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She Calls Her Shots Podcast

Ep. 103: The not-so-secret recipe for profitable pricing w/ Annemie Tonken

February 21, 2023

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Do you feel like you aren’t making enough profit in your business? You aren’t alone. Many entrepreneurs struggle with pricing and profit, but Annemie Tonken is here to help! Annemie, a professional photographer since 2010, shares her expertise on pricing, mindset shifts, and practical tools to help business owners create a profitable business they love. 

Today, we’re chatting with Annemie Tonken, a professional photographer since 2010, respected educator, speaker and podcaster. She helps people focus on their business systems and strategies to create a profitable, sustainable business that they love. Annemie is the host of the top-rated weekly business podcast for photographers,This Can’t Be That Hard, creator of the Simple Sales System, and the co-founder of the Family Narrative Conference. 

Annemie provides her not-so-secret-steps to help entrepreneurs create a profitable business. These steps are practical, actionable, and can be applied to any industry. Our conversation today focuses on how to create a successful business. We dive into the importance of getting clear on your pricing strategy, setting a minimum price, using packages and tiers, and raising prices. 

Join us as we break down the strategy, numbers, and mindset shifts that will help you make the most of your business!


1. How to strategically manage pricing and profitability in a business

2. How to make the transition from part-time to full-time in your business

3. How to create a successful business model that aligns with personal preferences and parameters.

Join my FREE 30 day challenge!

I’m so excited to announce my newest 30 day challenge, the Confident Creative! In this challenge I will be helping you implement the strategies that will not only help you feel more confident as a creative business owner, but I’m also giving you access to the exact tools that I use to bring in more joy and money to my growing business every day. And as soon as you join, you’ll get immediate access to:

  • The challenge information
  • The guided PDF workbook 
  • The daily journal prompts
  • A beautiful daily checklist to help you track your results

There’s honestly no better time to join me than right now. So if you’re ready to gain massive clarity, unleash your inner confidence to create that life and business that you’re proud of, I’d love to have you join me!

Here’s what we covered in this episode:

3:57 Meet Annemie Tonken, Family Photographer and Business Educator

5:32 Exploring the Journey of Becoming a Family Photographer

7:39 Conversation on Pricing Strategy 

9:58 Understanding the Mindset of Charging for Your Services

14:13 Avoiding Common Mistakes in Business Accounting

16:17 Mistakes to Avoid When Calculating Business Expenses

17:42 Navigating the Transition from Part-Time to Full-Time Business Ownership

22:12 Setting Up Your Business for Profitability

23:26 Aligning Your Business and Pricing Strategies for Maximum Profitability

30:48 Exploring the Dead Zone for Pricing

32:29 Strategies for Setting the Right Price Point

39:33 The Psychology of Charging What You’re Worth

41:48 The Power of Systems in Building a Successful Photography Business

43:18 The Benefits of Systematizing Your Business

44:52 Recommendations for Pricing Strategies and Alignment in Business

Other episodes you’ll enjoy

Ep. 085: 5 Steps for short term and long term financial success w/ Lynda McDonell

Ep. 100: (PEP TALK) Let’s reframe our money beliefs

Want to learn more?

Check out my brand new website!

Learn more about my newest group coaching program, AMPLIFY!

Join me for my newest 30 day challenge!

Connect with Annemie:

Find her on Instagram

Check out her podcast 

Check out This Can’t Be That Hard courses here!

Register for the Simple Sales Masterclass

I’d love to connect with you!


Join me for my exclusive FREE video workshop — Planning For Profit!

The training for small business owners & creative entrepreneurs that are ready to create a thriving, profit-focused business! 🥳

Inside the workshop we’ll be covering:

Mindset Strategies

  • Overcoming limiting beliefs & understanding how they’re holding us back from earning more money
  • Overcoming our perfectionism & people pleasing tendencies
  • Identifying your values and creating alignment with your goals
  • Powerful thinking & visualization strategies to put you in the mindset of a profitable business owner

Financial Strategies

  • Defining your money story & getting clear on any money blocks
  • Understanding your numbers (what you need to go full-time/take your business to the next level)
  • The profit first method and how to start implementing it in your business
  • Successful money habits

Business Strategies

  • Ditching the busy work
  • Powerful content creation
  • Marketing & selling strategies
  • Creating an irresistible brand
  • Streamlining your systems

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