"Annemie Tonken","startTime":150.44,"endTime":154.76,"body":"and instruments and things like"},{"speaker":"Annemie Tonken","startTime":150.44,"endTime":154.76,"body":"that. And then you come upon"},{"speaker":"Annemie Tonken","startTime":154.76,"endTime":160.72,"body":"harder times. It may not be"},{"speaker":"Annemie Tonken","startTime":154.76,"endTime":160.72,"body":"possible to get the ingredients"},{"speaker":"Annemie Tonken","startTime":160.72,"endTime":165.16,"body":"that you're used to working"},{"speaker":"Annemie Tonken","startTime":160.72,"endTime":165.16,"body":"with, but a good cook is able to"},{"speaker":"Annemie Tonken","startTime":165.34,"endTime":171.28,"body":"create delicious products with"},{"speaker":"Annemie Tonken","startTime":165.34,"endTime":171.28,"body":"perhaps less fancy ingredients,"},{"speaker":"Annemie Tonken","startTime":171.28,"endTime":174.76,"body":"right, and maybe with a little"},{"speaker":"Annemie Tonken","startTime":171.28,"endTime":174.76,"body":"more elbow grease and a little"},{"speaker":"Annemie Tonken","startTime":174.76,"endTime":180.36,"body":"less in terms of special"},{"speaker":"Annemie Tonken","startTime":174.76,"endTime":180.36,"body":"technology, and that is what I"},{"speaker":"Annemie Tonken","startTime":180.36,"endTime":184.38,"body":"want you to start thinking about"},{"speaker":"Annemie Tonken","startTime":180.36,"endTime":184.38,"body":"in your business, the way that"},{"speaker":"Annemie Tonken","startTime":184.38,"endTime":187.2,"body":"you have set your business up,"},{"speaker":"Annemie Tonken","startTime":184.38,"endTime":187.2,"body":"no matter how your business is"},{"speaker":"Annemie Tonken","startTime":187.2,"endTime":191.58,"body":"set up, inevitably, is going to"},{"speaker":"Annemie Tonken","startTime":187.2,"endTime":191.58,"body":"have some wiggle room when it"},{"speaker":"Annemie Tonken","startTime":191.58,"endTime":195.9,"body":"comes to how you operate your"},{"speaker":"Annemie Tonken","startTime":191.58,"endTime":195.9,"body":"business and how you deliver the"},{"speaker":"Annemie Tonken","startTime":195.9,"endTime":200.28,"body":"service that you deliver. Now"},{"speaker":"Annemie Tonken","startTime":195.9,"endTime":200.28,"body":"there are certain non negotiable"},{"speaker":"Annemie Tonken","startTime":200.28,"endTime":204.74,"body":"expenses in anyone's business,"},{"speaker":"Annemie Tonken","startTime":200.28,"endTime":204.74,"body":"but there are a whole lot more"},{"speaker":"Annemie Tonken","startTime":204.86,"endTime":208.52,"body":"that we can probably run our"},{"speaker":"Annemie Tonken","startTime":204.86,"endTime":208.52,"body":"businesses without if we need"},{"speaker":"Annemie Tonken","startTime":208.52,"endTime":212.42,"body":"to. It doesn't mean it's easier,"},{"speaker":"Annemie Tonken","startTime":208.52,"endTime":212.42,"body":"it doesn't mean it's better, but"},{"speaker":"Annemie Tonken","startTime":212.42,"endTime":216.68,"body":"it might be preferable to"},{"speaker":"Annemie Tonken","startTime":212.42,"endTime":216.68,"body":"shutting down or lowering your"},{"speaker":"Annemie Tonken","startTime":216.68,"endTime":221.14,"body":"prices or changing everything up"},{"speaker":"Annemie Tonken","startTime":216.68,"endTime":221.14,"body":"in such a way that really"},{"speaker":"Annemie Tonken","startTime":221.14,"endTime":225.28,"body":"affects your ability to continue"},{"speaker":"Annemie Tonken","startTime":221.14,"endTime":225.28,"body":"providing the service that you"},{"speaker":"Annemie Tonken","startTime":225.34,"endTime":229.18,"body":"got into this business to"},{"speaker":"Annemie Tonken","startTime":225.34,"endTime":229.18,"body":"provide. So today I'm going to"},{"speaker":"Annemie Tonken","startTime":229.18,"endTime":233.5,"body":"talk about four strategies, and"},{"speaker":"Annemie Tonken","startTime":229.18,"endTime":233.5,"body":"I don't think any of these are"},{"speaker":"Annemie Tonken","startTime":233.5,"endTime":236.5,"body":"brand new. So if you've been"},{"speaker":"Annemie Tonken","startTime":233.5,"endTime":236.5,"body":"around the podcast for any"},{"speaker":"Annemie Tonken","startTime":236.5,"endTime":239.68,"body":"period of time, if you've heard"},{"speaker":"Annemie Tonken","startTime":236.5,"endTime":239.68,"body":"me talk, you may very well have"},{"speaker":"Annemie Tonken","startTime":239.68,"endTime":242.76,"body":"heard me mention these"},{"speaker":"Annemie Tonken","startTime":239.68,"endTime":242.76,"body":"strategies before, but I've"},{"speaker":"Annemie Tonken","startTime":242.76,"endTime":246.78,"body":"never put them together in,"},{"speaker":"Annemie Tonken","startTime":242.76,"endTime":246.78,"body":"let's call it a recipe book for"},{"speaker":"Annemie Tonken","startTime":246.78,"endTime":250.92,"body":"you to show you that these are"},{"speaker":"Annemie Tonken","startTime":246.78,"endTime":250.92,"body":"my top four ways to kind of"},{"speaker":"Annemie Tonken","startTime":250.92,"endTime":255.3,"body":"stretch your business dollar as"},{"speaker":"Annemie Tonken","startTime":250.92,"endTime":255.3,"body":"far as possible. So that's what"},{"speaker":"Annemie Tonken","startTime":255.3,"endTime":258.42,"body":"we're going to get into today."},{"speaker":"Annemie Tonken","startTime":255.3,"endTime":258.42,"body":"And I hope that this is helpful"},{"speaker":"Annemie Tonken","startTime":258.42,"endTime":262.28,"body":"for you, whether or not this is"},{"speaker":"Annemie Tonken","startTime":258.42,"endTime":262.28,"body":"a season of scarcity in your"},{"speaker":"Annemie Tonken","startTime":262.28,"endTime":267.68,"body":"business. Welcome to this can't"},{"speaker":"Annemie Tonken","startTime":262.28,"endTime":267.68,"body":"be that hard. My name is"},{"speaker":"Annemie Tonken","startTime":267.68,"endTime":270.44,"body":"annemienken, and I help"},{"speaker":"Annemie Tonken","startTime":267.68,"endTime":270.44,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":270.44,"endTime":274.04,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":270.44,"endTime":274.04,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":274.04,"endTime":277.16,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":274.04,"endTime":277.16,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":277.16,"endTime":280.42,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":277.16,"endTime":280.42,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":280.42,"endTime":284.26,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":280.42,"endTime":284.26,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":284.26,"endTime":287.98,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":284.26,"endTime":287.98,"body":"You can do it, and I can show"},{"speaker":"Annemie Tonken","startTime":287.98,"endTime":288.4,"body":"you how."},{"speaker":"Annemie Tonken","startTime":292.24,"endTime":296.2,"body":"So before we dive into the"},{"speaker":"Annemie Tonken","startTime":292.24,"endTime":296.2,"body":"strategies that I want to cover,"},{"speaker":"Annemie Tonken","startTime":296.2,"endTime":299.74,"body":"I want to talk about the number"},{"speaker":"Annemie Tonken","startTime":296.2,"endTime":299.74,"body":"one, stretchiest ingredient"},{"speaker":"Annemie Tonken","startTime":299.74,"endTime":305.28,"body":"that. Any of us have in our"},{"speaker":"Annemie Tonken","startTime":299.74,"endTime":305.28,"body":"businesses, and that is your"},{"speaker":"Annemie Tonken","startTime":305.34,"endTime":310.02,"body":"past, clients who love you, the"},{"speaker":"Annemie Tonken","startTime":305.34,"endTime":310.02,"body":"clients who we have worked with"},{"speaker":"Annemie Tonken","startTime":310.02,"endTime":313.92,"body":"in the past, who already know"},{"speaker":"Annemie Tonken","startTime":310.02,"endTime":313.92,"body":"us, already like us, already"},{"speaker":"Annemie Tonken","startTime":313.92,"endTime":319.62,"body":"trust us, and already are sort"},{"speaker":"Annemie Tonken","startTime":313.92,"endTime":319.62,"body":"of inclined to want to help us,"},{"speaker":"Annemie Tonken","startTime":319.62,"endTime":322.22,"body":"work with us again, share our"},{"speaker":"Annemie Tonken","startTime":319.62,"endTime":322.22,"body":"information with our friends,"},{"speaker":"Annemie Tonken","startTime":322.52,"endTime":327.68,"body":"all of the above. Those people"},{"speaker":"Annemie Tonken","startTime":322.52,"endTime":327.68,"body":"are the most valuable resource"},{"speaker":"Annemie Tonken","startTime":327.68,"endTime":331.46,"body":"that you have in your business."