In this episode, Heather sits down with Karly, a pet and equine photographer who is in the early but powerful stages of building a profitable photography business. Karly shares what it looks like to invest deeply in your growth before the income catches up, how surrounding yourself with the right people can completely change what you believe is possible, and why visibility—especially when it feels uncomfortable—can be the very thing that accelerates momentum. This conversation is an honest look at belief, confidence, and the internal shifts that happen long before external success shows up.

1. Growth Often Comes Before the Money Karly shares what it looks like to invest in your growth—education, retreats, and support—before the income shows up. Even though she's still in the red, she has complete belief that the results will come, and that belief is what keeps her moving forward instead of quitting.

2. Proximity Expands Belief and Possibility Being in rooms with successful, supportive photographers changed Karly's vision of what was possible for her business. Seeing others at different stages helped her move from "maybe someday" to "I can do this too."

3. Visibility Is the Catalyst for Momentum As a self-described "world-class hider," Karly joined Elevate because visibility felt uncomfortable—and therefore necessary. She realized that taking action, showing up, and allowing herself to be seen was the missing piece between learning and actually building momentum.

How to Support the Podcast:

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In this episode, Heather sits down with photographer Michelle, who shares the story of how she transformed a creative idea into a high-impact project that raised over $10,000 for a local dog rescue — while also generating visibility and momentum for her business. Through a breed-specific book project featuring dachshunds, Michelle not only gave her audience a meaningful reason to book sessions, but also built brand awareness, formed strategic partnerships, and expanded into a completely new niche.

1. The Book Project Strategy A book project gives clients a tangible reason to book — especially in niches like pet photography where there's no built-in milestone. It combines storytelling, imagery, and charity into a powerful offer.

2. Partnerships That Create Leverage By collaborating with the Detroit Dachshund Club and a rescue organization, Michelle tapped into a new audience, expanded her reach, and created built-in credibility for her project.

3. Creative Fundraising That Fuels Marketing A "cover contest" encouraged participants to raise funds for a chance to be featured on the book's cover — turning the project into a community-driven initiative that sparked donations and increased exposure.

How to Support the Podcast:

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In this inspiring episode, Heather chats with Susie, a pet photographer and Elevate student, about her recent experience at CatFest, where she faced disappointing results—but didn't let that stop her momentum. Learn how Susie reframed a perceived "failure," found power in persistence, and embraced the long game of business building with resilience and optimism.

Key Takeaways:

• A slow sales day doesn't define your worth or future success.

• Reframing setbacks helps you stay emotionally grounded and focused.

• Building a business is a long game—progress counts, even in small steps.

• Confidence grows when you take action despite rejection.

• Marketing is never "one and done"—keep showing up and experimenting.

How to Support the Podcast:

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In this honest and empowering episode, Heather tackles the all-too-familiar feeling of falling behind while watching other photographers appear to thrive. Learn how to shift out of comparison, manage your mindset, and return to your purpose—with practical tools to help you feel empowered, not defeated.

Key Takeaways:

• Why comparison triggers negative emotions (and how to redirect them)

• The false belief that others' success means your failure

• How to identify and reframe the thoughts that lead to insecurity

• Why competition doesn't actually take clients from you

• A simple mental shift to move from "lack" to "service" energy

How to Support the Podcast:

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In this episode of the Flourish Academy podcast, Heather and Nicole dive into one of the most maddening experiences for photographers: when you "do everything right" on an inquiry call… and the client still doesn't book. They break down why this happens, how to stop spiraling into self-doubt, and the mindset shifts that keep you moving forward with confidence. If you've ever wondered, "Why isn't this working?" — this conversation is your reset.

• Why doing everything "right" still doesn't guarantee a booking

• The two mental "tracks" photographers default to after a no — and how to choose the one that builds momentum

• How expectations quietly create frustration (and how to release them)

• The role of energy, fun, and curiosity in booking more clients

• Why hearing more no's can actually strengthen your business

How to Support the Podcast:

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Heather Lahtinen: Website, Facebook, Instagram

What do a used car salesman and your sales energy have in common? In this heartfelt and surprisingly hilarious episode, Heather shares her daughter's first car-buying experience to reveal powerful lessons about selling from a place of service—not pressure. Tune in to learn how authenticity can transform even the most "salesy" moments into meaningful, trust-building connections.

