Explore every episode of the podcast Build That Business

145: I Love Money (and I think you should too)

The money advice most of us grew up with was built for employees. Budget everything, cut back, save more. And in that context? It makes complete sense. But you are not an employee. You don't have a ceiling. And applying a fixed-income framework to a variable-income life is quietly holding a lot of entrepreneurs back.

In this episode, Lindsay gets honest about money. The conditioning that makes women uncomfortable talking about it, wanting it, and enjoying it. The mental cost of money anxiety and where that energy could be going instead. And the four filters she runs every significant spending decision through.

In this episode:

• Why the traditional money playbook doesn't apply to entrepreneurs
• The mental bandwidth cost of money anxiety (and what to do with that energy instead)
• Why you are going to make bad investments, and what to do when it happens
• The four filters Lindsay uses for every spending decision
• Why investing in yourself is maintenance, not indulgence
• The giving practice that changed how Lindsay relates to money

If money makes you a little uncomfortable to talk about, this episode is a good place to start asking why.

Follow along on Instagram: https://www.instagram.com/lindsayvanharssel/

144: The Clue Stack: The Word Was Yes. Everything Else Was No.

You just wrapped a sales call. It went amazing. They laughed. They nodded. They looked you dead in the eye and said, "I'm in. Send the contract."

Seven days later...  crickets.

Here's the thing. You didn't miss a word. The word was yes.

You missed the tone. The pause before the yes. The shoulder shift when you said the price. The follow-up link that never got opened.

The word was yes. Everything else was no.

In this episode, I am breaking down the framework I teach: The Clue Stack. 

Four layers you are reading on every sales conversation (verbal, paraverbal, nonverbal, behavioral), and if you are only reading one of them, you are getting fooled on the regular.

Inside:

– The nine psychological triggers every buying decision runs through, laid out in one clean place

– Why the verbal layer lies the most, and how specific word choices diagnose which trigger is weak

– The three paraverbal tells I listen for on every sales call (pace shifts, breath catches, and the fake-cheerful uptick)

– How to read nonverbal cues on Zoom when all you have is a head-and-shoulders crop

– The 48-hour rule: why your buyer's behavior in the two days after your call tells you more than anything they said on it

– Why the Clue Stack is the single most important skill you can build as an entrepreneur in the age of AI

If you have ever hung up from a sales call feeling amazing and then gotten ghosted a week later,  this one is for you.

Register for our masterclass at www.easiestyes.com for the full sales system, it is completely free.

143: Break the Ice Before It Freezes: The Gordon Principle

It's April in Buffalo. My car is coated in frost. I'm standing at the window being dramatic about it when my brain pulls up a memory from when I was a kid.

Our dog, Gordon.

Gordon figured out, at some point, that if he dipped his nose into his outdoor water dish every few hours, the thin layer of ice would never get thick enough to seal off his water. 

Crack the surface. Walk away. Come back. Crack it again.

That is the move. It is the Gordon Principle. And it is one of the most important things you can be practicing in your business and in your personal life right now.

Because every tension starts as a thin layer. Left alone, it thickens. And left alone long enough, a ten-second conversation becomes a ninety-minute blow-up.

In this episode, we are talking about the ice forming right now, in both places, while you are listening. The conversation you have been postponing for two weeks. Two months. A year. And why the bill doubles every week you wait.

Inside:

– The three business conversations we postpone the longest, and the exact opening sentence to crack each one this week

– Why "keeping the peace" is almost always a lie (and what it is actually costing you)

– The personal relationships where thin ice is thickening right now, the flaky friend, the family comment at Easter, the partner, the parent you keep managing around

– The math of ice: why conversations get exponentially harder every week you wait

– The ten-second sentence that prevents the ninety-minute blow-up

If you have been carrying the weight of an unsaid thing for weeks or months, this one is for you.

Cold-nose energy.

142: The Soft CTA is Killing Your Sales 

You're at Costco. The lady with the friendly smile holds out a tiny paper cup with a single wonton on a toothpick. You take the bite. It's unreal. You go, "where do I find these?" And she smiles and says, "feel free to check the website when you're ready."

What?! Ridiculous right?

That is what most entrepreneurs are doing to their buyers every single day.

In this episode, I'm breaking down the single most expensive sentence in your business...  the soft CTA. The "whenever you're ready." The "DM me if you're curious." The "feel free to reach out." And why it is costing a lot of you listening over $200,000 a year.

Inside:

– Why a whole generation of entrepreneurs got raised on bro marketing and overcorrected into barely asking at all

– The three stories you tell yourself to justify the vague pitch

– What your buyer is actually doing in the ten seconds after they say "I love this"

– The clean ask scripts for DMs, webinars, sales calls, stages, and booths

– The integrity flip: why pitching clearly is more respectful than softening every ask

If you have been leaving money on the table because you didn't want to be "that person" — this episode is your third option. Grounded, warm, direct sales that honor you AND your buyer.

They want the wonton. Give them the damn wonton.

Head to easiestyes.com to grab a spot in the masterclass and get the full framework.

141: Why We Quit Before the Yes

Links mentioned in the episode:

Join our free live sales instincts masterclass: The Easiest Yes at www.Easiestyes.com 

Something happened in a live Q&A today that I couldn't stop thinking about. Someone asked, "What do I do when they say no?" And I started answering it the way I normally would until I glanced at the question again and something about the way she asked it made me pause. 

Because here's the truth. It's rarely a true no. It's almost never a true no. 

But we treat every bump, every hesitation, every "let me think about it" like a wall. And we walk away. From the sale. From the relationship. From the dream. Right before the tipping point.

In this episode we're talking about what it's really costing you every time you leave before the yes. We get into:

• Why we're wired to read friction as rejection and what's actually happening in your body when someone hesitates
• The difference between a true no and a handbrake, and why most of what we call "no" is actually just fear
• Why resistance is proof of investment, not proof that it's over
• The personal story of how my "no tolerance" went from a 2 to a 10 and what changed
• Why staying in the conversation is sometimes the most caring thing you can do, and walking away is the less loving choice
• What staying actually looks like in practice, including the exact questions I use when someone hesitates

This one goes beyond sales. We're talking relationships, friendships, dreams you shelved after the first bump. The skill of staying in the conversation changes everything. In your business and in your life.

The yes you've been waiting for might be one conversation away. Stay in it.

140: When Hustling Harder Actually Becomes Hustling Backwards: The Turning Point 

I've been doing the thing that works. The data is clear. And yet every part of me kept saying it wasn't enough.

In this episode, I'm getting really honest about what happens when you finally find your formula, and then your nervous system tries to talk you out of it. We're talking about the subconscious craving for chaos, the difference between productive hustle and nervous system-driven hustle, and why adding more things is often the fastest way to undermine the one thing that actually converts.

