The Wellness Business Show

The 2 Ad Audiences Every Wellness Business Owner Needs to Know

div]:bg-bg-000/50 [&_pre>div]:border-0.5 [&_pre>div]:border-border-400 [&_.ignore-pre-bg>div]:bg-transparent [&_.standard-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.standard-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8 [&_.progressive-markdown_:is(p,blockquote,h1,h2,h3,h4,h5,h6)]:pl-2 [&_.progressive-markdown_:is(p,blockquote,ul,ol,h1,h2,h3,h4,h5,h6)]:pr-8"> _*]:min-w-0 gap-3 standard-markdown"> Have you ever set up an ad and thought... "But who is actually going to see this?" You've got the creative sorted. You've written the copy. You're ready to go. But the targeting piece? That's where it gets murky. And if you get it wrong? You're not just wasting money. You could be quietly damaging your email list health, confusing your Instagram algorithm and building an audience of entirely the wrong people. In this episode, I'm breaking down the two ad audiences every wellness business owner needs to know about - and how to use them together to build a smart, strategic ad ecosystem that actually works. We cover: The difference between warm and cold audiences (and why you need both) Who counts as your warm audience and how to target them inside Ads Manager Why random boosting is one of the most expensive mistakes you can make How cold audience targeting works - and why it's the most powerful tool in your ads arsenal The smart way to get your work in front of total strangers who are already primed to be interested Why the wrong audience can damage your email list and algorithm — even if your creative is brilliant If you've ever boosted a post and wondered why nothing happened. Or you're ready to run ads properly but don't know who to target… This episode is for you. 🎓 Want to Go Deeper? If this has got you thinking, "Okay… I want to do this properly," Join me for my free masterclass: The Calm Ads Method Where I'll walk you through how to use £5–£10 a day behind your ads in a strategic, grounded way - and actually see enquiries come in. Grab your free spot here: 👉 https://www.kirstykianifard.com/calm Replay included. 📲 Let's Connect Come and tell me what questions you have about your ad audiences over on Instagram: 👉 https://www.instagram.com/kirstykianifard I'd love to hear where you've been getting stuck with your targeting.

Ad Creatives That Actually Stop The Scroll

Have you ever gone to make an ad annd then hit the wall of... "What should this actually look like?" Reel? Carousel? Static image? Polished and professional? Or more scrappy, behind-the-scenes? Here's the thing... It doesn't matter how good your targeting is. It doesn't matter how good your copy is. It doesn't matter how brilliant the thing is that you're promoting. If your ad creative doesn't stop the scroll, nothing else gets a chance to work. In this episode, I'm breaking down exactly what's working right now when it comes to Meta (Facebook & Instagram) ad creatives - and what might be quietly sabotaging your results. We cover: The types of ad creatives currently getting the most clicks What's looking polished… but underperforming When to use reels vs carousels vs static images Why warm audiences and cold audiences need different visuals How your creative should change depending on whether you're promoting a lead magnet, masterclass, service, retreat or nurture ad What metrics to watch in the first few days to know if your creative is working If you've dabbled with ads before and felt like something wasn't landing. Or you're curious about ads but always stall at "what should it look like?"… This episode is for you! 🎓 Want to Go Deeper? If this has you thinking, "Okay… I'm ready to do this properly," Join me for my free masterclass: The Calm Ads Method Where I'll walk you through how to use £5–£10 a day behind your ads in a strategic, grounded way - and actually see enquiries come in. Grab your free spot here: 👉 https://www.kirstykianifard.com/calm Replay included. 📲 Let's Connect Come and tell me what you're experimenting with over on Instagram: 👉 https://www.instagram.com/kirstykianifard I'd love to hear what kind of creative you're testing next.  

Club MOTM: Sarah Richie on Confidence, Courage & Outgrowing Old Identities

Today's episode is a Wellness Business Club Member of the Month Spotlight and it's a proper heart-meets-strategy conversation. I'm joined by Sarah from Dragonfly Mindset, an empowerment coach and "pocket cheerleader" for anyone who wants more confidence, courage, and belief in what's possible. We talk about the messy middle of big life changes: leaving a career that no longer fits, grief as a catalyst, and the surprisingly common moment business owners hit where they realise they've started shrinking inside the niche they chose. If you've been feeling a bit boxed in, a bit "is this it?", or like you're trying to stay relatable by making yourself smaller… this one will land. What We Cover Sarah's transition from teaching to coaching, and why it stopped fitting after becoming a mum The role coaching played in shifting perfectionism, people pleasing, and self-trust Grief, perspective, and the question that changed everything: "If I only had 11 years left… what would I want my life to look like?" Why "niche down" can be helpful… and also quietly suffocating The moment Sarah realised she was holding herself back to stay relatable The difference between niching to a demographic vs niching to the feelings + transformation Core values and why misalignment shows up as exhaustion, resentment, and loss of spark "Glimmers", slowing down, and why your nervous system matters in business growth The journal prompts Sarah uses to reconnect to confidence and expansion Why mindset work is like gardening (maintenance matters) Journal Prompts From the Episode If you're feeling stuck, small, or a bit "meh", steal these: Where have I been shrinking recently when I could have been louder? What's made my body light up lately… and how can I lean into that more? What goal have I already achieved… but forgotten to celebrate? About Sarah (Dragonfly Mindset) Sarah is an empowerment coach helping people rebuild self-belief and confidence, and take courageous next steps in life and work. She's also created a set of audio "pocket cheerleader" resources for the days you need a boost, not another to-do list. Sarah's Resources Mentioned Sarah has created three audio collections: Calm Collection Gratitude Collection Confidence Collection Plus guided activations, journal prompts, affirmation cards, and phone backgrounds. 🎧 Free Confidence Activation: https://www.dragonfly-mindset.co.uk/confidence-activation 📍 Find Sarah on Instagram: https://www.instagram.com/dragonfly_mindset   About The Wellness Business Club Inside the club we don't just learn strategy, we build visibility, confidence, and momentum with support that actually makes you implement. Members get: Quarterly 1:1 laser coaching calls with me A full library of business trainings (IG, messaging, pricing, offers, ads, email marketing, sales, the lot) A community of wellness business owners who genuinely back each other ✨ Want to join and potentially be featured as Member of the Month? Join us here! Loved This Episode? Go and give Sarah a follow and DM her your biggest takeaway. Podcasting is weirdly quiet on the feedback front, so your message will make her day. And if you'd love to be featured as a future Member of the Month, you know where to find us 👇  Join The Wellness Business Club

