Nicole Begley (00:00)
If you've ever felt like an imposter or wondered why you're not getting results you want from courses and coaching, well, this episode's for you. Heather and I are breaking down the mindset shift that turns photographers into confident CEOs. Stay tuned.

Nicole Begley (00:12)
I'm Nicole Begley, a zoological animal trainer turned pet and family photographer. Back in 2010, I embarked on my own adventure in photography, transforming a bootstrapping startup into a thriving six-figure business by 2012. Since then, my mission has been to empower photographers like you, sharing the knowledge and strategies that have helped me help thousands of photographers build their own profitable businesses. I believe that achieving $2,000 $3,000 sales is your fastest route to six-figure businesses.

that any technically proficient photographer can consistently hit four figure sales. And no matter if you want photography to be your full-time passion or a part-time pursuit, profitability is possible. If you're a portrait photographer aspiring to craft a business that aligns perfectly with the life you envision, then you're in exactly the right place. With over 350,000 downloads, welcome to the Freedom Focus Photography Podcast.

Nicole Begley (01:11)
Welcome back to the Freedom Focus Photography Podcast. I'm your host, Nicole Begley. And today, once again, back on the podcast, Heather Lottinen, our favorite Elevate leader. Hi, Heather.

Heather (01:22)
Hey, thank you so much for having me. It seems like I have a lot to share recently, doesn't it? Because I'm saying to you all the time, I have an idea. I have an idea.

Nicole Begley (01:28)
What?

No, and we love it. We love it. ⁓ Yeah, actually, this is hopefully you guys love it, too. I've been getting lots of great, ⁓ great feedback from a couple of the past episodes. In fact, the one episode 300 where Heather and I dove into why the current photography inquiry process is broken. You guys loved to go listen to that one. ⁓ We also had I mean, they've all begun looking at these past couple business spirals when your partner doubts your business.

what the right way is. ⁓ There's not one. ⁓ Why there's no right way. you did that as a solo episode or with a client and then we had a follow up. Anyway, you guys go back for the past couple of episodes if you haven't listened to them because they are so good. But today, what are we talking about?

Heather (02:18)
Okay, today we are talking about something I call an elevate yourself concept. Have you heard me talk about this concept yet?

Nicole Begley (02:29)
I have

and I love it. And you guys, this is how much faith I have in Heather that sometimes when she's just like, Nicole, we got to be on the podcast. have a good thing when you talk about it. I'm like, great. All right. And I'm like, just tell me what we're talking about when we start. So here we go. I don't know what we're talking about before our episode all the time. So you guys get to come along for the surprise.

Heather (02:50)
And once again, I appreciate your trust in

me. And before we get into this, I just want to mention that I did not invent this concept. In fact, I didn't invent anything because I am not, ⁓ you know, Ben Franklin or Thomas Edison. didn't. I just am a curator. I read and study a lot, a lot. And I I narrow it down and I simplify it. And then I find a way to make it relevant for photographers. So

One of the things I teach in Elevate, well, hang on, let me rephrase. Let me rephrase. One of the most important concepts you can learn inside of Elevate is this idea of your self concept. I teach three stages of the self concept and I'll get back to that in a second. But for example, my marketing method is very straightforward. You meet people, you tell them you're photographer and you make an offer.

whether that offer is to book a session with you or just to connect to nurture a relationship. But I want you to think about this. If you don't have the self-concept as a photographer, it's going to be pretty difficult to introduce yourself as a photographer. You will, in fact, feel like a fraud. And of course, this is where imposter syndrome comes from. This is where imposter syndrome

comes from. If you have this challenge, it is because of your self-concept. Because if you believed and thought of yourself, if you had the identity as a professional photographer, you wouldn't have imposter syndrome because it would be in sync in line with what you believe. So we work on in EleMate, one of the things we work on is creating the identity as a professional photographer. Right?

Nicole Begley (04:39)
So

yeah, I love that. So you basically want the, when somebody says, Hey, are you a professional photographer? You want your yes or no to be as strong and emphatic as if somebody were to ask me, Hey, are you a smoker? They'd be like, no, like they're never, never like just no, um, you know, where they might be like, Hey, do you like chocolate martinis? Yes. Like, like

Heather (04:55)
Yes, yes!

Yes, I do.

