{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.72,"body":"Okay, it is time"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":3.72,"body":"once again, to talk about one of"},{"speaker":"Annemie Tonken","startTime":3.9,"endTime":8.82,"body":"the most difficult topics in the"},{"speaker":"Annemie Tonken","startTime":3.9,"endTime":8.82,"body":"photography business, and that"},{"speaker":"Annemie Tonken","startTime":8.82,"endTime":12.12,"body":"is pricing. Now, if you are"},{"speaker":"Annemie Tonken","startTime":8.82,"endTime":12.12,"body":"anything like most of the"},{"speaker":"Annemie Tonken","startTime":12.12,"endTime":15.42,"body":"photographers I know, at some"},{"speaker":"Annemie Tonken","startTime":12.12,"endTime":15.42,"body":"point you have found yourself"},{"speaker":"Annemie Tonken","startTime":15.42,"endTime":19.38,"body":"asking, how much should I"},{"speaker":"Annemie Tonken","startTime":15.42,"endTime":19.38,"body":"charge? And generally speaking,"},{"speaker":"Annemie Tonken","startTime":19.38,"endTime":21.98,"body":"that question is immediately"},{"speaker":"Annemie Tonken","startTime":19.38,"endTime":21.98,"body":"followed by what are the other"},{"speaker":"Annemie Tonken","startTime":21.98,"endTime":25.82,"body":"people around me charging? And"},{"speaker":"Annemie Tonken","startTime":21.98,"endTime":25.82,"body":"maybe even, what would I pay if"},{"speaker":"Annemie Tonken","startTime":25.82,"endTime":30.26,"body":"I were the consumer? And that's"},{"speaker":"Annemie Tonken","startTime":25.82,"endTime":30.26,"body":"not a terrible instinct. I mean,"},{"speaker":"Annemie Tonken","startTime":30.32,"endTime":34.52,"body":"we are consumers as well. We do"},{"speaker":"Annemie Tonken","startTime":30.32,"endTime":34.52,"body":"know what things feel like they"},{"speaker":"Annemie Tonken","startTime":34.52,"endTime":38.0,"body":"should cost. But here's the"},{"speaker":"Annemie Tonken","startTime":34.52,"endTime":38.0,"body":"thing, price isn't just a"},{"speaker":"Annemie Tonken","startTime":38.0,"endTime":41.38,"body":"number. It's not a gut check."},{"speaker":"Annemie Tonken","startTime":38.0,"endTime":41.38,"body":"It's not a popularity contest."},{"speaker":"Annemie Tonken","startTime":41.74,"endTime":45.94,"body":"Your price is a strategy. It's"},{"speaker":"Annemie Tonken","startTime":41.74,"endTime":45.94,"body":"an integral part of your brand"},{"speaker":"Annemie Tonken","startTime":45.94,"endTime":48.64,"body":"and your business model. And if"},{"speaker":"Annemie Tonken","startTime":45.94,"endTime":48.64,"body":"you treat it like a random"},{"speaker":"Annemie Tonken","startTime":48.64,"endTime":53.08,"body":"number or a crowd sourced"},{"speaker":"Annemie Tonken","startTime":48.64,"endTime":53.08,"body":"average, that strategy is going"},{"speaker":"Annemie Tonken","startTime":53.14,"endTime":57.7,"body":"to be all over the place. But"},{"speaker":"Annemie Tonken","startTime":53.14,"endTime":57.7,"body":"here's the truth, every price"},{"speaker":"Annemie Tonken","startTime":57.7,"endTime":62.52,"body":"that you set says something"},{"speaker":"Annemie Tonken","startTime":57.7,"endTime":62.52,"body":"about your business. It says who"},{"speaker":"Annemie Tonken","startTime":62.52,"endTime":66.66,"body":"you're trying to attract and who"},{"speaker":"Annemie Tonken","startTime":62.52,"endTime":66.66,"body":"you are quietly repelling. It"},{"speaker":"Annemie Tonken","startTime":66.66,"endTime":69.42,"body":"says what kind of experience"},{"speaker":"Annemie Tonken","startTime":66.66,"endTime":69.42,"body":"someone can expect when they"},{"speaker":"Annemie Tonken","startTime":69.42,"endTime":72.66,"body":"work with you, and whether you"},{"speaker":"Annemie Tonken","startTime":69.42,"endTime":72.66,"body":"mean for it to or not. It tells"},{"speaker":"Annemie Tonken","startTime":72.66,"endTime":76.98,"body":"your client something about your"},{"speaker":"Annemie Tonken","startTime":72.66,"endTime":76.98,"body":"confidence. So today, I want to"},{"speaker":"Annemie Tonken","startTime":76.98,"endTime":81.2,"body":"reframe pricing not as this"},{"speaker":"Annemie Tonken","startTime":76.98,"endTime":81.2,"body":"fixed number that you pluck from"},{"speaker":"Annemie Tonken","startTime":81.2,"endTime":85.22,"body":"the sky, but as something far"},{"speaker":"Annemie Tonken","startTime":81.2,"endTime":85.22,"body":"more intentional, we are going"},{"speaker":"Annemie Tonken","startTime":85.22,"endTime":88.52,"body":"to walk through five key"},{"speaker":"Annemie Tonken","startTime":85.22,"endTime":88.52,"body":"elements that take your price"},{"speaker":"Annemie Tonken","startTime":88.58,"endTime":92.78,"body":"from a shot in the dark to a"},{"speaker":"Annemie Tonken","startTime":88.58,"endTime":92.78,"body":"strategic decision that actually"},{"speaker":"Annemie Tonken","startTime":92.78,"endTime":96.86,"body":"supports your business. Because"},{"speaker":"Annemie Tonken","startTime":92.78,"endTime":96.86,"body":"when your price is aligned, when"},{"speaker":"Annemie Tonken","startTime":96.86,"endTime":99.92,"body":"it reflects your brand, your"},{"speaker":"Annemie Tonken","startTime":96.86,"endTime":99.92,"body":"offer, your goals and your"},{"speaker":"Annemie Tonken","startTime":99.92,"endTime":106.12,"body":"clients, everything gets easier,"},{"speaker":"Annemie Tonken","startTime":99.92,"endTime":106.12,"body":"and when it's not well, let's"},{"speaker":"Annemie Tonken","startTime":106.12,"endTime":110.68,"body":"dig into that. Welcome to this"},{"speaker":"Annemie Tonken","startTime":106.12,"endTime":110.68,"body":"can't be that hard. My name is"},{"speaker":"Annemie Tonken","startTime":110.68,"endTime":113.44,"body":"Annemie Tonken, and I help"},{"speaker":"Annemie Tonken","startTime":110.68,"endTime":113.44,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":113.44,"endTime":117.04,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":113.44,"endTime":117.04,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":117.04,"endTime":120.1,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":117.04,"endTime":120.1,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":120.1,"endTime":123.42,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":120.1,"endTime":123.42,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":123.42,"endTime":127.2,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":123.42,"endTime":127.2,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":127.2,"endTime":130.92,"body":"doesn't have to be that hard."