},{"speaker":"Annemie Tonken","startTime":327.68,"endTime":331.46,"body":"And if you haven't done this in"},{"speaker":"Annemie Tonken","startTime":331.46,"endTime":335.12,"body":"the past, I want you to sit down"},{"speaker":"Annemie Tonken","startTime":331.46,"endTime":335.12,"body":"and make a list of those people."},{"speaker":"Annemie Tonken","startTime":335.12,"endTime":339.56,"body":"I don't care how far back you"},{"speaker":"Annemie Tonken","startTime":335.12,"endTime":339.56,"body":"have to dig in your sort of you"},{"speaker":"Annemie Tonken","startTime":339.56,"endTime":343.0,"body":"know book of clients. I want you"},{"speaker":"Annemie Tonken","startTime":339.56,"endTime":343.0,"body":"to make a list of those people"},{"speaker":"Annemie Tonken","startTime":343.0,"endTime":347.02,"body":"who, at the end of your time"},{"speaker":"Annemie Tonken","startTime":343.0,"endTime":347.02,"body":"working together, just couldn't"},{"speaker":"Annemie Tonken","startTime":347.02,"endTime":350.68,"body":"stop raving. Were so happy."},{"speaker":"Annemie Tonken","startTime":347.02,"endTime":350.68,"body":"We're so thrilled with"},{"speaker":"Annemie Tonken","startTime":350.74,"endTime":354.58,"body":"everything from the photos that"},{"speaker":"Annemie Tonken","startTime":350.74,"endTime":354.58,"body":"you delivered to the service to"},{"speaker":"Annemie Tonken","startTime":354.58,"endTime":358.54,"body":"whatever else the case may be,"},{"speaker":"Annemie Tonken","startTime":354.58,"endTime":358.54,"body":"those people are your number one"},{"speaker":"Annemie Tonken","startTime":358.54,"endTime":361.74,"body":"resource in your business, and"},{"speaker":"Annemie Tonken","startTime":358.54,"endTime":361.74,"body":"they are going to form the"},{"speaker":"Annemie Tonken","startTime":361.74,"endTime":365.46,"body":"foundation of all four of these"},{"speaker":"Annemie Tonken","startTime":361.74,"endTime":365.46,"body":"strategies that I'm going to"},{"speaker":"Annemie Tonken","startTime":365.46,"endTime":370.08,"body":"present today. The first"},{"speaker":"Annemie Tonken","startTime":365.46,"endTime":370.08,"body":"strategy that I have is just"},{"speaker":"Annemie Tonken","startTime":370.14,"endTime":374.28,"body":"bringing those people back"},{"speaker":"Annemie Tonken","startTime":370.14,"endTime":374.28,"body":"around Now, depending on how"},{"speaker":"Annemie Tonken","startTime":374.28,"endTime":377.34,"body":"long ago it was that you most"},{"speaker":"Annemie Tonken","startTime":374.28,"endTime":377.34,"body":"recently worked with someone,"},{"speaker":"Annemie Tonken","startTime":377.7,"endTime":380.9,"body":"you may be able to just invite"},{"speaker":"Annemie Tonken","startTime":377.7,"endTime":380.9,"body":"them back for kind of more of"},{"speaker":"Annemie Tonken","startTime":380.9,"endTime":385.34,"body":"the same, right? So if somebody"},{"speaker":"Annemie Tonken","startTime":380.9,"endTime":385.34,"body":"hires you to photograph, let's"},{"speaker":"Annemie Tonken","startTime":385.34,"endTime":389.42,"body":"say their family, and that was"},{"speaker":"Annemie Tonken","startTime":385.34,"endTime":389.42,"body":"two years ago, it's time to send"},{"speaker":"Annemie Tonken","startTime":389.42,"endTime":392.96,"body":"them an email. Hey, like write"},{"speaker":"Annemie Tonken","startTime":389.42,"endTime":392.96,"body":"them a handwritten note. If that"},{"speaker":"Annemie Tonken","startTime":392.96,"endTime":396.26,"body":"feels like a better alternative,"},{"speaker":"Annemie Tonken","startTime":392.96,"endTime":396.26,"body":"reach out to them on social"},{"speaker":"Annemie Tonken","startTime":396.26,"endTime":399.62,"body":"media, whatever the case may be,"},{"speaker":"Annemie Tonken","startTime":396.26,"endTime":399.62,"body":"but get in touch with them and"},{"speaker":"Annemie Tonken","startTime":399.62,"endTime":403.72,"body":"invite them back for another"},{"speaker":"Annemie Tonken","startTime":399.62,"endTime":403.72,"body":"session. It's time, right? Ask"},{"speaker":"Annemie Tonken","startTime":403.72,"endTime":407.56,"body":"how their kids are doing. Say it"},{"speaker":"Annemie Tonken","startTime":403.72,"endTime":407.56,"body":"feels like it's, you know, I've"},{"speaker":"Annemie Tonken","startTime":407.56,"endTime":410.56,"body":"stumbled across this photo of"},{"speaker":"Annemie Tonken","startTime":407.56,"endTime":410.56,"body":"your family, and it occurred to"},{"speaker":"Annemie Tonken","startTime":410.56,"endTime":414.1,"body":"me that we need to book again."},{"speaker":"Annemie Tonken","startTime":410.56,"endTime":414.1,"body":"Go ahead and start that"},{"speaker":"Annemie Tonken","startTime":414.1,"endTime":418.0,"body":"conversation to get the ball"},{"speaker":"Annemie Tonken","startTime":414.1,"endTime":418.0,"body":"rolling again. There is no"},{"speaker":"Annemie Tonken","startTime":418.0,"endTime":420.54,"body":"reason that you have to"},{"speaker":"Annemie Tonken","startTime":418.0,"endTime":420.54,"body":"passively wait for someone to"},{"speaker":"Annemie Tonken","startTime":420.54,"endTime":425.58,"body":"reach back out to you. But if it"},{"speaker":"Annemie Tonken","startTime":420.54,"endTime":425.58,"body":"hasn't been a year or two,"},{"speaker":"Annemie Tonken","startTime":425.58,"endTime":428.94,"body":"right? If, let's say, someone"},{"speaker":"Annemie Tonken","startTime":425.58,"endTime":428.94,"body":"hired you six months ago and you"},{"speaker":"Annemie Tonken","startTime":428.94,"endTime":432.78,"body":"had a great experience working"},{"speaker":"Annemie Tonken","startTime":428.94,"endTime":432.78,"body":"with them, then maybe you can"},{"speaker":"Annemie Tonken","startTime":432.78,"endTime":436.56,"body":"reach back out to them with some"},{"speaker":"Annemie Tonken","startTime":432.78,"endTime":436.56,"body":"sort of other offer, a smaller"},{"speaker":"Annemie Tonken","startTime":436.56,"endTime":439.86,"body":"offer, a different offer. If"},{"speaker":"Annemie Tonken","startTime":436.56,"endTime":439.86,"body":"you're doing family photos, and"},{"speaker":"Annemie Tonken","startTime":439.86,"endTime":443.0,"body":"that's what they hired you for"},{"speaker":"Annemie Tonken","startTime":439.86,"endTime":443.0,"body":"six months ago, maybe this"},{"speaker":"Annemie Tonken","startTime":443.0,"endTime":445.82,"body":"spring, you've got headshots"},{"speaker":"Annemie Tonken","startTime":443.0,"endTime":445.82,"body":"that you're offering for"},{"speaker":"Annemie Tonken","startTime":445.82,"endTime":449.24,"body":"parents, so you can change up"},{"speaker":"Annemie Tonken","startTime":445.82,"endTime":449.24,"body":"the offer and bring those people"},{"speaker":"Annemie Tonken","startTime":449.24,"endTime":453.26,"body":"back, because even though they"},{"speaker":"Annemie Tonken","startTime":449.24,"endTime":453.26,"body":"got what you had before, now"},{"speaker":"Annemie Tonken","startTime":453.26,"endTime":456.98,"body":"you're giving them some sort of"},{"speaker":"Annemie Tonken","startTime":453.26,"endTime":456.98,"body":"other offer, and then"},{"speaker":"Annemie Tonken","startTime":456.98,"endTime":462.28,"body":"proactively, when You've got a"},{"speaker":"Annemie Tonken","startTime":456.98,"endTime":462.28,"body":"an existing client, especially"},{"speaker":"Annemie Tonken","startTime":462.28,"endTime":465.28,"body":"one who's already worked with"},{"speaker":"Annemie Tonken","startTime":462.28,"endTime":465.28,"body":"you, but even a new client who"},{"speaker":"Annemie Tonken","startTime":465.28,"endTime":468.7,"body":"has said yes to working with"},{"speaker":"Annemie Tonken","startTime":465.28,"endTime":468.7,"body":"you, I also want you to think"},{"speaker":"Annemie Tonken","startTime":468.7,"endTime":473.26,"body":"about how you can upsell that"},{"speaker":"Annemie Tonken","startTime":468.7,"endTime":473.26,"body":"client. So let's say that again,"},{"speaker":"Annemie Tonken","startTime":473.26,"endTime":476.86,"body":"you're offering family photos."