Nicole Begley (05:07)
you can have that like maybe it's like, where are you from? Like, where do you identify that you're from? Like, you know, do you feel like, for instance, I grew up in Pittsburgh. I live in Charlotte now. I still am from Pittsburgh. Like I haven't fully wrapped that I am from North Carolina into my identity yet. I love it here. But anyway, so yeah, so that's our goal. An emphatic yes or no, as if somebody asked you, are you a smoker or not when they ask you if you're a photographer?

Heather (05:31)
Exactly. And if marketing is meeting people, telling them you're photographer and making an offer, you can't get past the second step to make the offer confidently. You can still make an offer. But if you have any of this lack of identity as a photographer, then it's totally fine. It's just we know that that's what we need to work on. So a couple more self-concept examples could be, you know, I'm the type of person that figures things out. I can figure anything out. I know what to do.

Nicole Begley (05:41)
Hmm.

Mm-hmm.

Heather (06:01)
I am a resourceful person. I have resources. I can create anything I want. I am in complete control. I can handle feeling disappointed. These are all just different versions of self-concepts. And of course, we also have the self-concept of being an entrepreneur or a business owner. it's like some people, it's interesting. When I first taught this in Elevate a few years ago, some people were okay with the photographer thing.

And some people were more OK with the business owner thing than the photographer thing. It's just it's obviously it's unique to everyone.

Okay, so we have this idea of the self-concept. Recently, I was in a course with my coach, her name is Stacey, and she was teaching this idea of return on investment for investments that you make in your business. So this is kind of where we're headed. This is inspired by the class that she taught. teaches ⁓ life photographers, life photographers, my gosh, she teaches life coaches.

how to build a business. I am one of, if not the only photographer in her program. So she works with just a lot of different types. Anyway, okay, one of the things she was saying that I have also said is that inside of Elevate, for example, people think that they need to consume everything and be on every live call to get value, which is essentially,

perfectionist thinking that says, if I can't do all of it, then I won't do any of it. And again, that's a thought error that's just like, if I can't do it perfectly, then I won't do it. And if I did do it perfectly, then I would get results like I'm almost guaranteed those results. Neither of these is true. But you you don't log into Netflix with the intent to watch it all.

Nicole Begley (07:58)
Well, yeah. And I think part of it is I think they might be inadvertently connecting that in order to have success, I have to watch it all. That like, that success is not available unless I do these things. So not even coming from it and it's like, I want to be the good student and do all the things. I think they have that thought of, I have to do all the things in order to reach success because there's a secret thing hidden in there, a secret Easter egg that we don't tell you guys where it is until you watch it all.

Heather (08:08)
Yes.

Yes.

That is exactly it because

Right, And the thing is when you feel like you need to watch everything, it's because you are doubting your ability to turn one idea into a result.

Nicole Begley (08:29)
Kidding. Kidding.

Well, and I think that comes down to if you're feeling like there's some secret thing that you haven't uncovered yet, that that might be a clue to check in with your self-identity of where are you on that scale of how much do you feel confident as a business owner or photographer.

Heather (09:00)
That's exactly right. And that's a really good point. If you have the thought that I'm just missing one secret thing, then as soon as you say that to me, I know where we need to go. I know what we need to work on because you think that there's something missing when really you have watched, you have everything you need. It's just, you have to believe in your ability. This is a self-concept to get a result from one idea. I've had people watch one part of one call

inside of Elevate and tell me that it was worth the cost of the entire program because of what it shifted for them. Like you can get a lot of results quickly from engaging with some part of some piece of material, not ever all of it.

Nicole Begley (09:33)
Mm-hmm.

Yeah, no, hundred percent. And the, think the big key of that is engage with it. Like sometimes I'll honestly, ⁓ so, you know, my, my business coach, James one more, and then his, like, there's the, the mastermind that I'm in. And then he has this, next level program that you and I used to be in that it's kind of like elevate, except even more calls. Like there are so many calls. I mean, we're talking like two or three calls a week.

⁓ James's calls go on for three hours. He does that like twice a month. Like there's a lot of content. Plus there's this whole entire program that's in there too. And a whole bunch of back information. You literally can't watch it all. So I remember sometimes I would just go in there and be like, like maybe I want to listen to something while I edit. And I'm like, what do I feel called to watch today? And it'd be like, like randomly, like let the wheel of destiny point me to like this one. And you know what?

