{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.94,"body":"Most"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.94,"body":"photographers have one primary"},{"speaker":"Annemie Tonken","startTime":2.94,"endTime":6.24,"body":"offer, right? It's your"},{"speaker":"Annemie Tonken","startTime":2.94,"endTime":6.24,"body":"signature session. It's the"},{"speaker":"Annemie Tonken","startTime":6.24,"endTime":9.84,"body":"wedding package that you book"},{"speaker":"Annemie Tonken","startTime":6.24,"endTime":9.84,"body":"most frequently. It's your full"},{"speaker":"Annemie Tonken","startTime":9.84,"endTime":13.86,"body":"branding shoot, whatever the"},{"speaker":"Annemie Tonken","startTime":9.84,"endTime":13.86,"body":"case may be, it's kind of the"},{"speaker":"Annemie Tonken","startTime":13.86,"endTime":16.68,"body":"thing that you're known for,"},{"speaker":"Annemie Tonken","startTime":13.86,"endTime":16.68,"body":"your signature service that you"},{"speaker":"Annemie Tonken","startTime":16.68,"endTime":21.56,"body":"provide, and that is a wonderful"},{"speaker":"Annemie Tonken","startTime":16.68,"endTime":21.56,"body":"place to start. In fact, it's"},{"speaker":"Annemie Tonken","startTime":21.56,"endTime":25.22,"body":"the thing that I recommend most."},{"speaker":"Annemie Tonken","startTime":21.56,"endTime":25.22,"body":"When I talk to brand new"},{"speaker":"Annemie Tonken","startTime":25.22,"endTime":28.52,"body":"photographers who are kind of"},{"speaker":"Annemie Tonken","startTime":25.22,"endTime":28.52,"body":"all over the place and they're"},{"speaker":"Annemie Tonken","startTime":28.52,"endTime":31.4,"body":"trying full sessions and mini"},{"speaker":"Annemie Tonken","startTime":28.52,"endTime":31.4,"body":"sessions and all these different"},{"speaker":"Annemie Tonken","startTime":31.7,"endTime":34.7,"body":"things, I always say, wait,"},{"speaker":"Annemie Tonken","startTime":31.7,"endTime":34.7,"body":"wait, wait, let's rein this in."},{"speaker":"Annemie Tonken","startTime":34.7,"endTime":39.02,"body":"Let's start with one single"},{"speaker":"Annemie Tonken","startTime":34.7,"endTime":39.02,"body":"signature session that you can"},{"speaker":"Annemie Tonken","startTime":39.02,"endTime":42.58,"body":"work toward becoming known for"},{"speaker":"Annemie Tonken","startTime":39.02,"endTime":42.58,"body":"that you can build all of your"},{"speaker":"Annemie Tonken","startTime":42.58,"endTime":47.14,"body":"messaging around that you can"},{"speaker":"Annemie Tonken","startTime":42.58,"endTime":47.14,"body":"focus on until you have kind of"},{"speaker":"Annemie Tonken","startTime":47.14,"endTime":52.36,"body":"the knowledge and the bandwidth"},{"speaker":"Annemie Tonken","startTime":47.14,"endTime":52.36,"body":"to expand. But once you do, once"},{"speaker":"Annemie Tonken","startTime":52.36,"endTime":56.74,"body":"you get past the phase where you"},{"speaker":"Annemie Tonken","startTime":52.36,"endTime":56.74,"body":"are just kind of getting your"},{"speaker":"Annemie Tonken","startTime":56.74,"endTime":61.86,"body":"bearings, having only one offer"},{"speaker":"Annemie Tonken","startTime":56.74,"endTime":61.86,"body":"starts to actually make your"},{"speaker":"Annemie Tonken","startTime":61.86,"endTime":65.52,"body":"business a little fragile,"},{"speaker":"Annemie Tonken","startTime":61.86,"endTime":65.52,"body":"right? What happens if the"},{"speaker":"Annemie Tonken","startTime":65.52,"endTime":71.34,"body":"market shifts, or even if your"},{"speaker":"Annemie Tonken","startTime":65.52,"endTime":71.34,"body":"energy shifts, if everything is"},{"speaker":"Annemie Tonken","startTime":71.34,"endTime":75.96,"body":"an all or none, if all of your"},{"speaker":"Annemie Tonken","startTime":71.34,"endTime":75.96,"body":"eggs are in that one basket, it"},{"speaker":"Annemie Tonken","startTime":75.96,"endTime":80.42,"body":"can cause problems, right? If"},{"speaker":"Annemie Tonken","startTime":75.96,"endTime":80.42,"body":"you say you can either book this"},{"speaker":"Annemie Tonken","startTime":80.42,"endTime":84.56,"body":"or