},{"speaker":"Annemie Tonken","startTime":127.2,"endTime":130.92,"body":"You can do it, and I can show"},{"speaker":"Annemie Tonken","startTime":130.92,"endTime":137.82,"body":"you how. The first thing I want"},{"speaker":"Annemie Tonken","startTime":130.92,"endTime":137.82,"body":"to address today is the fact"},{"speaker":"Annemie Tonken","startTime":137.82,"endTime":142.1,"body":"that pricing isn't just a math"},{"speaker":"Annemie Tonken","startTime":137.82,"endTime":142.1,"body":"problem. Obviously, you need to"},{"speaker":"Annemie Tonken","startTime":142.1,"endTime":144.5,"body":"know your numbers. We're going"},{"speaker":"Annemie Tonken","startTime":142.1,"endTime":144.5,"body":"to talk about that, and"},{"speaker":"Annemie Tonken","startTime":144.56,"endTime":148.04,"body":"definitely those numbers need to"},{"speaker":"Annemie Tonken","startTime":144.56,"endTime":148.04,"body":"be profitable. But the number"},{"speaker":"Annemie Tonken","startTime":148.04,"endTime":151.28,"body":"that you ultimately land on"},{"speaker":"Annemie Tonken","startTime":148.04,"endTime":151.28,"body":"isn't just a way to cover your"},{"speaker":"Annemie Tonken","startTime":151.28,"endTime":154.82,"body":"costs. It really is a way of"},{"speaker":"Annemie Tonken","startTime":151.28,"endTime":154.82,"body":"communicating with your target"},{"speaker":"Annemie Tonken","startTime":154.82,"endTime":159.02,"body":"audience. Your pricing speaks"},{"speaker":"Annemie Tonken","startTime":154.82,"endTime":159.02,"body":"volumes about all kinds of"},{"speaker":"Annemie Tonken","startTime":159.02,"endTime":162.04,"body":"things. It tells your clients"},{"speaker":"Annemie Tonken","startTime":159.02,"endTime":162.04,"body":"where you belong in the market,"},{"speaker":"Annemie Tonken","startTime":162.22,"endTime":165.16,"body":"it signals what kind of"},{"speaker":"Annemie Tonken","startTime":162.22,"endTime":165.16,"body":"experience they can expect, what"},{"speaker":"Annemie Tonken","startTime":165.16,"endTime":168.76,"body":"kind of service you're offering,"},{"speaker":"Annemie Tonken","startTime":165.16,"endTime":168.76,"body":"and whether it's fair or not, it"},{"speaker":"Annemie Tonken","startTime":168.76,"endTime":173.68,"body":"signals how good your work is."},{"speaker":"Annemie Tonken","startTime":168.76,"endTime":173.68,"body":"So let's use an easy metaphor."},{"speaker":"Annemie Tonken","startTime":173.92,"endTime":178.36,"body":"So walk into the grocery store,"},{"speaker":"Annemie Tonken","startTime":173.92,"endTime":178.36,"body":"you walk down the aisle to get"},{"speaker":"Annemie Tonken","startTime":178.36,"endTime":181.38,"body":"some olive oil, and there are"},{"speaker":"Annemie Tonken","startTime":178.36,"endTime":181.38,"body":"two bottles sitting side by"},{"speaker":"Annemie Tonken","startTime":181.38,"endTime":187.98,"body":"side, one is 699 and the other"},{"speaker":"Annemie Tonken","startTime":181.38,"endTime":187.98,"body":"is $37 so which one do you"},{"speaker":"Annemie Tonken","startTime":187.98,"endTime":192.72,"body":"assume tastes better? Which one"},{"speaker":"Annemie Tonken","startTime":187.98,"endTime":192.72,"body":"do you purchase if you're there"},{"speaker":"Annemie Tonken","startTime":192.72,"endTime":196.56,"body":"to get a hostess gift? You know,"},{"speaker":"Annemie Tonken","startTime":192.72,"endTime":196.56,"body":"for some people who invited you"},{"speaker":"Annemie Tonken","startTime":196.56,"endTime":200.28,"body":"over, who you want to impress,"},{"speaker":"Annemie Tonken","startTime":196.56,"endTime":200.28,"body":"right? We all intellectually"},{"speaker":"Annemie Tonken","startTime":200.28,"endTime":203.0,"body":"know that price doesn't"},{"speaker":"Annemie Tonken","startTime":200.28,"endTime":203.0,"body":"necessarily correlate with"},{"speaker":"Annemie Tonken","startTime":203.0,"endTime":207.2,"body":"quality, but I would argue that"},{"speaker":"Annemie Tonken","startTime":203.0,"endTime":207.2,"body":"none of us are immune to the"},{"speaker":"Annemie Tonken","startTime":207.2,"endTime":211.4,"body":"psychology involved here. Those"},{"speaker":"Annemie Tonken","startTime":207.2,"endTime":211.4,"body":"two price points say very"},{"speaker":"Annemie Tonken","startTime":211.4,"endTime":214.46,"body":"different things about the olive"},{"speaker":"Annemie Tonken","startTime":211.4,"endTime":214.46,"body":"oil inside the bottle. One is"},{"speaker":"Annemie Tonken","startTime":214.46,"endTime":218.3,"body":"saying, I'm special. I am"},{"speaker":"Annemie Tonken","startTime":214.46,"endTime":218.3,"body":"premium. I am worth savoring."},{"speaker":"Annemie Tonken","startTime":218.3,"endTime":223.78,"body":"Right your price point for your"},{"speaker":"Annemie Tonken","startTime":218.3,"endTime":223.78,"body":"photography work tells a story"},{"speaker":"Annemie Tonken","startTime":223.78,"endTime":229.0,"body":"too. If your price is high, it"},{"speaker":"Annemie Tonken","startTime":223.78,"endTime":229.0,"body":"says one thing. If it's low, it"},{"speaker":"Annemie Tonken","startTime":229.0,"endTime":233.92,"body":"says another. And if it's"},{"speaker":"Annemie Tonken","startTime":229.0,"endTime":233.92,"body":"somewhere in the middle, well,"},{"speaker":"Annemie Tonken","startTime":233.92,"endTime":236.44,"body":"you better have a pretty"},{"speaker":"Annemie Tonken","startTime":233.92,"endTime":236.44,"body":"interesting label that makes you"},{"speaker":"Annemie Tonken","startTime":236.44,"endTime":241.02,"body":"stand out on the shelf right."