Oftentimes I was like, ⁓ that's the nugget I needed today. Thanks universe.

Heather (10:46)
Okay, tell

me then what is your self concept around that? Is it you just trust that you'll pick what you need when you need it?

Nicole Begley (10:54)
100%. My belief is like, I'm going to get what I need when I need it. And that has always been my attention. I remember even the first time that I went to my first mastermind meeting, I didn't know what to expect. And I literally set the intention before the event of like, I am open to receive whatever I am meant to receive in these next three days. And by the way, that's when I decided to start the nonprofit. So it's like, ⁓ okay. That was not on the radar at all.

Heather (11:19)
So it works. It worked.

Nicole Begley (11:23)
not even a consideration like out of left field. and I have another belief too, that is a couple. Number one, I truly believe everything is always working out for me that like even challenges are going to turn around and be part of my story and part of the reason that I'm to get to where I'm going to go. ⁓ I also believe that I get a good parking spot no matter where I go. You know, that's true. ⁓ It's shocking. ⁓

Heather (11:35)
Yes.

I've been I've been a party to that. Yeah, it's true.

It is. It

actually is. That one time in Costco, I was like, it's so crowded. I think it might've been a Friday. It was a busy day. And you're like, no, there it is.

Nicole Begley (12:01)
I have never parked far at Costco. Never. Maybe once, but I go to Costco a lot.

Heather (12:07)
Unbelievable.

That's a good self-concept. have the self-concept that I, yeah, no, that's good. So it's like you buy a course and sometimes there's some shame people have around like, well, I didn't utilize all of it. I only did a small portion of it where like my thinking is, no, I bought this course and a small portion got me this result. That's the difference.

Nicole Begley (12:11)
Yeah. Yeah. Yeah.

⁓

Heather (12:36)
I believe

that I'm getting the result that I want from whatever it is I consume, matter how small, versus shaming myself that I didn't finish all of Netflix.

Nicole Begley (12:45)
Well, I think another belief to go on with that too is that you're exactly where you need to be right now. So this is the information I need right now and this is going to get me to my next level. And then, you know, I guess it comes back to that same, that same belief is like, I'm going to get exactly what I need right now.

Heather (13:00)
That's

the, that is foundational self-concept that you and I both have that has absolutely led to our success. Like there's no doubt in my mind and continues to propel us forward so that when we do purchase programs, which we both own a lot of, a lot, but some of them were more involved than others. And sometimes I buy one and it's $2,000 and I watch one video and I'm like, that's what I needed. Boom. And I just, don't, I don't think to myself,

Nicole Begley (13:14)
Mm-hmm. A lot.

Heather (13:29)
⁓ I'm missing something else. I better watch absolutely every no. I'm like, I found something that quickly. Are you kidding me? That's amazing. And then I create a result from that.

Nicole Begley (13:38)
Yeah. I mean, another piece of that is depending on the program is the actual program is the coaching piece and the content is supporting helping get along with that. But I do want to, I do feel like we need to speak to the people that have the belief that they can only get something out of live coaching.

Heather (13:39)
Mm-hmm.

come to that.

I've got that in my notes. Yeah.

Nicole Begley (14:05)
Okay. All right. All right. Don't get me wrong.

I love some live coaching. However, I have some recordings that have changed my life. So.

Heather (14:11)
Yeah, same.

Same. So people will say the most interesting things to me. Like they'll say, I wasn't able to dedicate as much time as I wanted. This is a real conversation. I wasn't able to dedicate as much time as I wanted to elevate. And they're like all bummed out about it and, know, in this kind of shame. And then, you know, we talked for a couple of minutes and it's like, oh yeah, but I did have my first $6,000 sale. Wait, what? Okay.

Okay, if you had a $6,000 sale from one small component that you learned, then I do not care. And I don't think you should either that you weren't able to dedicate as much time as you thought. You're actually smarter than that. You were so efficient that you found the one thing that mattered to you. And now you can produce $6,000 sales. And if you did it once, you can do it again. So you could beat yourself up.

I didn't dedicate as much time or you could be like, I'm actually a genius because the time I dedicated got me $6,000 and was worth it no matter how much I did or quote did not do.