nothing, then what happens"},{"speaker":"Annemie Tonken","startTime":80.42,"endTime":84.56,"body":"when a whole bunch of people"},{"speaker":"Annemie Tonken","startTime":84.56,"endTime":87.74,"body":"say, Never mind, I'm going to"},{"speaker":"Annemie Tonken","startTime":84.56,"endTime":87.74,"body":"book nothing. Today, I want to"},{"speaker":"Annemie Tonken","startTime":87.74,"endTime":90.68,"body":"help you think about your"},{"speaker":"Annemie Tonken","startTime":87.74,"endTime":90.68,"body":"photography business and"},{"speaker":"Annemie Tonken","startTime":90.68,"endTime":94.4,"body":"building out your photography"},{"speaker":"Annemie Tonken","startTime":90.68,"endTime":94.4,"body":"business like a well balanced"},{"speaker":"Annemie Tonken","startTime":94.4,"endTime":98.66,"body":"menu, right, one that serves"},{"speaker":"Annemie Tonken","startTime":94.4,"endTime":98.66,"body":"your dream clients and supports"},{"speaker":"Annemie Tonken","startTime":98.66,"endTime":103.78,"body":"your bottom lines with more than"},{"speaker":"Annemie Tonken","startTime":98.66,"endTime":103.78,"body":"just one single offer, and I'm"},{"speaker":"Annemie Tonken","startTime":103.78,"endTime":107.62,"body":"going to do that by talking you"},{"speaker":"Annemie Tonken","startTime":103.78,"endTime":107.62,"body":"through three offers that I"},{"speaker":"Annemie Tonken","startTime":107.62,"endTime":112.6,"body":"think every photographer should"},{"speaker":"Annemie Tonken","startTime":107.62,"endTime":112.6,"body":"have on their menu. Welcome to"},{"speaker":"Annemie Tonken","startTime":112.6,"endTime":116.14,"body":"this can't be that hard. My name"},{"speaker":"Annemie Tonken","startTime":112.6,"endTime":116.14,"body":"is Annemie Tonken, and I help"},{"speaker":"Annemie Tonken","startTime":116.14,"endTime":119.02,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":116.14,"endTime":119.02,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":119.02,"endTime":122.7,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":119.02,"endTime":122.7,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":122.7,"endTime":125.82,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":122.7,"endTime":125.82,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":125.82,"endTime":129.3,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":125.82,"endTime":129.3,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":129.9,"endTime":132.72,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":129.9,"endTime":132.72,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":133.26,"endTime":141.26,"body":"You can do it, and I can show"},{"speaker":"Annemie Tonken","startTime":133.26,"endTime":141.26,"body":"you how the first offer and the"},{"speaker":"Annemie Tonken","startTime":141.26,"endTime":144.38,"body":"one that we've already talked"},{"speaker":"Annemie Tonken","startTime":141.26,"endTime":144.38,"body":"about is your signature offer."},{"speaker":"Annemie Tonken","startTime":144.38,"endTime":147.5,"body":"We'll call this your core offer."},{"speaker":"Annemie Tonken","startTime":144.38,"endTime":147.5,"body":"This is your bread and butter,"},{"speaker":"Annemie Tonken","startTime":147.5,"endTime":151.64,"body":"right? This session or this"},{"speaker":"Annemie Tonken","startTime":147.5,"endTime":151.64,"body":"service, really represents the"},{"speaker":"Annemie Tonken","startTime":151.64,"endTime":155.3,"body":"heart of your brand. It's why"},{"speaker":"Annemie Tonken","startTime":151.64,"endTime":155.3,"body":"you got into business. It's"},{"speaker":"Annemie Tonken","startTime":155.3,"endTime":158.96,"body":"where your process shines, your"},{"speaker":"Annemie Tonken","startTime":155.3,"endTime":158.96,"body":"ideal clients feel seen, and"},{"speaker":"Annemie Tonken","startTime":159.02,"endTime":163.12,"body":"your pricing really reflects the"},{"speaker":"Annemie Tonken","startTime":159.02,"endTime":163.12,"body":"full value that you bring. So"},{"speaker":"Annemie Tonken","startTime":163.12,"endTime":166.96,"body":"for many of us, this is