I also get personal. I share what came up in therapy this week that stopped me cold, including why workaholism can actually be a trauma response, and how taking care of myself became the most strategic business decision I've made.

Here's what I cover:

• Why your nervous system gets addicted to the hustle phase and what to do when it hasn't caught up to where you actually are
• The difference between the figure it out phase and the refine it phase, and how to know which one you're in
• What it actually looks like to dial in every lever around the thing that works instead of adding new things on top of it
• The soccer ball analogy that completely reframed how I think about focus and strategy
• Why honoring your capacity isn't laziness, it's the infrastructure everything else is built on

If you've found what works and you're still somehow trying to talk yourself out of it, this one's for you.

139: Let The Chips Fall. Gather The Data. Ask The Question.

We spend so much time asking everyone else what they think...our friends, our family, other business owners, the internet, honestly even AI, and somewhere in all of that noise we stop trusting the one person who actually has all the data.

Ourselves.

In this episode, I'm sharing the framework that changed how I make decisions in my business and my life. Let the chips fall. Gather the data. And then ask yourself the one question that cuts through all of it: does this actually work for me?

Here's what we get into:

• Why we keep measuring our lives against a ruler that was never built for us
• The difference between fear and your gut, and why it matters more than you think
• Why the people around you, even the ones who love you, can accidentally skew your data
• How long you actually need to gather data before you have enough to decide
• What acting on the answer actually looks like in real life
• Why asking AI for life advice might be the most unhinged thing we're all doing right now

Plus a personal story I've never shared publicly before that taught me the most important lesson I know about whose opinion actually matters when you're making a big decision.

Spoiler: it's yours.

138: "Always Be Closing" Is Gross. Here's What to Do Instead...

"Always Be Closing." It's been celebrated as the golden rule of sales for thirty years. Turns out it was written to show how gross that world is and bro-marketers put it on a poster and ran with it as the gospel. The irony is almost too good.

In this episode, we break down why ABC culture spread, what it's actually costing you, in refunds, in reputation, and in how you feel after every sales call, and the framework she uses to sell with full confidence and a clean conscience.

You'll learn:

• The 8 classic high-pressure tactics and exactly why they work against you
• The real difference between guiding and pushing (and how to tell which one you're doing)
• Why pressure selling erodes your confidence over time
• 4 guardrails for ethical, high-converting sales conversations
• What it actually sounds like to invite a decision without pressure

Plus the one thing my mom told me when I started my business that reframed everything she thought I knew about sales.

Ready to sell in a way that feels good, converts well, and builds a reputation you're actually proud of? 

I'm hosting a free masterclass where I teach the full framework behind ethical, high-converting sales conversations, the nine psychological triggers, how to read where someone is in real time, and how to guide someone to a yes without ever feeling gross about it.

Save your spot at 👉 www.easiestyes.com

137: The Co-Signer Problem: Why Your Dream Was Never Theirs to Approve

There's a conversation I keeps coming back to. One of my clients who was done explaining. Done justifying. Done trying to make the people in her life understand what she was building and why it mattered so much.

If you've ever felt that way, this episode is for you.

Today we unpack one of the most quietly damaging things entrepreneurs do. Waiting for permission. Waiting for someone to co-sign the dream before fully committing to it. And why that waiting is costing you more than you realize.

IN THIS EPISODE YOU'LL LEARN:

• Why the people who love you most are sometimes the ones who understand you least, and why that's not a reflection of your dream
• Where permission seeking actually comes from and why it follows us into our businesses without us ever questioning it
• The co-signer framework, and why your dream was never theirs to approve
• Why crazy usually just means you were right too early
• Why hiding your ambition is costing you the version of life that's actually waiting for you
• The validation trap and how to break it one decision at a time
• How to find your people, the ones who grab a marker instead of giving you a worried look

136: What Separates the Top 2% in an AI World: The Human Advantage

If AI can write your emails, build your funnels, and generate your content.. what's left?

That's the question we unpack in this episode. And the answer has nothing to do with finding a better tool.

For the first time in history, emotional intelligence is more predictive of success than IQ. This is the fundamental shift happening right now, and it has massive implications for every entrepreneur building in an AI world.

In this episode I walk through the 6 human skills that AI cannot replicate, why the online business industry stopped investing in them, and why the entrepreneurs building these skills right now are quietly pulling away from the pack.

This one is going to change how you think about where you're investing your time and energy.

IN THIS EPISODE YOU'LL LEARN:

• Why the barrier to entry just dropped to zero and what that actually means for your competitive advantage
• The 6 skills that separate the top 2%: Presence, Active Listening, Emotional Intelligence, Persuasion, Conviction, and Storytelling
• The skill nobody puts on their resume that closes more sales than any script ever could
• Why human skills compound differently than tactical skills and why that changes everything
• The honest truth about why the industry stopped teaching these skills

MEMORABLE MOMENTS:

"AI just handed everyone the same playbook. Skill is no longer enough. The strategies are no longer exclusive. The tools are available to everyone. So what's left? The human."

"For the first time in history, EQ is more predictive of success than IQ. AI handed everyone the same analytical brain. IQ is no longer the scarce resource. Everyone has it now."

"The asset was never the funnel. It was never the framework. It was never the tool. The asset is you. It always has been. AI just made it impossible to ignore."

"The question in an AI world isn't what tool are you using. The question is who are you becoming."

"Every conversation you show up fully for builds the kind of intuition that can't be taught."

RESOURCES MENTIONED:

• Join the The Easiest Yes Free Masterclass: www.easiestyes.com

CONNECT WITH LINDSAY: Instagram: @LindsayvanHarssel 

Episode 135: The Silence Was the Story: How I've Been Rebuilding

If you've been waiting for a new episode — it's here. And this one is different.

After a few months of quiet on the podcast, Lindsay is back with the most personal episode she's ever recorded. This isn't a strategy episode. It's the real story of what happens when the chaos that built your business finally stops — and your nervous system doesn't know what to do with the silence.

In this episode Lindsay covers:

The survival mechanism that kept life and business in separate boxes for years — and what shifted when she finally let the two worlds touch.

Why hustle isn't a dirty word — but what's behind the hustle matters more than the hustle itself.

The 10 out of 10 in business, zero at home split — and where that actually comes from.

What healing really looks like on a Tuesday afternoon (hint: it's not a sunrise post).

The intrusive thought framework her coach taught her that changed everything — and why reassuring yourself is actually making it worse.

The "oh my god" phase — the two versions of it, and why nobody warns you about what comes after the healing starts to work.

Why she's done building for external validation — and who she's building for now.

A line from this episode: "The silence was the story. And I'm ready to tell it now."