Nicole Begley (15:19)
Hmm. Yes. All right. So are we going to go into kind of how people can start to shift the self identity if they're asking, if they're like, all right, I get it. I get it. You guys, like, I don't have the confidence in my identity and my self concept as a professional business owning CEO photographer. How do we start to even?

Heather (15:41)
That's a great question.

And the way I would like to tackle it today is by giving a very tangible example. So I don't want to talk in, you know, high level theories. I want to show you how this actually plays out using one example of about 10,000, because we could get into any particular area and I could say, oh, well, that's just a self-concept issue because, you know, we could look at it this way.

Nicole Begley (15:51)
Mm-hmm.

Good girl likes this.

Heather (16:08)
So what I would like to look at today is your self-concept around being a business owner or an entrepreneur, because this is, okay, the photographer one is pretty critical. I think we can agree that you have to be able to believe you're a photographer and say it, but this is maybe. ⁓

up there with it in terms of priority is the difference between a consumer mindset and buying things versus an investor mindset as a business owner. See, when you are a photographer and you are buying gear, you are a consumer of that gear. And you want to look for the rebates or the best deal or whatever. But when you are purchasing a business program like Elevate, you are actually an investor as a business owner. And there are different ways to look at that.

It's like when you're a consumer, you look at money you put into a course or whatever as money you spent. You are buying something. Yeah, and when you look at it that way, that's okay. You're used to the consumer mindset. This isn't a problem. This is just about awareness. But when you're investing, it's not your... Okay, there's a difference between saying, I'm investing money because I plan to get much more back.

Nicole Begley (17:03)
It's gone.

Heather (17:22)
That's an investment versus a consumer spending money that is gone. So we can see the difference there. Yes.

Nicole Begley (17:27)
Mm-hmm.

Mm-hmm. Yeah, I know. I always like to ask myself, you know, if the program is, you know, say $3,000 and I have a $3,000 average sale, like, I get one more client. If the program is $20,000 and I sell a program for $1,000, can I get 20 more clients? Like, and I kind of ask myself, and usually the answer is, yeah, if I show up and that doesn't mean like you said, watching every single thing, showing every like,

Heather (17:41)
Yes, right.

Number five.

Nicole Begley (17:56)
If I trust myself to show up for where I need to show up and do the work and take the messy action, 100%, yeah, I'll get that. And then you have that information and it keeps on going. But anyway, sorry, go ahead.

Heather (18:08)
Forever. No, you're absolutely right.

It's like if you, if you are betting on yourself as an investor to make that money back, then everything out, first of all, the program becomes free. Okay. The program is now free and then everything you make beyond that is just compounding interest because, you haven't spent any money. You have invested money for that return.

Nicole Begley (18:19)
Yep. Yeah.

Heather (18:33)
I have found that when people join Elevate, there's two types. There's people who, or even before they join, there's people who ask for all of the details. They want the call schedule. They want to make sure they can consume everything and they consider buying based on that, whether or not it works for them. then there's the investor who's like, I don't care about any of that.

I want value from this investment and because this aligns with me, I'm going to invest and I am going to go get that value. Where a consumer is like, well, if the call schedule doesn't work for me, then it's not my, my, me, my best experience as a consumer. And so I will pass on the value.

Nicole Begley (19:11)
Mm-hmm.

Mm-hmm.

Heather (19:26)
because it doesn't fit for my schedule. It's not my experience. I will pass on the value because the how, what, where, when, whatever doesn't match up and it creates some friction, which we talked about recently. But the investor thinks, ⁓ okay, I am willing to move through any friction to get the value I need. And if I can't

Nicole Begley (19:37)
Mm-hmm.

Heather (19:49)
come to Calls Live, I'll watch replays. And if I can't watch replays, I'll listen to the private podcast feed. And if I can't do all of them, I'll just pick, like you had said about your investment, you just one day, you're like, okay, I'm going to pick this one. And I trust this is what an investor thinks. I trust that I'm getting what I need when I need it. So I'm not making this decision as a consumer spending money like a piece of gear purchasing it.

I'm investing to get value in any way, or form, and I'm going to do whatever it takes to make that happen. It's like, I'm not going to miss that value because it doesn't align with my calendar. That is a consumer mindset. An investor changes their calendar or figures out a way to get the value.

Nicole Begley (20:35)
⁓ uh-huh.