going to"},{"speaker":"Annemie Tonken","startTime":163.12,"endTime":166.96,"body":"be your full family session,"},{"speaker":"Annemie Tonken","startTime":167.44,"endTime":172.96,"body":"your primary wedding, your brand"},{"speaker":"Annemie Tonken","startTime":167.44,"endTime":172.96,"body":"package, your pet session,"},{"speaker":"Annemie Tonken","startTime":173.02,"endTime":177.88,"body":"package, whatever it is that you"},{"speaker":"Annemie Tonken","startTime":173.02,"endTime":177.88,"body":"do and that you are most known"},{"speaker":"Annemie Tonken","startTime":177.88,"endTime":181.5,"body":"for, or would like to be most"},{"speaker":"Annemie Tonken","startTime":177.88,"endTime":181.5,"body":"known for, that should be your"},{"speaker":"Annemie Tonken","startTime":181.5,"endTime":186.66,"body":"signature core offer. So a"},{"speaker":"Annemie Tonken","startTime":181.5,"endTime":186.66,"body":"strong core offer needs to be"},{"speaker":"Annemie Tonken","startTime":186.9,"endTime":190.86,"body":"clearly defined. And like I"},{"speaker":"Annemie Tonken","startTime":186.9,"endTime":190.86,"body":"said, this is why it's really"},{"speaker":"Annemie Tonken","startTime":190.86,"endTime":193.32,"body":"important that a new"},{"speaker":"Annemie Tonken","startTime":190.86,"endTime":193.32,"body":"photographer starts with a"},{"speaker":"Annemie Tonken","startTime":193.32,"endTime":197.16,"body":"single core offer so that they"},{"speaker":"Annemie Tonken","startTime":193.32,"endTime":197.16,"body":"can get that messaging really"},{"speaker":"Annemie Tonken","startTime":197.16,"endTime":201.38,"body":"dialed in. You also want a"},{"speaker":"Annemie Tonken","startTime":197.16,"endTime":201.38,"body":"strong core offer to be well"},{"speaker":"Annemie Tonken","startTime":201.38,"endTime":204.86,"body":"positioned in your market. So"},{"speaker":"Annemie Tonken","startTime":201.38,"endTime":204.86,"body":"when you look around, it should"},{"speaker":"Annemie Tonken","startTime":204.86,"endTime":209.54,"body":"be somewhat different from other"},{"speaker":"Annemie Tonken","startTime":204.86,"endTime":209.54,"body":"things that are out there in"},{"speaker":"Annemie Tonken","startTime":209.54,"endTime":213.68,"body":"some way, shape or form, it"},{"speaker":"Annemie Tonken","startTime":209.54,"endTime":213.68,"body":"should appeal to some segment of"},{"speaker":"Annemie Tonken","startTime":213.68,"endTime":216.74,"body":"your market. You know you want"},{"speaker":"Annemie Tonken","startTime":213.68,"endTime":216.74,"body":"that to be something that people"},{"speaker":"Annemie Tonken","startTime":216.74,"endTime":221.68,"body":"can start to associate with you"},{"speaker":"Annemie Tonken","startTime":216.74,"endTime":221.68,"body":"and your brand and your core"},{"speaker":"Annemie Tonken","startTime":221.68,"endTime":224.86,"body":"offer needs to be something that"},{"speaker":"Annemie Tonken","startTime":221.68,"endTime":224.86,"body":"you really enjoy, right? You"},{"speaker":"Annemie Tonken","startTime":224.86,"endTime":228.88,"body":"want this to be the majority of"},{"speaker":"Annemie Tonken","startTime":224.86,"endTime":228.88,"body":"your bookings. It's kind of, as"},{"speaker":"Annemie Tonken","startTime":228.88,"endTime":231.88,"body":"I said, the reason that you got"},{"speaker":"Annemie Tonken","startTime":228.88,"endTime":231.88,"body":"into photography in the first"},{"speaker":"Annemie Tonken","startTime":231.88,"endTime":235.84,"body":"place, right? If you have what"},{"speaker":"Annemie Tonken","startTime":231.88,"endTime":235.84,"body":"you believe to be a signature"},{"speaker":"Annemie Tonken","startTime":235.84,"endTime":238.96,"body":"offer, I want you to put it to"},{"speaker":"Annemie Tonken","startTime":235.84,"endTime":238.96,"body":"the test. I want you to ask"},{"speaker":"Annemie Tonken","startTime":238.96,"endTime":242.94,"body":"yourself, number one, is this"},{"speaker":"Annemie Tonken","startTime":238.96,"endTime":242.94,"body":"offer easy to explain and to"},{"speaker":"Annemie Tonken","startTime":242.94,"endTime":246.96,"body":"sell right you want your"},{"speaker":"Annemie Tonken","startTime":242.94,"endTime":246.96,"body":"signature offer to be something"},{"speaker":"Annemie Tonken","startTime":247.32,"endTime":252.48,"body":"that for the right client sells"},{"speaker":"Annemie Tonken","startTime":247.32,"endTime":252.48,"body":"itself. You also need to ask"},{"speaker":"Annemie Tonken","startTime":252.48,"endTime":256.68,"body":"yourself whether it aligns with"},{"speaker":"Annemie Tonken","startTime":252.48,"endTime":256.68,"body":"your strengths and your values."