},{"speaker":"Annemie Tonken","startTime":236.44,"endTime":241.02,"body":"And speaking of labels, what if"},{"speaker":"Annemie Tonken","startTime":241.02,"endTime":243.54,"body":"those two bottles of olive oil"},{"speaker":"Annemie Tonken","startTime":241.02,"endTime":243.54,"body":"that we were talking about"},{"speaker":"Annemie Tonken","startTime":243.54,"endTime":247.32,"body":"looked exactly the same like,"},{"speaker":"Annemie Tonken","startTime":243.54,"endTime":247.32,"body":"other than the actual name"},{"speaker":"Annemie Tonken","startTime":247.32,"endTime":249.54,"body":"printed on the bottle,"},{"speaker":"Annemie Tonken","startTime":247.32,"endTime":249.54,"body":"everything was the same, the"},{"speaker":"Annemie Tonken","startTime":249.6,"endTime":254.04,"body":"foil on the cap, the font on the"},{"speaker":"Annemie Tonken","startTime":249.6,"endTime":254.04,"body":"label, all of it, it would be"},{"speaker":"Annemie Tonken","startTime":254.04,"endTime":258.36,"body":"jarring, right? And if you were"},{"speaker":"Annemie Tonken","startTime":254.04,"endTime":258.36,"body":"shopping for that hostess gift"},{"speaker":"Annemie Tonken","startTime":258.36,"endTime":262.22,"body":"and you were like, well, maybe"},{"speaker":"Annemie Tonken","startTime":258.36,"endTime":262.22,"body":"I'll just get the cheap one, and"},{"speaker":"Annemie Tonken","startTime":262.22,"endTime":264.68,"body":"nobody's gonna know the"},{"speaker":"Annemie Tonken","startTime":262.22,"endTime":264.68,"body":"difference, because they look"},{"speaker":"Annemie Tonken","startTime":264.68,"endTime":268.52,"body":"exactly the same. What would be"},{"speaker":"Annemie Tonken","startTime":264.68,"endTime":268.52,"body":"even more jarring and weirder"},{"speaker":"Annemie Tonken","startTime":268.58,"endTime":272.78,"body":"would be if the cheap bottle was"},{"speaker":"Annemie Tonken","startTime":268.58,"endTime":272.78,"body":"super fancy, or had, like, a"},{"speaker":"Annemie Tonken","startTime":272.78,"endTime":276.62,"body":"really great looking label and"},{"speaker":"Annemie Tonken","startTime":272.78,"endTime":276.62,"body":"pretty colored glass or"},{"speaker":"Annemie Tonken","startTime":276.62,"endTime":280.1,"body":"whatever, and the expensive"},{"speaker":"Annemie Tonken","startTime":276.62,"endTime":280.1,"body":"bottle was made of flimsy"},{"speaker":"Annemie Tonken","startTime":280.1,"endTime":283.3,"body":"plastic and had, you know, a"},{"speaker":"Annemie Tonken","startTime":280.1,"endTime":283.3,"body":"label that looked like it was"},{"speaker":"Annemie Tonken","startTime":283.3,"endTime":288.28,"body":"designed in MS DOS. In that"},{"speaker":"Annemie Tonken","startTime":283.3,"endTime":288.28,"body":"case, you might get really"},{"speaker":"Annemie Tonken","startTime":288.28,"endTime":290.8,"body":"nervous and just decide that a"},{"speaker":"Annemie Tonken","startTime":288.28,"endTime":290.8,"body":"bouquet of flowers was the"},{"speaker":"Annemie Tonken","startTime":290.8,"endTime":295.18,"body":"better bet. My point here is"},{"speaker":"Annemie Tonken","startTime":290.8,"endTime":295.18,"body":"that if your pricing is an"},{"speaker":"Annemie Tonken","startTime":295.18,"endTime":299.08,"body":"important part of your brand,"},{"speaker":"Annemie Tonken","startTime":295.18,"endTime":299.08,"body":"and as such, if it doesn't tell"},{"speaker":"Annemie Tonken","startTime":299.08,"endTime":302.52,"body":"the same story. As the rest of"},{"speaker":"Annemie Tonken","startTime":299.08,"endTime":302.52,"body":"your brand, the design of your"},{"speaker":"Annemie Tonken","startTime":302.52,"endTime":305.88,"body":"website, the professionalism of"},{"speaker":"Annemie Tonken","startTime":302.52,"endTime":305.88,"body":"your responses, and certainly"},{"speaker":"Annemie Tonken","startTime":305.88,"endTime":308.4,"body":"the quality of your photos. If"},{"speaker":"Annemie Tonken","startTime":305.88,"endTime":308.4,"body":"those things are out of"},{"speaker":"Annemie Tonken","startTime":308.4,"endTime":312.24,"body":"alignment with your price, that"},{"speaker":"Annemie Tonken","startTime":308.4,"endTime":312.24,"body":"creates confusion. Clients might"},{"speaker":"Annemie Tonken","startTime":312.24,"endTime":315.06,"body":"not know why something feels"},{"speaker":"Annemie Tonken","startTime":312.24,"endTime":315.06,"body":"off, but they will definitely"},{"speaker":"Annemie Tonken","startTime":315.06,"endTime":318.6,"body":"feel it. And when people feel"},{"speaker":"Annemie Tonken","startTime":315.06,"endTime":318.6,"body":"confused like that, especially"},{"speaker":"Annemie Tonken","startTime":318.6,"endTime":321.74,"body":"when it comes to a bigger thing"},{"speaker":"Annemie Tonken","startTime":318.6,"endTime":321.74,"body":"that they're investing in. They"},{"speaker":"Annemie Tonken","startTime":321.74,"endTime":325.04,"body":"hesitate, right? They ghost."},{"speaker":"Annemie Tonken","startTime":321.74,"endTime":325.04,"body":"They go with someone who feels"},{"speaker":"Annemie Tonken","startTime":325.04,"endTime":329.3,"body":"more clear. So before we even"},{"speaker":"Annemie Tonken","startTime":325.04,"endTime":329.3,"body":"get to the five elements that"},{"speaker":"Annemie Tonken","startTime":329.3,"endTime":332.54,"body":"build this strategic pricing"},{"speaker":"Annemie Tonken","startTime":329.3,"endTime":332.54,"body":"system, I want you to sit with"},{"speaker":"Annemie Tonken","startTime":332.54,"endTime":337.76,"body":"this little truth. Your pricing"},{"speaker":"Annemie Tonken","startTime":332.54,"endTime":337.76,"body":"isn't just about money. It"},{"speaker":"Annemie Tonken","startTime":337.76,"endTime":341.44,"body":"really is about meaning. It's a"},{"speaker":"Annemie Tonken","startTime":337.76,"endTime":341.44,"body":"message. So the question"},{"speaker":"Annemie Tonken","startTime":341.44,"endTime":346.84,"body":"becomes, What message are you"},{"speaker":"Annemie Tonken","startTime":341.44,"endTime":346.84,"body":"sending? So now let's get into"},{"speaker":"Annemie Tonken","startTime":346.84,"endTime":351.1,"body":"these blocks, and the first"},{"speaker":"Annemie Tonken","startTime":346.84,"endTime":351.1,"body":"building block is knowing your"},{"speaker":"Annemie Tonken","startTime":351.16,"endTime":355.84,"body":"numbers. Surprise. And I know"},{"speaker":"Annemie Tonken","startTime":351.16,"endTime":355.84,"body":"this one is obvious. If you have"},{"speaker":"Annemie Tonken","startTime":355.84,"endTime":358.78,"body":"been listening to me for a long"},{"speaker":"Annemie Tonken","startTime":355.84,"endTime":358.78,"body":"time, you have heard me talk"},{"speaker":"Annemie Tonken","startTime":358.78,"endTime":362.16,"body":"about this before, but the truth"},{"speaker":"Annemie Tonken","startTime":358.78,"endTime":362.16,"body":"is that knowing your numbers is"},{"speaker":"Annemie Tonken","startTime":362.16,"endTime":365.4,"body":"so, so so critical to building a"},{"speaker":"Annemie Tonken","startTime":362.16,"endTime":365.4,"body":"strong foundation in your"},{"speaker":"Annemie Tonken","startTime":365.4,"endTime":368.4,"body":"business, you need to know how"},{"speaker":"Annemie