363 - There's More Than One Way to Win the Pricing Game

What if " Just raise your prices " is the wrong advice for right now? That's a question a lot of photographers have been sitting with lately - and honestly, it's one worth taking seriously. When budgets feel tight and bookings feel uncertain, the standard advice can start to feel a little tone-deaf. But here's the thing: there are real, strategic ways to increase your profitability without ever touching your prices. In this episode, I'm revisiting a framework I introduced way back in Episode 38 - the Donkey, Workhorse, and Unicorn business models - and looking at it through a fresh lens. Because after 16 years in this industry, I can tell you that the most profitable version of my business wasn't the one where I was working the hardest or charging the most. It was the one where I finally got smart about how I was structured. In this episode, I'm breaking down: Why profitability is about what you KEEP, not just what you charge The three business models that can all be profitable in photography (and the very different ways they get there) Why the donkey model is the most misunderstood (and often the most profitable) of the three How to calculate your actual effective hourly rate so you can see exactly where you stand This episode is the first in a four-part pricing and money series, and it sets the foundation for everything we'll be covering this month. Whether you're feeling nervous about the economy or just curious about whether there's a smarter way to structure things, this is a good place to start. LINKS: Take the business model quiz : Listen to Episode 38 (from 2020) Sign Up for the FREE Webinar: Economy Proof Your Business - 3 Ways to Make More Without Charging More Resources: New to the podcast? Go to thiscantbethathard.com/welcome to get access to 3 of Annemie's best free resources. Join our community! We'd love to welcome you into our supportive, business-focused private Facebook group. Go to facebook.com/groups/thiscantbethathard to request access. Long-time listener? Leave a review!

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363 - There's More Than One Way to Win the Pricing Game is an episode from This Can't Be That Hard by Annemie Tonken.

This episode is 31:52 long.

This episode was published on Apr 7, 2026.

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