},{"speaker":"Annemie Tonken","startTime":256.74,"endTime":261.44,"body":"So your your business owner"},{"speaker":"Annemie Tonken","startTime":256.74,"endTime":261.44,"body":"values, if it is something that"},{"speaker":"Annemie Tonken","startTime":262.16,"endTime":266.06,"body":"eats up a ton of time and is"},{"speaker":"Annemie Tonken","startTime":262.16,"endTime":266.06,"body":"really inefficient, and"},{"speaker":"Annemie Tonken","startTime":266.12,"endTime":269.3,"body":"efficiency is something that you"},{"speaker":"Annemie Tonken","startTime":266.12,"endTime":269.3,"body":"value in your business, then"},{"speaker":"Annemie Tonken","startTime":269.3,"endTime":273.8,"body":"that might not be a great fit"},{"speaker":"Annemie Tonken","startTime":269.3,"endTime":273.8,"body":"for you, at least not at this"},{"speaker":"Annemie Tonken","startTime":273.8,"endTime":276.92,"body":"time. And then the third"},{"speaker":"Annemie Tonken","startTime":273.8,"endTime":276.92,"body":"question that I want you to ask"},{"speaker":"Annemie Tonken","startTime":276.92,"endTime":281.08,"body":"yourself is, if you have more"},{"speaker":"Annemie Tonken","startTime":276.92,"endTime":281.08,"body":"space in your calendar, would"},{"speaker":"Annemie Tonken","startTime":281.08,"endTime":285.7,"body":"you be happy if every other"},{"speaker":"Annemie Tonken","startTime":281.08,"endTime":285.7,"body":"client that filled your calendar"},{"speaker":"Annemie Tonken","startTime":285.88,"endTime":290.56,"body":"chose that session? Right? So if"},{"speaker":"Annemie Tonken","startTime":285.88,"endTime":290.56,"body":"you've got that strong core"},{"speaker":"Annemie Tonken","startTime":290.56,"endTime":295.6,"body":"offer, it should check all of"},{"speaker":"Annemie Tonken","startTime":290.56,"endTime":295.6,"body":"these boxes once it does once"},{"speaker":"Annemie Tonken","startTime":295.6,"endTime":299.8,"body":"you feel like you've got that"},{"speaker":"Annemie Tonken","startTime":295.6,"endTime":299.8,"body":"core offer dialed in the next."},{"speaker":"Annemie Tonken","startTime":300.0,"endTime":304.32,"body":"Offer you want to create is an"},{"speaker":"Annemie Tonken","startTime":300.0,"endTime":304.32,"body":"entry offer. Your entry offer is"},{"speaker":"Annemie Tonken","startTime":304.38,"endTime":309.72,"body":"a bit of a gateway for anyone"},{"speaker":"Annemie Tonken","startTime":304.38,"endTime":309.72,"body":"who is a little hesitant to book"},{"speaker":"Annemie Tonken","startTime":309.72,"endTime":312.78,"body":"the whole enchilada your"},{"speaker":"Annemie Tonken","startTime":309.72,"endTime":312.78,"body":"signature session. Right off the"},{"speaker":"Annemie Tonken","startTime":312.78,"endTime":316.68,"body":"bat, this is an easy, lower"},{"speaker":"Annemie Tonken","startTime":312.78,"endTime":316.68,"body":"commitment way for a new client"},{"speaker":"Annemie Tonken","startTime":316.68,"endTime":321.38,"body":"to try working with you in a"},{"speaker":"Annemie Tonken","startTime":316.68,"endTime":321.38,"body":"smaller way. So think mini"},{"speaker":"Annemie Tonken","startTime":321.38,"endTime":325.34,"body":"sessions, half sessions,"},{"speaker":"Annemie Tonken","startTime":321.38,"endTime":325.34,"body":"headshot days. You know, there"},{"speaker":"Annemie Tonken","startTime":325.34,"endTime":329.12,"body":"are lots of different ways to"},{"speaker":"Annemie Tonken","startTime":325.34,"endTime":329.12,"body":"structure this, and your entry"},{"speaker":"Annemie