Tonken","startTime":365.4,"endTime":368.4,"body":"much money your business has to"},{"speaker":"Annemie Tonken","startTime":368.4,"endTime":372.0,"body":"generate, not just to cover your"},{"speaker":"Annemie Tonken","startTime":368.4,"endTime":372.0,"body":"gear and subscriptions, but"},{"speaker":"Annemie Tonken","startTime":372.0,"endTime":375.3,"body":"truly to support your goals and"},{"speaker":"Annemie Tonken","startTime":372.0,"endTime":375.3,"body":"keep you going, even once the"},{"speaker":"Annemie Tonken","startTime":375.3,"endTime":379.14,"body":"novelty of making money as a"},{"speaker":"Annemie Tonken","startTime":375.3,"endTime":379.14,"body":"photographer begins to wear off,"},{"speaker":"Annemie Tonken","startTime":379.68,"endTime":383.6,"body":"that means factoring in things"},{"speaker":"Annemie Tonken","startTime":379.68,"endTime":383.6,"body":"like your taxes, your personal"},{"speaker":"Annemie Tonken","startTime":383.6,"endTime":387.8,"body":"salary, insurance that you have"},{"speaker":"Annemie Tonken","startTime":383.6,"endTime":387.8,"body":"to pay for, savings that you are"},{"speaker":"Annemie Tonken","startTime":387.8,"endTime":391.34,"body":"trying to put away, and the"},{"speaker":"Annemie Tonken","startTime":387.8,"endTime":391.34,"body":"inevitable unexpected expenses"},{"speaker":"Annemie Tonken","startTime":391.34,"endTime":395.66,"body":"that come up in the course of"},{"speaker":"Annemie Tonken","startTime":391.34,"endTime":395.66,"body":"doing business. Because if you"},{"speaker":"Annemie Tonken","startTime":395.66,"endTime":398.9,"body":"don't know what you need to"},{"speaker":"Annemie Tonken","startTime":395.66,"endTime":398.9,"body":"earn, you're always guessing,"},{"speaker":"Annemie Tonken","startTime":398.96,"endTime":403.12,"body":"and guessing leads to second"},{"speaker":"Annemie Tonken","startTime":398.96,"endTime":403.12,"body":"guessing every single time"},{"speaker":"Annemie Tonken","startTime":404.38,"endTime":409.72,"body":"the second block is knowing your"},{"speaker":"Annemie Tonken","startTime":404.38,"endTime":409.72,"body":"client. So before you build your"},{"speaker":"Annemie Tonken","startTime":409.72,"endTime":414.16,"body":"pricing model, before you even"},{"speaker":"Annemie Tonken","startTime":409.72,"endTime":414.16,"body":"design your offer, you really"},{"speaker":"Annemie Tonken","startTime":414.16,"endTime":418.78,"body":"need to get clear on who you're"},{"speaker":"Annemie Tonken","startTime":414.16,"endTime":418.78,"body":"trying to attract. Because if"},{"speaker":"Annemie Tonken","startTime":418.78,"endTime":421.98,"body":"you are trying to build this"},{"speaker":"Annemie Tonken","startTime":418.78,"endTime":421.98,"body":"really high touch boutique"},{"speaker":"Annemie Tonken","startTime":421.98,"endTime":425.94,"body":"experience, but you're aiming it"},{"speaker":"Annemie Tonken","startTime":421.98,"endTime":425.94,"body":"at people who are mostly"},{"speaker":"Annemie Tonken","startTime":425.94,"endTime":429.66,"body":"motivated by what they can get"},{"speaker":"Annemie Tonken","startTime":425.94,"endTime":429.66,"body":"quickly and cheaply. You're"},{"speaker":"Annemie Tonken","startTime":429.66,"endTime":432.3,"body":"setting yourself up for"},{"speaker":"Annemie Tonken","startTime":429.66,"endTime":432.3,"body":"frustration on both sides."},{"speaker":"Annemie Tonken","startTime":433.02,"endTime":436.5,"body":"Knowing your ideal client means"},{"speaker":"Annemie Tonken","startTime":433.02,"endTime":436.5,"body":"understanding what they value,"},{"speaker":"Annemie Tonken","startTime":436.5,"endTime":440.66,"body":"what they need to have your help"},{"speaker":"Annemie Tonken","startTime":436.5,"endTime":440.66,"body":"with, and how they make"},{"speaker":"Annemie Tonken","startTime":440.66,"endTime":446.18,"body":"decisions. So do they care more"},{"speaker":"Annemie Tonken","startTime":440.66,"endTime":446.18,"body":"about luxury and something"},{"speaker":"Annemie Tonken","startTime":446.18,"endTime":449.3,"body":"that's truly bespoke and"},{"speaker":"Annemie Tonken","startTime":446.18,"endTime":449.3,"body":"personalized? Are they more"},{"speaker":"Annemie Tonken","startTime":449.3,"endTime":453.92,"body":"invested in convenience, that's"},{"speaker":"Annemie Tonken","startTime":449.3,"endTime":453.92,"body":"a big one for people, or are"},{"speaker":"Annemie Tonken","startTime":453.92,"endTime":458.78,"body":"they into minimalism? Once you"},{"speaker":"Annemie Tonken","startTime":453.92,"endTime":458.78,"body":"know your numbers and you know"},{"speaker":"Annemie Tonken","startTime":458.78,"endTime":462.64,"body":"your people, then it becomes"},{"speaker":"Annemie Tonken","startTime":458.78,"endTime":462.64,"body":"much easier to reverse engineer"},{"speaker":"Annemie Tonken","startTime":462.64,"endTime":467.8,"body":"your pricing so that you can"},{"speaker":"Annemie Tonken","startTime":462.64,"endTime":467.8,"body":"connect those two dots, and at"},{"speaker":"Annemie Tonken","startTime":467.86,"endTime":471.76,"body":"the intersection of those two"},{"speaker":"Annemie Tonken","startTime":467.86,"endTime":471.76,"body":"dots is the third block, which"},{"speaker":"Annemie Tonken","startTime":471.76,"endTime":476.68,"body":"is knowing your offer. Your"},{"speaker":"Annemie Tonken","startTime":471.76,"endTime":476.68,"body":"offer is that bridge. It's the"},{"speaker":"Annemie Tonken","startTime":476.8,"endTime":480.34,"body":"bridge between your financial"},{"speaker":"Annemie Tonken","startTime":476.8,"endTime":480.34,"body":"needs and your clients"},{"speaker":"Annemie Tonken","startTime":480.64,"endTime":485.1,"body":"motivations and desires, right?"},{"speaker":"Annemie Tonken","startTime":480.64,"endTime":485.1,"body":"It's the package of services,"},{"speaker":"Annemie Tonken","startTime":485.1,"endTime":489.66,"body":"products and experience, that"},{"speaker":"Annemie Tonken","startTime":485.1,"endTime":489.66,"body":"delivers real value, both to"},{"speaker":"Annemie Tonken","startTime":489.66,"endTime":495.12,"body":"them and to you. Now, your offer"},{"speaker":"Annemie Tonken","startTime":489.66,"endTime":495.12,"body":"goes beyond just what's"},{"speaker":"Annemie Tonken","startTime":495.12,"endTime":498.72,"body":"included, right, what kind of"},{"speaker":"Annemie Tonken","startTime":495.12,"endTime":498.72,"body":"emotional or logistical"},{"speaker":"Annemie Tonken","startTime":498.72,"endTime":502.52,"body":"transformation they can expect"},{"speaker":"Annemie Tonken","startTime":498.72,"endTime":502.52,"body":"to walk away with right are you"},{"speaker":"Annemie Tonken","startTime":502.52,"endTime":505.64,"body":"offering convenience? Are you"},{"speaker":"Annemie Tonken","startTime":502.52,"endTime":505.64,"body":"offering emotional support? Are"},{"speaker":"Annemie Tonken","startTime":505.64,"endTime":509.96,"body":"you offering artistic curation?"