},{"speaker":"Annemie Tonken","startTime":473.26,"endTime":476.86,"body":"The package includes XYZ,"},{"speaker":"Annemie Tonken","startTime":476.86,"endTime":481.02,"body":"whatever. There's no reason that"},{"speaker":"Annemie Tonken","startTime":476.86,"endTime":481.02,"body":"at the during that booking"},{"speaker":"Annemie Tonken","startTime":481.02,"endTime":484.56,"body":"process, when they are signing"},{"speaker":"Annemie Tonken","startTime":481.02,"endTime":484.56,"body":"on the dotted line, they can't"},{"speaker":"Annemie Tonken","startTime":484.56,"endTime":488.82,"body":"be given the opportunity to book"},{"speaker":"Annemie Tonken","startTime":484.56,"endTime":488.82,"body":"more with you. And I'm going to"},{"speaker":"Annemie Tonken","startTime":488.82,"endTime":492.0,"body":"stick with the same example"},{"speaker":"Annemie Tonken","startTime":488.82,"endTime":492.0,"body":"where it's you know, you're"},{"speaker":"Annemie Tonken","startTime":492.0,"endTime":495.6,"body":"booking a family session. Do"},{"speaker":"Annemie Tonken","startTime":492.0,"endTime":495.6,"body":"either you know of the two"},{"speaker":"Annemie Tonken","startTime":495.6,"endTime":498.78,"body":"parents who are going to be at"},{"speaker":"Annemie Tonken","startTime":495.6,"endTime":498.78,"body":"the session need updated"},{"speaker":"Annemie Tonken","startTime":498.78,"endTime":502.52,"body":"headshots? We can add those on"},{"speaker":"Annemie Tonken","startTime":498.78,"endTime":502.52,"body":"for X number of dollars per"},{"speaker":"Annemie Tonken","startTime":502.82,"endTime":507.92,"body":"headshot. And when you roll that"},{"speaker":"Annemie Tonken","startTime":502.82,"endTime":507.92,"body":"together, what you're doing is"},{"speaker":"Annemie Tonken","startTime":507.92,"endTime":511.1,"body":"taking advantage of the fact"},{"speaker":"Annemie Tonken","startTime":507.92,"endTime":511.1,"body":"that somebody is already in the"},{"speaker":"Annemie Tonken","startTime":511.1,"endTime":515.18,"body":"frame of mind of Yes, I like"},{"speaker":"Annemie Tonken","startTime":511.1,"endTime":515.18,"body":"this person. I've decided that"},{"speaker":"Annemie Tonken","startTime":515.18,"endTime":517.88,"body":"they're trustworthy. I want to"},{"speaker":"Annemie Tonken","startTime":515.18,"endTime":517.88,"body":"work with this person, and"},{"speaker":"Annemie Tonken","startTime":517.88,"endTime":520.24,"body":"you're just making sure that"},{"speaker":"Annemie Tonken","startTime":517.88,"endTime":520.24,"body":"you're not leaving money on the"},{"speaker":"Annemie Tonken","startTime":520.24,"endTime":523.24,"body":"table. If someone needs a"},{"speaker":"Annemie Tonken","startTime":520.24,"endTime":523.24,"body":"headshot, they may not be"},{"speaker":"Annemie Tonken","startTime":523.24,"endTime":526.96,"body":"thinking about that as they're"},{"speaker":"Annemie Tonken","startTime":523.24,"endTime":526.96,"body":"booking a family session, but if"},{"speaker":"Annemie Tonken","startTime":526.96,"endTime":530.08,"body":"you raise it and make it really"},{"speaker":"Annemie Tonken","startTime":526.96,"endTime":530.08,"body":"easy for them to just sort of"},{"speaker":"Annemie Tonken","startTime":530.08,"endTime":534.1,"body":"tack that on, that can be a"},{"speaker":"Annemie Tonken","startTime":530.08,"endTime":534.1,"body":"service that they need, that"},{"speaker":"Annemie Tonken","startTime":534.1,"endTime":538.96,"body":"you're taking care of, and it's"},{"speaker":"Annemie Tonken","startTime":534.1,"endTime":538.96,"body":"extra money in your pocket. So"},{"speaker":"Annemie Tonken","startTime":539.02,"endTime":544.32,"body":"the first suggestion is really,"},{"speaker":"Annemie Tonken","startTime":539.02,"endTime":544.32,"body":"really basic. It's just mining"},{"speaker":"Annemie Tonken","startTime":544.32,"endTime":548.82,"body":"your list of ideal clients that"},{"speaker":"Annemie Tonken","startTime":544.32,"endTime":548.82,"body":"you've already worked with and"},{"speaker":"Annemie Tonken","startTime":548.82,"endTime":553.08,"body":"creating new offers, whether"},{"speaker":"Annemie Tonken","startTime":548.82,"endTime":553.08,"body":"they're full service offers,"},{"speaker":"Annemie Tonken","startTime":553.26,"endTime":557.52,"body":"partial service offers, or"},{"speaker":"Annemie Tonken","startTime":553.26,"endTime":557.52,"body":"upsells on the current offer,"},{"speaker":"Annemie Tonken","startTime":557.82,"endTime":562.4,"body":"and getting them to spend more"},{"speaker":"Annemie Tonken","startTime":557.82,"endTime":562.4,"body":"with you. But that's not the"},{"speaker":"Annemie Tonken","startTime":562.4,"endTime":566.66,"body":"only way that we can kind of get"},{"speaker":"Annemie Tonken","startTime":562.4,"endTime":566.66,"body":"as much mileage as possible out"},{"speaker":"Annemie Tonken","startTime":566.66,"endTime":570.44,"body":"of these ideal clients. The"},{"speaker":"Annemie Tonken","startTime":566.66,"endTime":570.44,"body":"second strategy that I have for"},{"speaker":"Annemie Tonken","startTime":570.44,"endTime":575.78,"body":"you is to invite those clients"},{"speaker":"Annemie Tonken","startTime":570.44,"endTime":575.78,"body":"into some sort of interview"},{"speaker":"Annemie Tonken","startTime":575.84,"endTime":578.96,"body":"scenario. And you can do this in"},{"speaker":"Annemie Tonken","startTime":575.84,"endTime":578.96,"body":"a whole bunch of different ways."},{"speaker":"Annemie Tonken","startTime":579.74,"endTime":583.0,"body":"I've been talking to a handful"},{"speaker":"Annemie Tonken","startTime":579.74,"endTime":583.0,"body":"of people recently about"},{"speaker":"Annemie Tonken","startTime":583.0,"endTime":585.4,"body":"blogging. I just feel like"},{"speaker":"Annemie Tonken","startTime":583.0,"endTime":585.4,"body":"blogging, even though it's a"},{"speaker":"Annemie Tonken","startTime":585.4,"endTime":589.96,"body":"perennial subject in our"},{"speaker":"Annemie Tonken","startTime":585.4,"endTime":589.96,"body":"industry, it seems it feels like"},{"speaker":"Annemie Tonken","startTime":589.96,"endTime":594.58,"body":"it's coming up a lot for me"},{"speaker":"Annemie Tonken","startTime":589.96,"endTime":594.58,"body":"recently, and I was reminded of"},{"speaker":"Annemie Tonken","startTime":594.58,"endTime":598.72,"body":"a brilliant strategy that"},{"speaker":"Annemie Tonken","startTime":594.58,"endTime":598.72,"body":"someone shared with me several"},{"speaker":"Annemie Tonken","startTime":598.72,"endTime":601.2,"body":"years ago and that I turned."},{"speaker":"Annemie Tonken","startTime":598.72,"endTime":601.2,"body":"Around and used in my"},{"speaker":"Annemie Tonken","startTime":601.2,"endTime":605.34,"body":"photography business with great"},{"speaker":"Annemie Tonken","startTime":601.2,"endTime":605.34,"body":"success, doesn't cost a dime,"},{"speaker":"Annemie Tonken","startTime":605.58,"endTime":609.24,"body":"makes your you know clients,"},{"speaker":"Annemie Tonken","startTime":605.58,"endTime":609.24,"body":"your existing clients, those"},{"speaker":"Annemie Tonken","startTime":609.24,"endTime":612.84,"body":"favorite clients, feel really"},{"speaker":"Annemie Tonken","startTime":609.24,"endTime":612.84,"body":"special, and it's a great"},{"speaker":"Annemie Tonken","startTime":612.84,"endTime":618.18,"body":"marketing strategy, and that is"},{"speaker":"Annemie Tonken","startTime":612.84,"endTime":618.18,"body":"to invite your client to write a"},{"speaker":"Annemie Tonken","startTime":618.18,"endTime":623.18,"body":"blog post for your website. Now"},{"speaker":"Annemie Tonken","startTime":618.18,"endTime":623.18,"body":"you're probably going to want to"},{"speaker":"Annemie Tonken","startTime":623.18,"endTime":626.6,"body":"reward them in some way, shape"},{"speaker":"Annemie Tonken","startTime":623.18,"endTime":626.6,"body":"or form, and I can leave that up"},{"speaker":"Annemie Tonken","startTime":626.6,"endTime":631.46,"body":"to you. I believe that I offered"},{"speaker":"Annemie Tonken","startTime":626.6,"endTime":631.46,"body":"my clients a framed print from"},{"speaker":"Annemie Tonken","startTime":631.46,"endTime":636.08,"body":"their most recent session in"},{"speaker":"Annemie Tonken","startTime":631.46,"endTime":636.08,"body":"exchange for a blog post, and I"},{"speaker":"Annemie Tonken","startTime":636.08,"endTime":639.98,"body":"was very specific about, you"},{"speaker":"Annemie Tonken","startTime":636.08,"endTime":639.98,"body":"know, X number of words, and I"},{"speaker":"Annemie Tonken","startTime":639.98,"endTime":645.46,"body":"gave them prompts. Now, I chose"},{"speaker":"Annemie Tonken","startTime":639.98,"endTime":645.46,"body":"clients whose photos I liked. I"},{"speaker":"Annemie Tonken","startTime":645.46,"endTime":649.6,"body":"chose clients who I knew felt"},{"speaker":"Annemie Tonken","startTime":645.46,"endTime":649.6,"body":"good about the experience of"},{"speaker":"Annemie Tonken","startTime":649.6,"endTime":654.16,"body":"working with me, and I gave them"},{"speaker":"Annemie Tonken","startTime":649.6,"endTime":654.16,"body":"these very specific prompts."