Manifestation Isn't A Marketing Plan

If you've ever whispered to the universe, "pls can I just have… a handful of dreamy, aligned enquiries this week?" and then refreshed your Instagram insights like it's the stock market… this episode is for you. Because wellness business owners are a very specific breed. We're intuitive. We're values-led. We work with real humans who are going through real stuff. And because of that, a lot of the generic marketing advice out there makes us recoil. It feels forced. Performative. A bit… "hi hun, wanna triple your income in 7 days?" (Absolutely not.) So instead, we swing the other way. We post when we feel inspired. We wait for the nudge. We follow the vibe. And we cross our fingers that this reel, this email, this post will be the one that magically brings the enquiries in. That's what I'm calling hope-based marketing. It looks aligned, but it creates chaos. It keeps you in reactive mode. It makes you panic when engagement dips and you feel like you've "lost your spark." It's the marketing equivalent of trying to drive a car by manifesting petrol. In this episode, I'm breaking down what it looks like to move out of hope and into something calmer, steadier, and far more predictable without turning into a sales robot. We talk about why engagement is not a reliable indicator of business growth (your nervous system thinks it is, but it isn't). Why you're probably making decisions way too quickly based on 24-hour metrics. Why "organic only" can become a weird badge of honour that quietly keeps you stuck. And why the goal isn't to post more, grind harder, or blame the algorithm… it's to build systems that keep your business ticking along even when life is doing what life does best: chucking nonsense at you at the worst possible time. You'll also hear me share how I want you to think more like a CEO, less like a stressed-out practitioner who's constantly trying to fix the month in real time. We go into what strategic marketing actually looks like in practice: planning in cycles, warming your audience up properly, using data that matters (enquiries, clicks, conversions… not "someone I went to school with saved my post"), and focusing on calm growth that doesn't fry your brain. Basically: you can absolutely have alignment and strategy. You don't have to choose. And if you've ever felt like you're "doing all the things" but it still feels unstable, this will likely be the episode that makes something click. The Calm Ads Method The Simple £5 – £10 a Day Strategy to Get More Enquiries in Your Wellness Business If you've ever boosted a post, spent £30… and got two likes and your auntie commenting "Love this!" - this is for you. If you're brilliant at what you do but tired of relying on organic reach, algorithm moods, and hope-based marketing… This free masterclass will show you how to run simple, strategic ads that feel calm, ethical and actually lead to enquiries - without huge budgets or tech overwhelm. Thursday 12 March @ 12pm UK Time Grab your spot here 👉: https://www.kirstykianifard.com/calm  

The £5/Day Ads Strategy For Predictable Enquiries

Ads. Some people swear by them. Some people swear at them. In this episode, I'm breaking down what it actually takes to make Facebook and Instagram ads work without blowing your budget, losing your mind in Ads Manager, or feeling like you've "wasted money again." Because here's the truth: ads aren't the problem. Random ads are. Inside this episode, I talk about: Why "organic only" isn't a badge of honour (and why there's no shame in paid growth) What's really happening when ads don't work The difference between nurture ads, lead gen ads and direct-to-sale ads How to use £5/day strategically instead of sporadically Why audience targeting is the make-or-break factor How ads fit into a bigger ecosystem (not just a one-off campaign) What predictable enquiries actually require behind the scenes Why automation and evergreen sales become possible when ads are done properly I also share real client results, including cost-per-lead figures that prove this isn't theory — it's tested, refined, repeatable strategy. If you've ever: Felt burnt by Ads Manager Assumed you "need a bigger budget" Believed ads are only for big businesses Or secretly wanted more predictable enquiries without working twice as hard This episode will give you clarity. Because £5 a day isn't about the number. It's about the structure. Want the full step-by-step training? If you're inside The Wellness Business Club, head to Magnetic Marketing and watch Instagram & Facebook Ads For Any Budget. If you're not yet a member, you can join for £37/month and get access to: The full ads training 50+ business growth trainings Live support Strategy sessions Ongoing refinement of your marketing Come and tell me where you stand on ads. Are you: Team Organic? Team Paid? Or Team "I tried once and it traumatised me"? DM me over on Instagram: instagram.com/kirstykianifard Let's have the conversation. Because predictable enquiries aren't about luck. They're about strategy.