},{"speaker":"Annemie Tonken","startTime":505.64,"endTime":509.96,"body":"Is this something that they get"},{"speaker":"Annemie Tonken","startTime":509.96,"endTime":513.02,"body":"bragging rights because they've"},{"speaker":"Annemie Tonken","startTime":509.96,"endTime":513.02,"body":"hired the most expensive"},{"speaker":"Annemie Tonken","startTime":513.02,"endTime":516.8,"body":"photographer in town who you"},{"speaker":"Annemie Tonken","startTime":513.02,"endTime":516.8,"body":"know, pulls out all the stops?"},{"speaker":"Annemie Tonken","startTime":517.28,"endTime":521.56,"body":"All of those are parts of your"},{"speaker":"Annemie Tonken","startTime":517.28,"endTime":521.56,"body":"offer, and when you craft an"},{"speaker":"Annemie Tonken","startTime":521.56,"endTime":526.12,"body":"offer that serves your client,"},{"speaker":"Annemie Tonken","startTime":521.56,"endTime":526.12,"body":"your ideal client, well, and"},{"speaker":"Annemie Tonken","startTime":526.12,"endTime":530.08,"body":"allows your business to meet its"},{"speaker":"Annemie Tonken","startTime":526.12,"endTime":530.08,"body":"revenue needs, then your price"},{"speaker":"Annemie Tonken","startTime":530.08,"endTime":535.12,"body":"makes sense. It becomes easy to"},{"speaker":"Annemie Tonken","startTime":530.08,"endTime":535.12,"body":"explain, and it becomes easier"},{"speaker":"Annemie Tonken","startTime":535.12,"endTime":538.48,"body":"for you to stand behind, which"},{"speaker":"Annemie Tonken","startTime":535.12,"endTime":538.48,"body":"is different, by the way, from"},{"speaker":"Annemie Tonken","startTime":538.48,"endTime":543.0,"body":"defending it. You shouldn't have"},{"speaker":"Annemie Tonken","startTime":538.48,"endTime":543.0,"body":"to defend your prices. So if you"},{"speaker":"Annemie Tonken","startTime":543.0,"endTime":547.62,"body":"have under considered either"},{"speaker":"Annemie Tonken","startTime":543.0,"endTime":547.62,"body":"side, either your needs or your"},{"speaker":"Annemie Tonken","startTime":547.62,"endTime":551.76,"body":"client's needs and wants, that's"},{"speaker":"Annemie Tonken","startTime":547.62,"endTime":551.76,"body":"where the wobble comes in."},{"speaker":"Annemie Tonken","startTime":551.88,"endTime":555.0,"body":"Strategic pricing is about"},{"speaker":"Annemie Tonken","startTime":551.88,"endTime":555.0,"body":"making sure your offer is"},{"speaker":"Annemie Tonken","startTime":555.0,"endTime":560.66,"body":"aligned on both sides. The"},{"speaker":"Annemie Tonken","startTime":555.0,"endTime":560.66,"body":"fourth block is building profit"},{"speaker":"Annemie Tonken","startTime":560.72,"endTime":564.92,"body":"in intentionally. Now, I know we"},{"speaker":"Annemie Tonken","startTime":560.72,"endTime":564.92,"body":"already said your pricing needs"},{"speaker":"Annemie Tonken","startTime":564.92,"endTime":570.14,"body":"to be profitable, but I want to"},{"speaker":"Annemie Tonken","startTime":564.92,"endTime":570.14,"body":"be just crystal clear on this."},{"speaker":"Annemie Tonken","startTime":570.5,"endTime":574.64,"body":"Being profitable doesn't mean"},{"speaker":"Annemie Tonken","startTime":570.5,"endTime":574.64,"body":"charging a few dollars above the"},{"speaker":"Annemie Tonken","startTime":574.64,"endTime":578.78,"body":"cost of goods and cost of doing"},{"speaker":"Annemie Tonken","startTime":574.64,"endTime":578.78,"body":"business, and calling that"},{"speaker":"Annemie Tonken","startTime":578.84,"endTime":583.6,"body":"enough. Your business needs to"},{"speaker":"Annemie Tonken","startTime":578.84,"endTime":583.6,"body":"generate a lot more revenue than"},{"speaker":"Annemie Tonken","startTime":583.6,"endTime":586.96,"body":"you actually need to run the"},{"speaker":"Annemie Tonken","startTime":583.6,"endTime":586.96,"body":"business, especially given that"},{"speaker":"Annemie Tonken","startTime":586.96,"endTime":591.94,"body":"we have such a low average cost"},{"speaker":"Annemie Tonken","startTime":586.96,"endTime":591.94,"body":"of doing business when compared"},{"speaker":"Annemie Tonken","startTime":591.94,"endTime":594.94,"body":"to other businesses in the"},{"speaker":"Annemie Tonken","startTime":591.94,"endTime":594.94,"body":"world, right? Just covering your"},{"speaker":"Annemie Tonken","startTime":594.94,"endTime":598.42,"body":"costs is basically the"},{"speaker":"Annemie Tonken","startTime":594.94,"endTime":598.42,"body":"definition of a nonprofit,"},{"speaker":"Annemie Tonken","startTime":598.42,"endTime":602.64,"body":"right? But. Are everywhere I"},{"speaker":"Annemie Tonken","startTime":598.42,"endTime":602.64,"body":"look, I see photographers who"},{"speaker":"Annemie Tonken","startTime":602.64,"endTime":606.0,"body":"feel conflicted about this. They"},{"speaker":"Annemie Tonken","startTime":602.64,"endTime":606.0,"body":"feel guilty about this. They"},{"speaker":"Annemie Tonken","startTime":606.0,"endTime":609.54,"body":"have trouble considering"},{"speaker":"Annemie Tonken","startTime":606.0,"endTime":609.54,"body":"charging more than they"},{"speaker":"Annemie Tonken","startTime":609.54,"endTime":613.74,"body":"absolutely need to. So I always"},{"speaker":"Annemie Tonken","startTime":609.54,"endTime":613.74,"body":"want to call this out. Pricing"},{"speaker":"Annemie Tonken","startTime":613.74,"endTime":617.28,"body":"your business for legitimate"},{"speaker":"Annemie Tonken","startTime":613.74,"endTime":617.28,"body":"profit isn't greedy. It is what"},{"speaker":"Annemie Tonken","startTime":617.28,"endTime":620.6,"body":"allows your business to be"},{"speaker":"Annemie Tonken","startTime":617.28,"endTime":620.6,"body":"sustainable, right to carry you"},{"speaker":"Annemie Tonken","startTime":620.6,"endTime":624.68,"body":"through those slow seasons, to"},{"speaker":"Annemie Tonken","startTime":620.6,"endTime":624.68,"body":"allow you to keep investing in"},{"speaker":"Annemie Tonken","startTime":624.68,"endTime":631.34,"body":"growth and