Peter: When we first connected, what was going on in your business?

Natalie: I'd had a really good year before that, and it was because of ads. I found someone to help me with ads, and my business doubled compared to when I was getting leads from various sources without much marketing. Then that coach fell off the map, so I thought, "I've got this now, I'll do it myself." I ran the ads myself through the winter and early spring, and it didn't go as well as the year before. I kept turning my ads on and off because I wasn't booking the way I wanted. I think I got a little cocky and started taking shortcuts with the leads I got, and people weren't booking me at the prices I wanted. So I turned the ads off for a couple of months. That's when I saw one of your ads, and I thought, "Maybe I need help with the ads, or maybe it's my sales process. Let's find out."

Peter: So you were running the ads yourself. Were you not getting leads?

Natalie: I was getting too many, and they all seemed kind of low-budget. So I'd tweak things, like adding a budget range to the form or saying it was only for photo and video, to cut down on leads. Then I got very few leads. I didn't know which way to go. Do I want fewer leads that might book but cost $40 each, or 20 leads a week that I talk to and maybe don't book anyone? I was overwhelmed, so I shut it off.

Peter: You're a unique case, because you came to us having already had success with ads on social media. Then you got into a lot of the thinking in the industry about pricing and cheapening your brand, while trying to square that with the fact that ads had worked for you before. So you were getting leads, but people weren't booking?

Natalie: Yes. I'd get a ton of leads, but when they heard my prices, they were just like, "Uh, okay."

Peter: What was different about working with us versus doing it on your own?

Natalie: At first, we had some struggles with the ads, and the algorithm was being weird. I wouldn't have known how to handle that, so it was great to have you guys say, "We're going to figure this out." You did, and I got a ton of leads. The accountability was also good. On the group coaching calls, I could say, "I'm saying this on my calls, but it's not turning into anything," and get advice. That's where I saw changes in how I did consultations, and that brought changes in actual bookings.

Peter: Let's get to the chase. What results have you seen since we started working together?

Natalie: I've booked five weddings, and the summer months are usually really tough for me, so having all of that come in at once was awesome. The total was about $25,000 between photo and video.

Peter: So $25K in about 90 days, after a little setup time to get the ads going. A lot of people think they just need leads and they'll close them. But you were getting leads, and you weren't getting the results you wanted. How much did the accountability factor in, having someone say, "Trust the process, don't listen to what you're hearing over there, focus on what works"?

Peter: What does your schedule look like?

Lexi: I wake up at 5:30 and work at the lab from 6 to 2. I skip lunch so I can get out a little earlier, and once things calm down around noon, I'll listen in on your coaching call. I get home around 2:15 or 2:30 and start messaging leads right away. I start discovery calls around 3 and take them until dinner. One night I had 15 minutes to eat before a consult. Then I do consults until I start getting ready for bed around 9:30. I message leads in between calls and around dinner too.

Peter: If you have a nine-to-five and want your own business, you need a five-to-nine. Why are you willing to do all this?

Lexi: I have to get out of my job. It's mentally draining, and the building itself is a health hazard. I have a date for putting in my notice, and I look at it every day.

Peter: The people I see really hit their goals have a strong reason why it's a must, not a should, and they chip away at the goal consistently every day.

Lexi: I'm planning to quit at the end of September. That's a three-paycheck month for us, and the third check doesn't have benefits taken out. I was originally going to quit in December, but things keep getting worse at work. Realistically, I could quit at the end of August, but I'm giving myself a little wiggle room. I've been saving six months of my and my husband's expenses and loans as a safety net. Honestly, I could quit right now and be fine.

Peter: When we started and I told you we'd get you out of this job and make you a full-time photographer, did you think I was crazy?

Lexi: A little bit. But I'm so happy I trusted you.

Peter: In your second month, you gave offers to about 19 couples, and 10 said yes. That's over 50%, with no sales training. Why do you think you picked it up so fast?

Lexi: The process is laid out so clearly. I didn't always feel confident, but couples would still book, and I'd think, "The process is working."

Peter: You're also on almost every coaching call, and you work closely with Morgan, so you're saturating yourself in the material. I talk to people who get three to 10 leads a month and do two consults a month, and they're surprised they're not making more money.

Lexi: I'd heard you and others say you have to talk to a certain number of people. It's laid out in numbers: to reach your goal, you have to do X. You need to talk to a lot of people to book a lot, because a lot of them will be no's. Since I started with you, I've had conversations with 305 people.

Peter: Some people don't want to hear that, because it means a lot of work and a lot of rejection. But while you're doing it, you're building your audience and making connections with wedding parties and vendors. Eventually you may not need as many calls. But if you're trying to launch or scale, you have to talk to a lot of people.

Lexi: I've collected $22,325 in cash, which is more than I make in a year at my job. My revenue is $42,550.

Peter: You made more in about two and a half months, in a business that isn't even a year old, than your full annual salary. And you have these skills for life. What's next?

Lexi: Quitting my job, and challenging myself to keep getting better every month. I'm also trying to get my husband into video so we can offer both. He already comes to some weddings as my assistant and asked, "Why just stand there when I could do something?" He's testing it out to make sure he actually enjoys it.

Peter: You're in Arkansas, not New York City. You're low-key, but you're a killer behind the scenes. What do you attribute that to?

Lexi: I'm a perfectionist, and I love a challenge. Quitting my job, launching my business, and going full-time is a big challenge, but it's fun. This one is going to make me a better person, and I get to help a lot of brides.

Lexi: I only offer collections with albums, because I think every couple needs one. I'd never sold an album before, so I reached out to an album company and chose them because the quality is so good. I'm going to make one for my own wedding.

I did a free engagement shoot before I started working with you, to get my name out there. When I finished editing it, I texted her: "I'd feel bad if I didn't offer you this album or wall art. You need it." She said, "I definitely don't want our photos just sitting there." I have her reveal session tonight.

Peter: For anyone listening, we're talking about albums worth $2,000 to $4,000 after the initial booking. Every client we have who sells albums successfully has total buy-in that couples need them. When you're in love with what you offer and you want the world to have it, that's a superpower.

Peter: What's been the most transformational thing since working with us?

Lexi: I had no business knowledge at all. Now I have a lot more business, marketing, and sales experience. I'm not as ignorant anymore, like thinking, "People won't buy this." And I'm shocked at how little photography has to do with running a photography business.

Peter: Photography is the fulfillment, the vehicle for delivering what couples really want. What would you tell a new client who doesn't feel confident yet?

Lexi: Hearing no is part of the process. Trust the process and practice it. You'll get more confident, it'll show, and you'll book more. Just keep hammering. You can do it. If you want to set yourself up for success, aim for 10 to 15 discovery calls a week and at least five consults a week. That's what I do. I calculated it once: I work 40 hours a week at my job and about 45 hours a week on my business, including weekends.

Peter: And what would you say to someone who isn't a client yet and is skeptical?

Lexi: I was the same way. I asked my husband, "Do you think this guy's legit, or is it a scam? It can't be true." He Googled it and didn't find much, which made it seem even sketchier. But I told him, "I can't let this be a potentially pivotal moment in my life and not take the opportunity." I saw it working for other people, and I was determined. I'm so glad I did it.

Peter: Jordan was in a similar situation as a full-time police officer doing consults at night. When she quit, she said, "What do I do with all this time?"

Lexi: That's what I'm worried about too. I'm already planning a schedule for when I'm home full-time.

Peter: You'll have new projects, like building your team and offloading tedious work. Six figures is in the bag for you this year.