Mm-hmm. Yeah. Amen.

Heather (20:46)
Okay, so the value, the value is more than the experience. So I was in a coaching program a couple years ago where everything was a mess. Like the schedules, the ⁓ instructor, the leader, coach, whatever, know, everything, the backend, the emails, everything was just a mess, but the value was incredible. And so I mean, you have a choice to make like, okay, is

Nicole Begley (20:50)
Mm-hmm.

Heather (21:12)
Does the value matter more to me than the experience? Well, if I'm looking at it like an investment, the answer is yes, but a consumer will see the exact opposite. Consumerism is aligning with a perfect experience. like, what you'll do is you'll shop around to find the best experience and not the best value or not the coach that aligns with you the most. Like if I find a coach that I decide like, my gosh, that is my person.

which has happened very recently and I've spent a ton of money because I felt inspired and I felt safe and I knew I could get the value in return. I did not care about the call schedule or whether or not I could attend live calls. It was like, I'm going to get the extract. I'm going to extract the value rather than look for like my experience needs to be satisfied. There's a difference.

between value extraction and looking for satisfaction. It's like your job as a consumer is you spend your energy paying for something, spending money to get what you want. That's camera gear. And if something goes wrong, you want to know the refund policy, you can return it, exchange it or whatever. That's consumer behavior. When you're a business owner and you're talking about investment, you are not asking about the refund policy.

Nicole Begley (22:41)
Mm-hmm.

Heather (22:41)
because you're just, you have decided in joining that you are going to extract the value no matter what. Satisfaction is priority for the customer and the investor's like, well, I'm just going to get wisdom no matter how it's made available because I am not going to miss the value.

Nicole Begley (23:04)
Yes.

You know, as you were talking, it made me think too about another identity that is really, really helpful. And you and I both have this identity and this belief that we'll figure it out.

Like anything is figure outable. think that was Marie Forleo said that ages ago. ⁓ But like we can figure anything out. Like no matter what is thrown at us when you're supposed to teach a workshop in New Zealand and you find out that your instructor can't get there because of a visa issue. When you're supposed to teach progress lab and they tell you that your house is no longer available a week before.

You figure it out because we have so anyway, those are big big issues, but there's all these little pieces that I will figure it out. So I think that's also really critical for anybody building any business photography business. Any business, but we're talking to photographers here that you need to believe that you can figure it out.

You need to believe that there is a marketing strategy that is going to work for you. You need to believe that there's a pricing strategy that's going to work for you. You need to believe there's people out there ready, willing and able to pay. All of that comes back to belief that you're going to figure it out, which you were talking about guarantees that I think a lot of people look at like any program or any investment and they're like, okay, what's my out if this doesn't work for me? Yeah.

Heather (24:25)
That's it, yes.

Nicole Begley (24:28)
Where instead it should be like, I mean, yes, okay, make sure like you don't want to get ripped off. You guys know us. we, know, but like any other programs out there, you don't know the person. I get it. There's a lot of craziness out there. You want to make sure that if it's not what you anticipated, that you can get out of that. But what I don't want you to do is looking at a program and asking for that guarantee because you don't think you can make it work for you. That you don't have the belief.

that you can figure it out. Like it being not a good program is a different thing. The, yes, yeah, the, yeah. So anyway, dig into that.

Heather (24:59)
I mean...

Correct. my gosh, Nicole,

love that so much that is perfectly said. It's like consumerism says there shouldn't be any risk. So what's the refund policy? What are the discounts? What are the gifts? What are the bonuses? That's consumerism. But an investor knows that there is inherent risk in investing and they take it upon themselves to get the value or again, extract the wisdom, whatever they need to get. So an investor.

Nicole Begley (25:13)
Mm-hmm.

Heather (25:32)
entrepreneur or business owners like, of course there's risk. Of course I'm an entrepreneur and I'm willing to take that risk. It's just like, you know, if you invested in the stock market, would you call and be, would you say like, you know what, I don't like the way this is going. Could I, what's your refund policy here? No, like you wouldn't do that. It doesn't make any sense. And if I am approaching it like that, well, there's just going to be pain, right? It's going to be a challenge.

Nicole Begley (25:35)
you

Yeah, right.

