{"version":"1.0.0","segments":[{"startTime":0.0,"endTime":5.16,"body":"This podcast is not for"},{"startTime":0.0,"endTime":5.16,"body":"everyone. I mean, it's for"},{"startTime":5.16,"endTime":8.7,"body":"everyone, you are welcome to"},{"startTime":5.16,"endTime":8.7,"body":"listen to it. But the marketing"},{"startTime":8.7,"endTime":13.77,"body":"strategy that I am outlining"},{"startTime":8.7,"endTime":13.77,"body":"here today is not for everyone."},{"startTime":14.16,"endTime":17.28,"body":"If you are brand new to"},{"startTime":14.16,"endTime":17.28,"body":"business, this may not be the"},{"startTime":17.28,"endTime":21.57,"body":"right thing for you. If you are"},{"startTime":17.28,"endTime":21.57,"body":"insecure about your work, this"},{"startTime":21.57,"endTime":26.46,"body":"may not be the thing for you."},{"startTime":21.57,"endTime":26.46,"body":"And certainly if you haven't yet"},{"startTime":26.55,"endTime":31.74,"body":"gotten comfortable with the sort"},{"startTime":26.55,"endTime":31.74,"body":"of art of connecting with your"},{"startTime":31.74,"endTime":35.13,"body":"subjects quickly and"},{"startTime":31.74,"endTime":35.13,"body":"confidently, this is a strategy"},{"startTime":35.13,"endTime":39.39,"body":"that you're going to want to"},{"startTime":35.13,"endTime":39.39,"body":"shelve for a later date. But if"},{"startTime":39.39,"endTime":41.46,"body":"you're up for a challenge, and"},{"startTime":39.39,"endTime":41.46,"body":"you're interested in doing"},{"startTime":41.46,"endTime":45.03,"body":"something kind of buzzworthy in"},{"startTime":41.46,"endTime":45.03,"body":"your community that may very"},{"startTime":45.03,"endTime":48.24,"body":"well earn you some great new"},{"startTime":45.03,"endTime":48.24,"body":"clients, then I want you to"},{"startTime":48.24,"endTime":52.47,"body":"listen up because this episode"},{"startTime":48.24,"endTime":52.47,"body":"has your name all over it."},{"startTime":54.18,"endTime":57.81,"body":"Welcome to this can't be that"},{"startTime":54.18,"endTime":57.81,"body":"hard. My name is Annemie Tonken."},{"startTime":57.81,"endTime":60.78,"body":"And I help photographers run"},{"startTime":57.81,"endTime":60.78,"body":"profitable, sustainable"},{"startTime":60.78,"endTime":64.95,"body":"businesses that they love. Each"},{"startTime":60.78,"endTime":64.95,"body":"week on the podcast, I cover"},{"startTime":64.95,"endTime":68.7,"body":"simple, actionable strategies"},{"startTime":64.95,"endTime":68.7,"body":"and systems that photographers"},{"startTime":68.7,"endTime":72.48,"body":"at every level of experience can"},{"startTime":68.7,"endTime":72.48,"body":"use to earn more money in a more"},{"startTime":72.48,"endTime":76.17,"body":"sustainable way. Running a"},{"startTime":72.48,"endTime":76.17,"body":"photography business doesn't"},{"startTime":76.17,"endTime":79.95,"body":"have to be that hard. You can do"},{"startTime":76.17,"endTime":79.95,"body":"it. And I can show you how."},{"startTime":84.21,"endTime":88.44,"body":"I was thinking the other day"},{"startTime":84.21,"endTime":88.44,"body":"about Sephora. Yes, the makeup"},{"startTime":88.44,"endTime":93.09,"body":"store. A couple of years ago, I"},{"startTime":88.44,"endTime":93.09,"body":"was given a perfume sampler for"},{"startTime":93.09,"endTime":97.5,"body":"the holidays. And it was super"},{"startTime":93.09,"endTime":97.5,"body":"fun. It was a pretty little box"},{"startTime":97.53,"endTime":101.97,"body":"that had eight nice little"},{"startTime":97.53,"endTime":101.97,"body":"bottles, all samples of"},{"startTime":101.97,"endTime":104.7,"body":"different perfumes. And they"},{"startTime":101.97,"endTime":104.7,"body":"were presented really nicely."