},{"speaker":"Annemie Tonken","startTime":654.16,"endTime":658.18,"body":"Saying, remember how when you"},{"speaker":"Annemie Tonken","startTime":654.16,"endTime":658.18,"body":"reached out to me you were"},{"speaker":"Annemie Tonken","startTime":658.18,"endTime":662.64,"body":"worried about XYZ? I would love"},{"speaker":"Annemie Tonken","startTime":658.18,"endTime":662.64,"body":"to hear you, you know, write a"},{"speaker":"Annemie Tonken","startTime":662.64,"endTime":668.22,"body":"blog post about that concern and"},{"speaker":"Annemie Tonken","startTime":662.64,"endTime":668.22,"body":"then how it turned out. Or in"},{"speaker":"Annemie Tonken","startTime":668.22,"endTime":671.7,"body":"one case, I had a client who I"},{"speaker":"Annemie Tonken","startTime":668.22,"endTime":671.7,"body":"had worked with several times,"},{"speaker":"Annemie Tonken","startTime":671.88,"endTime":676.08,"body":"but her, you know, baby, who had"},{"speaker":"Annemie Tonken","startTime":671.88,"endTime":676.08,"body":"turned into a toddler, had"},{"speaker":"Annemie Tonken","startTime":676.08,"endTime":679.44,"body":"become a pretty difficult"},{"speaker":"Annemie Tonken","startTime":676.08,"endTime":679.44,"body":"toddler, and was very difficult"},{"speaker":"Annemie Tonken","startTime":679.44,"endTime":682.76,"body":"during our session, and she was"},{"speaker":"Annemie Tonken","startTime":679.44,"endTime":682.76,"body":"super stressed about it during"},{"speaker":"Annemie Tonken","startTime":682.76,"endTime":686.0,"body":"the session, even though she"},{"speaker":"Annemie Tonken","startTime":682.76,"endTime":686.0,"body":"trusted me. And you know, I"},{"speaker":"Annemie Tonken","startTime":686.0,"endTime":689.96,"body":"remember, by the time that they"},{"speaker":"Annemie Tonken","startTime":686.0,"endTime":689.96,"body":"left that session, she was"},{"speaker":"Annemie Tonken","startTime":689.96,"endTime":693.56,"body":"almost in tears saying, you"},{"speaker":"Annemie Tonken","startTime":689.96,"endTime":693.56,"body":"know, I'm sure you know, it's"},{"speaker":"Annemie Tonken","startTime":693.56,"endTime":696.56,"body":"not your fault if you didn't get"},{"speaker":"Annemie Tonken","startTime":693.56,"endTime":696.56,"body":"anything, don't worry about it."},{"speaker":"Annemie Tonken","startTime":696.62,"endTime":699.8,"body":"She's so difficult, whatever."},{"speaker":"Annemie Tonken","startTime":696.62,"endTime":699.8,"body":"And then, you know, surprise,"},{"speaker":"Annemie Tonken","startTime":699.8,"endTime":702.22,"body":"surprise. We were able to get"},{"speaker":"Annemie Tonken","startTime":699.8,"endTime":702.22,"body":"some great photos. She was"},{"speaker":"Annemie Tonken","startTime":702.28,"endTime":707.02,"body":"thrilled. And so I had her write"},{"speaker":"Annemie Tonken","startTime":702.28,"endTime":707.02,"body":"about that experience of having"},{"speaker":"Annemie Tonken","startTime":707.08,"endTime":709.84,"body":"a difficult toddler in what she"},{"speaker":"Annemie Tonken","startTime":707.08,"endTime":709.84,"body":"thought was going to be a"},{"speaker":"Annemie Tonken","startTime":709.84,"endTime":713.68,"body":"session with no good photos. And"},{"speaker":"Annemie Tonken","startTime":709.84,"endTime":713.68,"body":"of course, that blog post, she"},{"speaker":"Annemie Tonken","startTime":713.68,"endTime":716.2,"body":"wrote it, and then I"},{"speaker":"Annemie Tonken","startTime":713.68,"endTime":716.2,"body":"interspersed it with a whole"},{"speaker":"Annemie Tonken","startTime":716.2,"endTime":719.92,"body":"bunch of images from their"},{"speaker":"Annemie Tonken","startTime":716.2,"endTime":719.92,"body":"session, underlining the fact"},{"speaker":"Annemie Tonken","startTime":719.92,"endTime":724.44,"body":"that, like, it was great and it"},{"speaker":"Annemie Tonken","startTime":719.92,"endTime":724.44,"body":"worked out just fine. So if you"},{"speaker":"Annemie Tonken","startTime":724.44,"endTime":729.0,"body":"have clients with whom you have"},{"speaker":"Annemie Tonken","startTime":724.44,"endTime":729.0,"body":"had great sessions, consider how"},{"speaker":"Annemie Tonken","startTime":729.0,"endTime":733.44,"body":"you might incentivize them to do"},{"speaker":"Annemie Tonken","startTime":729.0,"endTime":733.44,"body":"the work for you. We can all"},{"speaker":"Annemie Tonken","startTime":733.5,"endTime":737.04,"body":"spend all day, every day,"},{"speaker":"Annemie Tonken","startTime":733.5,"endTime":737.04,"body":"talking about what a great"},{"speaker":"Annemie Tonken","startTime":737.04,"endTime":740.42,"body":"client experience we offer. And"},{"speaker":"Annemie Tonken","startTime":737.04,"endTime":740.42,"body":"you know, don't worry about"},{"speaker":"Annemie Tonken","startTime":740.42,"endTime":745.16,"body":"this, I can handle it. It is a"},{"speaker":"Annemie Tonken","startTime":740.42,"endTime":745.16,"body":"much more believable, much more"},{"speaker":"Annemie Tonken","startTime":745.16,"endTime":750.2,"body":"sort of, much stronger argument."},{"speaker":"Annemie Tonken","startTime":745.16,"endTime":750.2,"body":"If that story comes from someone"},{"speaker":"Annemie Tonken","startTime":750.2,"endTime":754.04,"body":"who actually lived through that"},{"speaker":"Annemie Tonken","startTime":750.2,"endTime":754.04,"body":"experience, and the fact that"},{"speaker":"Annemie Tonken","startTime":754.04,"endTime":757.22,"body":"that person is then willing to"},{"speaker":"Annemie Tonken","startTime":754.04,"endTime":757.22,"body":"turn around and write for you on"},{"speaker":"Annemie Tonken","startTime":757.22,"endTime":761.32,"body":"your blog, is a huge feather in"},{"speaker":"Annemie Tonken","startTime":757.22,"endTime":761.32,"body":"your cap, right? That is social"},{"speaker":"Annemie Tonken","startTime":761.32,"endTime":767.62,"body":"proof through the roof, and that"},{"speaker":"Annemie Tonken","startTime":761.32,"endTime":767.62,"body":"is what we want. So that is one"},{"speaker":"Annemie Tonken","startTime":767.68,"endTime":771.16,"body":"option. You could always make"},{"speaker":"Annemie Tonken","startTime":767.68,"endTime":771.16,"body":"this easier on your clients and"},{"speaker":"Annemie Tonken","startTime":771.16,"endTime":775.06,"body":"interview them on Zoom, record"},{"speaker":"Annemie Tonken","startTime":771.16,"endTime":775.06,"body":"the interview, ask them to share"},{"speaker":"Annemie Tonken","startTime":775.06,"endTime":778.12,"body":"about their session in their"},{"speaker":"Annemie Tonken","startTime":775.06,"endTime":778.12,"body":"words, and then you could turn"},{"speaker":"Annemie Tonken","startTime":778.12,"endTime":781.92,"body":"that into a blog post and have"},{"speaker":"Annemie Tonken","startTime":778.12,"endTime":781.92,"body":"them approve it before you"},{"speaker":"Annemie Tonken","startTime":781.92,"endTime":785.1,"body":"publish it, if you don't want to"},{"speaker":"Annemie Tonken","startTime":781.92,"endTime":785.1,"body":"ask someone to do the writing,"},{"speaker":"Annemie Tonken","startTime":785.1,"endTime":788.4,"body":"or if you would prefer, you"},{"speaker":"Annemie Tonken","startTime":785.1,"endTime":788.4,"body":"know, to have kind of the copy"},{"speaker":"Annemie Tonken","startTime":788.4,"endTime":793.5,"body":"editing reins in your hand. For"},{"speaker":"Annemie Tonken","startTime":788.4,"endTime":793.5,"body":"that, people love telling their"},{"speaker":"Annemie Tonken","startTime":793.5,"endTime":796.08,"body":"stories. When they are happy"},{"speaker":"Annemie Tonken","startTime":793.5,"endTime":796.08,"body":"with the service you have"},{"speaker":"Annemie Tonken","startTime":796.08,"endTime":799.56,"body":"provided to them, they are"},{"speaker":"Annemie Tonken","startTime":796.08,"endTime":799.56,"body":"usually really happy to help you"},{"speaker":"Annemie Tonken","startTime":799.56,"endTime":804.68,"body":"back. It feels like sort of an"},{"speaker":"Annemie Tonken","startTime":799.56,"endTime":804.68,"body":"exchange, and that ability to do"},{"speaker":"Annemie Tonken","startTime":804.68,"endTime":810.44,"body":"to share the story through their"},{"speaker":"Annemie Tonken","startTime":804.68,"endTime":810.44,"body":"words, is a powerful piece of"},{"speaker":"Annemie Tonken","startTime":810.44,"endTime":814.94,"body":"marketing that you can sort of"},{"speaker":"Annemie