The Toolkit

Step-by-step branding, marketing and productivity systems for growth and focus in your photography business

Are you a photographer who feels overwhelmed trying to juggle developing your brand, marketing and organisation, spending your days spinning plates and randomly completing tasks without a clear strategy or plan?

The Toolkit contains step-by-step, reusable systems for you to follow. Simple exercises and templates lead you through the entire process of developing your brand vision, creating your marketing strategy, and planning your working days/weeks/months, all completely aligned with your own unique circumstances, brand, priorities, values, strengths and purpose.

I’m Anna, a family photographer and mentor living in sunny Manchester, proud mum to hilarious chatterboxes 14 year old Joe and 5 year old Huey. My images are inspired by my love of people, their character and their stories, and I specialise in honest, creative documentary family photography that celebrates real life, spirit, emotion and individuality.

As a past secondary school teacher, I’m hugely passionate about education and supporting others, and for several years now I’ve regularly run workshops and mentoring sessions for other photographers, helping them to develop and grow their own family and wedding photography businesses.

The Toolkit (previously The Game Plan) is something I actually designed for myself after investing a huge amount of time and money on self-development… a mentor, a business coach, branding, marketing and productivity courses & diplomas, articles, books, videos, blogs and podcasts – a simple system to draw together everything I’d learned. Through running workshops and mentoring I heard so many other photographers voice the same struggles I’d experienced myself, so it was a complete no-brainer to share it – it’s what I wish I’d had when I first started out when I experienced ALL of the following things… 

 

ANNA HARDY

DO ANY OF THE FOLLOWING SOUND FAMILIAR?

You feel like a reactive passenger in your own business, fire-fighting your workload

You have no real strategy for gaining clients and instead wait & hope that enquiries will come in

You feel overwhelmed by the wide range of tasks you could be doing and aren't sure which to focus on

You struggle to attract clients who 'get' what you do and don't haggle on price

You have few routines or systems and often work chaotically and without much purpose or focus

You feel uneasy and intimidated by marketing and are never sure exactly where to start

You feel like you're constantly busy but often spinning your wheels and going nowhere

You lack confidence in your own brand and aren't sure why clients would choose you over others

THE TOOLKIT ENABLES YOU TO…

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Give your brain a rest by following a clear strategy and plan instead of tiring daily decision-making

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Learn how to stand out with your own unique, soulful brand

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Consistently magnetise your ideal clients

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Design an effective marketing plan to achieve your goals for the year ahead

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Feel (and be!) in control of your business

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Feel more fulfilled and confident about the value of what you offer

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Create clear, accessible quarterly, monthly, weekly and daily plans for you to follow

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Enjoy calm, focused and productive working days

The roots of problems & successes

During the past few years, learning how to more efficiently grow my own business and supporting other photographers to do the same, it’s become clear to me that to move forward you need a clear strategy that rides on mastering three crucial areas:

BRANDING

Clarity on your business’ unique personality and vision

MARKETING

Magnetising your ideal client through valuable and genuine connection

PRODUCTIVITY

Clear focus, planning, organisation and efficiency

The problem with this?
They also happen to be the three areas that come up time and time again when photographers say what they most struggle with:

Branding

“There are so many of us and I don’t know how to stand out”

“I struggle to explain what’s unique about me and my business”

“I’m struggling to attract the right clients / I’m attracting the wrong type of clients and don’t know why”

“I always end up feeling that I just have to compete on price”

“I spend a lot of time obsessing about what other photographers are doing and feel dragged in a million different directions”

Marketing

“I lack confidence putting myself out there”

“I hate marketing”

“I’m just not a businessperson and struggle with that side of things”

“I don’t want to sell out or be too ‘salesy’ but I really want to start earning a decent wage from this”

“I’ve no idea how to juggle all the different types of marketing and social media”

Productivity

“I just can’t get myself organised, I feel like I’m chasing my tail all the time”

“I’ve a massive ‘to do’ list but have no idea where to start or what order to do things in”

“I’m knackered and overwhelmed”

“I want to drive my business forward but still want to have time for my family and friends”