improvement. It also"},{"speaker":"Annemie Tonken","startTime":624.68,"endTime":631.34,"body":"allows you to pay you not just"},{"speaker":"Annemie Tonken","startTime":631.34,"endTime":635.72,"body":"what you need to live, but what"},{"speaker":"Annemie Tonken","startTime":631.34,"endTime":635.72,"body":"will allow you to pour into the"},{"speaker":"Annemie Tonken","startTime":635.72,"endTime":639.08,"body":"things and the people that lit"},{"speaker":"Annemie Tonken","startTime":635.72,"endTime":639.08,"body":"you up as an artist in the first"},{"speaker":"Annemie Tonken","startTime":639.08,"endTime":643.66,"body":"place, because when you're not"},{"speaker":"Annemie Tonken","startTime":639.08,"endTime":643.66,"body":"paying yourself enough, you"},{"speaker":"Annemie Tonken","startTime":643.66,"endTime":646.24,"body":"start to burn out, and that"},{"speaker":"Annemie Tonken","startTime":643.66,"endTime":646.24,"body":"shows up in the work you"},{"speaker":"Annemie Tonken","startTime":646.24,"endTime":651.7,"body":"produce. It's like this self"},{"speaker":"Annemie Tonken","startTime":646.24,"endTime":651.7,"body":"sustaining cycle, right? Too"},{"speaker":"Annemie Tonken","startTime":651.7,"endTime":655.36,"body":"many photographers build their"},{"speaker":"Annemie Tonken","startTime":651.7,"endTime":655.36,"body":"pricing to cover costs, and then"},{"speaker":"Annemie Tonken","startTime":655.36,"endTime":659.8,"body":"they hope that somebody's going"},{"speaker":"Annemie Tonken","startTime":655.36,"endTime":659.8,"body":"to come along and buy something"},{"speaker":"Annemie Tonken","startTime":659.8,"endTime":663.3,"body":"big or overspend, and then"},{"speaker":"Annemie Tonken","startTime":659.8,"endTime":663.3,"body":"they'll have something left"},{"speaker":"Annemie Tonken","startTime":663.3,"endTime":669.06,"body":"over. That strategy is backward."},{"speaker":"Annemie Tonken","startTime":663.3,"endTime":669.06,"body":"Profit needs to be baked into"},{"speaker":"Annemie Tonken","startTime":669.06,"endTime":673.2,"body":"your pricing from the start. It"},{"speaker":"Annemie Tonken","startTime":669.06,"endTime":673.2,"body":"is the thing that turns a hobby"},{"speaker":"Annemie Tonken","startTime":673.26,"endTime":677.46,"body":"into a real business. So when"},{"speaker":"Annemie Tonken","startTime":673.26,"endTime":677.46,"body":"you plan for profit on purpose,"},{"speaker":"Annemie Tonken","startTime":677.46,"endTime":681.44,"body":"your pricing stops feeling like"},{"speaker":"Annemie Tonken","startTime":677.46,"endTime":681.44,"body":"a gamble, and it starts being"},{"speaker":"Annemie Tonken","startTime":681.44,"endTime":685.76,"body":"the strategic tool that it was"},{"speaker":"Annemie Tonken","startTime":681.44,"endTime":685.76,"body":"always meant to be. The final"},{"speaker":"Annemie Tonken","startTime":685.76,"endTime":690.68,"body":"block is really just about"},{"speaker":"Annemie Tonken","startTime":685.76,"endTime":690.68,"body":"knowing your mind and your"},{"speaker":"Annemie Tonken","startTime":690.68,"endTime":695.18,"body":"mindset. This is where we tackle"},{"speaker":"Annemie Tonken","startTime":690.68,"endTime":695.18,"body":"these mental traps that all of"},{"speaker":"Annemie Tonken","startTime":695.18,"endTime":698.54,"body":"us have, especially when it"},{"speaker":"Annemie Tonken","startTime":695.18,"endTime":698.54,"body":"comes to money, those sneaky"},{"speaker":"Annemie Tonken","startTime":698.54,"endTime":701.86,"body":"thought patterns that sabotage"},{"speaker":"Annemie Tonken","startTime":698.54,"endTime":701.86,"body":"our pricing before the numbers"},{"speaker":"Annemie Tonken","startTime":701.86,"endTime":706.6,"body":"ever show up on our website at"},{"speaker":"Annemie Tonken","startTime":701.86,"endTime":706.6,"body":"all. And one of the most common"},{"speaker":"Annemie Tonken","startTime":706.66,"endTime":709.66,"body":"issues, one of the most common"},{"speaker":"Annemie Tonken","startTime":706.66,"endTime":709.66,"body":"mental hurdles that I see a lot"},{"speaker":"Annemie Tonken","startTime":709.66,"endTime":713.74,"body":"of photographers wrestling with,"},{"speaker":"Annemie Tonken","startTime":709.66,"endTime":713.74,"body":"is this tendency that we have to"},{"speaker":"Annemie Tonken","startTime":713.74,"endTime":718.78,"body":"equate time with value. Most of"},{"speaker":"Annemie Tonken","startTime":713.74,"endTime":718.78,"body":"us grow up conditioned to think"},{"speaker":"Annemie Tonken","startTime":718.78,"endTime":721.98,"body":"in terms of time for money. So"},{"speaker":"Annemie Tonken","startTime":718.78,"endTime":721.98,"body":"if something takes longer, it"},{"speaker":"Annemie Tonken","startTime":721.98,"endTime":725.34,"body":"must be worth more. If it takes"},{"speaker":"Annemie Tonken","startTime":721.98,"endTime":725.34,"body":"less time, we should charge"},{"speaker":"Annemie Tonken","startTime":725.34,"endTime":730.2,"body":"less. But in a creative service"},{"speaker":"Annemie Tonken","startTime":725.34,"endTime":730.2,"body":"business, that becomes a trap,"},{"speaker":"Annemie Tonken","startTime":730.2,"endTime":733.92,"body":"because the truth is that as we"},{"speaker":"Annemie Tonken","startTime":730.2,"endTime":733.92,"body":"progress in our businesses, as"},{"speaker":"Annemie Tonken","startTime":733.92,"endTime":737.94,"body":"we learn our craft and dial in"},{"speaker":"Annemie Tonken","startTime":733.92,"endTime":737.94,"body":"our systems and all that sort of"},{"speaker":"Annemie Tonken","startTime":738.06,"endTime":742.4,"body":"stuff, we tend to get faster."