Tonken","startTime":810.44,"endTime":814.94,"body":"chop up and use in not just your"},{"speaker":"Annemie Tonken","startTime":814.94,"endTime":817.7,"body":"blog, but on social media and"},{"speaker":"Annemie Tonken","startTime":814.94,"endTime":817.7,"body":"your emails all kinds of"},{"speaker":"Annemie Tonken","startTime":817.7,"endTime":821.08,"body":"different places. It's a bigger"},{"speaker":"Annemie Tonken","startTime":817.7,"endTime":821.08,"body":"project, and it is a bit of an"},{"speaker":"Annemie Tonken","startTime":821.08,"endTime":824.44,"body":"ask from your clients, but if"},{"speaker":"Annemie Tonken","startTime":821.08,"endTime":824.44,"body":"you find a few people who are"},{"speaker":"Annemie Tonken","startTime":824.44,"endTime":828.52,"body":"willing to help you out, it's"},{"speaker":"Annemie Tonken","startTime":824.44,"endTime":828.52,"body":"huge. The third strategy I have"},{"speaker":"Annemie Tonken","startTime":828.52,"endTime":833.92,"body":"for you, rather than getting"},{"speaker":"Annemie Tonken","startTime":828.52,"endTime":833.92,"body":"these past clients to hire you"},{"speaker":"Annemie Tonken","startTime":833.92,"endTime":838.06,"body":"again, is to actually partner"},{"speaker":"Annemie Tonken","startTime":833.92,"endTime":838.06,"body":"with these past clients to get"},{"speaker":"Annemie Tonken","startTime":838.06,"endTime":842.7,"body":"their friends to hire you. So"},{"speaker":"Annemie Tonken","startTime":838.06,"endTime":842.7,"body":"people ask me all the time about"},{"speaker":"Annemie Tonken","startTime":842.7,"endTime":846.96,"body":"referral programs and referral"},{"speaker":"Annemie Tonken","startTime":842.7,"endTime":846.96,"body":"networks and what works? And the"},{"speaker":"Annemie Tonken","startTime":846.96,"endTime":851.22,"body":"answer is, I have never really"},{"speaker":"Annemie Tonken","startTime":846.96,"endTime":851.22,"body":"come across a photography"},{"speaker":"Annemie Tonken","startTime":851.22,"endTime":856.8,"body":"referral program that has worked"},{"speaker":"Annemie Tonken","startTime":851.22,"endTime":856.8,"body":"super well on a regular basis. I"},{"speaker":"Annemie Tonken","startTime":856.8,"endTime":859.38,"body":"think there are always those"},{"speaker":"Annemie Tonken","startTime":856.8,"endTime":859.38,"body":"people out there who are happy"},{"speaker":"Annemie Tonken","startTime":859.38,"endTime":862.76,"body":"to refer you, but trying to"},{"speaker":"Annemie Tonken","startTime":859.38,"endTime":862.76,"body":"incentivize people to refer you"},{"speaker":"Annemie Tonken","startTime":862.76,"endTime":867.26,"body":"is actually a lot harder than it"},{"speaker":"Annemie Tonken","startTime":862.76,"endTime":867.26,"body":"seems like it should be. So what"},{"speaker":"Annemie Tonken","startTime":867.26,"endTime":871.1,"body":"this is, is kind of an"},{"speaker":"Annemie Tonken","startTime":867.26,"endTime":871.1,"body":"alternative to that, where you"},{"speaker":"Annemie Tonken","startTime":871.1,"endTime":875.6,"body":"propose to a client that you"},{"speaker":"Annemie Tonken","startTime":871.1,"endTime":875.6,"body":"believe, for whatever reason,"},{"speaker":"Annemie Tonken","startTime":875.6,"endTime":878.96,"body":"may have a good network of"},{"speaker":"Annemie Tonken","startTime":875.6,"endTime":878.96,"body":"people that would also be"},{"speaker":"Annemie Tonken","startTime":878.96,"endTime":883.54,"body":"qualified to hire you. So if you"},{"speaker":"Annemie Tonken","startTime":878.96,"endTime":883.54,"body":"are a family photographer, you"},{"speaker":"Annemie Tonken","startTime":883.54,"endTime":887.98,"body":"have, you know, clients who are"},{"speaker":"Annemie Tonken","startTime":883.54,"endTime":887.98,"body":"parents, and they have friends"},{"speaker":"Annemie Tonken","startTime":887.98,"endTime":892.72,"body":"who are also parents. If you are"},{"speaker":"Annemie Tonken","startTime":887.98,"endTime":892.72,"body":"a pet photographer, and you know"},{"speaker":"Annemie Tonken","startTime":892.72,"endTime":897.28,"body":"you've got a client who is"},{"speaker":"Annemie Tonken","startTime":892.72,"endTime":897.28,"body":"really into hanging out with"},{"speaker":"Annemie Tonken","startTime":897.28,"endTime":900.36,"body":"other dog owners and might be"},{"speaker":"Annemie Tonken","startTime":897.28,"endTime":900.36,"body":"really networked in that. In"},{"speaker":"Annemie Tonken","startTime":900.36,"endTime":904.32,"body":"that world, in the rescue world,"},{"speaker":"Annemie Tonken","startTime":900.36,"endTime":904.32,"body":"or with a particular breed, or"},{"speaker":"Annemie Tonken","startTime":904.32,"endTime":908.58,"body":"something like that. You want to"},{"speaker":"Annemie Tonken","startTime":904.32,"endTime":908.58,"body":"tap them and say, I would love"},{"speaker":"Annemie Tonken","startTime":908.58,"endTime":912.78,"body":"to co host an event with you, or"},{"speaker":"Annemie Tonken","startTime":908.58,"endTime":912.78,"body":"have you host an event, and I'm"},{"speaker":"Annemie Tonken","startTime":912.78,"endTime":915.96,"body":"happy to, you know, pay for the"},{"speaker":"Annemie Tonken","startTime":912.78,"endTime":915.96,"body":"incidentals, whatever. And"},{"speaker":"Annemie Tonken","startTime":915.96,"endTime":918.9,"body":"here's how it's going to work."},{"speaker":"Annemie Tonken","startTime":915.96,"endTime":918.9,"body":"And then you want to propose"},{"speaker":"Annemie Tonken","startTime":918.96,"endTime":922.82,"body":"something where you are adding"},{"speaker":"Annemie Tonken","startTime":918.96,"endTime":922.82,"body":"value to their group of people."},{"speaker":"Annemie Tonken","startTime":923.3,"endTime":927.02,"body":"I've talked before about this"},{"speaker":"Annemie Tonken","startTime":923.3,"endTime":927.02,"body":"class that I taught called"},{"speaker":"Annemie Tonken","startTime":927.02,"endTime":931.22,"body":"cameras and cocktails, which was"},{"speaker":"Annemie Tonken","startTime":927.02,"endTime":931.22,"body":"like a two and a half hour"},{"speaker":"Annemie Tonken","startTime":931.64,"endTime":934.88,"body":"presentation that I would give"},{"speaker":"Annemie Tonken","startTime":931.64,"endTime":934.88,"body":"that was designed to show"},{"speaker":"Annemie Tonken","startTime":935.18,"endTime":940.04,"body":"parents, typically moms who"},{"speaker":"Annemie Tonken","startTime":935.18,"endTime":940.04,"body":"owned nicer cameras, how to take"},{"speaker":"Annemie Tonken","startTime":940.04,"endTime":944.62,"body":"those off of program mode and be"},{"speaker":"Annemie Tonken","startTime":940.04,"endTime":944.62,"body":"able to take better pictures."},{"speaker":"Annemie Tonken","startTime":944.62,"endTime":947.68,"body":"Because, as we all know, plenty"},{"speaker":"Annemie Tonken","startTime":944.62,"endTime":947.68,"body":"of people have decent cameras."},{"speaker":"Annemie Tonken","startTime":948.1,"endTime":950.74,"body":"They have no idea how to use"},{"speaker":"Annemie Tonken","startTime":948.1,"endTime":950.74,"body":"them, and so their photos just"},{"speaker":"Annemie Tonken","startTime":950.74,"endTime":953.74,"body":"look like any other photo, and"},{"speaker":"Annemie Tonken","startTime":950.74,"endTime":953.74,"body":"they may as well use their"},{"speaker":"Annemie Tonken","startTime":953.74,"endTime":957.7,"body":"phones so their cameras collect"},{"speaker":"Annemie Tonken","startTime":953.74,"endTime":957.7,"body":"dust. My goal in two hours was"},{"speaker":"Annemie Tonken","startTime":957.7,"endTime":959.92,"body":"not to make anyone a"},{"speaker":"Annemie Tonken","startTime":957.7,"endTime":959.92,"body":"professional photographer, but"},{"speaker":"Annemie Tonken","startTime":959.92,"endTime":963.18,"body":"to show them how to use aperture"},{"speaker":"Annemie Tonken","startTime":959.92,"endTime":963.18,"body":"mode, how to get interesting"},{"speaker":"Annemie Tonken","startTime":963.18,"endTime":966.78,"body":"angles, different things to"},{"speaker":"Annemie Tonken","startTime":963.18,"endTime":966.78,"body":"capture in their kids lives,"},{"speaker":"Annemie Tonken","startTime":966.78,"endTime":972.12,"body":"whatever. And go from, you know,"},{"speaker":"Annemie Tonken","startTime":966.78,"endTime":972.12,"body":"total amateur to something a"},{"speaker":"Annemie Tonken","startTime":972.12,"endTime":975.84,"body":"little bit better over the"},{"speaker":"Annemie Tonken","startTime":972.12,"endTime":975.84,"body":"course of a couple of