Tonken","startTime":329.12,"endTime":334.34,"body":"offer helps those hesitant"},{"speaker":"Annemie Tonken","startTime":329.12,"endTime":334.34,"body":"clients take the first step. It"},{"speaker":"Annemie Tonken","startTime":334.34,"endTime":339.14,"body":"helps you build trust and"},{"speaker":"Annemie Tonken","startTime":334.34,"endTime":339.14,"body":"rapport and show them why your"},{"speaker":"Annemie Tonken","startTime":339.14,"endTime":343.48,"body":"signature session is going to be"},{"speaker":"Annemie Tonken","startTime":339.14,"endTime":343.48,"body":"a safe bet, and it gives you a"},{"speaker":"Annemie Tonken","startTime":343.48,"endTime":347.86,"body":"chance to, you know, upsell or"},{"speaker":"Annemie Tonken","startTime":343.48,"endTime":347.86,"body":"deepen that relationship later."},{"speaker":"Annemie Tonken","startTime":347.86,"endTime":350.92,"body":"So once someone has booked with"},{"speaker":"Annemie Tonken","startTime":347.86,"endTime":350.92,"body":"you and had a good experience,"},{"speaker":"Annemie Tonken","startTime":351.28,"endTime":355.6,"body":"the chances that they go on to"},{"speaker":"Annemie Tonken","startTime":351.28,"endTime":355.6,"body":"book with you again increase by"},{"speaker":"Annemie Tonken","startTime":355.66,"endTime":360.72,"body":"many, many times. So"},{"speaker":"Annemie Tonken","startTime":355.66,"endTime":360.72,"body":"importantly, your entry offer"},{"speaker":"Annemie Tonken","startTime":360.72,"endTime":364.92,"body":"needs to still feel aligned with"},{"speaker":"Annemie Tonken","startTime":360.72,"endTime":364.92,"body":"your overall brand, and it needs"},{"speaker":"Annemie Tonken","startTime":364.92,"endTime":368.22,"body":"to feel professional. This is"},{"speaker":"Annemie Tonken","startTime":364.92,"endTime":368.22,"body":"not just a cheap knockoff"},{"speaker":"Annemie Tonken","startTime":368.22,"endTime":371.94,"body":"version of what you're doing."},{"speaker":"Annemie Tonken","startTime":368.22,"endTime":371.94,"body":"You really want your entry offer"},{"speaker":"Annemie Tonken","startTime":371.94,"endTime":376.62,"body":"to be strategic, right? You are"},{"speaker":"Annemie Tonken","startTime":371.94,"endTime":376.62,"body":"building a bridge, rather than"},{"speaker":"Annemie Tonken","startTime":376.68,"endTime":380.4,"body":"giving away your value and"},{"speaker":"Annemie Tonken","startTime":376.68,"endTime":380.4,"body":"making it so that somebody is"},{"speaker":"Annemie Tonken","startTime":380.4,"endTime":384.68,"body":"like, why would I go on to book"},{"speaker":"Annemie Tonken","startTime":380.4,"endTime":384.68,"body":"them at their full rates? So for"},{"speaker":"Annemie Tonken","startTime":384.68,"endTime":389.12,"body":"example, if your core offer is,"},{"speaker":"Annemie Tonken","startTime":384.68,"endTime":389.12,"body":"let's say, a $1,200 full"},{"speaker":"Annemie Tonken","startTime":389.12,"endTime":394.82,"body":"branding session, maybe your"},{"speaker":"Annemie Tonken","startTime":389.12,"endTime":394.82,"body":"entry offer is a $350 mini brand"},{"speaker":"Annemie Tonken","startTime":394.82,"endTime":399.38,"body":"refresh with a very specific"},{"speaker":"Annemie Tonken","startTime":394.82,"endTime":399.38,"body":"deliverable. And then once"},{"speaker":"Annemie Tonken","startTime":399.38,"endTime":403.72,"body":"you've got sort of your core"},{"speaker":"Annemie Tonken","startTime":399.38,"endTime":403.72,"body":"offer and that entry offer ready"},{"speaker":"Annemie Tonken","startTime":403.72,"endTime":408.52,"body":"to go, then you want to turn"},{"speaker":"Annemie Tonken","startTime":403.72,"endTime":408.52,"body":"your attention to the third"},{"speaker":"Annemie Tonken","startTime":408.52,"endTime":412.42,"body":"offer, which is your expansion"},{"speaker":"Annemie Tonken","startTime":408.52,"endTime":412.42,"body":"offer. And this is where things"},{"speaker":"Annemie Tonken","startTime":412.42,"endTime":417.22,"body":"get really fun and often start"},{"speaker":"Annemie Tonken","startTime":412.42,"endTime":417.22,"body":"to compound the profitability of"},{"speaker":"Annemie Tonken","startTime":417.22,"endTime":421.74,"body":"your business. Your expansion"},{"speaker":"Annemie Tonken","startTime":417.22,"endTime":421.74,"body":"offer is for people who already"},{"speaker":"Annemie Tonken","startTime":421.74,"endTime":425.4,"body":"know, like and trust you. So"},{"speaker":"Annemie Tonken","startTime":421.74,"endTime":425.4,"body":"these are your past clients."