},{"speaker":"Annemie Tonken","startTime":738.06,"endTime":742.4,"body":"Efficiency is actually a result,"},{"speaker":"Annemie Tonken","startTime":742.46,"endTime":747.5,"body":"in many cases, of mastery. So"},{"speaker":"Annemie Tonken","startTime":742.46,"endTime":747.5,"body":"the session that only takes you"},{"speaker":"Annemie Tonken","startTime":747.5,"endTime":752.24,"body":"45 minutes these days, you know,"},{"speaker":"Annemie Tonken","startTime":747.5,"endTime":752.24,"body":"that's the result of years of"},{"speaker":"Annemie Tonken","startTime":752.24,"endTime":755.54,"body":"learning, refining and getting"},{"speaker":"Annemie Tonken","startTime":752.24,"endTime":755.54,"body":"better. Just because it took you"},{"speaker":"Annemie Tonken","startTime":755.66,"endTime":759.98,"body":"five hours a few years ago"},{"speaker":"Annemie Tonken","startTime":755.66,"endTime":759.98,"body":"doesn't mean that it's worth"},{"speaker":"Annemie Tonken","startTime":759.98,"endTime":764.68,"body":"less. In fact, I would argue"},{"speaker":"Annemie Tonken","startTime":759.98,"endTime":764.68,"body":"that it is worth more. Another"},{"speaker":"Annemie Tonken","startTime":764.68,"endTime":768.64,"body":"trap is assuming that what's"},{"speaker":"Annemie Tonken","startTime":764.68,"endTime":768.64,"body":"easy or fun for us isn't"},{"speaker":"Annemie Tonken","startTime":768.64,"endTime":773.38,"body":"valuable to other people. So you"},{"speaker":"Annemie Tonken","startTime":768.64,"endTime":773.38,"body":"know, you hear about a session,"},{"speaker":"Annemie Tonken","startTime":773.38,"endTime":777.52,"body":"somebody calls you and says, Oh,"},{"speaker":"Annemie Tonken","startTime":773.38,"endTime":777.52,"body":"I'd love for you to do XYZ. And"},{"speaker":"Annemie Tonken","startTime":777.58,"endTime":782.16,"body":"here's the budget. And the"},{"speaker":"Annemie Tonken","startTime":777.58,"endTime":782.16,"body":"budget is, let's say 50% of what"},{"speaker":"Annemie Tonken","startTime":782.16,"endTime":787.02,"body":"your prices are. But the session"},{"speaker":"Annemie Tonken","startTime":782.16,"endTime":787.02,"body":"sounds like fun, right? If you"},{"speaker":"Annemie Tonken","startTime":787.26,"endTime":792.84,"body":"then say, You know what, I will"},{"speaker":"Annemie Tonken","startTime":787.26,"endTime":792.84,"body":"take half off my pricing, not"},{"speaker":"Annemie Tonken","startTime":792.84,"endTime":797.52,"body":"only is that unfair to you, but"},{"speaker":"Annemie Tonken","startTime":792.84,"endTime":797.52,"body":"it devalues your work to the"},{"speaker":"Annemie Tonken","startTime":797.52,"endTime":801.8,"body":"client who's getting 50% off,"},{"speaker":"Annemie Tonken","startTime":797.52,"endTime":801.8,"body":"and it's unfair to your other"},{"speaker":"Annemie Tonken","startTime":801.8,"endTime":806.42,"body":"clients who are paying your full"},{"speaker":"Annemie Tonken","startTime":801.8,"endTime":806.42,"body":"prices. So it's bad business"},{"speaker":"Annemie Tonken","startTime":806.42,"endTime":810.56,"body":"strategy all the way around."},{"speaker":"Annemie Tonken","startTime":806.42,"endTime":810.56,"body":"Hopefully, if it truly is an"},{"speaker":"Annemie Tonken","startTime":810.56,"endTime":814.64,"body":"aligned kind of a situation, you"},{"speaker":"Annemie Tonken","startTime":810.56,"endTime":814.64,"body":"might be able to get that person"},{"speaker":"Annemie Tonken","startTime":814.64,"endTime":819.32,"body":"to hire you at your regular"},{"speaker":"Annemie Tonken","startTime":814.64,"endTime":819.32,"body":"rates. Another instance of this"},{"speaker":"Annemie Tonken","startTime":819.5,"endTime":822.46,"body":"is thinking like, oh, it only"},{"speaker":"Annemie Tonken","startTime":819.5,"endTime":822.46,"body":"took me 20 minutes to edit this"},{"speaker":"Annemie Tonken","startTime":822.46,"endTime":826.0,"body":"gallery. So how can I possibly"},{"speaker":"Annemie Tonken","startTime":822.46,"endTime":826.0,"body":"charge hundreds and hundreds of"},{"speaker":"Annemie Tonken","startTime":826.0,"endTime":832.12,"body":"dollars? Well, because those 20"},{"speaker":"Annemie Tonken","startTime":826.0,"endTime":832.12,"body":"minutes became 20 minutes"},{"speaker":"Annemie Tonken","startTime":832.12,"endTime":835.78,"body":"because of the years of vision"},{"speaker":"Annemie Tonken","startTime":832.12,"endTime":835.78,"body":"and skill and decision making"},{"speaker":"Annemie Tonken","startTime":836.08,"endTime":840.1,"body":"that you have taken to get"},{"speaker":"Annemie Tonken","startTime":836.08,"endTime":840.1,"body":"there. The last mental hurdle"},{"speaker":"Annemie Tonken","startTime":840.1,"endTime":843.42,"body":"that I see most commonly when it"},{"speaker":"Annemie Tonken","startTime":840.1,"endTime":843.42,"body":"comes to pricing is the guilt"},{"speaker":"Annemie Tonken","startTime":843.42,"endTime":846.78,"body":"trap, feeling like we have to"},{"speaker":"Annemie Tonken","startTime":843.42,"endTime":846.78,"body":"earn our rates by hustling"},{"speaker":"Annemie Tonken","startTime":846.78,"endTime":851.34,"body":"harder or over, stuffing our"},{"speaker":"Annemie Tonken","startTime":846.78,"endTime":851.34,"body":"packages with extras. That's not"},{"speaker":"Annemie Tonken","startTime":851.34,"endTime":855.54,"body":"strategy. That actually reads as"},{"speaker":"Annemie Tonken","startTime":851.34,"endTime":855.54,"body":"insecurity. Honestly, potential"},{"speaker":"Annemie Tonken","startTime":855.54,"endTime":859.14,"body":"clients can smell that"},{"speaker":"Annemie Tonken","startTime":855.54,"endTime":859.14,"body":"insecurity a mile away. So"},{"speaker":"Annemie Tonken","startTime":859.14,"endTime":862.46,"body":"strategic pricing starts with"},{"speaker":"Annemie Tonken","startTime":859.14,"endTime":862.46,"body":"clear numbers and aligned"},{"speaker":"Annemie Tonken","startTime":862.46,"endTime":866.48,"body":"offers, but it really only works"},{"speaker":"Annemie Tonken","startTime":862.46,"endTime":866.48,"body":"if your mindset is solid. You"},{"speaker":"Annemie Tonken","startTime":866.48,"endTime":870.38,"body":"have to believe that the"},{"speaker":"Annemie Tonken","startTime":866.48,"endTime":870.38,"body":"experience you are creating has"},{"speaker":"Annemie Tonken","startTime":870.38,"endTime":874.7,"body":"value, and that the ease that"},{"speaker":"Annemie Tonken","startTime":870.38,"endTime":874.7,"body":"you bring to that is actually a"},{"speaker":"Annemie Tonken","startTime":874.7,"endTime":879.5,"body":"selling point, not a liability."