Connect with Lindsay: Instagram: @LindsayvanHarssel DM Lindsay and tell her what you're building 💙

If this episode resonated: Share it with a woman in your life who is crushing it on the outside and quietly falling apart on the inside. She needs to know she's not alone.

134: Sales Convos Pt. 3 - Pushy, Sleazy Sales: From The Gorgeous Effect

This episode is an excerpt from my conversation with Julie Chenell and Cathy Olson on The Gorgeous Effect Podcast, and it’s part 3 of our special sales series.

In this segment, we take a real, honest look at why so many sales conversations feel awkward, high-pressure, or downright sleazy, and what you can do to change that in 2026 and beyond. If you’ve ever cringed at pushy tactics, tone-deaf DMs, or the classic “car salesman” energy, you’re in good company. We’ve been there too.

Together, we swap stories from the worst sales interactions we’ve seen, unpack why those outdated tactics fall flat with today’s trust-driven buyers, and talk through simple shifts that help your sales conversations feel natural, grounded, and human again.

If you’re ready to ditch the pressure and step into an approach that feels aligned, this episode will give you the clarity and confidence to rework your sales conversations for the year ahead.

Join our upcoming free class: www.Easiestyes.com/class

" Master Your Sales Instincts, Double Your Close Rate, & Start Guiding Conversations Where Buyers Sell Themselves"

133: Sales Convos Pt. 2 - The Sales Script Myth: From The Gorgeous Effect

This episode is an excerpt from my recent conversation on The Gorgeous Effect Podcast with Julie Chenell and Cathy Olson,  part 2 of our 3-part Sales Series.

In this segment, we dive straight into the real talk around sales scripts, AI, and what actually creates a confident, high-converting sales experience. You’ll hear why memorizing a script (or leaning on AI alone) won’t turn anyone into a strong closer, and why the magic really lives in nuance, understanding human behavior, and bringing your full energy into the process.

We unpack the difference between surface-level selling and the kind of connection-driven conversations that lead to genuine yeses. You’ll hear candid stories, practical insights, and the simple shifts that help you move away from “salesy” tactics and into a more natural, aligned approach.

If you’ve ever wondered why some people sell with ease while others get stuck, or you’re ready to rethink how you show up in your sales process, this episode is packed with the perspective you need.

Tune in for a fun, honest, strategy-rich conversation pulled straight from The Gorgeous Effect.

Join our upcoming free class: www.Easiestyes.com/class
" Master Your Sales Instincts, Double Your Close Rate, & Start Guiding Conversations Where Buyers Sell Themselves"

Featuring Julie Chenell, Cathy Olson & special guest Lindsay J. Williams

I’m kicking off a special three-part series from my guest appearance on The Gorgeous Effect Podcast with Julie Chenell and Cathy Olson of Funnel Gorgeous  and this first episode dives straight into a question every business owner needs to answer:

Do you have a leads problem, or a sales problem?

Julie and Cathy invited me onto the show to unpack one of the biggest misconceptions in online business: believing you need more leads when what you actually need is a clearer, stronger sales process. We talk about what really drives conversions, why more traffic isn’t always the answer, and how to diagnose what’s actually going on behind the scenes of your funnel.

This episode is packed with simple, psychology-driven insights you can use right away, whether you run wedding shows like me or funnels like FG. Julie and Cathy pull back the curtain on mistakes they’ve seen hundreds of entrepreneurs make, and together we break down how to spot whether your bottleneck is marketing… or sales.

If you're ready to stop guessing and start understanding what your numbers are really telling you, this is a must-listen.

Join our upcoming free class: www.Easiestyes.com/class
" Master Your Sales Instincts, Double Your Close Rate, & Start Guiding Conversations Where Buyers Sell Themselves"

Episode 131: What 11 Years of Entrepreneurship Taught Me About Living

This week marks 11 years since I launched into entrepreneurship, and this episode is unlike anything I’ve ever shared before.

When I sat down to reflect on what I’ve learned over the past decade, I realized this isn’t just about business. It’s about becoming.

In this episode, I’m pulling back the curtain on what the journey has really looked like, the seasons of survival, the rebuilding, the healing, and the growth that changed everything.

I’ll walk you through 11 insights from 11 years in business... the truths I’ve learned not just as an entrepreneur, but as a woman who’s learning how to live again.

It’s real. It’s raw. It’s vulnerable.
But my hope is that by the end, you’ll see yourself somewhere in this story. Because there’s no finish line. Just deeper peace, bigger purpose, and the person you’re meant to be on the other side.

130: Your Standards Shape Your Life, Not Your Goals

 This one’s a little different, and it’s personal.

Over the last six months, I’ve walked through one of the hardest seasons of my life. I haven’t shared it publicly until now, but I’ve been navigating my divorce. And while it’s been painful, it’s also brought more clarity than I’ve ever had before.

This season has taught me something I’ll never forget:
Our standards shape our life, not our goals.

Your goals are what you want.
But your standards? They’re what you allow.
They determine what you say yes to, what you walk away from, and ultimately, what kind of life you build.

In this episode, I’m talking about what it looks like to truly raise your standards,  not from a place of perfection or control, but from a place of self-respect. I’m sharing the lessons that came from realizing I didn’t want to live feeling unseen and undervalued, and how I made the decision to choose myself, even when it meant starting over.

We’ll talk about:
 ✨ The difference between goals and standards (and why one matters more)
 ✨ What happens when you compromise your standards — and how to stop
 ✨ The freedom that comes from taking back your power
 ✨ Showing up as the version of you who enforces her boundaries with grace and confidence
 ✨ Why it’s okay to be “the villain” in someone else’s story when you’re protecting your peace

This isn’t just a motivational pep talk, it’s real, raw, and from the heart.
If you’ve ever found yourself settling, shrinking, or silencing what you need to keep the peace, I hope this conversation reminds you that you’re allowed to want more.

Because you are a grown adult who gets to choose.
And when you finally stop lowering your standards to keep everyone else comfortable, you make room for the life that truly fits you.

Episode 129: Hustle? Rest? Or Risk? Here’s How You Know…

I had one of those pull-the-car-over-and-voice-note-myself moments this week, the kind that hits you right in the middle of a messy, beautiful season of business. After a conversation with my coach (and a few late-night thoughts from my mentorship students), I realized something big: so many of us are getting discouraged not because we’re doing it wrong… but because we’re following advice meant for a different season than the one we’re in.

In this episode, I’m breaking down the three seasons I’ve lived, over and over again, in my own business: Hustle, Optimization & Boundaries, and Risk Tolerance & Scaling. I’m sharing what each one really looks and feels like, beyond the curated Instagram version, and how to know which one you’re standing in right now.