“I feel like I have no time for fun or creativity as I’m spending all my time buried in all the other aspects of running a business”

it’s geeky venn diagram time

Yes, I clearly need to get out more, but I bloody love a good Venn Diagram, and creating this was the ultimate in maximum dorky satisfaction 🙂 It’s the perfect way to illustrate the ‘holy trinity’ of branding, marketing and productivity so please excuse my embarrassingly geeky joy in sharing this with you 🙂

What I’ve realised over the years is that most photographers’ problems, including my own, stem from neglecting or struggling with one or more of these three key areas (see diagram above). Many photographers are strong in at least one of them, which gives them the momentum to get their business off the ground. Some photographers are strong in two, which carries them further and enables them to grow their business, but usually while experiencing struggles that aren’t sustainable or desirable. It’s when they’re strong in all three that the lightning bolt strikes and the magic happens.

Another problem with not working on all three is that neglecting one area can actually derail the others. Weak branding damages marketing, as it lacks impact on others or attracts the wrong clients, and reduces productivity as there’s no deeper purpose, passion or vision to drive goals and give direction. Weak productivity cause you to burn-out which can damage your own faith in your brand and make marketing seem too overwhelming to attempt. Poor marketing weakens your brand by neglecting connection with your ‘tribe’ and damages your productivity by running you ragged with a ‘hit and hope’ approach to gaining business.

The Toolkit was specifically designed to assess and fix all three of these areas

SO WHAT EXACTLY DOES THE TOOLKIT CONTAIN?

The Toolkit contains three Mini-Toolkits: Branding, Marketing and Productivity. These can either be purchased individually or all together (as The Full Toolkit). Every Mini-Toolkit is broken down into step-by-step, easily digestible, bite-size units… each containing simple exercises, templates and workbooks to guide you through it.

The Branding Toolkit

A thorough assessment of your current brand’s strengths and weaknesses, so that moving forward you understand exactly what needs to be kept, developed or changed

Discovery of your ‘WHY’ and values, so that you develop a unique, fulfilling, memorable brand, intrinsically connected with the things you value most in life – differentiating yourself in a crowded marketplace with an individual and authentic offering and vision, rather than competing on price

Learn the power and importance of brand stories and messaging, and discover your own

+  A clear plan and simple techniques to identify and magnetise your ideal clients (your ‘tribe’) – passionate, loyal, ideal clients who ‘get’ and value what you do

+  CONTAINS UNITS: What is a brand? / Your favourite brands / Brand review / Provisional visualisation / Visual brand audit / Client survey / SWOT analysis / Reflection / Strengths & passions / Ask a friend / Your ‘why’ / The business you’re really in / Core values / Guiding messages / Favourite client survey / Ideal client / Vision / Mission / Brand stories / Brand anatomy / Visual design

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The Marketing Toolkit

Design compelling products and services built around exactly what your ideal clients want and love, with simple and effective pricing strategies

Create an effective blogging and social media plan for the months ahead to consistently generate powerful and engaging online content that your ‘tribe’ will love and that connects you to them

Set up a marketing ecosystem, that includes your website, blog, social media and mailing list (we’ll get you set up if you haven’t already got one!)

 Craft solid, focused and achievable marketing strategies, with trusted, effective, gentle and accessible marketing techniques – marketing doesn’t have to be scary!

+  CONTAINS UNITS: Assess your business / Your USPs / Define your tribe / Core offerings / Features vs benefits / Pricing your products & services / Language & communication / Your website / Your mailing list / Your content ecosystem / Create a content bank / Annual marketing plan / Quarterly marketing objective / Quarterly marketing tactic / Quarterly marketing plan

The Productivity Toolkit

Set aspirational annual goals for the year ahead, with clarity on how they can translate into focused quarterly goals

Create annual overviews and plans to give your quarterly strategies clear focus

Formulate focused 12 week strategies for each quarter, intrinsically linked to your annual goals, with a clear written plan for how to achieve them

Enjoy calm, focused and productive working days, using clear monthly, weekly and daily plans, knowing you’re always concentrating you energy on what’s most important

+  CONTAINS UNITS: Your 3 year vision / Goal setting / Annual overview / Annual marketing overview / Quarterly strategy / Create content for the quarter / Monthly planning / Schedule your content for the month / Weekly planning / Daily planning

What kind of results do people get?

