Freedom Focus Photography

Latest Episodes:

Turning Shelter Shoots Into Income with Adam Goldberg Sep 16, 2025

Show notes

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 with your adulting responsibilities and bills, this one’s for you.

What to Listen For:

The surprising reason Adam first picked up a camera at the shelter (hint: it wasn’t about the dogs).
How pit bulls changed the course of his career—and what he discovered that the news never shows.
Why he refunded $100,000 in bookings overnight…and what he built from the ashes.
The single question that sparked the idea for Second Shot.
How a casual social media post turned into brand sponsorships that now fund adoption photos.
The behind-the-scenes of what sponsors actually want, and why some don’t care about analytics at all.
What makes this model irresistible to shelters (and why Adam warns photographers not to ask for money too soon).
The unexpected pushback he faced from other photographers and how he handled it.
Why Adam believes photographers shouldn’t have to choose between paying their bills and saving lives.
Where he sees Second Shot going next and how you might be able to join in.

Adam’s “Second Shot” model proves you can serve shelters, create real adoption momentum, and still get paid for your craft. If this lights you up, go follow Adam, say hello, and tell him Nicole sent you. Then hit play and take notes—you’ll walk away with partnership ideas you can action this month. CTA: Subscribe, share this episode with a rescue-loving friend, and leave a review so more photographers can find it.

Additional information:

Adam’s Instagram: https://instagram.com/agoldphoto
Adam’s website: https://agoldphoto.com
Facebook group: Studio Pet Photography Help

More Resources:

Freedom Focus Photography Podcast: https://hairofthedogacademy.com/podcast (or your preferred podcast hub)
Hair of the Dog Academy: https://hairofthedogacademy.com
Free Guide – Top 10 Dog Poses: https://hairofthedogacademy.com/poses
Freedom Focus Formula: https://nicolebegley.com/freedom-focus-formula

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

The 8K Sale Breakdown Sep 09, 2025

Show notes

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 closed $8K+ sales in one week
The early struggles—charging $25, $100, or $150—and how they grew from there
What allowed them to move from “I can’t charge that” to confident $8K+ sales
How giveaways, referrals, and in-person connections led to big-ticket clients
Katie’s $23K sale story and what she learned about letting clients decide without discounting
Jess’s transition from free pet Santa photos to multi-six-figure sales
Marcy’s strategy of tailoring packages around client budgets while keeping profit in mind
What to say instead of “anything else?” in a sales session to keep momentum going
Why your photography skills alone aren’t the deciding factor in hitting big numbers

Big sales aren’t reserved for a lucky few, they’re possible for you too. This episode is breaking it all down. Tune in to hear how these photographers did it and how you can too. Listen for the outreach, the follow-up, and the offer that sealed the deal.

👉 Don’t forget to subscribe to the show for more strategies, or check out Elevate to get the coaching and community that makes sales like this possible.

Important Links

Elevate: www.flourish.academy/elevate
Hair of the Dog Academy: www.hairofthedogacademy.com
Freedom Focus Formula: www.freedomfocusformula.com
Commercial Pet Photography Academy: www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

Why Bookings Feel Hard with Heather Lahtinen Sep 02, 2025

Show notes

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 pricing).
How to take action daily and build unstoppable momentum.
The difference between hoping for clients vs. actively creating them.
What Heather means by “failure gold” and why failing more often can accelerate your growth.
How to build belief before you have results (and why this is a game-changer).
The mindset shift that turns rejection into confidence.
Why your first $1,000–$10,000 sale can feel exciting AND easy.
A challenge you can do today to start proving to yourself that clients are out there waiting for you.

Booking clients isn’t about fancy contests or a secret strategy—it’s about uncovering the real reason behind the “no’s” and shifting into action that works. Heather’s insights will surprise you, but once you see it, you can’t unsee it.

👉 Don’t miss the rest of the 4 Clients in 4 Weeks Challenge—replays are available now, and you can still join us live for the final two calls.