We’ll talk about…
 ✨ The truth about hustle culture (and why hustle isn’t toxic, burnout is)
 ✨ How to stop feeling guilty for working hard or resting when you’ve earned it
✨ What to focus on in each season so you can actually move forward
✨ And how to stretch without snapping when it’s time to take bigger risks

This one is equal parts pep talk and permission slip. Because I want you to stop beating yourself up for not being where someone else is, and start honoring what your season needs from you right now.

Whether you’re in the trenches building momentum, learning to protect your peace, or taking the big, scary swings that stretch your comfort zone, this episode will help you recognize where you are, own it fully, and trust that every season is shaping you into the business owner you’re meant to be.

Because you’re not just building a business. You’re becoming the version of you who can hold it.

Episode 128: High-Leverage Sales Activities: The Shortcut to Doubling Your Business

Ever feel like you’re working nonstop in your business but still not seeing the growth you want? 

Most wedding pros spend 90% of their time serving clients and squeezing sales and marketing into that last 10%... usually running on bottom-of-the-barrel energy. But what if the secret to scaling isn’t more time… it’s better strategy?

In this episode, I’m sharing how to focus your limited hours on high-leverage sales activities, the kind of moves that multiply your results instead of draining your energy. We’ll talk about:

✨ What “high-leverage” really means (and how to know if you’re stuck in low-leverage busy work)
 ✨ The simple mindset shift that doubled my business, without adding more hours to my week
 ✨ Why wedding shows are the most high-leverage opportunity in the wedding industry
✨ How to find and protect your own high-ROI activities that keep your calendar full

You’ll walk away from this episode ready to stop running your business on fumes, and start running it like a CEO.

🎧 Listen in and then grab your free seat at my masterclass:
 👉 How to Actually Fill Up Your Calendar in One Sitting at Your Next Wedding Show
Save your spot at LindsayJWilliams.com/training

Because the time you have *even if it feels small* is already enough to build something beyond your wildest dreams 💛

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 6: Scarcity Sells: How to Create Urgency Without Feeling Pushy

Tired of hearing couples say “we’re just browsing”? In this episode, I’ll show you how to guide those on-the-fence couples toward action using scarcity strategies that feel natural, not pushy. When you apply these simple shifts, you’ll spark momentum and fill your consultation calendar faster than ever.

Here’s what you’ll learn:

• The powerful difference between urgency and scarcity, and how to use both at wedding shows.
• What to say when couples tell you “we’re not ready yet” (this works like magic).
• The visual trick that creates instant FOMO and gets couples lining up for appointments.

Scarcity done right doesn’t feel like pressure, it feels like opportunity. And it’s the secret to turning warm interest into booked weddings.

Sign up for our FREE Masterclass:

👉 Want more examples and step-by-step strategies? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your entire calendar in one sitting with wedding shows. 

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 5: How to Attract Your Ideal Clients (Not Just Freebie Seekers) at Wedding Shows

Yes, wedding shows have freebie-seekers, but they also have your dream clients. In this episode, I’ll show you how to stand out from the crowd, speak directly to your ideal buyers, and walk away with high-end bookings (even in a room full of budget shoppers).

Here’s what you’ll learn:

• The strategic shift that helps you connect with luxury buyers, even in a sea of deal hunters.
• What ideal clients are actually looking for at shows (hint: it’s not the cheapest vendor).
• The hidden buying signals most vendors miss when talking to couples.

When you show up with the right strategy, wedding shows become a magnet for the clients you’ve always wanted to work with.

Sign up for our FREE Masterclass:

👉 Want more examples and step-by-step strategies? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your entire calendar in one sitting with wedding shows. 

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 4: The Psychology Behind a Great Show Special (Without Discounting Your Services)

Couples love the thrill of a deal, but that doesn’t mean you have to slash your prices to get their attention. In this episode, I’ll walk you through how to craft a show special that motivates couples to take action—while protecting your profit and elevating your brand.

Here’s what you’ll learn:

• Why discounts kill your profit, and how to offer something even more compelling.
• The 4-part filter every great show special should pass before it hits the table.
• What a show special actually is—and why most vendors are doing it wrong.

With the right approach, your show special becomes a powerful tool that books weddings without cutting into your bottom line.

Sign up for our FREE Masterclass:

👉 Want more examples and step-by-step strategies? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your entire calendar in one sitting with wedding shows. 

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 3: How to Make Wedding Shows Work, No Matter Your Niche

Whether you’re a travel agent, high-end planner, venue, or offer something totally unique... wedding shows can work for you. In this episode, I’ll show you how to tailor your show strategy to your business, timeline, and ideal client so you can walk away with real bookings.

Here’s what you’ll learn:

• How to shift your message based on your booking window, service, or price point.
• The “decision timeline” strategy that connects you with couples right when they need you.
• Why your niche isn’t the issue, and how my students are booking out with wedding shows in every category.

No matter your business, there’s a way to turn wedding shows into your #1 source of clients.

👉 Want the full strategy? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your calendar in one sitting at your next wedding show. 

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 2: What’s Not Working: 5 Mistakes That Tank Your Wedding Show Results

You’ve been told to collect leads, hand out brochures, and hope couples follow up later. The truth? That outdated advice is costing you real bookings. In this episode, I’ll break down the five biggest mistakes wedding pros make at shows, and exactly how to fix them.

Here’s what you’ll learn:

• Why giveaways, raffles, and freebie-seekers are hurting your chances of booking weddings.
• The surprising role your booth layout plays in whether couples stop or walk right by.
• The #1 shift that turns wedding shows from a wasted day into your biggest revenue stream.

With just a few tweaks, you can go from frustrated to fully booked at your next show.

👉 Want the full strategy? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your entire calendar in one sitting with wedding shows. 

6-Part Free Audio Training Series for Wedding Pros: Booked Solid: How Wedding Pros are Winning Shows in 2026

Training 1: ROI Revealed - 4 Metrics That Predict Your Wedding Show Results

Think wedding shows are a gamble? Not when you know what to track. In this training, I’ll walk you through the exact four ROI metrics that will show you if a wedding show is truly worth your time and money.

Here’s what you’ll learn:

• The four key ROI metrics that separate “guesswork” from real strategy.
• The time-per-dollar breakdown that proves one show can bring in $20k+ in revenue.
• How to analyze your investment so you can double down on what’s working and cut what’s not.

Once you understand these numbers, wedding shows stop being a gamble, and start being your most profitable marketing channel.

👉 Want to dive even deeper? Join me for my free masterclass at LindsayJWilliams.com/Masterclass and learn how to fill your calendar in one sitting at your next wedding show. 

The economy has shifted. It’s no longer enough to sell services or even experiences. Today’s clients want to walk away changed.