},{"speaker":"Annemie Tonken","startTime":425.4,"endTime":429.12,"body":"They're your raving fans, and I"},{"speaker":"Annemie Tonken","startTime":425.4,"endTime":429.12,"body":"want you to think about what you"},{"speaker":"Annemie Tonken","startTime":429.12,"endTime":433.26,"body":"can offer them that deepens the"},{"speaker":"Annemie Tonken","startTime":429.12,"endTime":433.26,"body":"relationship. Now, if you have"},{"speaker":"Annemie Tonken","startTime":433.26,"endTime":437.28,"body":"spent any time listening to me"},{"speaker":"Annemie Tonken","startTime":433.26,"endTime":437.28,"body":"in the past, you know that my a"},{"speaker":"Annemie Tonken","startTime":437.28,"endTime":440.66,"body":"number one recommendation for"},{"speaker":"Annemie Tonken","startTime":437.28,"endTime":440.66,"body":"this is some kind of membership"},{"speaker":"Annemie Tonken","startTime":440.66,"endTime":446.66,"body":"or subscription based offer. So"},{"speaker":"Annemie Tonken","startTime":440.66,"endTime":446.66,"body":"how can someone say great? I"},{"speaker":"Annemie Tonken","startTime":446.66,"endTime":450.62,"body":"found my photographer. Now all I"},{"speaker":"Annemie Tonken","startTime":446.66,"endTime":450.62,"body":"need to do is sign up, have my"},{"speaker":"Annemie Tonken","startTime":450.62,"endTime":453.68,"body":"credit card charged on a monthly"},{"speaker":"Annemie Tonken","startTime":450.62,"endTime":453.68,"body":"basis, and I'm going to continue"},{"speaker":"Annemie Tonken","startTime":453.68,"endTime":456.86,"body":"working with this person until I"},{"speaker":"Annemie Tonken","startTime":453.68,"endTime":456.86,"body":"pull the plug at some date in"},{"speaker":"Annemie Tonken","startTime":456.86,"endTime":462.1,"body":"the you know, far future. So if"},{"speaker":"Annemie Tonken","startTime":456.86,"endTime":462.1,"body":"you are in a position where"},{"speaker":"Annemie Tonken","startTime":462.1,"endTime":466.54,"body":"you've got great clients coming"},{"speaker":"Annemie Tonken","startTime":462.1,"endTime":466.54,"body":"in and you want to figure out"},{"speaker":"Annemie Tonken","startTime":466.54,"endTime":470.86,"body":"how you can bring them back"},{"speaker":"Annemie Tonken","startTime":466.54,"endTime":470.86,"body":"again and again. A membership is"},{"speaker":"Annemie Tonken","startTime":470.92,"endTime":476.98,"body":"the answer. Other ways that you"},{"speaker":"Annemie Tonken","startTime":470.92,"endTime":476.98,"body":"can expand your offers and start"},{"speaker":"Annemie Tonken","startTime":476.98,"endTime":481.14,"body":"to build profitability is to"},{"speaker":"Annemie Tonken","startTime":476.98,"endTime":481.14,"body":"introduce print products. If"},{"speaker":"Annemie Tonken","startTime":481.14,"endTime":483.42,"body":"that's not something that you're"},{"speaker":"Annemie Tonken","startTime":481.14,"endTime":483.42,"body":"already selling in your"},{"speaker":"Annemie Tonken","startTime":483.42,"endTime":488.28,"body":"signature offer, I really feel"},{"speaker":"Annemie Tonken","startTime":483.42,"endTime":488.28,"body":"like it is a wonderful way to"},{"speaker":"Annemie Tonken","startTime":488.28,"endTime":492.12,"body":"differentiate yourself from so"},{"speaker":"Annemie Tonken","startTime":488.28,"endTime":492.12,"body":"many other photographers and"},{"speaker":"Annemie Tonken","startTime":492.18,"endTime":496.8,"body":"educating yourself on products,"},{"speaker":"Annemie Tonken","startTime":492.18,"endTime":496.8,"body":"album design, wall design, those"},{"speaker":"Annemie Tonken","startTime":496.8,"endTime":499.68,"body":"kinds of things, really