hours. But"},{"speaker":"Annemie Tonken","startTime":975.84,"endTime":977.94,"body":"I called it cameras and"},{"speaker":"Annemie Tonken","startTime":975.84,"endTime":977.94,"body":"cocktails because it was"},{"speaker":"Annemie Tonken","startTime":977.94,"endTime":981.02,"body":"intended to be fun. It was"},{"speaker":"Annemie Tonken","startTime":977.94,"endTime":981.02,"body":"intended to be relaxed. It was"},{"speaker":"Annemie Tonken","startTime":981.02,"endTime":984.5,"body":"like a book club, kind of a"},{"speaker":"Annemie Tonken","startTime":981.02,"endTime":984.5,"body":"situation where, again,"},{"speaker":"Annemie Tonken","startTime":984.5,"endTime":987.32,"body":"typically it was women, a group"},{"speaker":"Annemie Tonken","startTime":984.5,"endTime":987.32,"body":"of women, would get together at"},{"speaker":"Annemie Tonken","startTime":987.32,"endTime":990.2,"body":"somebody's house. I would bring"},{"speaker":"Annemie Tonken","startTime":987.32,"endTime":990.2,"body":"wine, and they would all sit"},{"speaker":"Annemie Tonken","startTime":990.2,"endTime":992.84,"body":"around drinking, and I would"},{"speaker":"Annemie Tonken","startTime":990.2,"endTime":992.84,"body":"teach them how to use their"},{"speaker":"Annemie Tonken","startTime":992.84,"endTime":995.06,"body":"cameras, and they'd pull their"},{"speaker":"Annemie Tonken","startTime":992.84,"endTime":995.06,"body":"cameras out, and I'd show them"},{"speaker":"Annemie Tonken","startTime":995.06,"endTime":997.34,"body":"which buttons they needed to"},{"speaker":"Annemie Tonken","startTime":995.06,"endTime":997.34,"body":"press, and all that sort of"},{"speaker":"Annemie Tonken","startTime":998.24,"endTime":1001.38,"body":"thing. During the course of that"},{"speaker":"Annemie Tonken","startTime":998.24,"endTime":1001.38,"body":"two and a half hours, I was not"},{"speaker":"Annemie Tonken","startTime":1001.38,"endTime":1005.28,"body":"selling. I was not telling"},{"speaker":"Annemie Tonken","startTime":1001.38,"endTime":1005.28,"body":"anybody you know, please sign"},{"speaker":"Annemie Tonken","startTime":1005.28,"endTime":1011.04,"body":"here to work with me, but I had"},{"speaker":"Annemie Tonken","startTime":1005.28,"endTime":1011.04,"body":"almost a 75% booking rate with"},{"speaker":"Annemie Tonken","startTime":1011.04,"endTime":1014.82,"body":"those people over the course of"},{"speaker":"Annemie Tonken","startTime":1011.04,"endTime":1014.82,"body":"a year. And I ran that same"},{"speaker":"Annemie Tonken","startTime":1014.82,"endTime":1019.56,"body":"thing for years, because over"},{"speaker":"Annemie Tonken","startTime":1014.82,"endTime":1019.56,"body":"the course of that two and a"},{"speaker":"Annemie Tonken","startTime":1019.56,"endTime":1024.56,"body":"half hours, not only was the"},{"speaker":"Annemie Tonken","startTime":1019.56,"endTime":1024.56,"body":"person hosting, who was a client"},{"speaker":"Annemie Tonken","startTime":1024.56,"endTime":1027.5,"body":"of mine, talking about what a"},{"speaker":"Annemie Tonken","startTime":1024.56,"endTime":1027.5,"body":"great time they had working with"},{"speaker":"Annemie Tonken","startTime":1027.5,"endTime":1031.04,"body":"me, but those people were"},{"speaker":"Annemie Tonken","startTime":1027.5,"endTime":1031.04,"body":"getting to know me. They were"},{"speaker":"Annemie Tonken","startTime":1031.04,"endTime":1034.04,"body":"getting to see lots of my"},{"speaker":"Annemie Tonken","startTime":1031.04,"endTime":1034.04,"body":"photos, because I was using my"},{"speaker":"Annemie Tonken","startTime":1034.04,"endTime":1036.74,"body":"photos to illustrate the"},{"speaker":"Annemie Tonken","startTime":1034.04,"endTime":1036.74,"body":"principles that I was teaching,"},{"speaker":"Annemie Tonken","startTime":1037.22,"endTime":1041.62,"body":"and it felt like a no pressure"},{"speaker":"Annemie Tonken","startTime":1037.22,"endTime":1041.62,"body":"situation. So the next time they"},{"speaker":"Annemie Tonken","startTime":1041.62,"endTime":1045.1,"body":"needed to hire a family"},{"speaker":"Annemie Tonken","startTime":1041.62,"endTime":1045.1,"body":"photographer, you better believe"},{"speaker":"Annemie Tonken","startTime":1045.1,"endTime":1049.06,"body":"that my name was the first one"},{"speaker":"Annemie Tonken","startTime":1045.1,"endTime":1049.06,"body":"that came up in their minds. You"},{"speaker":"Annemie Tonken","startTime":1049.06,"endTime":1053.02,"body":"don't have to necessarily teach"},{"speaker":"Annemie Tonken","startTime":1049.06,"endTime":1053.02,"body":"a class. This could be any kind"},{"speaker":"Annemie Tonken","startTime":1053.08,"endTime":1057.4,"body":"of event that adds value to the"},{"speaker":"Annemie Tonken","startTime":1053.08,"endTime":1057.4,"body":"guests who are coming. The"},{"speaker":"Annemie Tonken","startTime":1057.4,"endTime":1060.84,"body":"important thing is that you're"},{"speaker":"Annemie Tonken","startTime":1057.4,"endTime":1060.84,"body":"partnering with someone who"},{"speaker":"Annemie Tonken","startTime":1061.32,"endTime":1064.74,"body":"knows, likes and trusts you, and"},{"speaker":"Annemie Tonken","startTime":1061.32,"endTime":1064.74,"body":"therefore is sort of there to"},{"speaker":"Annemie Tonken","startTime":1064.74,"endTime":1067.86,"body":"speak for you. Maybe they do a"},{"speaker":"Annemie Tonken","startTime":1064.74,"endTime":1067.86,"body":"little introduction at the"},{"speaker":"Annemie Tonken","startTime":1067.86,"endTime":1072.18,"body":"beginning, and you are making"},{"speaker":"Annemie Tonken","startTime":1067.86,"endTime":1072.18,"body":"sure that over the course of"},{"speaker":"Annemie Tonken","startTime":1072.18,"endTime":1075.66,"body":"that every guest who comes to"},{"speaker":"Annemie Tonken","startTime":1072.18,"endTime":1075.66,"body":"that event, you're getting their"},{"speaker":"Annemie Tonken","startTime":1075.72,"endTime":1078.54,"body":"email address. Maybe you're"},{"speaker":"Annemie Tonken","startTime":1075.72,"endTime":1078.54,"body":"following up with some sort of"},{"speaker":"Annemie Tonken","startTime":1078.54,"endTime":1082.58,"body":"offer, but first and foremost,"},{"speaker":"Annemie Tonken","startTime":1078.54,"endTime":1082.58,"body":"you are showing up to deliver"},{"speaker":"Annemie Tonken","startTime":1082.58,"endTime":1086.6,"body":"value. So again, this"},{"speaker":"Annemie Tonken","startTime":1082.58,"endTime":1086.6,"body":"partnership, it's kind of a long"},{"speaker":"Annemie Tonken","startTime":1086.6,"endTime":1090.38,"body":"game marketing strategy, but it"},{"speaker":"Annemie Tonken","startTime":1086.6,"endTime":1090.38,"body":"can be a really wonderful way to"},{"speaker":"Annemie Tonken","startTime":1090.38,"endTime":1094.46,"body":"network through your best"},{"speaker":"Annemie Tonken","startTime":1090.38,"endTime":1094.46,"body":"clients, and that's where you're"},{"speaker":"Annemie Tonken","startTime":1094.46,"endTime":1098.78,"body":"going to find those additional"},{"speaker":"Annemie Tonken","startTime":1094.46,"endTime":1098.78,"body":"best clients. And then my final"},{"speaker":"Annemie Tonken","startTime":1098.78,"endTime":1103.12,"body":"strategy that I want to remind"},{"speaker":"Annemie Tonken","startTime":1098.78,"endTime":1103.12,"body":"you of because again, if you've"},{"speaker":"Annemie Tonken","startTime":1103.12,"endTime":1105.82,"body":"been around here for any period"},{"speaker":"Annemie Tonken","startTime":1103.12,"endTime":1105.82,"body":"of time, you have definitely"},{"speaker":"Annemie Tonken","startTime":1105.82,"endTime":1109.96,"body":"heard me talk about creating a"},{"speaker":"Annemie Tonken","startTime":1105.82,"endTime":1109.96,"body":"portrait membership. But this is"},{"speaker":"Annemie Tonken","startTime":1109.96,"endTime":1113.92,"body":"the number one way that my"},{"speaker":"Annemie Tonken","startTime":1109.96,"endTime":1113.92,"body":"business has brought my best"},{"speaker":"Annemie Tonken","startTime":1113.92,"endTime":1117.76,"body":"clients back again and again and"},{"speaker":"Annemie Tonken","startTime":1113.92,"endTime":1117.76,"body":"again, year after year,"},{"speaker":"Annemie Tonken","startTime":1117.94,"endTime":1123.36,"body":"stabilizing my revenue and"},{"speaker":"Annemie Tonken","startTime":1117.94,"endTime":1123.36,"body":"stabilizing my schedule so a"},{"speaker":"Annemie Tonken","startTime":1123.36,"endTime":1127.02,"body":"portrait membership is exactly"},{"speaker":"Annemie Tonken","startTime":1123.36,"endTime":1127.02,"body":"what