In this episode, I’m taking you inside a glass-of-wine conversation I had with my dad (a college professor of Travel & Tourism) about Pine & Gilmore’s famous book The Experience Economy — and how that idea has evolved into what we now call the Transformation Economy.

We’ll explore:

• The evolution of economies: from commodities → goods → services → experiences → transformations
• The psychology behind why clients are craving change now more than ever
• The Starbucks Pumpkin Spice Latte test (and why it’s really about identity)
• What this shift means for the wedding industry — and how you can position your business around the transformation you deliver

The Transformation Economy isn’t coming — it’s already here. And if you can show the real, lasting change you create, you won’t just stand out… you’ll thrive.

120: Meet the Friend Who Changed My Money Story, Erinn Bridgman

For years, I avoided really looking at my numbers. I told myself I’d “clean everything up first,” or that once I made more money, the stress would go away. Spoiler: it didn’t.

That’s where today’s guest, and dear friend, Erinn Bridgman comes in. Erinn isn’t your typical money coach. She went from hustling weekends as a wedding photographer to building a $7M real estate portfolio, all by learning how to make her business actually pay her. Now she helps wedding pros and creative entrepreneurs do the same: ditch money stress, finally pay themselves consistently, and build real wealth.

In this episode, we’re diving into:

• Why “more revenue” isn’t always the fix for money stress
• The real difference between a bookkeeper, accountant, and your role as CFO
• How to stop feeling broke even when your business looks successful from the outside
• The simple rhythm Erinn taught me that changed how I lead my money

If money has ever felt heavy, messy, or like something you’ll “deal with later,” this conversation will give you a new story — one of clarity, calm, and real control.

✨ Resources mentioned in this episode:

• Join the free Money Masterclass:  https://go.erinnbridgman.com/masterclasslindsay
  
  
• Check out Erinn’s course Paid and Powerful: https://paidandpowerful.com/casestudy 

• Learn more about Erinn’s 1:1 Coaching: https://erinnbridgman.com/1-1-coaching 

Ever stepped into a season where everything just clicks? The emails, the referrals, the opportunities... it feels like the universe is conspiring for you. But here’s the truth: it’s not luck. It’s what happens when clarity, standards, and action finally intersect.

In this episode of the Build That Business Podcast, I’m sharing how to recognize those magnetic seasons when they show up, why they often follow your hardest stretches, and the science (hello, Reticular Activating System (or RAS) 👋) that helps explain why opportunities suddenly seem to appear everywhere.

We’ll dig into:

• Why magnetic energy shows up after hard seasons
• The power of raising your standards (and refusing to discount them)
• The difference between noticing opportunities and actually harnessing them
• Practical examples of low, medium, and high-stakes “yeses”
• Guardrails and practices to extend the season
• What to do when the wave ends — and how recalibration seasons actually level you up
• My 5-step roadmap: Standards → Purge → RAS → Act → Extend

If you’ve been waiting to feel ready, this is your nudge: you don’t wait for the wave, you stand up on the board when it comes. 🎧

This episode wasn’t planned but it kept me up last night, and I knew I needed to sit down and record it today. It felt like the universe was telling me you needed to hear this.

Here’s the truth: most people don’t actually go after the life they want. They talk about it. They plan for it. They get close, and then fear sneaks in and convinces them to pull back, to play it safe, to wait for “someday.”

In this episode, I’m breaking down why that happens, the 4 common scenarios I see people get stuck in, and what separates the few who do go after it. We’ll talk about:

• Why successful people aren’t “lucky”, they just swing when others don’t
• The role of big swings in creating leaps in life and business
• How to build your nervous system and risk tolerance so fear doesn’t stop you
• What to do when you get pushback (yes, even from a spouse or partner)
• Why you don’t need permission or support to chase the life you really want

This one’s raw, unscripted, and straight from my heart. If you’ve been sitting on the sidelines, waiting for the right time to take your swing, this is your nudge.

What if the version of you you’ve been waiting for, the calm, confident, thriving woman you imagine in the future, didn’t have to wait for “someday”? What if she could be here now?

In this episode of The Build That Business Podcast, I’m inviting you to stop waiting for permission and start living like she’s already here. Because the truth is, growth doesn’t come in one big leap, it comes in the small, everyday choices to romanticize your business and your life right where you are.

We’ll talk about:

• The hidden stages of growth no one really talks about (and why losing your “mojo” might be part of the process)
• How to build peace into your business so you can hold more success without burning out
• The trap of waiting for more time, money, or confidence before you step into your next level
• The generational shift we’re creating for our kids by modeling a new way to live and work
• Why your clients are magnetized not just to your services, but to the energy you carry
• And how to start bringing the “future you” into your life and business today

If you’ve been craving a softer, more intentional approach to growth, one that lets you thrive in both business and life, this conversation will remind you: you don’t have to wait for someday. You can start becoming her now.

Ep: 116: 9 Business Systems That Saved Me in a Hard Season

Entrepreneurship isn’t just about the glossy success stories, it’s about building something that can hold you when life feels heavy. In this episode, I’m opening up about the 9 business systems that gave me stability, structure, and breathing room in one of the hardest seasons I’ve walked through.

We’re talking about the practical tools, workflows, and mindset shifts that kept my business running, and even growing, without requiring me to show up 24/7.

Inside, you’ll hear:

• The scheduling tweak that made sales calls easier for me and my couples
  Why I focused on just 20% of my efforts, to get 80% of my results
• How I used content repurposing to stay visible without starting from scratch
• The “CEO time” habit that kept me focused on the big picture
• The behind-the-scenes support that cleared space for me to breathe
• And why leaving margin in your week might be the most productive move you make

If you’ve been in a hard season, or just want to build a business that can weather one, this episode will give you both permission and a plan to make it happen.

Ep 115: What I’m No Longer Apologizing For in Business

In this episode, I’m pulling back the curtain on some big shifts I’ve been making, both personally and professionally. We’re talking about the patterns I’ve uncovered through therapy (like the life trap of subjugation), the quiet ways people-pleasing has shaped my business, and why I’m no longer apologizing for things like taking up space, protecting my time, or changing my mind.

This is a vulnerable one. But I have a feeling if I’ve been carrying these behaviors for 15 years, you might be carrying some of them too. And if you’ve ever over-explained, over-delivered, or made yourself smaller just to keep the peace… I hope this conversation helps you see things a little more clearly, and claim a little more space in the process.

We’ll talk about:

• The two types of people-pleasing and how they show up in business
• What the life trap of subjugation is (and how it may be shaping your decisions)
• Why I’m rethinking my Enneagram wing
• The shift from Helper to Leader
• 7 things I’m no longer apologizing for in business

This isn’t about doing less for others, it’s about finally doing something for yourself.