},{"startTime":104.7,"endTime":108.75,"body":"They had their names written out"},{"startTime":104.7,"endTime":108.75,"body":"with little descriptions like"},{"startTime":108.75,"endTime":112.59,"body":"they were a little wine bottles."},{"startTime":108.75,"endTime":112.59,"body":"It was like a really fancy box"},{"startTime":112.59,"endTime":115.53,"body":"of chocolates, except I'm sure"},{"startTime":112.59,"endTime":115.53,"body":"they didn't taste very good."},{"startTime":116.19,"endTime":119.7,"body":"Anyway, I had never tried any of"},{"startTime":116.19,"endTime":119.7,"body":"these particular perfumes"},{"startTime":119.7,"endTime":123.39,"body":"before. And there were a few"},{"startTime":119.7,"endTime":123.39,"body":"that were you know, definitely"},{"startTime":123.42,"endTime":126.36,"body":"not my style. But there were"},{"startTime":123.42,"endTime":126.36,"body":"also a couple that I really"},{"startTime":126.36,"endTime":130.17,"body":"liked a lot. And the coolest"},{"startTime":126.36,"endTime":130.17,"body":"thing about this box was that it"},{"startTime":130.17,"endTime":134.04,"body":"came with a gift certificate"},{"startTime":130.17,"endTime":134.04,"body":"that was good for a free full"},{"startTime":134.04,"endTime":138.06,"body":"size bottle of whichever of the"},{"startTime":134.04,"endTime":138.06,"body":"eight perfumes I liked the most."},{"startTime":138.33,"endTime":141.9,"body":"So once I had a chance to try"},{"startTime":138.33,"endTime":141.9,"body":"them all and decide which one"},{"startTime":141.9,"endTime":145.41,"body":"was my favorite, I just took the"},{"startTime":141.9,"endTime":145.41,"body":"gift card to Sephora and told"},{"startTime":145.41,"endTime":147.99,"body":"them which one I wanted. And"},{"startTime":145.41,"endTime":147.99,"body":"they gave it to me for free."},{"startTime":148.62,"endTime":152.31,"body":"Pretty awesome, right. And it"},{"startTime":148.62,"endTime":152.31,"body":"was a really great marketing"},{"startTime":152.31,"endTime":156.39,"body":"strategy. These perfume"},{"startTime":152.31,"endTime":156.39,"body":"companies know that buying"},{"startTime":156.39,"endTime":160.5,"body":"perfume for someone is really"},{"startTime":156.39,"endTime":160.5,"body":"tricky to do as a gift."},{"startTime":161.01,"endTime":163.68,"body":"Generally speaking, you either"},{"startTime":161.01,"endTime":163.68,"body":"buy somebody the perfume that"},{"startTime":163.68,"endTime":167.49,"body":"you know that they already wear,"},{"startTime":163.68,"endTime":167.49,"body":"or you don't buy them perfume,"},{"startTime":167.58,"endTime":172.32,"body":"it's kind of a big limb to go"},{"startTime":167.58,"endTime":172.32,"body":"out on to buy somebody else, a"},{"startTime":172.32,"endTime":177.18,"body":"bottle of perfume that they have"},{"startTime":172.32,"endTime":177.18,"body":"no say on. But if you give"},{"startTime":177.18,"endTime":181.53,"body":"someone eight samples boxed up"},{"startTime":177.18,"endTime":181.53,"body":"nicely, and all of that just"},{"startTime":181.53,"endTime":186.69,"body":"costs you the price of one. And"},{"startTime":181.53,"endTime":186.69,"body":"that means that they then get to"},{"startTime":186.69,"endTime":189.84,"body":"go get a full size bottle,"},{"startTime":186.69,"endTime":189.84,"body":"you're likely going to have a"},{"startTime":189.84,"endTime":193.56,"body":"lot of people springing for the"},{"startTime":189.84,"endTime":193.56,"body":"gift box and at least some"},{"startTime":193.56,"endTime":196.8,"body":"decent percentage of the"},{"startTime":193.56,"endTime":196.8,"body":"recipients who find a new brand"},{"startTime":196.8,"endTime":200.88,"body":"that they like. This is a great"},{"startTime":196.8,"endTime":200.88,"body":"example of what marketers like"},{"startTime":200.88,"endTime":206.34,"body":"to call a loss leader. Let's say"},{"startTime":200.88,"endTime":206.34,"body":"a bottle of perfume costs $15 to"},{"startTime":206.34,"endTime":211.8,"body":"make and it costs the consumer"},{"startTime":206.34,"endTime":211.8,"body":"$50 to buy. The typical profit"},{"startTime":211.8,"endTime":216.27,"body":"on the bottle would be $35."