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SHONA REILLY

As a newbie to photography it has been absolutely invaluable. I only have two days a week to work on my photography business and it has structured my time, given me focus and a clear direction to plan my business. The teacher in me loves how organised and well-structured it is. I have a short attention span so the quick videos and tasks have been brilliant. I keep the worksheets by my desk so I can easily look back through when I’m working. The course has actually improved my photography too as I am now clear about the kind of images I want to show. It took a while for me to come round to signing up but it is absolutely value for money. Anna, this course must have taken so long for you to put together and I am loving it! Thank you!”

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Sarah Morris

The minute you asked me to think of my brand as a human being I was hooked, I was expecting it to be all about logos and hashtags. It was, and is, a very illuminating experience and made me feel very differently about myself and my business. You make it so easily digestible, fun and interesting.”

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Hannah Brooke

“Since enrolling, my website portfolio has massively improved, I’ve written blogs and I’m less inclined to take bookings that don’t feel right just for the money any more! I now have brochures for weddings and families and have secured my first bookings at my new prices. I’m doing ‘less’ bookings but I feel like the people who book me now are doing it because of me and my unique style, rather than it just being at a knock down introductory offer price!”

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Laura Shaw

Mind blown 🤯 This feels a little like therapy, in the best way possible. Through this process I’ve realised who I connect with the most. I’m so excited, every day I’m loving working on it. I feel like everything is making more sense!
I was very reactive to my business and unable to guide it in the right direction. There’s a lot of advice out there for marketing and branding but many felt quite disingenuous and rarely could you see proof of a thriving business. Anna is the polar opposite, she has a very successful business and is incredibly down to earth and relatable.
The layout is very easy to use, the videos are very helpful for us visual learners and the tasks are short, sharp and thought-provoking. I’ve been able to implement simple strategies to improve my client interactions that have seen my enquiries escalate. I’m already busy with new shoots. Finally I’m starting to attract my ideal client and shooting the type of work I truly enjoy. Do not hesitate to sign up. This is exactly what I needed for my business and I’m so thrilled I did it. I’ve already made the course fee back through new work and I’m only getting started…”

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Jordanna Marston

“I signed up to sort out my marketing for this year and going forward. It’s been so thought provoking and exploratory. I’ve now created so many templates for good working practices to streamline what I do. It has also helped me plan content and marketing strategies for the year ahead on well designed, easy to work through activities and pin-up-able worksheets. Anna is such a good educator – very generous with her time and support, approachable and fun. The beauty of the content is that it doesn’t expire and the activities won’t date… So, in my mind, it’s money very well spent. There is loads of content and I think anyone at any stage of their business would get a lot out of it.”

SIGN UP FOR THE TOOLKIT

There are 4 course options to choose from:

  • The Full Toolkit (Branding, Marketing + Productivity)£695

Mini-Toolkits

  • Branding Toolkit – £350
  • Marketing Toolkit – £275
  • Productivity Toolkit – £195

CURRENTLY 25% OFF ALL TOOLKITS WITH THE CODE LOCKDOWN25

THE FULL TOOLKIT

£695 (currently £521.25 with code LOCKDOWN25)

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All 3 Mini-Toolkits - Branding, Marketing + Productivity

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Tasks and templates for you to complete at the end of each unit

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Start whenever you want and work through it completely at your own pace

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OPTIONAL ADD-ON: Skype mentoring sessions for extra 1-1 support alongside working through the course. Heavily discounted for those purchasing the Full Toolkit - either one 2 hour session for £250 (usually £350) or two 2 hour sessions for £450 (usually £700).

