Premium Members, click here to access this interview in the premium area

Heather Lahtinin of https://flourishacademy.mykajabi.com/ first appeared on my radar when Wisconsin Dog Photographer and Premium Member Jan Bezzo recommended her.

Jan emailed to tell me that she'd been coached by Heather in the past and would do so again, hopefully soon. Heather is no-nonsense and realistic but always treats people with integrity and kindness.

Jan added…

Heather just doesn't accept that “nothing is working” and helps you look at challenges from different perspectives, then works with you to troubleshoot.

And Heather will give you tough love if needed.

That was enough for me. Following that, Heather first appeared on the podcast in the coaches' predictions episode at the start of the year.

I looked forward to discussing business, marketing, and mindset with this motivated and passionate coach behind The Flourish Academy and her Elevate program.

In this interview, Heather shares why your photography business isn’t growing (And How to Fix It).

Here's some more of what we covered in the interview:

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• Stop Saying “Nothing is Working” – Heather challenges vague negativity. Get specific about what’s not working.
  
• Look at What Is Working – Shift focus from problems to wins. That’s where growth happens.
  
• No More Excuses – Blaming the economy, competition, or social media algorithms won’t fix your business. You’re in control.
  
• Business is Math or Mindset (And It’s Always Mindset) – Pricing and revenue goals are just numbers. The real challenge? The thoughts holding you back.
  
• Pricing is Just Math – The numbers don’t lie. The hard part is having the confidence to charge what you’re worth.
  
• Mindset is the Real Challenge – Fear, doubt, and hesitation around pricing or marketing come from beliefs, not reality.
  
• Your Success is Possible, No Matter Where You Live – Location isn’t the issue. Belief and action are.
  
• Double Your Prices? Easy in Theory, Hard in Execution – The math is simple. The mindset and marketing shifts are where the real work happens.
  
• Your Prices Reflect Your Belief in Your Value – If you don’t believe in your worth, clients won’t either.
  
• Raise Your Prices Faster – The longer you wait, the harder it gets. Fear slows action.
  
• Not Booking at New Prices? – It’s not just about the price. Manage your thoughts, adjust your approach, and keep refining.
  
• Self-Concept is Everything – How you see yourself as a photographer and business owner determines your success more than “confidence” ever will.
  
• Think Like a Pro, Then Like an Entrepreneur – First, own your craft. Then, own your business.
  
• The Three Identity Shifts – Photographer → Entrepreneur → CEO. Each stage requires new thinking.
  
• Marketing Can Be Simple – A one-page (or even half-page) plan focused on what’s already working is all you need.
  
• Go Deep, Not Wide – Master a few marketing strategies instead of chasing every new trend.
  
• Referrals and Experience Win — Successful photographers consistently grow through happy clients and strong word-of-mouth, not endless social media posts.
  
• Turn Clients into “Sneezers” – Deliver such a great experience that people can’t help but tell others.
  
• Human Connection Still Matters – Picking up the phone, responding quickly, and caring go further than you think.
  
• Define Success on Your Terms – Growth for the sake of growth isn’t the goal. Build the business that fits your life.
  
• Check Your “Why” for Staying Small – If you’re holding back on growth, is it a choice or just fear?
  
• Stagnation Can Lead to Boredom – Staying still for too long can turn into self-sabotage. Keep growing in some way.
  
• Balance is Possible – You can have a thriving business and time for other passions. It’s about intention and systems.
  
• Work Smarter, Not Just Harder – The goal isn’t more work. It’s more profit with fewer hours. Efficiency is everything.
  
  

If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, a fantastic back catalogue of interviews, and have ALL future interviews delivered automatically to your phone or tablet.

Plus, special member-only interviews.

I don't tolerate excuses or reasons or circumstances or like the sky is falling or the weather or the economy or anything like that. That's never going to fly with me. – Heather Lahtinin

You'll also receive access to the members-only Secret Facebook Group, where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. The group also has FB live video tutorials, role-play, and special live interviews. You will not find more friendly, motivated, caring and sharing photographers online.

Seriously, that's not all.

I am a compassionate Navy SEAL. It's like someone who's like in your face yelling at you get up. Oh, but you know, I understand where you're coming from. It's hard to get up, and I've got you, but it's time to go, because we're done messing around. – Heather Lahtinin

In addition to everything above, you'll get access to instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable, and build friendships with other pro photographers with motives similar to yours – to build a more successful photography business.

Following this interview, I’d love to know if you're taking anything from what Heather shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, leave your thoughts in the comments below; let me know your takeaways and what you plan to implement in your business based on what you heard in today's episode.

Essentially, I want to create what Malcolm Gladwell calls sneezers. Sneezers are people who are infected with your business and they love you so much they're telling everyone. – Heather Lahtinin

If you have any questions I missed, a specific question you’d like to ask Heather, or a way to thank you for coming on the show, feel free to add them in the comments area below.

I check for any new iTunes or Google reviews each week, and it's always a buzz to receive these… for several reasons.

Firstly, it's confirmation that I'm on the right track with the interviews and that they are helping you improve your photography business. That's awesome!

Secondly, iTunes and Google are the most significant podcast search engines, and your reviews and ratings help other photographers find PhotoBizX. More listeners mean more interviews and, ultimately, a better show.

When I get inquiries and they don't book right after I raise my prices, here's what I'm going to choose to think, because your brain's going to go haywire, and it's going to say, What have I done? I've ruined my business. I better drop the prices. – Heather Lahtinin

If you have left a review in the past, thank you! If you haven't and you'd like to, head to https://photobizx.com/itunes or https://photobizx.com/google. You can leave some honest feedback and a rating, which will help me and the show. I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name.

Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast. Email me your keywords or phrases and where you'd like me to link them.

I have been in business for over 22 years. That means five presidential administrations, a major housing market crash, a couple of recessions in COVID, and I've never had a problem. And I don't think that's because I'm like, different or special at all. I think it's just because I don't allow circumstance to dictate my results, like there is no circumstance that could happen in the world or to me that could prevent me from moving none. – Heather Lahtinin

Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy, and your phone will be perfect. Click record and tell me how PhotoBizX has impacted you and your photography business.​

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If you make your clients happy, if they are your number one priority, you can almost run… a lot of your referrals in your business can be run from that, and then you're killing two birds with one stone. – Heather Lahtinin

Thanks for tuning in! Massive thanks to Heather for cutting through the fluff and getting real about what actually moves the needle. Success in photography isn’t just about taking great photos—it’s about backing yourself, owning your pricing, and making smart, strategic moves. Heather laid it all out, from ditching excuses to doubling your rates with confidence. If you’re ready to stop playing small, charge what you’re worth, and build a business that works for you, this episode is the perfect fit,

My thoughts are, if you are not where you want to be in business, revenue, growth, whatever, it has to be one of two problems… it is either a math problem, like my pricing or number of clients, right? It's a math problem or it's a thought problem. And all problems are thought problems, okay? – Heather Lahtinin

That’s it for me this week; I hope everything is going well for you in life and business!

Thanks, and speak soon

Andrew

The post 607: Heather Lahtinin – Why Your Photography Business Isn’t Growing (And How to Fix It) appeared first on Photography Business Xposed - Photography Podcast - how to build and market your portrait and wedding photography business.