},{"startTime":211.8,"endTime":216.27,"body":"Right. But if the gift box of"},{"startTime":216.27,"endTime":221.76,"body":"samplers costs the same as a"},{"startTime":216.27,"endTime":221.76,"body":"regular bottle $50 and it costs"},{"startTime":221.79,"endTime":225.87,"body":"$20 to produce, you know, all"},{"startTime":221.79,"endTime":225.87,"body":"those little bottles and the"},{"startTime":225.87,"endTime":228.81,"body":"pretty box and all that is the"},{"startTime":225.87,"endTime":228.81,"body":"packaging is more expensive, so"},{"startTime":229.05,"endTime":232.41,"body":"it's a little more expensive."},{"startTime":229.05,"endTime":232.41,"body":"And then the recipient goes on"},{"startTime":232.41,"endTime":234.63,"body":"to turn in their gift"},{"startTime":232.41,"endTime":234.63,"body":"certificate and get the full"},{"startTime":234.63,"endTime":239.19,"body":"size bottle. The manufacturers"},{"startTime":234.63,"endTime":239.19,"body":"profit on that sale went from"},{"startTime":239.19,"endTime":245.43,"body":"$35 down to $15. So typically,"},{"startTime":239.19,"endTime":245.43,"body":"that wouldn't be very appealing"},{"startTime":245.43,"endTime":250.86,"body":"to the manufacturer. Except in"},{"startTime":245.43,"endTime":250.86,"body":"this case with perfume. The"},{"startTime":250.86,"endTime":254.19,"body":"manufacturer knows that if"},{"startTime":250.86,"endTime":254.19,"body":"someone buys a bottle of perfume"},{"startTime":254.19,"endTime":258.93,"body":"once, they're way more likely to"},{"startTime":254.19,"endTime":258.93,"body":"buy it again and again. And"},{"startTime":258.93,"endTime":263.88,"body":"maybe again. If that person buys"},{"startTime":258.93,"endTime":263.88,"body":"the $50 bottle of perfume five"},{"startTime":263.88,"endTime":268.44,"body":"years in a row, their lifetime"},{"startTime":263.88,"endTime":268.44,"body":"profit on that customer goes"},{"startTime":268.44,"endTime":276.63,"body":"from $15 for the one bottle to"},{"startTime":268.44,"endTime":276.63,"body":"$155 over time. There are"},{"startTime":276.63,"endTime":279.66,"body":"certain products out there that"},{"startTime":276.63,"endTime":279.66,"body":"can be hard to sell for the"},{"startTime":279.66,"endTime":284.79,"body":"first time because they require"},{"startTime":279.66,"endTime":284.79,"body":"not just monetary buy in but"},{"startTime":284.79,"endTime":289.68,"body":"sort of like a mental buy in."},{"startTime":284.79,"endTime":289.68,"body":"But once someone has purchased"},{"startTime":289.68,"endTime":295.26,"body":"that item once they become kind"},{"startTime":289.68,"endTime":295.26,"body":"of hooked or loyal and they're"},{"startTime":295.26,"endTime":299.97,"body":"likely to stay on as a customer"},{"startTime":295.26,"endTime":299.97,"body":"for a long time. Think obviously"},{"startTime":300.0,"endTime":308.73,"body":"perfume, or hairdressers, or,"},{"startTime":300.0,"endTime":308.73,"body":"oh, hey, photography, you know"},{"startTime":308.73,"endTime":312.03,"body":"that I am all about selling to"},{"startTime":308.73,"endTime":312.03,"body":"my existing customers, right,"},{"startTime":312.18,"endTime":315.45,"body":"it's way easier to keep a client"},{"startTime":312.18,"endTime":315.45,"body":"than it is to get a client for"},{"startTime":315.45,"endTime":318.84,"body":"the first time, there's that"},{"startTime":315.45,"endTime":318.84,"body":"real trust barrier that you have"},{"startTime":318.84,"endTime":321.78,"body":"to get them over the first time"},{"startTime":318.84,"endTime":321.78,"body":"that