},{"speaker":"Annemie Tonken","startTime":874.7,"endTime":879.5,"body":"Charging appropriately isn't"},{"speaker":"Annemie Tonken","startTime":879.74,"endTime":884.62,"body":"arrogant, it is responsible"},{"speaker":"Annemie Tonken","startTime":879.74,"endTime":884.62,"body":"business practice. So if pricing"},{"speaker":"Annemie Tonken","startTime":884.62,"endTime":887.56,"body":"has always felt like a moving"},{"speaker":"Annemie Tonken","startTime":884.62,"endTime":887.56,"body":"target for you, if you have been"},{"speaker":"Annemie Tonken","startTime":887.56,"endTime":890.32,"body":"tweaking your rates every few"},{"speaker":"Annemie Tonken","startTime":887.56,"endTime":890.32,"body":"months or second guessing"},{"speaker":"Annemie Tonken","startTime":890.32,"endTime":894.22,"body":"yourself every time someone"},{"speaker":"Annemie Tonken","startTime":890.32,"endTime":894.22,"body":"ghosts after an inquiry, this is"},{"speaker":"Annemie Tonken","startTime":894.22,"endTime":897.82,"body":"your invitation to take a"},{"speaker":"Annemie Tonken","startTime":894.22,"endTime":897.82,"body":"different approach. Price"},{"speaker":"Annemie Tonken","startTime":897.94,"endTime":900.9,"body":"shouldn't be a random number. It"},{"speaker":"Annemie Tonken","startTime":897.94,"endTime":900.9,"body":"shouldn't be. Be about what your"},{"speaker":"Annemie Tonken","startTime":900.9,"endTime":904.86,"body":"competitors are doing. It needs"},{"speaker":"Annemie Tonken","startTime":900.9,"endTime":904.86,"body":"to be a reflection of your"},{"speaker":"Annemie Tonken","startTime":904.86,"endTime":910.14,"body":"brand, your value, your goals,"},{"speaker":"Annemie Tonken","startTime":904.86,"endTime":910.14,"body":"and, as we said, your strategy."},{"speaker":"Annemie Tonken","startTime":910.86,"endTime":914.94,"body":"If that feels like a tall order"},{"speaker":"Annemie Tonken","startTime":910.86,"endTime":914.94,"body":"to put that all together, I want"},{"speaker":"Annemie Tonken","startTime":914.94,"endTime":919.8,"body":"to gently remind you that this"},{"speaker":"Annemie Tonken","startTime":914.94,"endTime":919.8,"body":"is my thing. This is what I"},{"speaker":"Annemie Tonken","startTime":919.8,"endTime":922.52,"body":"teach, right? This is what I"},{"speaker":"Annemie Tonken","startTime":919.8,"endTime":922.52,"body":"have been teaching for five plus"},{"speaker":"Annemie Tonken","startTime":922.52,"endTime":927.44,"body":"years, not just the what and why"},{"speaker":"Annemie Tonken","startTime":922.52,"endTime":927.44,"body":"of it, but truly the step by"},{"speaker":"Annemie Tonken","startTime":927.44,"endTime":932.0,"body":"step how I teach it all in my"},{"speaker":"Annemie Tonken","startTime":927.44,"endTime":932.0,"body":"signature course, the simple"},{"speaker":"Annemie Tonken","startTime":932.0,"endTime":936.14,"body":"sales blueprint. So simple sales"},{"speaker":"Annemie Tonken","startTime":932.0,"endTime":936.14,"body":"is a systematic approach, not"},{"speaker":"Annemie Tonken","startTime":936.14,"endTime":939.44,"body":"just to pricing, but really to"},{"speaker":"Annemie Tonken","startTime":936.14,"endTime":939.44,"body":"your whole business. It ties"},{"speaker":"Annemie Tonken","startTime":939.44,"endTime":943.0,"body":"together your numbers with your"},{"speaker":"Annemie Tonken","startTime":939.44,"endTime":943.0,"body":"ideal clients, to create an"},{"speaker":"Annemie Tonken","startTime":943.0,"endTime":947.2,"body":"offer, a process and a price"},{"speaker":"Annemie Tonken","startTime":943.0,"endTime":947.2,"body":"point that work. It's also a"},{"speaker":"Annemie Tonken","startTime":947.2,"endTime":949.96,"body":"great way to give high end"},{"speaker":"Annemie Tonken","startTime":947.2,"endTime":949.96,"body":"service without needing to get"},{"speaker":"Annemie Tonken","startTime":949.96,"endTime":953.38,"body":"into in person sales. So if you"},{"speaker":"Annemie Tonken","startTime":949.96,"endTime":953.38,"body":"have never watched the free"},{"speaker":"Annemie Tonken","startTime":953.38,"endTime":957.04,"body":"masterclass that I teach, I want"},{"speaker":"Annemie Tonken","startTime":953.38,"endTime":957.04,"body":"you to carve out 45 minutes this"},{"speaker":"Annemie Tonken","startTime":957.04,"endTime":962.16,"body":"week and tune in at this can't"},{"speaker":"Annemie Tonken","startTime":957.04,"endTime":962.16,"body":"be that hard.com/simple. Because"},{"speaker":"Annemie Tonken","startTime":962.22,"endTime":965.76,"body":"even if simple sales itself"},{"speaker":"Annemie Tonken","startTime":962.22,"endTime":965.76,"body":"isn't the right path for you,"},{"speaker":"Annemie Tonken","startTime":966.12,"endTime":970.92,"body":"that masterclass is a great way"},{"speaker":"Annemie Tonken","startTime":966.12,"endTime":970.92,"body":"to see step by step how a system"},{"speaker":"Annemie Tonken","startTime":970.92,"endTime":975.0,"body":"can help you know your numbers,"},{"speaker":"Annemie Tonken","startTime":970.92,"endTime":975.0,"body":"understand your audience, define"},{"speaker":"Annemie Tonken","startTime":975.0,"endTime":978.78,"body":"and refine your offer,"},{"speaker":"Annemie Tonken","startTime":975.0,"endTime":978.78,"body":"articulate what makes your work"},{"speaker":"Annemie Tonken","startTime":978.78,"endTime":982.76,"body":"different, and then sell the"},{"speaker":"Annemie Tonken","startTime":978.78,"endTime":982.76,"body":"value of that offer, not just"},{"speaker":"Annemie Tonken","startTime":982.76,"endTime":983.3,"body":"the price."},{"speaker":"Annemie Tonken","startTime":983.36,"endTime":987.44,"body":"I hope you guys have a great"},{"speaker":"Annemie Tonken","startTime":983.36,"endTime":987.44,"body":"week. That's it for this week's"},{"speaker":"Annemie Tonken","startTime":987.44,"endTime":990.02,"body":"episode of This can't be that"},{"speaker":"Annemie Tonken","startTime":987.44,"endTime":990.02,"body":"hard. I'll be back Same time,"},{"speaker":"Annemie Tonken","startTime":990.02,"endTime":993.38,"body":"same place next week. If you"},{"speaker":"Annemie Tonken","startTime":990.02,"endTime":993.38,"body":"like the show, be sure to check"},{"speaker":"Annemie Tonken","startTime":993.38,"endTime":996.56,"body":"out. This can't be that hard.com"},{"speaker":"Annemie Tonken","startTime":993.38,"endTime":996.56,"body":"to explore all the resources we"},{"speaker":"Annemie Tonken","startTime":996.56,"endTime":999.44,"body":"have for photographers. And of"},{"speaker":"Annemie Tonken","startTime":996.56,"endTime":999.44,"body":"course, it would mean the world"},{"speaker":"Annemie Tonken","startTime":999.44,"endTime":1002.28,"body":"to me if you would leave a"},{"speaker":"Annemie Tonken","startTime":999.44,"endTime":1002.28,"body":"review of the show on iTunes or"},{"speaker":"Annemie Tonken","startTime":1002.28,"endTime":1005.88,"body":"Spotify as always. Thanks so"},{"speaker":"Annemie Tonken","startTime":1002.28,"endTime":1005.88,"body":"much for joining me. I hope you"},{"speaker":"Annemie Tonken","startTime":1005.88,"endTime":1007.32,"body":"have a fantastic week. You."}]}