Heather (25:59)
But when I'm investing in myself and my business, I don't want to view it as a consumer because that's just going to lead me down a path where I'm not taking radical responsibility for my returns. But when I'm an investor, I do that. And by the way, this doesn't always mean that it works out perfectly. You and I both have invested in courses that didn't work out. And I don't know about you. I mean, you can share, in my case,

I got some value. I found the value and I just didn't ask for a refund. I was just like, okay. And by the way, I could have because she changed the course, but I didn't. I was just like, all right, I'll take what I can get from this and move on. There was no like complaining or submitting a problem to customer support. was like that feels consumerist to me. And again,

I'm a consumer, you're a consumer in different areas of our lives. But when I'm looking at something to grow my business, I put on my investor hat.

Nicole Begley (27:05)
Yeah, 100%. I just realized I say 100 % a lot.

Heather (27:09)
Did you? That's funny.

That's funny. But you know what else?

Nicole Begley (27:12)
So I am

on the identity of someone that says 100%.

Heather (27:16)
Yeah right right. Consumers also this is interesting consumers want more social proof and testimonials.

Nicole Begley (27:26)
No, yes, because especially today there's just so much more. Well, there's so much more out there, but I think again, we need to believe in ourselves that we are making the right decision. Like there's this goes back to, just talked about this, right? About your gut versus what was that? The one was it? Yeah. Why proven doesn't always work. It's last week's, ⁓ about looking at your gut versus like, well, this is what this program told me to do.

I believe strongly that when you're trying to figure out where you should focus, who you should seek help from, it might be from us, it might not be from us, but your gut is like, I'm really drawn to this teacher, I'm really drawn to this coach, I'm really drawn to this program. There's likely a reason for that. Trust your gut there. ⁓ But yes, there's just a lot of noise out there. So somebody that is not trusting their gut,

Heather (28:13)
Yes.

Nicole Begley (28:23)
probably has that identity of I don't believe things are going to work for me. I need the proof that it's worked for all these other people so that I can prove to myself that it might work for me. So it kind of goes hand in hand with those two different identities.

Heather (28:37)
Exactly. It says like a consumer says, I need to see how others are performing. I need to see the results they are getting so that I can maybe start to believe in myself. But an investor doesn't care that because they know how they are going to show up and perform and find or get the value that they need. It's just it's a different self concept. And it's so interesting to be aware of it.

Nicole Begley (28:44)
Okay.

Heather (29:06)
I mean, when I first learned this, mean, of course, at some point I was hearing it for the first time and I was like, my gosh, I do that. I'm such a consumer. But now that I know this and now that people listening like can see this, like, you more clued into, well, responsibility. You know, it's my responsibility. And I personally look for the coach or the mentor that just resonates with me the most. And then, like you said, everything else

that relationship is figureoutable. If they have a program that fits my needs in terms of what I'm looking for, then I just go for it. I don't need to read every single detail on the sales page to determine. It's like, ⁓ that mentorship, that coaching is more important to me than how many videos are in the modules.

Nicole Begley (29:57)
especially now. mean, I don't know about you, but I'm pretty busy. Like the faster someone can help me get transformation, the better, which is so the opposite. Remember when we first started ⁓ things? ⁓ my gosh. 2016. was like 8,000 modules, 47 million videos. And that was like, yeah, all right. And now if I could tell you, like if we could sell, ⁓ we will get you, you know,

Heather (30:01)
Right.

Yes!

Nicole Begley (30:27)
10 new clients in 10 minutes? yeah, let me just do that. Mm-hmm, yeah. Like how quickly can we get the results for you? Yeah.

Heather (30:32)
Yes, simplify. Yes, streamline.

with as little as possible, with as little

information as possible. We built up a lot of content inside of Elevate and then I worked on narrowing it down. You know, like simplifying.

Nicole Begley (30:45)
Exactly. Same, same. I had so

much content. I'm like, all right, what's actually important here? Let's streamline this of what is going to move the needle the fastest. And that's also where the coaching piece of it comes in too. They can be like, all right, what's going on with your situation? Let me help you steer you in the right direction of maybe what the next steps are, but also see where your beliefs might be holding you back that you don't even see you guys. There's a reason that

Heather (30:52)
Yes.

Nicole Begley (31:13)
It helps to have somebody else talking you through this because they will pick up on things that you're not noticing.