they hire you, that just"},{"startTime":321.78,"endTime":325.56,"body":"gets lower and lower and easier"},{"startTime":321.78,"endTime":325.56,"body":"and easier every time that you"},{"startTime":325.56,"endTime":331.32,"body":"deliver photos they love. And so"},{"startTime":325.56,"endTime":331.32,"body":"my strategy is to proactively"},{"startTime":331.32,"endTime":334.83,"body":"set myself up for the highest"},{"startTime":331.32,"endTime":334.83,"body":"number of returning clients, by"},{"startTime":334.83,"endTime":338.04,"body":"inviting my good clients into my"},{"startTime":334.83,"endTime":338.04,"body":"membership after that first"},{"startTime":338.04,"endTime":340.92,"body":"session with me. And if you"},{"startTime":338.04,"endTime":340.92,"body":"don't know about the whole"},{"startTime":340.92,"endTime":344.43,"body":"membership thing, either go"},{"startTime":340.92,"endTime":344.43,"body":"check out revenue on repeat on"},{"startTime":344.43,"endTime":348.12,"body":"my website, or go back to last"},{"startTime":344.43,"endTime":348.12,"body":"week's episode, Episode 112,"},{"startTime":348.18,"endTime":352.71,"body":"where I talk more in detail"},{"startTime":348.18,"endTime":352.71,"body":"about it. But before we can sell"},{"startTime":352.71,"endTime":356.88,"body":"our clients into a membership,"},{"startTime":352.71,"endTime":356.88,"body":"or even just have them come back"},{"startTime":356.88,"endTime":362.25,"body":"as a plain old repeat client, we"},{"startTime":356.88,"endTime":362.25,"body":"have to make them our clients in"},{"startTime":362.25,"endTime":366.27,"body":"the first place, which is where"},{"startTime":362.25,"endTime":366.27,"body":"my Sephora perfume sampler"},{"startTime":366.27,"endTime":370.83,"body":"inspiration comes in. For this"},{"startTime":366.27,"endTime":370.83,"body":"strategy, you would want to"},{"startTime":370.83,"endTime":374.91,"body":"partner with four or five other"},{"startTime":370.83,"endTime":374.91,"body":"photographers in your market who"},{"startTime":374.91,"endTime":380.43,"body":"are ideally priced, you know,"},{"startTime":374.91,"endTime":380.43,"body":"similarly to you, but maybe have"},{"startTime":380.43,"endTime":384.33,"body":"distinct styles from your style,"},{"startTime":380.43,"endTime":384.33,"body":"you would then plan a mini"},{"startTime":384.33,"endTime":387.69,"body":"session event and create a"},{"startTime":384.33,"endTime":387.69,"body":"marketing strategy to spread the"},{"startTime":387.69,"endTime":392.19,"body":"word about the event beyond your"},{"startTime":387.69,"endTime":392.19,"body":"own circles. So this could be"},{"startTime":392.22,"endTime":394.77,"body":"you know, like a grassroots"},{"startTime":392.22,"endTime":394.77,"body":"marketing event where you're"},{"startTime":394.77,"endTime":398.43,"body":"partnering with a local business"},{"startTime":394.77,"endTime":398.43,"body":"or maybe an influencer, who's"},{"startTime":398.46,"endTime":403.62,"body":"shares a target audience with"},{"startTime":398.46,"endTime":403.62,"body":"you. And oftentimes you can, you"},{"startTime":403.62,"endTime":407.67,"body":"can pay for that, or you might"},{"startTime":403.62,"endTime":407.67,"body":"be able to trade to have them"},{"startTime":407.67,"endTime":411.33,"body":"either photographed by one of"},{"startTime":407.67,"endTime":411.33,"body":"those photographers are all of"},{"startTime":411.33,"endTime":415.02,"body":"the photographers. And if your"},{"startTime":411.33,"endTime":415.02,"body":"group has a budget, if"},{"startTime":415.02,"endTime":417.63,"body":"everyone's willing to contribute"},{"startTime":415.02,"endTime":417.63,"body":"some money, you could also do"},{"startTime":417.63,"endTime":421.05,"body":"something like run a series of"},{"startTime":417.63,"endTime":421.05,"body":"Google