it sounds like. It is a"},{"speaker":"Annemie Tonken","startTime":1127.02,"endTime":1131.34,"body":"situation where my clients, once"},{"speaker":"Annemie Tonken","startTime":1127.02,"endTime":1131.34,"body":"I have worked with someone and"},{"speaker":"Annemie Tonken","startTime":1131.34,"endTime":1134.58,"body":"determined that this is a good"},{"speaker":"Annemie Tonken","startTime":1131.34,"endTime":1134.58,"body":"fit. I like them. I trust them"},{"speaker":"Annemie Tonken","startTime":1134.58,"endTime":1137.76,"body":"to pay me. They're not terribly"},{"speaker":"Annemie Tonken","startTime":1134.58,"endTime":1137.76,"body":"difficult to work with, any of"},{"speaker":"Annemie Tonken","startTime":1137.76,"endTime":1141.02,"body":"that sort of thing. I invite"},{"speaker":"Annemie Tonken","startTime":1137.76,"endTime":1141.02,"body":"them into my membership where,"},{"speaker":"Annemie Tonken","startTime":1141.14,"endTime":1146.3,"body":"in exchange for a small discount"},{"speaker":"Annemie Tonken","startTime":1141.14,"endTime":1146.3,"body":"and some benefits, they get"},{"speaker":"Annemie Tonken","startTime":1146.3,"endTime":1151.88,"body":"invited into a once a year"},{"speaker":"Annemie Tonken","startTime":1146.3,"endTime":1151.88,"body":"portrait session that they pay"},{"speaker":"Annemie Tonken","startTime":1151.88,"endTime":1155.84,"body":"over the course of the year with"},{"speaker":"Annemie Tonken","startTime":1151.88,"endTime":1155.84,"body":"monthly credit card payments."},{"speaker":"Annemie Tonken","startTime":1155.84,"endTime":1160.36,"body":"And then there are some other"},{"speaker":"Annemie Tonken","startTime":1155.84,"endTime":1160.36,"body":"perks and little benefits built"},{"speaker":"Annemie Tonken","startTime":1160.36,"endTime":1164.38,"body":"in. They get early access to my"},{"speaker":"Annemie Tonken","startTime":1160.36,"endTime":1164.38,"body":"calendar. They get some"},{"speaker":"Annemie Tonken","startTime":1164.38,"endTime":1168.7,"body":"discounts on products and things"},{"speaker":"Annemie Tonken","startTime":1164.38,"endTime":1168.7,"body":"like that. And more than"},{"speaker":"Annemie Tonken","startTime":1168.7,"endTime":1172.84,"body":"anything, it's just a really"},{"speaker":"Annemie Tonken","startTime":1168.7,"endTime":1172.84,"body":"easy way for them to commit to"},{"speaker":"Annemie Tonken","startTime":1172.84,"endTime":1175.78,"body":"getting annual family photos"},{"speaker":"Annemie Tonken","startTime":1172.84,"endTime":1175.78,"body":"without having to really think"},{"speaker":"Annemie Tonken","startTime":1175.78,"endTime":1179.8,"body":"about it too much. So once"},{"speaker":"Annemie Tonken","startTime":1175.78,"endTime":1179.8,"body":"they're in that membership, that"},{"speaker":"Annemie Tonken","startTime":1179.8,"endTime":1183.96,"body":"payment is just sort of"},{"speaker":"Annemie Tonken","startTime":1179.8,"endTime":1183.96,"body":"happening on autopilot. They I"},{"speaker":"Annemie Tonken","startTime":1183.96,"endTime":1186.78,"body":"reach out to them and say, hey,"},{"speaker":"Annemie Tonken","startTime":1183.96,"endTime":1186.78,"body":"it's time for you to schedule."},{"speaker":"Annemie Tonken","startTime":1187.32,"endTime":1191.88,"body":"Here's the dates. And it just"},{"speaker":"Annemie Tonken","startTime":1187.32,"endTime":1191.88,"body":"becomes this, very easy, yes, I"},{"speaker":"Annemie Tonken","startTime":1191.88,"endTime":1194.88,"body":"paint this picture for them"},{"speaker":"Annemie Tonken","startTime":1191.88,"endTime":1194.88,"body":"where, you know, they come to me"},{"speaker":"Annemie Tonken","startTime":1194.88,"endTime":1197.46,"body":"and they say, Oh, we're so"},{"speaker":"Annemie Tonken","startTime":1194.88,"endTime":1197.46,"body":"excited to work with you. It's"},{"speaker":"Annemie Tonken","startTime":1197.46,"endTime":1200.24,"body":"been three years since we had"},{"speaker":"Annemie Tonken","startTime":1197.46,"endTime":1200.24,"body":"family photos done. We. Missed"},{"speaker":"Annemie Tonken","startTime":1200.24,"endTime":1203.54,"body":"all this stuff, and at the end"},{"speaker":"Annemie Tonken","startTime":1200.24,"endTime":1203.54,"body":"of that, I'm able to say, great,"},{"speaker":"Annemie Tonken","startTime":1203.54,"endTime":1206.06,"body":"you never want to miss that"},{"speaker":"Annemie Tonken","startTime":1203.54,"endTime":1206.06,"body":"stuff again. Let's just make"},{"speaker":"Annemie Tonken","startTime":1206.06,"endTime":1210.26,"body":"this really easy. And I sort of"},{"speaker":"Annemie Tonken","startTime":1206.06,"endTime":1210.26,"body":"again paint this picture for"},{"speaker":"Annemie Tonken","startTime":1210.26,"endTime":1213.86,"body":"them, where 10 or 15 years in"},{"speaker":"Annemie Tonken","startTime":1210.26,"endTime":1213.86,"body":"the future, as their kids are"},{"speaker":"Annemie Tonken","startTime":1213.86,"endTime":1218.72,"body":"moving out of the house, they've"},{"speaker":"Annemie Tonken","startTime":1213.86,"endTime":1218.72,"body":"got this shelf on the wall that"},{"speaker":"Annemie Tonken","startTime":1218.72,"endTime":1224.86,"body":"is lined with an album from"},{"speaker":"Annemie Tonken","startTime":1218.72,"endTime":1224.86,"body":"every year. And you know, they"},{"speaker":"Annemie Tonken","startTime":1224.86,"endTime":1229.12,"body":"did that for their kids and for"},{"speaker":"Annemie Tonken","startTime":1224.86,"endTime":1229.12,"body":"their family's legacy, if you"},{"speaker":"Annemie Tonken","startTime":1229.12,"endTime":1234.22,"body":"photograph anyone or anything,"},{"speaker":"Annemie Tonken","startTime":1229.12,"endTime":1234.22,"body":"that can come back again and"},{"speaker":"Annemie Tonken","startTime":1234.22,"endTime":1238.36,"body":"again and again. So probably not"},{"speaker":"Annemie Tonken","startTime":1234.22,"endTime":1238.36,"body":"wedding clients, and probably"},{"speaker":"Annemie Tonken","startTime":1238.36,"endTime":1241.68,"body":"not somebody who just wants a"},{"speaker":"Annemie Tonken","startTime":1238.36,"endTime":1241.68,"body":"headshot and nothing else, but"},{"speaker":"Annemie Tonken","startTime":1241.68,"endTime":1245.1,"body":"just about anything else brand"},{"speaker":"Annemie Tonken","startTime":1241.68,"endTime":1245.1,"body":"photographers do really well"},{"speaker":"Annemie Tonken","startTime":1245.1,"endTime":1248.1,"body":"with memberships. Pet"},{"speaker":"Annemie Tonken","startTime":1245.1,"endTime":1248.1,"body":"photographers can set up great"},{"speaker":"Annemie Tonken","startTime":1248.1,"endTime":1251.88,"body":"memberships, and certainly any"},{"speaker":"Annemie Tonken","startTime":1248.1,"endTime":1251.88,"body":"manner of family photography"},{"speaker":"Annemie Tonken","startTime":1252.12,"endTime":1254.88,"body":"works great for this, but what"},{"speaker":"Annemie Tonken","startTime":1252.12,"endTime":1254.88,"body":"you're doing is you're just"},{"speaker":"Annemie Tonken","startTime":1254.88,"endTime":1258.12,"body":"inviting them into this"},{"speaker":"Annemie Tonken","startTime":1254.88,"endTime":1258.12,"body":"membership. It makes it so that"},{"speaker":"Annemie Tonken","startTime":1258.12,"endTime":1262.04,"body":"every member that you have is"},{"speaker":"Annemie Tonken","startTime":1258.12,"endTime":1262.04,"body":"one less client that you need to"},{"speaker":"Annemie Tonken","startTime":1262.04,"endTime":1266.18,"body":"book per year, and you know"},{"speaker":"Annemie Tonken","startTime":1262.04,"endTime":1266.18,"body":"ahead of time that that is"},{"speaker":"Annemie Tonken","startTime":1266.18,"endTime":1270.62,"body":"actually going to happen. So it"},{"speaker":"Annemie Tonken","startTime":1266.18,"endTime":1270.62,"body":"is a wonderful way to leverage"},{"speaker":"Annemie Tonken","startTime":1270.62,"endTime":1274.94,"body":"the power of your existing"},{"speaker":"Annemie Tonken","startTime":1270.62,"endTime":1274.94,"body":"client base and make that into a"},{"speaker":"Annemie Tonken","startTime":1274.94,"endTime":1280.54,"body":"more predictable future for your"},{"speaker":"Annemie Tonken","startTime":1274.94,"endTime":1280.54,"body":"business. If you are interested"},{"speaker":"Annemie Tonken","startTime":1280.54,"endTime":1282.88,"body":"in this topic, I do have a"},{"speaker":"Annemie Tonken","startTime":1280.54,"endTime":1282.88,"body":"course on this. It's called"},{"speaker":"Annemie Tonken","startTime":1282.88,"endTime":1286.78,"body":"revenue on repeat. You can find"},{"speaker":"Annemie Tonken","startTime":1282.88,"endTime":1286.78,"body":"it at this campy that hard com"},{"speaker":"Annemie Tonken","startTime":1286.78,"endTime":1290.32,"body":"slash revenue. If you just go to"},{"speaker":"Annemie Tonken","startTime":1286.78,"endTime":1290.32,"body":"my website and look under the"},{"speaker":"Annemie Tonken","startTime":1290.32,"endTime":1294.28,"body":"Learn tab, you'll see it there."