Heather (31:21)
It's

critical. Actually, I think if you really want to have this photography business and grow it, it's not optional. It's necessary for you to find a coach, a mentor, a community where you can be around the energy, the belief, the proximity to others taking action and having someone look at your thoughts from the outside. I always tell my clients, it's my job to pull your brain out of your head, show it to you, and then say, look, this is what's happening because you can't see it.

Just yesterday we were on a strategy call in Elevate and I was helping someone see a belief they had about their self-concept and it was fascinating. If you were to hear the conversation, you'd be like, and she was too, she was like, my gosh, Heather, it's so simple, like duh, it's right there. She couldn't see it until she explained it to me. And as she said it to me out loud, she chuckled and she's like, okay.

I can see that that's not true and that's holding me back, but you just need to be around that type of energy. So as an investor, that's what I'm looking for. I'm looking for value and energy and community support. And the thought that serves me really well is I'm resourceful and I believe I have a lot inside of me that will give me the answers. And when and if that's not the case, I have resources. So I'm resourceful and I'll find the resources.

Nicole Begley (32:40)
Mm-hmm.

Heather (32:43)
And as a result, I'll never, I'll never be stuck for too long. I talked with my coach today, a couple of hours ago and help unlock something that, I mean, I should have known years ago, but now here we are. And I just figured it out. And I thought, how do you get to this point? Will you talk to someone a lot? You know, the more you talk to me inside of Elevate or as a private client, the more you talk to me.

the more breakthroughs you will have and ultimately the more money you will make. I can guarantee it because I have seen it. It just takes having these conversations. But I get that these things cost money. But when you look at it like an investment, not I'm spending money to consume and that bye-bye money, you that money is gone. I'm looking at this like, okay, this $2.99 a month is an investment. I'll get a couple of clients. I'll make that back. It's then free.

And then everything I learned in there is mine for life, for life, in compounds. So back to the person who had the $6,000 sale and she was like, home about it. And I was like, my gosh. You know that you can do that for life now. You can do that forever. That skill will never be taken away from you. When I look at it that way, I get really excited. I'm like, man, that's great. And where can I get more of this? Give me more, more coaching, more resources.

Nicole Begley (33:59)
Thank

know where they can get some more. Like I feel like this was a perfect subway because it's actually starting today. So this episode is going to go live August 19th. ⁓ So if you're listening as soon as we release it, you can still log on live for the first one today, ⁓ but otherwise catch the first replay. But we are doing four clients and four weeks, four weeks of coaching with Heather. You guys.

Heather (34:09)
Do you? Tell me, please!

Nicole Begley (34:34)
If you're at all interested and if you're still listening to this, then something struck a chord with you while you were listening to this episode. Otherwise you wouldn't turn it off by now. ⁓ but go register hair of the dog academy.com slash the letter number four letter C number four W. So hair of the dog, caddy B.com four C four W will take you to the registration page. Pop your name and email in there. we start today. it 2pm Eastern? Yeah.

Heather (34:39)
Yes!

It is CPM Eastern

and we're about to go on a journey and it is going to be so much fun and so amazing. And I promise you it's not like what you think unless you're already in my world. ⁓ It might be familiar, but if you're not, think you're going to be surprised by how straightforward this can be. It maybe feels like a lot to start a business, but it's more straightforward than you think.

Nicole Begley (35:13)
Yeah, well, yeah.

Or grow or grow

business, even if you've already started it. Sometimes the growing. Yeah. You like start it and then you get it off the ground. You're like, yes. And then you have the plateau and you're like, how? And then you get up a little bit higher and then you're like, Oh, but now I'm here. No, I don't want to lose it. I mean, there's always, there's always something to work on. Um, but yes, come join us. It is free. There's a VIP option, but there's also a free option. So literally no excuses.

Heather (35:50)
Yeah, that's right. That's right. There are the replays are available for people that just register for free, but just for a limited time. If you want lifetime access and a couple of bonuses, we do have a VIP option available.

Nicole Begley (36:02)
Awesome. All right guys, go check it out. Hairofthedogacademy.com, 4C, 4W, and we'll see you in that awesome challenge. Four whole weeks of coaching, four clients, four weeks. Let's do it. Awesome.

Heather (36:15)
Let's go.

Nicole Begley (36:16)
All right. See you guys next week. Actually, see you in the challenge and next week.