or Facebook ads to"},{"startTime":421.05,"endTime":424.26,"body":"promote the event, what you"},{"startTime":421.05,"endTime":424.26,"body":"wouldn't necessarily want to do"},{"startTime":424.26,"endTime":429.48,"body":"is blast this out to your email"},{"startTime":424.26,"endTime":429.48,"body":"list, as you will understand in"},{"startTime":429.48,"endTime":433.02,"body":"just a minute. So the idea would"},{"startTime":429.48,"endTime":433.02,"body":"be that everyone who registered"},{"startTime":433.05,"endTime":437.94,"body":"would pay a normal mini session"},{"startTime":433.05,"endTime":437.94,"body":"type rate. And again, among the"},{"startTime":437.94,"endTime":441.42,"body":"group, you guys would have to"},{"startTime":437.94,"endTime":441.42,"body":"decide what that rate would be,"},{"startTime":441.96,"endTime":446.25,"body":"relative to what your normal"},{"startTime":441.96,"endTime":446.25,"body":"rates are. But for that rate,"},{"startTime":446.28,"endTime":449.85,"body":"instead of getting one mini"},{"startTime":446.28,"endTime":449.85,"body":"session with one photographer,"},{"startTime":450.15,"endTime":453.87,"body":"the people who registered would"},{"startTime":450.15,"endTime":453.87,"body":"get five or six, kind of micro"},{"startTime":453.87,"endTime":457.05,"body":"sessions. One with each"},{"startTime":453.87,"endTime":457.05,"body":"photographer involved, they"},{"startTime":457.05,"endTime":460.47,"body":"would go around sort of round"},{"startTime":457.05,"endTime":460.47,"body":"robin style, and get portraits"},{"startTime":460.47,"endTime":465.21,"body":"with each photographer. And then"},{"startTime":460.47,"endTime":465.21,"body":"once they received their images,"},{"startTime":465.48,"endTime":468.09,"body":"they would have the opportunity"},{"startTime":465.48,"endTime":468.09,"body":"to choose one of those"},{"startTime":468.09,"endTime":471.63,"body":"photographers from the group and"},{"startTime":468.09,"endTime":471.63,"body":"book a full session with them."},{"startTime":471.93,"endTime":475.71,"body":"And the cost of that mini"},{"startTime":471.93,"endTime":475.71,"body":"session would go toward the full"},{"startTime":475.71,"endTime":479.25,"body":"session. So it would it would"},{"startTime":475.71,"endTime":479.25,"body":"come back to them in the form of"},{"startTime":479.25,"endTime":484.62,"body":"a discount. Regardless of who"},{"startTime":479.25,"endTime":484.62,"body":"booked future sessions with the"},{"startTime":484.62,"endTime":487.32,"body":"people who came the"},{"startTime":484.62,"endTime":487.32,"body":"participating photographers"},{"startTime":487.32,"endTime":491.16,"body":"would split the entrance fees"},{"startTime":487.32,"endTime":491.16,"body":"equally minus any advertising or"},{"startTime":491.16,"endTime":495.33,"body":"event expenses. So everyone"},{"startTime":491.16,"endTime":495.33,"body":"would receive some compensation"},{"startTime":495.33,"endTime":498.75,"body":"for their time. And then the"},{"startTime":495.33,"endTime":498.75,"body":"photographers who did book"},{"startTime":498.75,"endTime":502.92,"body":"additional sessions would be"},{"startTime":498.75,"endTime":502.92,"body":"giving up a bit of profit for"},{"startTime":502.92,"endTime":505.68,"body":"those sessions due to the fact"},{"startTime":502.92,"endTime":505.68,"body":"that, you know, they were giving"},{"startTime":505.68,"endTime":508.41,"body":"a discount on a session. But"},{"startTime":505.68,"endTime":508.41,"body":"obviously, the hope would be"},{"startTime":508.41,"endTime":512.25,"body":"that they would then have a"},{"startTime":508.41,"endTime":512.25,"body":"client who would return to them"},{"startTime":512.28,"endTime":516.12,"body":"again and again. And worst case"},{"startTime":512.28,"endTime":516.12,"body":"scenario, if