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PAYMENT PLANS AVAILABLE

BRANDING TOOLKIT

£350 (currently £262.50 with code LOCKDOWN25)

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Personalised branding system

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Tasks and templates for you to complete at the end of each unit

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Start course whenever you want and work through it completely at your own pace

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Coupons for 20% off the Marketing and Productivity Toolkits (so you get a cheeky discount if you decide to add either/both of the others at a later date)

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PAYMENT PLANS AVAILABLE

MARKETING TOOLKIT

£275 (currently £206.25 with code LOCKDOWN25)

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Personalised marketing system

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Tasks and templates for you to complete at the end of each unit

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Start course whenever you want and work through it completely at your own pace

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Coupons for 20% off the Branding and Productivity Toolkits (so you get a cheeky discount if you decide to add either/both of the others at a later date)

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PAYMENT PLANS AVAILABLE

PRODUCTIVITY TOOLKIT

£195 (currently £146.25 with code LOCKDOWN25)

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Personalised productivity system

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Tasks and templates for you to complete at the end of each unit

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Start course whenever you want and work through it completely at your own pace

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Coupons for 20% off the Branding and Marketing Toolkits (so you get a cheeky discount if you decide to add either/both of the others at a later date)

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PAYMENT PLANS AVAILABLE

FAQ

HOW OFTEN DOES THE COURSE RUN?

The Toolkit and the Mini-Toolkits are always available. Once you’ve signed up you can start whenever you like (immediately or months later!) and work through at your own pace.

WHAT FORMAT IS THE COURSE CONTENT DELIVERED IN?

Each Toolkit is delivered in a series of units. Each unit contains a video with voice-over slides. At the end of each unit there’s a task for you to complete with a downloadable worksheet/resource to help you, so that by the end of the course you’ll be fully up and running and ready to crack on!

WHAT IF I'M CURRENTLY BUSY AND MIGHT NOT BE ABLE TO START / DEVOTE ENOUGH TIME TO THE COURSE AT THE MOMENT?

This is no problem at all – you can begin working on the course whenever you want – you don’t have to begin on the day or week or even the month you sign up for the course, many people don’t! Once you’ve purchased it, you can work through it completely at your own pace – guzzle it all in a day, mooch through it slowly over several months/years or anywhere in between – it’s yours to start and work through whenever suits you. Whenever you choose to start and whatever pace you work at, all the content is yours to access forever, so you’re able to revisit any of it at later dates if you want to 🙂

WHAT LEVEL OF EXPERIENCE SHOULD I HAVE?
This course is for photographers of all levels of experience.
HOW LONG DO I HAVE ACCESS TO THE COURSE?

Always! The systems are designed to be re-used so they’re yours to re-use and re-visit 24/7, 365 days a year 🙂 The course may increase in price in the future but you’ll never have to pay any more and will have permanent access to all the resources.

WHAT IF I WANT ONE-TO-ONE SUPPORT WORKING THROUGH THE TOOLKIT?

No problem! I also offer Laser-focused Skype mentoring sessions that you can book in alongside working through the course. I offer these at a heavily discounted rate for those purchasing the Full Toolkit – you can either purchase one 2 hour session for £250 (usually £350) or two 2 hour sessions for £450 (usually £700).

HOW DOES THE TOOLKIT DIFFER TO THE ROOST?

Although they might seem like they have some overlap (as both mention branding and marketing) these two courses are completely different. The Roost contains generic advice specifically relating to growing a family photography business whereas The Toolkit is a system of personalised templates and exercises that you work through to create a bespoke strategy for your own photography business, and is applicable to any kind of photography – wedding, family or otherwise. For example, The Roost discusses the importance of branding and gives general advice about finding your own style and approach, whereas The Toolkit leads you through the detailed process of actually creating your own unique brand so that you have a full brand profile at the end of it. Similarly, The Roost advises you about the types of marketing that work well for family photography, whereas The Toolkit leads you through the process of actually creating your own annual and quarterly marketing strategies.

Ready to have a simple system to follow where you can stand out with your own unique brand, consistently magnetise your ideal clients and enjoy calm, focused & productive working days?
30 DAY SATISFACTION GUARANTEE

I want you to love your course and get amazing results. If you don’t feel that my coaching can help you develop the skills you need, then let me know and I’ll refund your purchase. No questions asked. I’m sure you’ll be delighted though!

ANNA

FOLLOW ME

Manchester family photographer, for down-to-earth, adventurous, big-hearted families all across the North West, London and UK

Creative, documentary family photography in Manchester, Liverpool, Lancashire, Cheshire, Yorkshire, London

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