how do I get veenered seems to lay back down?

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I have a new piece of unfinished pine furniture that the sides are thin veneer. When I finished the piece the seems where each strip of veener meet became raised. Each seem is very noticeable as it does not lay flat. Prior to applying the finish the seems were not noticeable. I used a water based paint. Is there a way to get the seems to lay back down? I have heared that there is a way to iron them but I have no details.