you were a"},{"startTime":516.12,"endTime":518.91,"body":"participating photographer, and"},{"startTime":516.12,"endTime":518.91,"body":"you didn't book any additional"},{"startTime":518.91,"endTime":522.78,"body":"work, you would walk away with"},{"startTime":518.91,"endTime":522.78,"body":"you know, a bit of money, some"},{"startTime":522.81,"endTime":528.0,"body":"networking and an exposure, some"},{"startTime":522.81,"endTime":528.0,"body":"portfolio material, and a bunch"},{"startTime":528.0,"endTime":530.79,"body":"of shiny new email addresses on"},{"startTime":528.0,"endTime":530.79,"body":"your list."},{"startTime":531.9,"endTime":532.23,"body":"So a"},{"startTime":532.23,"endTime":535.08,"body":"few things to consider if you're"},{"startTime":532.23,"endTime":535.08,"body":"interested in trying something"},{"startTime":535.08,"endTime":539.1,"body":"like this. First, you want to"},{"startTime":535.08,"endTime":539.1,"body":"make sure that you're partnering"},{"startTime":539.13,"endTime":543.57,"body":"with like minded photographers,"},{"startTime":539.13,"endTime":543.57,"body":"who are going to create a"},{"startTime":543.57,"endTime":548.01,"body":"positive experience for everyone"},{"startTime":543.57,"endTime":548.01,"body":"involved. You also want to try"},{"startTime":548.01,"endTime":551.7,"body":"and find photographers, like I"},{"startTime":548.01,"endTime":551.7,"body":"said, who are similarly priced,"},{"startTime":552.0,"endTime":556.17,"body":"and ideally kind of similarly"},{"startTime":552.0,"endTime":556.17,"body":"skilled. This is probably the"},{"startTime":556.17,"endTime":559.68,"body":"right kind of thing for people"},{"startTime":556.17,"endTime":559.68,"body":"who have been in business for"},{"startTime":559.68,"endTime":562.65,"body":"the same amount of time and are"},{"startTime":559.68,"endTime":562.65,"body":"at a similar place in their"},{"startTime":562.65,"endTime":568.53,"body":"businesses. Ideally, you have"},{"startTime":562.65,"endTime":568.53,"body":"different styles, but even if"},{"startTime":568.53,"endTime":571.05,"body":"they're kind of similar, you"},{"startTime":568.53,"endTime":571.05,"body":"yourself are going to be"},{"startTime":571.05,"endTime":573.81,"body":"different and so you're going to"},{"startTime":571.05,"endTime":573.81,"body":"connect differently with"},{"startTime":573.81,"endTime":578.22,"body":"different people. Second, the"},{"startTime":573.81,"endTime":578.22,"body":"group is going to need to agree"},{"startTime":578.22,"endTime":582.0,"body":"on one person in the group to"},{"startTime":578.22,"endTime":582.0,"body":"manage the registration and the"},{"startTime":582.0,"endTime":585.57,"body":"communication process including"},{"startTime":582.0,"endTime":585.57,"body":"collecting payments and signed"},{"startTime":585.57,"endTime":589.92,"body":"contracts. And since an event"},{"startTime":585.57,"endTime":589.92,"body":"like this can be kind of"},{"startTime":589.92,"endTime":593.01,"body":"logistics heavy, it may make"},{"startTime":589.92,"endTime":593.01,"body":"sense for that person to be"},{"startTime":593.01,"endTime":597.81,"body":"compensated a bit extra for that"},{"startTime":593.01,"endTime":597.81,"body":"time and effort. And obviously"},{"startTime":597.84,"endTime":601.71,"body":"you need to make sure that your"},{"startTime":597.84,"endTime":601.71,"body":"accountant is not going to have"},{"startTime":601.71,"endTime":605.58,"body":"a total meltdown if you if one"},{"startTime":601.71,"endTime":605.58,"body":"person brings money in and then"},{"startTime":605.58,"endTime":608.79,"body":"distributes it among the rest."