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.