Additional Resources

Master the craft of pet photography at the Hair of the Dog Academy – www.hairofthedogacademy.com
Stop competing on price, sell without feeling pushy, and reach consistent $2,000+ sales in the Freedom Focus Formula – www.freedomfocusformula.com
Crack the code to booking more clients inside Elevate – www.freedomfocusformula.com/elevate
Discover the world of commercial pet photography in the Commercial Pet Photography Academy – www.hairofthedogacademy.com/commercial
Join the 4 Clients in 4 Weeks Challenge – www.hairofthedogacademy.com/4c4w

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

Stop Playing it Safe! Aug 26, 2025

Show notes

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
The connection between “safety” values and growth plateaus
Why avoiding certain feelings leads to hesitation and missed opportunities
How to identify the emotions you’re most unwilling to feel
Why “incompetence” isn’t failure — and how to reframe it
Using your values (and their opposites) to uncover hidden fears
How small risk-acceptance shifts can unlock bigger moves
The role of capacity work in expanding your tolerance for risk
Why the only real risk is how you’ll feel
Practical ways to step into the next-level version of yourself

Growth always comes with some risk — but most of the time, the “danger” is just how you think you’ll feel if something doesn’t work out. When you expand your capacity to feel those emotions, you stop hesitating and start taking aligned, confident action. Listen now to learn how to shift your self-concept, stretch your risk tolerance, and step into the identity of the photographer — and business owner — you want to become.

Resources

Master the craft of pet photography at the Hair of the Dog Academy – www.hairofthedogacademy.com
Stop competing on price, sell without feeling pushy, and reach consistent $2,000+ sales in the Freedom Focus Formula – www.freedomfocusformula.com
Crack the code to booking more clients inside Elevate – www.freedomfocusformula.com/elevate
Discover the world of commercial pet photography in the Commercial Pet Photography Academy – www.hairofthedogacademy.com/commercial
Join the 4 Clients in 4 Weeks Challenge – www.hairofthedogacademy.com/4c4w

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

Self-Concept = Sales Confidence Aug 19, 2025

Show notes

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 start making real progress.

What to Listen For:

The hidden role your self-concept plays in marketing and sales success
Why “I’m missing one secret thing” thinking holds you back
How to confidently introduce yourself as a photographer without hesitation
The difference between consumer and investor mindsets—and why it matters
Why you don’t need to watch everything in a course to get huge results
How to measure ROI on education and coaching
Why trusting yourself to “figure it out” is an identity game-changer
The danger of relying on social proof instead of self-belief
How to extract value even from imperfect programs

Shifting your self-concept from “I’m just a photographer” to “I’m a professional, resourceful business owner” changes everything. When you start thinking like an investor instead of a consumer, every decision becomes about extracting value and creating results—fast.

Listen now to discover how to step into your CEO role, trust your ability to figure things out, and start building the business (and life) you actually want.

Resources from this episode:

Register for 4 Clients in 4 Weeks: www.hairofthedogacademy.com/4c4w
Master the craft of pet photography at the Hair of the Dog Academy - www.hairofthedogacademy.com
Stop competing on price, sell without feeling pushy, and reach consistently $2,000+ sales in the Freedom Focus Formula - www.freedomfocusformula.com
Crack the code to booking more clients inside Elevate - www.freedomfocusformula.com/elevate
Discover the world of commercial pet photography in the Commercial Pet Photography Academy - www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

Why “Proven” Doesn’t Always Work Aug 12, 2025

Show notes

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 strategies are secretly a myth (and a trap)
The key difference between fear and intuition when it comes to your gut
Nicole’s two simple questions to test if your pricing is working
What to do when you’re overwhelmed by all the “expert advice”
Why Heather is rethinking how she markets Elevate
The difference between the “right” price and a price you can make right
What happens when you copy/paste strategy without doing the work
How to shift your mindset from “plug and play” to “test and refine”
Why friction is the fast lane to growth (not the roadblock)

What if your business isn't broken—it just wasn’t built for a formula? In this powerful episode of the Freedom Focus Photography Podcast, Nicole and Heather explore what happens when a proven strategy doesn’t deliver and how to stop chasing “easy” and start building a plan that actually works for you. We’re diving into the messy middle, where growth lives, and why friction isn’t something to fear—it’s something to follow. Click through and start rewriting the rules.