},{"startTime":605.58,"endTime":608.79,"body":"So get that all worked out ahead"},{"startTime":608.79,"endTime":614.64,"body":"of time. Third, don't try to"},{"startTime":608.79,"endTime":614.64,"body":"throw this together. If you are"},{"startTime":614.64,"endTime":617.28,"body":"interested in hosting an event"},{"startTime":614.64,"endTime":617.28,"body":"like this, for the first time"},{"startTime":617.31,"endTime":621.03,"body":"in, let's say, August, I would"},{"startTime":617.31,"endTime":621.03,"body":"start reaching out to potential"},{"startTime":621.03,"endTime":625.68,"body":"partners no later than April,"},{"startTime":621.03,"endTime":625.68,"body":"this is sort of like a, you"},{"startTime":625.68,"endTime":628.71,"body":"know, let's really plan this and"},{"startTime":625.68,"endTime":628.71,"body":"get it right so that when we"},{"startTime":628.71,"endTime":634.14,"body":"show up, it's a great experience"},{"startTime":628.71,"endTime":634.14,"body":"for everyone. Fourth, you want"},{"startTime":634.14,"endTime":637.8,"body":"to make sure that the price you"},{"startTime":634.14,"endTime":637.8,"body":"charge for the event pre"},{"startTime":637.8,"endTime":642.45,"body":"qualifies the attendees as good"},{"startTime":637.8,"endTime":642.45,"body":"potential clients, for any of"},{"startTime":642.45,"endTime":647.22,"body":"you. This should be fun, it"},{"startTime":642.45,"endTime":647.22,"body":"should be different, it should"},{"startTime":647.22,"endTime":650.19,"body":"be interesting, all of that sort"},{"startTime":647.22,"endTime":650.19,"body":"of stuff. And it's a way for"},{"startTime":650.19,"endTime":654.63,"body":"people to do a bit of comparison"},{"startTime":650.19,"endTime":654.63,"body":"shopping. But what it is not is"},{"startTime":654.63,"endTime":659.4,"body":"just you know a way to go get"},{"startTime":654.63,"endTime":659.4,"body":"cheap or free photos, hopefully,"},{"startTime":659.43,"endTime":663.12,"body":"the way that you position your"},{"startTime":659.43,"endTime":663.12,"body":"messaging. And what this is, is"},{"startTime":663.12,"endTime":665.49,"body":"that people understand that"},{"startTime":663.12,"endTime":665.49,"body":"they're getting the opportunity"},{"startTime":665.49,"endTime":671.79,"body":"to sort of try before they fully"},{"startTime":665.49,"endTime":671.79,"body":"buy. Finally, the group needs to"},{"startTime":671.79,"endTime":675.48,"body":"brainstorm ways that you could"},{"startTime":671.79,"endTime":675.48,"body":"tailor the event to be more"},{"startTime":675.48,"endTime":680.01,"body":"appealing to your target"},{"startTime":675.48,"endTime":680.01,"body":"audiences, you know, maybe part"},{"startTime":680.01,"endTime":684.93,"body":"of the proceeds could go to some"},{"startTime":680.01,"endTime":684.93,"body":"charity, you could do a raffle"},{"startTime":684.93,"endTime":689.04,"body":"or giveaways, you could partner"},{"startTime":684.93,"endTime":689.04,"body":"with aligned local businesses"},{"startTime":689.04,"endTime":691.77,"body":"who could also help you spread"},{"startTime":689.04,"endTime":691.77,"body":"the word but may want to show up"},{"startTime":691.77,"endTime":695.85,"body":"at the event and also talk to"},{"startTime":691.77,"endTime":695.85,"body":"those people. The ideas are"},{"startTime":695.85,"endTime":701.16,"body":"really limitless, I sort of"},{"startTime":695.85,"endTime":701.16,"body":"would recommend that you start"},{"startTime":701.25,"endTime":704.82,"body":"on the smaller side, keep it"},{"startTime":701.25,"endTime":704.82,"body":"pretty simple or as simple as"},{"startTime":704.82,"endTime":708.93,"body":"possible, and then potentially"},{"startTime":704.82,"endTime":708.93,"body":"grow if things go well. But at"},{"startTime":708.93,"endTime":712.2,"body":"the end of the day, live events"},{"startTime":708.93,"endTime":712.2,"body":"like this are a pretty big"},{"startTime":712.2,"endTime":716.43,"body":"commitment. But they