Freedom Focus Photography

Today I’m chatting with my friend Adam Goldberg of AGoldPhoto, a studio pet photographer, shelter-dog hype man, and the brain behind “Second Shot.” He started in shelters back in 2013, built a thriving studio, and is now circling back to his roots with a model that funds adoption photos through brand sponsors. It’s smart, generous, and wildly scalable.

If you love the idea of photographing rescue pets but struggle to find the time w...

Ever wonder what separates a $500 sale from an $8,000 sale? In this episode, Heather sits down with three Elevate photographers, Marcie Fry, Katie Carmickle, and Jessica Wasik, who each closed an $8K sale in the same week. You’ll hear their journeys, the marketing that worked, and what ACTUALLY made this sale possible.  Spoiler alert, it wasn’t a specific pricing strategy.

What to Listen For

• How three different photographers each...

306 - If you’ve ever wondered why inquiries go silent or potential clients disappear, you’re not alone. But here’s the thing: the real reason isn’t your pricing, your competition, or even the economy. 

In this week’s episode, Heather breaks down the surprising truth behind why clients aren’t booking—and how you can turn it around starting today.

What to Listen For:

• The simple reason clients don’t book (and why it’s not your pricin...

305 - You might think you’re avoiding certain business moves because they’re “not the right time” or “too complicated.” But what if the real reason is that you’re avoiding a feeling? 

In this conversation, Heather shares her own breakthrough about risk, safety, and the emotions we’re unwilling to feel — and how that awareness can change everything.

What to Listen For:

• How your self-concept influences your willingness to take risks
• ...

304 - The fastest way to change your photography business? Change the way you see yourself. In this episode, Heather and I break down the self-concept shifts that help you introduce yourself confidently, market without second-guessing, and invest in your growth like a CEO. 

If you’ve ever felt like an imposter, struggled to get results from courses, or shamed yourself for “not doing enough,” this conversation will free you up to sta...

303 - When you're stuck between following your gut or trusting a “proven” system, what do you do? 

In this episode, Nicole and Heather unravel the real question behind the question—and it’s not what you think. We’re talking friction, experimentation, and how to confidently build a business that fits you.

What to Listen For:

• The real question photographers are asking when they’re unsure about pricing
• Why friction-free strategie...

302 - This episode dives into the sneaky little phrase we all use—“life happens”—and why it may be holding you back more than helping you cope. Heather shares a coaching conversation that will change how you handle disruptions, delays, and the real-life rollercoaster of being a business owner.

What to Listen For:

• The surprising mindset shift that keeps you from spiraling when things go wrong
• The hidden cost of saying “I’m just bei...

301 - Ever felt weird about “selling” your photography services—especially to people you know? You’re not alone. In this episode, we dive into the hidden mindset blocks that stop you from confidently sharing your business. And spoiler alert: it’s not about needing a better pitch or new pricing guide. It’s about how you're thinking.

What to Listen For:

• Why feeling “sold to” may be triggering your own sales anxiety
• How projecti...

300- Your photography inquiry process that’s been being taught for years is broken. In this episode, Nicole and Heather unpack a bold new approach to make your services easier to book and your client experience smoother from the very first click.

What to Listen For:

• Why the traditional inquiry process is broken
• The psychology behind why clients bounce without booking
• How your website is sabotaging your bookings (and how to fix it)
• T...

Building on the ideas from Episode 298, Nicole and Heather are here to bust the myth of the “perfect way” to run your photography business. 

What if your business felt light, easy, and exciting again? Let’s dismantle the myth of the “right way” to build your photography business and reveal how to create a business model that works for you – not against you.

What to Listen For

• Why there is no single “right way” to build your photog...

298 - Raise your hand if you've ever thought: "There must be a right way to run this business—and I just haven't found it yet." This episode unpacks the very human urge to follow a blueprint...and why YOUR success might actually be waiting inside the one thing you’ve been avoiding.

What to Listen For:

• The lie we believe about there being one “right way” to build a business
• Why doing “everything right” can still...

297 - What do you do when someone close to you—like a spouse, a friend, or a parent—doubt your photography business? In this powerful coaching session, we dive into what it means to seek approval, how to set emotional boundaries, and why your success doesn’t hinge on anyone else’s validation.

What to Listen For:

• Why seeking approval is such a common (and tricky) mindset trap
• How to protect your confidence when others don’t believe...

296 - What do you do when you're doing all the “right” things… and it still feels like nothing’s working? This week’s episode is a raw and honest look inside a coaching call with one of our Elevate members—and how we used a mindset model (powered by a custom GPT!) to unravel thoughts that were keeping her stuck and spiral-y.

What to Listen For:

• Why your “social battery” might not be the real problem
• The sneaky thought that cr...

295 - Let’s face it—legal protections are rarely top-of-mind when we’re just starting out. But trust me, ignoring them could cost you thousands. 

In this episode, I sit down with photographer-turned-attorney Rachel Brenke to unpack the 3-2-1 legal checklist that every photography business needs to thrive and stay protected.

What to Listen For:

• The 3-2-1 legal framework every photographer needs to know
• Why contracts should be your f...

294 - The way you talk about your business—especially to yourself—can shape your results more than you think. 

In this episode, Heather and I expose two phrases that seem harmless but are actually stalling growth, crushing confidence, and leading to inaction. We’ll show you what to say instead, so you can take your power back and start seeing real progress.

What to Listen For:

• How to recognize language that disempowers your busine...

293 - Michelle Crandall hit a $10,000 month in her pet photography business—but instead of popping champagne, her brain flipped out. 

If you’ve ever downplayed your wins or feared that success makes you “unrelatable,” this is the episode you need. Heather Lahtinen is chatting with Michelle to unpack the emotional roadblocks around money mindset for photographers—and how to finally overcome them. Once and for all.

What to Listen ...

292 - Feeling like you "should be further along by now?" You're not alone—and you're not behind. 

Join me and Heather as we dismantle the myth of the perfect timeline and explore what it really means to build a business you love, at your own pace.

What to Listen For:

• Why there's no such thing as “behind” in business
• The invisible “timeline” trap and how it messes with your mindset
• What it really takes t...

291 - Feeling lost in the ever-changing world of SEO? Or wondering if using AI for your website is going to get you smacked down by Google? 

You’re not alone—and this week’s episode with SEO pro Connor Walberg is packed with answers. We’re talking about how to use AI ethically and effectively to boost your rankings, create better content, and stop stressing over your blog strategy.

What to Listen For:

• What E-E-A-T is and why Googl...

290 - Let’s talk luxury, artistry, and one-of-a-kind craftsmanship. 

In this episode, I chat with Amy and Tavis Guild about their journey into creating Guild Canvas, why offering high-end art matters, and how photographers can shift their mindset—and their pricing—by focusing on prestige. Warning: You might just throw out all your old samples after this episode.

What to listen for:

• Why Guild Canvas isn’t “just” a canvas—and what t...