Ep 114: You Are Allowed to Outgrow the Person Your Business Once Needed

Have you ever looked around at your business and thought…
 “I built this. I’m proud of it. But it just doesn’t feel like me anymore”?

You’re not alone.

In this episode, we’re talking about identity shifts in business. What happens when the version of you that built your business isn’t the same version who’s running it now. And how to evolve without burning it all down.

I’m sharing my own journey, from wedding stationer to coach, and walking you through the quiet, often uncomfortable process of realizing you’ve changed. Your priorities, your capacity, your definition of success… all of it. And now your business needs to catch up.

We’ll talk about:

• Why it’s normal (and necessary) to outgrow past versions of yourself
• Common identity shifts I see entrepreneurs navigating
• Signs you’ve evolved, even if your business hasn’t yet
• What to do when your growth feels confusing, scary, or hard to explain
• How to move forward without overthinking, overexplaining, or overworking

If you’ve been feeling the nudge to do things differently, this is your permission slip.

You’re allowed to shift. You’re allowed to want something new.
You’re allowed to build a business that fits who you are now.

113: How to Build a Business That Holds You, Not the Other Way Around

If your business has started to feel… heavy, like it’s asking more of you than it’s giving, this episode is for you.

Today on the Build That Business Podcast, I’m walking you through what it really looks like to create a business that supports your life, not one that drains it. We’re talking about the difference between hustle and sustainability, and what it means to build a business that can catch you when life throws a curveball (because it will).

I’m sharing:

• The four pillars that helped me restructure my business to run with less of me, without sacrificing profit
• How a life-changing diagnosis for my son forced me to get crystal clear on what really matters
• The myth that rest is a reward, and why it’s actually the fuel that keeps your business growing
• How to create offers, systems, and support that protect your time, energy, and peace
• Why this shift isn’t just good for your wellbeing... it’s good for your revenue, too

If you’ve been craving more ease, more clarity, or just permission to build differently… this is your episode.

112: What to Prioritize in Overwhelming Seasons

Feeling stretched thin lately? This episode is for you.

Whether you’re deep in wedding season, juggling client work and family life, or just trying to stay afloat in a full season, this conversation will help you breathe a little easier and focus on what actually matters.

In this episode, I’m sharing the 5 core areas to prioritize when your calendar is packed and your capacity is low. I call them The Full Season Five. We’ll talk through what to pause (guilt-free), how to protect your energy, and how to create micro-momentum so you don’t stall out completely. You’ll also learn how to spot high-leverage moves that actually move the needle so you can keep growing, even in the chaos.

If you’ve ever thought, “I should be doing more,” this episode is your permission slip to pause, simplify, and lead with intention instead of overwhelm.

🎧 We’ll cover:

• What to actually focus on when you can’t do it all
• How to protect your time, energy, and income
• The smartest way to show up without burning out
• Why wedding shows are the most high-leverage move you can make in a full season

Grab the free training I mention in the episode:
 How to Actually Fill Up Your Calendar in One Sitting at Your Next Wedding Show
LindsayJWilliams.com/Training

And for my email and inquiry response resource, check out:
The Ghosting Buster
LindsayJWilliams.com/theghostingbuster

You’ve got this, friend. Let’s dive in.

111: Why I Believe in the Slow Rebuild

After an unplanned pause, I’m back behind the mic and today, I’m sharing what’s been unfolding behind the scenes.

This episode isn’t about a breakdown or a burnout. It’s about a quiet realignment. A shift in rhythm. A season of slowing down on purpose, not because I had to, but because I wanted to build something more grounded, intentional, and true.

If you’ve ever found yourself in a season of transition, where the old pace no longer fits, but the new path isn’t fully clear yet, this one’s for you. We’ll talk about:

• What it really means to rebuild (without rushing back to productivity)
• The myth of the “bounce-back” and why rest is a power move
• How I’m redefining success and what my workdays look like now
• The unexpected clarity that comes from stepping back
• Why you’re not starting over, you’re starting from experience

This isn’t a comeback episode. It’s a recalibration. And if you’re moving through something similar, I hope this conversation meets you where you are.

Because you’re not behind. You’re becoming. And you’re doing better than you think.

In this episode, we’re diving into one of my favorite topics… sales. But not in a pushy, awkward, “convince them” kind of way. I’m walking you through the 9 psychological triggers that cause people to take action and say yes.

These are the exact triggers I’ve used (and my students have used) to go from ghosted DMs and crickets after consults… to fully booked calendars with couples who are excited to work with you.

We’re talking:

• What makes people feel urgency and act now
• How to confidently communicate your value without discounting
• What to lead with to pull people in the door (and what NOT to)
• The moment that changed everything for me 

This episode is part strategy, part story, and packed with action steps you can implement today. If sales has ever felt intimidating or confusing, this will give you the confidence and clarity to approach it in a whole new way.

🎧 Mentioned in the episode:
 → From Booth to Booked: Winning the Wedding Show Sales Game – My free audio training series to help you follow up and close after the wedding show:
 LindsayJWilliams.com/AudioSeries

Let’s talk about it, the kind of dreaming that gets you eye rolls, second guesses, and "be realistic" comments from the sidelines.

In this episode, I’m pulling back the curtain on the mindset shift that’s changed everything in my business: giving myself full permission to dream bigger… and act from that belief. No new flashy strategy. No secret hack. Just a deeper vision and the willingness to trust it.

We’ll unpack:

• Why dreaming big isn’t frivolous,  it’s fuel
• How drift sneaks into your business (and how to snap out of it)
• The real reason your dream doesn’t need to make sense yet
• What to do when other people can’t see your vision
• A tangible framework to help you start dreaming again today

If you’ve been playing small, talking yourself out of big ideas, or waiting for someone to give you the green light… this is your episode.

Let’s stop shrinking and start building boldly.

108: The Invisible Work That Builds an Unstoppable Business

We all love the highlight reel:  the booked-out calendar, the client wins, the big moments.

But what actually builds a thriving business? It's not the shiny stuff. It's the work no one sees.

In this episode, we’re talking about the invisible work… the behind-the-scenes habits, mindset shifts, and emotional reps that quietly build a business that’s not just successful, but unshakable. If you’ve ever felt like you’re doing all the right things but wondering why it’s not paying off yet,  this one’s for you.

I’ll walk you through 7 types of invisible work that changed everything in my own business, including:

• The kind of mindset work that no one claps for (but changes everything)
  
  
  
• Why emotional resilience is more important than getting it “right”
  
  
  
• How to build mastery, leadership, and confidence quietly — and powerfully
  
  
  
• What nervous system regulation actually looks like for business owners
  
  
  
• A peek into the reps I put in (like practicing my Wedding MBA talk in my basement 100+ times)
  
  
  
• And how to keep showing up when the results feel slow
  
  
  

This episode is your reminder that what you're building matters,  even if no one sees it yet.