Additional Resources:

Join the free challenge: www.hairofthedogacademy.com/4C4W
Master the craft of pet photography: www.hairofthedogacademy.com
Join the Freedom Focus Formula: www.freedomfocusformula.com
Crack the code to more clients with Elevate: www.freedomfocusformula.com/elevate
Learn commercial pet photography: www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

When Life Happens with Heather Lahtinen Aug 05, 2025

Show notes

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 being realistic”
What it means to truly own your choices as a business owner
How your brain proves your thoughts right—good or bad
Heather’s take on building margin into your deliverables
Why judgment and shame only multiply the problem
The story of Heather’s husband’s heart surgery—and what it taught her
How to reframe unexpected events as neutral circumstances
A tangible example of how to create a mental protocol for client deadlines
How to shift into empowerment even during chaos

Running a photography business isn’t about perfectly sticking to plans—it’s about how you think when plans go sideways. This episode is your permission slip to drop the guilt, ditch the drama, and approach challenges like the boss you are.
Hit play to hear the full conversation—and if this resonated, make sure to subscribe and leave a review!

Additional Resources:

Join the free challenge: www.hairofthedogacademy.com/4C4W
Master the craft of pet photography: www.hairofthedogacademy.com
Join the Freedom Focus Formula: www.freedomfocusformula.com
Crack the code to more clients with Elevate: www.freedomfocusformula.com/elevate
Learn commercial pet photography: www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

The Real Reason You Struggle With Sales Jul 29, 2025

Show notes

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 projecting your beliefs can sabotage your marketing
The emotional difference between “getting” and “serving” clients
How to share your offers without pressure or awkwardness
Why being nervous about selling is rooted in past experiences
A mindset reframe to help you feel less sales-y
How to stop judging your worth through others’ reactions
Why no interaction is ever wasted (even if it feels like it)
A simple mantra that makes awkward moments feel lighter
How to use “I just want you to know” energy in networking

The way you think about selling is directly impacting your ability to grow. When you shift from “I need clients” to “I want to serve,” you’ll feel more confident—and so will your clients. Tune in now and start changing how you show up in your business.

Don’t forget to subscribe, leave a review, and share this episode with a photographer friend who needs it!

Additional resources:

Register for a free coaching workshop with Heather: www.getcoachedbyheather.com
Master the craft of pet photography at the Hair of the Dog Academy - www.hairofthedogacademy.com
Stop competing on price and reach $2,000+ sales with the Freedom Focus Formula - www.freedomfocusformula.com
Crack the code to booking more clients inside Elevate - www.freedomfocusformula.com/elevate
Discover the world of commercial pet photography - www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

Why Our Photography Inquiry Process is Broken Jul 22, 2025

Show notes

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)
The importance of making your pricing accessible without scaring people off
Nicole’s innovative new strategy to replace phone consultations
How to build desire for your services like a luxury brand
Why removing friction in your inquiry process increases bookings
The power of “behind the scenes” opt-ins for your website
How to market desire instead of pain (and why it matters)

Your inquiry process shouldn’t feel like a locked vault to your clients. This episode will help you rethink how you present your services to make booking simple, fast, and confidence-boosting for both you and your clients.

Listen now, subscribe to the podcast, and start transforming how your photography business books clients today.

More Resources:

Master the craft of pet photography at the Hair of the Dog Academy - www.hairofthedogacademy.com

Stop competing on price, sell without feeling pushy, and reach consistently $2,000+ sales in the Freedom Focus Formula - www.freedomfocusformula.com

Crack the code to booking more clients inside Elevate - www.freedomfocusformula.com/elevate

Discover the world of commercial pet photography in the Commercial Pet Photography Academy - www.hairofthedogacademy.com/commercial

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial

299 - Why There's No "Right Way" Jul 15, 2025

Show notes

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 photography business
The mindset shift that can make your business feel fun again
How to tell if discomfort is growth or misalignment
Why discomfort is simply data, not a problem
Questions to ask when your business feels heavy or overwhelming
How to turn something you hate into something you love
The power of experimenting and adjusting your approach
Heather’s current favorite mantra.

There is no universal formula for photography success – only your way. In this episode, Nicole and Heather share how to build a business that feels light, fun, and profitable. Listen now, subscribe for more mindset-shifting conversations, and explore how Elevate can support you in this journey.

Looking for more help?

Hair of the Dog Academy – Master the craft of pet photography

Freedom Focus Formula – Stop competing on price and reach consistent $2,000+ sales

Elevate – Crack the code to booking more clients

Commercial Pet Photography Academy – Discover the world of commercial pet photography

Get Coached by Heather – Free coaching calls with Heather

CONNECT + LEARN MORE:

Explore all things photography education at nicolebegleyedu.com

Ready to build a profitable photography business? Visit freedomfocusformula.com

Master the craft of pet photography at hairofthedogacademy.com

Follow along on Instagram - @nicolebegleyofficial