},{"speaker":"Annemie Tonken","startTime":1290.32,"endTime":1294.28,"body":"You probably don't need a course"},{"speaker":"Annemie Tonken","startTime":1294.28,"endTime":1296.92,"body":"to teach you how to create a"},{"speaker":"Annemie Tonken","startTime":1294.28,"endTime":1296.92,"body":"membership, because memberships"},{"speaker":"Annemie Tonken","startTime":1296.92,"endTime":1300.54,"body":"are everywhere, but it certainly"},{"speaker":"Annemie Tonken","startTime":1296.92,"endTime":1300.54,"body":"will help you get past any of"},{"speaker":"Annemie Tonken","startTime":1300.54,"endTime":1303.96,"body":"the tech hurdles and figuring"},{"speaker":"Annemie Tonken","startTime":1300.54,"endTime":1303.96,"body":"out how to offer it and how to"},{"speaker":"Annemie Tonken","startTime":1303.96,"endTime":1306.48,"body":"run it and all that sort of"},{"speaker":"Annemie Tonken","startTime":1303.96,"endTime":1306.48,"body":"thing. If you are looking for"},{"speaker":"Annemie Tonken","startTime":1306.48,"endTime":1310.8,"body":"that to review, we have four"},{"speaker":"Annemie Tonken","startTime":1306.48,"endTime":1310.8,"body":"different ways that you can"},{"speaker":"Annemie Tonken","startTime":1310.8,"endTime":1315.84,"body":"stretch your existing business"},{"speaker":"Annemie Tonken","startTime":1310.8,"endTime":1315.84,"body":"as far as possible and sort of"},{"speaker":"Annemie Tonken","startTime":1315.84,"endTime":1319.62,"body":"squeeze every last drop of"},{"speaker":"Annemie Tonken","startTime":1315.84,"endTime":1319.62,"body":"goodness out of what you already"},{"speaker":"Annemie Tonken","startTime":1319.62,"endTime":1323.24,"body":"have. The first is just to make"},{"speaker":"Annemie Tonken","startTime":1319.62,"endTime":1323.24,"body":"sure that you are inviting"},{"speaker":"Annemie Tonken","startTime":1323.24,"endTime":1327.98,"body":"clients back who haven't been"},{"speaker":"Annemie Tonken","startTime":1323.24,"endTime":1327.98,"body":"back with you for a while, or"},{"speaker":"Annemie Tonken","startTime":1328.1,"endTime":1332.24,"body":"anyone who has been to see you"},{"speaker":"Annemie Tonken","startTime":1328.1,"endTime":1332.24,"body":"recently gets some sort of"},{"speaker":"Annemie Tonken","startTime":1332.24,"endTime":1337.94,"body":"different offer or an upsell."},{"speaker":"Annemie Tonken","startTime":1332.24,"endTime":1337.94,"body":"The second was to ask clients to"},{"speaker":"Annemie Tonken","startTime":1337.94,"endTime":1341.08,"body":"share their experience of"},{"speaker":"Annemie Tonken","startTime":1337.94,"endTime":1341.08,"body":"working with you, whether in a"},{"speaker":"Annemie Tonken","startTime":1341.08,"endTime":1345.16,"body":"blog post or in an interview,"},{"speaker":"Annemie Tonken","startTime":1341.08,"endTime":1345.16,"body":"and take those stories and use"},{"speaker":"Annemie Tonken","startTime":1345.16,"endTime":1348.88,"body":"those as your marketing"},{"speaker":"Annemie Tonken","startTime":1345.16,"endTime":1348.88,"body":"material. The third strategy is"},{"speaker":"Annemie Tonken","startTime":1348.88,"endTime":1353.5,"body":"to ask your best clients to host"},{"speaker":"Annemie Tonken","startTime":1348.88,"endTime":1353.5,"body":"some sort of an event where you"},{"speaker":"Annemie Tonken","startTime":1353.5,"endTime":1357.1,"body":"are showing up as the expert and"},{"speaker":"Annemie Tonken","startTime":1353.5,"endTime":1357.1,"body":"providing value to their friends"},{"speaker":"Annemie Tonken","startTime":1357.1,"endTime":1361.14,"body":"and family, because your best"},{"speaker":"Annemie Tonken","startTime":1357.1,"endTime":1361.14,"body":"clients typically know other"},{"speaker":"Annemie Tonken","startTime":1361.14,"endTime":1364.68,"body":"people who would be ideal"},{"speaker":"Annemie Tonken","startTime":1361.14,"endTime":1364.68,"body":"clients for you. And then the"},{"speaker":"Annemie Tonken","startTime":1364.68,"endTime":1369.0,"body":"final strategy is to create and"},{"speaker":"Annemie Tonken","startTime":1364.68,"endTime":1369.0,"body":"invite your best clients into a"},{"speaker":"Annemie Tonken","startTime":1369.0,"endTime":1372.24,"body":"membership where they are"},{"speaker":"Annemie Tonken","startTime":1369.0,"endTime":1372.24,"body":"signing up to work with you"},{"speaker":"Annemie Tonken","startTime":1372.3,"endTime":1373.32,"body":"again and again."},{"speaker":"Annemie Tonken","startTime":1375.06,"endTime":1380.84,"body":"I would encourage you if you are"},{"speaker":"Annemie Tonken","startTime":1375.06,"endTime":1380.84,"body":"in a season or feeling nervous"},{"speaker":"Annemie Tonken","startTime":1380.84,"endTime":1386.36,"body":"about a season of some amount of"},{"speaker":"Annemie Tonken","startTime":1380.84,"endTime":1386.36,"body":"scarcity to think about these"},{"speaker":"Annemie Tonken","startTime":1386.36,"endTime":1391.16,"body":"strategies, pick one and plan to"},{"speaker":"Annemie Tonken","startTime":1386.36,"endTime":1391.16,"body":"implement it over the course of"},{"speaker":"Annemie Tonken","startTime":1391.16,"endTime":1396.56,"body":"a month. Just dive in. These are"},{"speaker":"Annemie Tonken","startTime":1391.16,"endTime":1396.56,"body":"not overly complicated. Many of"},{"speaker":"Annemie Tonken","startTime":1396.56,"endTime":1400.12,"body":"them just really involve"},{"speaker":"Annemie Tonken","startTime":1396.56,"endTime":1400.12,"body":"sketching out your idea on a"},{"speaker":"Annemie Tonken","startTime":1400.12,"endTime":1404.08,"body":"piece of paper, and then sending"},{"speaker":"Annemie Tonken","startTime":1400.12,"endTime":1404.08,"body":"an email or two, invite your"},{"speaker":"Annemie Tonken","startTime":1404.08,"endTime":1408.28,"body":"best clients to share their"},{"speaker":"Annemie Tonken","startTime":1404.08,"endTime":1408.28,"body":"experience partner with you."},{"speaker":"Annemie Tonken","startTime":1408.28,"endTime":1412.06,"body":"Hire you again, or join your"},{"speaker":"Annemie Tonken","startTime":1408.28,"endTime":1412.06,"body":"membership, and then when you"},{"speaker":"Annemie Tonken","startTime":1412.06,"endTime":1414.88,"body":"do, I would love for you to"},{"speaker":"Annemie Tonken","startTime":1412.06,"endTime":1414.88,"body":"reach out to me and share that"},{"speaker":"Annemie Tonken","startTime":1414.88,"endTime":1418.96,"body":"story with me. I would love to"},{"speaker":"Annemie Tonken","startTime":1414.88,"endTime":1418.96,"body":"hear how you were able to make"},{"speaker":"Annemie Tonken","startTime":1419.08,"endTime":1423.66,"body":"more with less in your business."},{"speaker":"Annemie Tonken","startTime":1419.08,"endTime":1423.66,"body":"That's it for this week's"},{"speaker":"Annemie Tonken","startTime":1423.66,"endTime":1426.24,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":1423.66,"endTime":1426.24,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":1426.24,"endTime":1429.6,"body":"same place next week. If you"},{"speaker":"Annemie Tonken","startTime":1426.24,"endTime":1429.6,"body":"like the show, be sure to check"},{"speaker":"Annemie Tonken","startTime":1429.6,"endTime":1432.18,"body":"out. This can't be that hard,"},{"speaker":"Annemie Tonken","startTime":1429.6,"endTime":1432.18,"body":"calm, to explore all the"},{"speaker":"Annemie Tonken","startTime":1432.18,"endTime":1434.94,"body":"resources we have for"},{"speaker":"Annemie Tonken","startTime":1432.18,"endTime":1434.94,"body":"photographers. And of course, it"},{"speaker":"Annemie Tonken","startTime":1434.94,"endTime":1437.34,"body":"would mean the world to me if"},{"speaker":"Annemie Tonken","startTime":1434.94,"endTime":1437.34,"body":"you would leave a review of the"},{"speaker":"Annemie Tonken","startTime":1437.34,"endTime":1440.9,"body":"show on iTunes or Spotify, as"},{"speaker":"Annemie Tonken","startTime":1437.34,"endTime":1440.9,"body":"always. Thanks so much for"},{"speaker":"Annemie Tonken","startTime":1440.9,"endTime":1443.54,"body":"joining me. I hope you have a"},{"speaker":"Annemie Tonken","startTime":1440.9,"endTime":1443.54,"body":"fantastic week. You."}]}