You’re not behind. You’re building. And the roots you’re growing now? They’re going to hold everything you’re about to create.

If you’ve been hesitating to invest, market boldly, or finally go all-in on your business because it feels “safer” to wait — this episode is your wake-up call.

We’re talking about the real cost of playing small. Not just emotionally, but financially. Because while staying quiet might feel comfortable in the moment, it’s secretly the most expensive move you can make.

Inside this episode, I’m sharing:

• What playing small actually looks like (it’s sneakier than you think)
• The hidden opportunity cost of waiting to feel ready
• Why messy action builds momentum, and perfection keeps you stuck
• A tough-love breakdown of the myths keeping you on the sidelines
• A powerful visualization to help you choose your next move — today

This one’s bold. It’s honest. And it’s the nudge you didn’t know you needed.

You’re not stuck. You’re standing at the edge of growth.
Let’s move.

When "Good Enough" Isn’t Enough: Creating the Life You Really Want

You didn’t start your business just to have a highlight reel that looks good to everyone else.
 You started it because you were chasing something more.
 Freedom. Flexibility. A life that actually feels true to you — not just one that checks traditional boxes.

But what happens when, somewhere along the way, the thing you built looks great from the outside... but inside, something feels a little off?

In this heartfelt episode, we’re diving into:
 ➔ Why "good enough" will never be enough when your heart is meant for more
 ➔ How to reconnect with what you really want (even if it’s changed)
➔ The courage it takes to shift paths and build a life — and business — that’s truly yours

If you’ve been feeling that quiet nudge in your heart lately, this conversation is for you.
 You’re not broken.
 You’re not crazy.
 You’re right on time. ❤️

🎙️ Tune in now and let’s chat about what’s next for the life you’re meant to create.

The Sweet Spot: Confident and Coachable. When You Know You’re Good… But You’re Not Done Yet

There’s a sweet spot in business that doesn’t get talked about enough, where confidence and humility meet. In today’s episode, we’re diving deep into what happens when you know you’re good at what you do… but you’re still hungry to grow.

I’ll break down the real roles that confidence and humility play in building trust, connecting with clients, and staying in momentum. Plus, I’ll share a behind-the-scenes look at how this balance showed up in my own business, and how it changed everything.

Whether you’ve been playing small out of fear of seeming arrogant, or coasting because “what you’ve been doing kind of works,” this episode will help you find the sweet spot where your growth really starts to take off.

🎧 You’ll learn:

• Why confidence is a non-negotiable in sales (especially in the wedding industry)
• How humility keeps you coachable, relatable, and always evolving
• The mindset shift that took me from overwhelmed to magnetic
• 3 powerful reflection questions to help you step into this energy now

This one’s a mix of strategy, mindset, and a little tough love. Let’s find that sweet spot together.

104: Quarterly Planning: What to Track and Why It Matters

In this episode of The Build That Business Podcast, I’m taking you behind the scenes of one of my favorite CEO rituals, my quarterly planning session (with a cozy café and a spreadsheet in hand 🤓). I’m walking you through exactly what numbers to review at the end of each quarter and how that data can help you make strategic, confident decisions moving forward.

We’ll cover:

• What metrics wedding pros should actually be tracking
• How to spot bottlenecks in your sales process (and fix the right problem)
• The power of knowing your lead sources, show-up rates, close rates, and more
• Why your nervous system data matters just as much as your revenue
• And how to use that clarity to grow without burning out

This one’s part strategy, part mindset, part therapy session,  and I hope it encourages you to pause, reflect, and lead your business from a place of clarity instead of chaos.

✨ FREE RESOURCES MENTIONED:
🎯 Need more leads? Grab my free wedding show training: LindsayJWilliams.com/Training

💬 Want help closing more leads? My free sales audio series is here: LindsayJWilliams.com/AudioSeries

If this episode gave you clarity or encouragement, I’d love for you to:
 → Subscribe to the show
 → Leave a review
 → Tag me on IG @mslindsayjwilliams while you’re listening so I can cheer you on!

Until next time, keep on building those businesses. 💪

Let’s be real, building a business is hard enough on its own. But what happens when life throws something big at you? A special needs diagnosis like autism, a chronic illness, caregiving responsibilities, financial strain, or just the everyday weight of motherhood?

In this deeply personal episode, I’m sharing what it’s really like to navigate entrepreneurship when your life doesn’t look like the highlight reel. I’ll walk you through the mindset shifts, boundary-setting, and strategy changes that helped me continue growing my business while also showing up for my family, my son, and myself.

We’ll talk about managing your nervous system, filtering advice that doesn’t fit your season, saying no to the “shoulds,” and building a business that works for your real life—not a hypothetical one. Most of all, I want you to know: you’re not behind, you’re not broken, and you’re absolutely not alone.

If you’ve ever felt like no one understands what you’re carrying behind the scenes… this one’s for you. 💛

36 Truths I Know at 36 That I Wish I Knew at 26

This week, I’m celebrating my birthday in the most Lindsay way possible—with a mic, a notebook full of lessons, and a whole lot of honesty. In this episode, I’m sharing 36 truths I’ve learned over the past decade of life and business… truths I wish I could go back and tell my 26-year-old self. Some of these lessons came easy, and some were earned the hard way—but each one shaped who I’ve become.

If you’re building a dream, chasing growth, navigating discomfort, or just need a little reminder that you’re not alone—this one’s for you. We’re talking about fear, failure, mindset, marketing, money, confidence, boundaries, and everything in between.

No fluff. No sugar-coating. Just real talk, warm encouragement, and a little tough love from someone who’s walked the path.

So whether you’re 26, 36, or 66… this is your nudge to keep going.

Masculine vs. Feminine Energy in Business: Am I Losing My Drive or Finally Doing It Right?

This episode was not the one I had planned for today. But after waking up with a nagging thought and hearing multiple signs pointing me toward feminine energy, I knew I needed to hit record and process this in real time.

Lately, I’ve felt a shift in my business. The usual push, the chasing, the hustle, the drive, just hasn’t been there. And as an Enneagram 3, Aries fire sign, overachiever type… that worried me. Was I getting complacent? Losing my edge?

Then, after a conversation with my business coach, Helen, I realized something major: I wasn’t losing my drive, I was stepping into my feminine energy (and honestly, that made me really uncomfortable).

💡 Masculine energy is all about action, structure, and pushing forward, which I’ve leaned into hard for over a decade building this business.
💡 Feminine energy is about receiving, trusting, and allowing things to unfold, which feels completely foreign to me.
💡 The reality? We need both. And if we keep piling on more work instead of leaning into what’s already working, we risk suffocating our own success.