• The energy behind your words—not just the script—determines how people feel about your "pitch."

• Selling doesn't have to feel gross; when done from genuine service, even "Please buy this today" can feel kind and caring.

• Confidence is built through small decisions and real-world experiences—watching someone grow into that is powerful.

• Not everyone in sales is pushy—there's a big difference between get energy and give/service energy.

How to Support the Podcast:

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In this episode of the Flourish Academy Podcast, Heather Lahtinen and Nicole Begley uncover the sneaky thought that might be sabotaging your photography sales — the fear of being "shady" or doing a bait and switch when offering paid upgrades after free or charitable sessions. They share how to shift from guilt and hesitation to confidence and service so you can sell ethically, easily, and profitably.

Key Takeaways:

• The "bait and switch" fear is killing your conversions.
• Transparency and communication create trust, not pressure.
• Clean, confident thinking drives higher sales.
• Selling from service is never manipulative.
• Your mindset determines your results — not your pricing.

How to Support the Podcast:

• Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review.
• If you like the content, please share with your friends by posting on social media so that we can reach and impact more people.

Join our next free coaching workshop: www.getcoachedbyheather.com

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Heather Lahtinen: Website, Facebook, Instagram

In this episode of the Flourish Academy Podcast, Heather Lahtinen talks with Susie Inverso, a pet photographer and Elevate member, about the life-changing concept: "If you're willing to be embarrassed, you can do anything." Susie shares how a daring solo mountain adventure helped her overcome fear, build confidence, and apply powerful mindset shifts to her business and life.

Key Takeaways:

• Confidence grows when you act despite fear, not before.

• The worst outcome is often just a feeling — like embarrassment — and you can handle it.

• Mindset work is the missing link between strategy and success.

• Discomfort and failure are stepping stones to growth.

• Coaching and community help you sustain belief when doubt creeps in.

How to Support the Podcast:

• Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review.
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Join our next free coaching workshop: www.getcoachedbyheather.com

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Heather Lahtinen: Website, Facebook, Instagram

In this episode of The Flourish Academy Podcast, Heather Lahtinen and guest Nicole Begley dive into one of the biggest mindset challenges photographers face — visibility. But not the "post more on social media" kind. This conversation explores what it truly means to be seen — as a business owner, creator, and human being.

They unpack why so many photographers avoid showing up online, the fears that keep them hidden, and how to reframe visibility as an act of service rather than self-promotion.

If you've ever said, "I don't know how to be visible," this episode will help you realize it's not a strategy problem — it's a thinking problem. And once you shift your thoughts, everything changes.

How to Support the Podcast:

• Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review.
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Join our next free coaching workshop: www.getcoachedbyheather.com

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Heather Lahtinen: Website, Facebook, Instagram

Feeling stuck in a spiral of overthinking or overwhelm? In this episode, Heather Lahtinen breaks down why it's not your to-do list that's overwhelming you—it's your thoughts. Learn how self-trust, not control, is the antidote to overthinking and why shifting your mindset can help you finally move forward with clarity and confidence.

Heather also shares insights from the recent 4 Clients in 4 Weeks Challenge and introduces the upcoming Visibility Workshop inside Elevate—a space designed to help photographers step into their next level of growth with courage and simplicity.

👉 Listen in to discover how to trade overwhelm for self-trust and overthinking for intentional action.

How to Support the Podcast:

• Subscribe to the podcast on iTunes or wherever you listen to podcasts. Please like, share, and leave a review.
• If you like the content, please share with your friends by posting on social media so that we can reach and impact more people.

Join our next free coaching workshop: www.getcoachedbyheather.com

Connect:

Heather Lahtinen: Website, Facebook, Instagram