adds to"},{"speaker":"Annemie Tonken","startTime":496.8,"endTime":499.68,"body":"the service that you are"},{"speaker":"Annemie Tonken","startTime":499.68,"endTime":506.36,"body":"providing for your clients, you"},{"speaker":"Annemie Tonken","startTime":499.68,"endTime":506.36,"body":"can also add add on sessions. So"},{"speaker":"Annemie Tonken","startTime":506.66,"endTime":509.66,"body":"this is a little bit different"},{"speaker":"Annemie Tonken","startTime":506.66,"endTime":509.66,"body":"from a mini session, in that you"},{"speaker":"Annemie Tonken","startTime":509.66,"endTime":513.38,"body":"would be including this or"},{"speaker":"Annemie Tonken","startTime":509.66,"endTime":513.38,"body":"offering the option only to"},{"speaker":"Annemie Tonken","startTime":513.38,"endTime":516.44,"body":"people who had booked your"},{"speaker":"Annemie Tonken","startTime":513.38,"endTime":516.44,"body":"signature session, where there's"},{"speaker":"Annemie Tonken","startTime":516.44,"endTime":520.78,"body":"sort of an add on later down the"},{"speaker":"Annemie Tonken","startTime":516.44,"endTime":520.78,"body":"road. So maybe anyone who books"},{"speaker":"Annemie Tonken","startTime":520.84,"endTime":524.38,"body":"a session with you in the first"},{"speaker":"Annemie Tonken","startTime":520.84,"endTime":524.38,"body":"quarter of the year gets an"},{"speaker":"Annemie Tonken","startTime":524.38,"endTime":527.92,"body":"included Mother's Day mini"},{"speaker":"Annemie Tonken","startTime":524.38,"endTime":527.92,"body":"session. Or anybody who books"},{"speaker":"Annemie Tonken","startTime":527.92,"endTime":532.78,"body":"their fall session, you know,"},{"speaker":"Annemie Tonken","startTime":527.92,"endTime":532.78,"body":"before October 1, whatever is,"},{"speaker":"Annemie Tonken","startTime":532.84,"endTime":537.58,"body":"you know, your cutoff date also"},{"speaker":"Annemie Tonken","startTime":532.84,"endTime":537.58,"body":"gets a Holiday Mini or some sort"},{"speaker":"Annemie Tonken","startTime":537.58,"endTime":541.74,"body":"of, you know, holiday themed"},{"speaker":"Annemie Tonken","startTime":537.58,"endTime":541.74,"body":"thing in addition to so that can"},{"speaker":"Annemie Tonken","startTime":541.74,"endTime":546.84,"body":"be an expansion offer, and you"},{"speaker":"Annemie Tonken","startTime":541.74,"endTime":546.84,"body":"may offer that to be included,"},{"speaker":"Annemie Tonken","startTime":546.84,"endTime":550.2,"body":"but then there are additional"},{"speaker":"Annemie Tonken","startTime":546.84,"endTime":550.2,"body":"upsell opportunities for people."},{"speaker":"Annemie Tonken","startTime":550.86,"endTime":554.04,"body":"Other things are just additional"},{"speaker":"Annemie Tonken","startTime":550.86,"endTime":554.04,"body":"services, like styling,"},{"speaker":"Annemie Tonken","startTime":554.1,"endTime":557.46,"body":"workshops, mentoring. I mean,"},{"speaker":"Annemie Tonken","startTime":554.1,"endTime":557.46,"body":"these are all different ways"},{"speaker":"Annemie Tonken","startTime":557.46,"endTime":561.62,"body":"that you can add value for your"},{"speaker":"Annemie Tonken","startTime":557.46,"endTime":561.62,"body":"clients that go above and beyond"},{"speaker":"Annemie Tonken","startTime":561.62,"endTime":564.98,"body":"your signature offer, but"},{"speaker":"Annemie Tonken","startTime":561.62,"endTime":564.98,"body":"capitalize on that trust and"},{"speaker":"Annemie Tonken","startTime":564.98,"endTime":568.94,"body":"momentum that you build with"},{"speaker":"Annemie Tonken","startTime":564.98,"endTime":568.94,"body":"your signature offer. Expansion"},{"speaker":"Annemie Tonken","startTime":568.94,"endTime":573.02,"body":"offers require thinking outside"},{"speaker":"Annemie Tonken","startTime":568.94,"endTime":573.02,"body":"the box, but they are often"},{"speaker":"Annemie Tonken","startTime":573.08,"endTime":577.1,"body":"lower effort and higher margin,"},{"speaker":"Annemie Tonken","startTime":573.08,"endTime":577.1,"body":"because the trust is already"},{"speaker":"Annemie Tonken","startTime":577.1,"endTime":580.3,"body":"there, right? You're not selling"},{"speaker":"Annemie Tonken","startTime":577.1,"endTime":580.3,"body":"to strangers. You are serving"},{"speaker":"Annemie Tonken","startTime":580.3,"endTime":582.58,"body":"people who already love you and"},{"speaker":"Annemie Tonken","startTime":580.3,"endTime":582.58,"body":"your work."