In this episode, I’m breaking down what I’m learning, what I’m actively working on, and how I’m trying to balance masculine and feminine energy in my business without losing momentum. If you’ve ever struggled with slowing down, trusting your systems, or feeling like you constantly need to do more, this episode is for you.

🎧 Press play to hear my raw, unfiltered thoughts and let’s process this together.

Have you ever felt like you’re so close to the next level, but something invisible is holding you back? Maybe you hit a big goal, only to find yourself cooling down instead of leveling up. Maybe you dream bigger but still hesitate to take the leap.

Friend, that’s not a lack of skill or opportunity, it’s your personal glass ceiling. And in today’s episode, we’re shattering it for good.

Here’s what we’re diving into:
 ✅ Why we subconsciously limit ourselves based on what we think we’re worth
✅ How we self-sabotage success by “cooling down” to stay in our comfort zone
✅ Why complacency is more dangerous than feeling stuck and how to wake yourself up
✅ The simple but powerful mindset shift that changes everything (hint: "Why not me?")
✅ What to do when the people around you aren’t ready for your growth
✅ A personal story about how one mentor called me out, and helped me double my business. 

If you’ve been playing small, waiting for permission, or letting old beliefs keep you stuck, this episode is your wake-up call. It’s time to break through.

🎧 Tune in now, and if this episode hits home, DM me on Instagram @LindsayJWilliams, I’d love to hear your biggest takeaway!

Wedding pros, if you’ve ever felt like you’re hustling non-stop but not seeing the results you want, this episode is for you! The secret isn’t to hustle harder—it’s to hustle smarter.

Today, I’m breaking down why hustle isn’t the enemy (despite what the internet says) and how to shift from scrappy, throw-everything-at-the-wall hustle to calculated, results-driven hustle that actually moves the needle. Because success? No one’s handing it to you. But when you know where to put your energy, you can work less and make more.

I’ll walk you through:
✨  Scrappy Hustle vs. Calculated Hustle—which one you’re in now, and how to graduate to the next level
✨  The balance of woo meets work—how to recognize when the universe is winking at you (or shutting a door for a reason)
✨  Why failing fast, failing forward, and bouncing back is the key to getting to that next level

🎧 This is the episode for you if you’re grinding away, wondering why success isn’t happening as fast as you’d like, or if you’re tired of hearing people bash hustle while sipping cocktails on a beach (convenient, right?).

💛 If this episode resonated with you, take a screenshot, share it on Instagram, and tag me @MsLindsayJWilliams, I’d love to hear how you’re shifting your hustle!

💡 Want to fill your calendar in one sitting at your next wedding show? Grab my free training here: LindsayJWilliams.com/Training

Let’s get into it! 🎙️✨

Episode 98: Sell the Story, Not the Service – How Storytelling Wins Every Time

Wedding pros, if you’ve ever felt stuck on what to say in your marketing, like you're blending in with every other vendor out there, this episode is for you! The secret to standing out? Storytelling.

Today, I’m sharing why stories are the most powerful sales tool in your business. Couples don’t just connect with a service, they connect with a feeling, a vision, a story that makes them say, “That’s me. That’s what I want for my wedding.” And when you learn how to tell your story, your clients' stories, and the stories behind your work, you won’t have to “sell” at all... people will feel connected to you before they even meet you.

I’ll walk you through:
✨ Why stories drive engagement, build trust, and create an emotional connection
✨ How to craft your Story Bank: your go-to collection of 3-5 stories to use in sales calls, wedding shows, and social media
✨ Real examples of how storytelling leads to bookings (like the time a bride asked to honor her grandmother with a tiny blackbird hidden in her invitation design)
✨ How to use stories at a wedding show so your booth stands out and couples remember YOU

🎧 Tune in and get ready to sell the story, not the service.

📌 Challenge: Take 30 minutes today to write down 3-5 go-to stories for your Story Bank! Try using one in your next post, consultation, or wedding show conversation—and watch what happens when you lead with heart instead of just a sales pitch.

💛 If this episode resonated with you, take a screenshot, share it on Instagram, and tag me @MsLindsayJWilliams—I’d love to hear what story you’re ready to start sharing!

Let’s get into it! 🎙️✨

What’s actually holding you back from hitting that next-level income goal? Spoiler alert, it’s not a missing strategy (even though we love a good strategy around here). In this episode, we’re diving into the real obstacles: your risk tolerance and your belief in yourself and how both of these play a massive role in scaling your business.

I’ll share a game-changing conversation I had with my coach, how I went from hesitating on investments to making bold (but calculated!) moves, and how tracking my numbers allowed me to bet on myself with confidence. We’ll talk about:

✅ The sneaky ways fear disguises itself as “being practical” and keeps you playing small
✅ How to expand your risk tolerance without taking a nosedive off a cliff
✅ Why data is your best friend—not just to see what’s working, but to catch what’s not and adjust fast
✅ The Gap vs. The Gain and how to shift from feeling behind to fueling your momentum

Ladies, only 1.9% of women-owned businesses ever hit the million-dollar mark, despite making up 39% of all U.S. businesses. That number needs to change. So what’s holding you back? Don’t let it be you.

Press play and let’s talk about stepping into your next-level mindset, making bold decisions, and actually scaling your business, one smart risk at a time.

👋 Let’s connect! DM me on Instagram @MsLindsayJWilliams and tell me what one bold move you’re making this week! 🎙✨

Have you ever heard “I love your work, but I just can’t afford it” and immediately felt like the sale was lost? You’re not alone, but here’s the truth: price isn’t always the real issue.

More often than not, there’s a price gap - a disconnect between what you charge and what the client believes your service is worth. And when that gap exists, potential clients hesitate, look for cheaper alternatives, or walk away altogether. But the good news? You have the power to close that gap, and I’m going to show you how today. 

In this episode, we’re breaking down:

✔️ Why price objections aren’t always about budget (and what’s really happening)
✔️ How couples shift their wedding budget and how you can position yourself as a priority
✔️ The four biggest reasons clients hesitate on price
✔️ Practical strategies to communicate your value, handle objections with confidence, and make booking easier for your clients

If you’re tired of losing sales to budget concerns and want to book more weddings without lowering your prices, this episode is a must-listen.

🚨 Want to dive even deeper into sales strategy? My brand-new course, Booked to Banked, is officially open! This is your step-by-step system to leading consultations with confidence, handling objections with ease, and turning more leads into paying clients.

During launch week, there are exclusive bonuses AND special pricing! Don’t miss out, head to LindsayJWilliams.com/banked to check it out.