can also be"},{"startTime":712.2,"endTime":716.43,"body":"a ton of fun, and they have the"},{"startTime":716.43,"endTime":720.66,"body":"potential to create a lot of"},{"startTime":716.43,"endTime":720.66,"body":"buzz for your business. Is it a"},{"startTime":720.66,"endTime":724.2,"body":"little risky to put yourself out"},{"startTime":720.66,"endTime":724.2,"body":"there with other photographers"},{"startTime":724.47,"endTime":729.12,"body":"in the hopes of getting noticed"},{"startTime":724.47,"endTime":729.12,"body":"and chosen? Sure. But no one who"},{"startTime":729.12,"endTime":733.35,"body":"attends is going to know if no"},{"startTime":729.12,"endTime":733.35,"body":"one books you. And even one"},{"startTime":733.35,"endTime":736.86,"body":"great new client can make"},{"startTime":733.35,"endTime":736.86,"body":"something like this totally,"},{"startTime":736.86,"endTime":741.06,"body":"totally worth your time. Just"},{"startTime":736.86,"endTime":741.06,"body":"like the perfume sampler, you"},{"startTime":741.06,"endTime":744.15,"body":"are acknowledging that"},{"startTime":741.06,"endTime":744.15,"body":"photography is about finding the"},{"startTime":744.15,"endTime":748.89,"body":"right match, which it is. And"},{"startTime":744.15,"endTime":748.89,"body":"finding the right match is just"},{"startTime":748.89,"endTime":754.38,"body":"as important for you as it is"},{"startTime":748.89,"endTime":754.38,"body":"for your clients. So sit down,"},{"startTime":754.41,"endTime":757.29,"body":"make a list of the photographers"},{"startTime":754.41,"endTime":757.29,"body":"in your area that you think"},{"startTime":757.29,"endTime":760.26,"body":"might make good partners and"},{"startTime":757.29,"endTime":760.26,"body":"then send them a message with a"},{"startTime":760.26,"endTime":761.76,"body":"link to this podcast episode."},{"startTime":762.449,"endTime":766.289,"body":"And then once you host your"},{"startTime":762.449,"endTime":766.289,"body":"event, I want you to reach back"},{"startTime":766.289,"endTime":770.309,"body":"out and tell me how it went. I"},{"startTime":766.289,"endTime":770.309,"body":"want to hear all about it and if"},{"startTime":770.339,"endTime":774.869,"body":"it is a success, or if you have"},{"startTime":770.339,"endTime":774.869,"body":"lessons to share, I would love"},{"startTime":774.869,"endTime":778.889,"body":"to bring you on the podcast and"},{"startTime":774.869,"endTime":778.889,"body":"share that out with the world as"},{"startTime":778.889,"endTime":784.199,"body":"well. Enjoy and have a great"},{"startTime":778.889,"endTime":784.199,"body":"week. Well that's it for this"},{"startTime":784.199,"endTime":787.349,"body":"week's episode of this can't be"},{"startTime":784.199,"endTime":787.349,"body":"that hard. I'll be back Same"},{"startTime":787.349,"endTime":791.129,"body":"time, same place next week. In"},{"startTime":787.349,"endTime":791.129,"body":"the meantime, you can find more"},{"startTime":791.129,"endTime":794.099,"body":"information about this episode"},{"startTime":791.129,"endTime":794.099,"body":"along with all the relevant"},{"startTime":794.099,"endTime":797.969,"body":"links notes and downloads at"},{"startTime":794.099,"endTime":797.969,"body":"this can't be that hard comm"},{"startTime":797.969,"endTime":801.419,"body":"slash learn. If you like the"},{"startTime":797.969,"endTime":801.419,"body":"podcast, be sure to hit the"},{"startTime":801.419,"endTime":805.079,"body":"subscribe button. Even better,"},{"startTime":801.419,"endTime":805.079,"body":"share the love by leaving a"},{"startTime":805.079,"endTime":809.189,"body":"review on iTunes. And as always,"},{"startTime":805.079,"endTime":809.189,"body":"thanks so much for joining me. I"},{"startTime":809.189,"endTime":811.079,"body":"hope you have a fantastic week."}]}