},{"speaker":"Annemie Tonken","startTime":583.72,"endTime":587.32,"body":"Having these three types of"},{"speaker":"Annemie Tonken","startTime":583.72,"endTime":587.32,"body":"offers gives your business"},{"speaker":"Annemie Tonken","startTime":587.38,"endTime":591.94,"body":"flexibility and flow right your"},{"speaker":"Annemie Tonken","startTime":587.38,"endTime":591.94,"body":"core offers keep you grounded,"},{"speaker":"Annemie Tonken","startTime":592.3,"endTime":596.5,"body":"your entry offers keep those"},{"speaker":"Annemie Tonken","startTime":592.3,"endTime":596.5,"body":"leads coming in and turning"},{"speaker":"Annemie Tonken","startTime":596.56,"endTime":600.3,"body":"inquiries into booked work and"},{"speaker":"Annemie Tonken","startTime":596.56,"endTime":600.3,"body":"expansion offers. Dollars"},{"speaker":"Annemie Tonken","startTime":600.3,"endTime":604.98,"body":"maximize the lifetime value of"},{"speaker":"Annemie Tonken","startTime":600.3,"endTime":604.98,"body":"each and every client. So when"},{"speaker":"Annemie Tonken","startTime":604.98,"endTime":609.18,"body":"designed well, these three menu"},{"speaker":"Annemie Tonken","startTime":604.98,"endTime":609.18,"body":"offerings really support each"},{"speaker":"Annemie Tonken","startTime":609.18,"endTime":612.78,"body":"other. If you are feeling"},{"speaker":"Annemie Tonken","startTime":609.18,"endTime":612.78,"body":"stretched thin or you're"},{"speaker":"Annemie Tonken","startTime":612.78,"endTime":616.8,"body":"struggling to scale, it might be"},{"speaker":"Annemie Tonken","startTime":612.78,"endTime":616.8,"body":"the right time for you to build"},{"speaker":"Annemie Tonken","startTime":616.8,"endTime":620.72,"body":"out this three offer ecosystem."},{"speaker":"Annemie Tonken","startTime":616.8,"endTime":620.72,"body":"You don't need to do more, you"},{"speaker":"Annemie Tonken","startTime":620.72,"endTime":624.02,"body":"just need to structure your"},{"speaker":"Annemie Tonken","startTime":620.72,"endTime":624.02,"body":"business to support the work and"},{"speaker":"Annemie Tonken","startTime":624.02,"endTime":627.26,"body":"the life that you really want."},{"speaker":"Annemie Tonken","startTime":624.02,"endTime":627.26,"body":"I'll see you guys next week."},{"speaker":"Annemie Tonken","startTime":628.1,"endTime":630.38,"body":"That's it for this week's"},{"speaker":"Annemie Tonken","startTime":628.1,"endTime":630.38,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":630.38,"endTime":633.62,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":630.38,"endTime":633.62,"body":"same place next week. If you"},{"speaker":"Annemie Tonken","startTime":633.62,"endTime":636.32,"body":"like the show, be sure to check"},{"speaker":"Annemie Tonken","startTime":633.62,"endTime":636.32,"body":"out. This can't be that hard,"},{"speaker":"Annemie Tonken","startTime":636.32,"endTime":638.72,"body":"calm to explore all the"},{"speaker":"Annemie Tonken","startTime":636.32,"endTime":638.72,"body":"resources we have for"},{"speaker":"Annemie Tonken","startTime":638.72,"endTime":641.68,"body":"photographers. And of course, it"},{"speaker":"Annemie Tonken","startTime":638.72,"endTime":641.68,"body":"would mean the world to me if"},{"speaker":"Annemie Tonken","startTime":641.68,"endTime":645.34,"body":"you would leave a review of the"},{"speaker":"Annemie Tonken","startTime":641.68,"endTime":645.34,"body":"show on iTunes or Spotify as"},{"speaker":"Annemie Tonken","startTime":645.34,"endTime":648.1,"body":"always, thanks so much for"},{"speaker":"Annemie Tonken","startTime":645.34,"endTime":648.1,"body":"joining me. I hope you have a"},{"speaker":"Annemie Tonken","startTime":648.1,"endTime":649.06,"body":"fantastic week. You."}]}