Madonna and her spiritual teacher Eitan Yardeni are launching a wellness offer with a funnel. They just released a masterclass and promoted it through a free interview in Jay Shetti’s podcast (I’ll share the links below).
Here is what you need to pay attention to as a wellness brand:
1️⃣ If you are building a wellness brand and you are not creating any form of content, showing up and communicating your message in 2025, you have very little chances to succeed.
2️⃣ If you are already creating content regularly, but you do not have a solid and clear structure to your messaging, you are likely going to confuse people (a confused person is never going to buy).
3️⃣ If you are creating content and communicating consistently, have a clear/clear-ish message, but your free content isn’t connected to your paid offer (i.e., in the form of a funnel), you are likely going to burn out before your business takes off.
Let’s break down what Madonna and Eitan did well, and (yes), what could have been done better from a heart-based marketing perspective.
→ And I will also share a free resource for you to implement this model in your wellness or retreat business (no matter how big or small your brand is).
Launching a Wellness Offer With a Funnel: The First Encounter
In order to promote this masterclass, Madonna and Eitan partnered up with Jay Shetty, who is a huge name in the wellness space. They wanted to make sure their messaging was optimized by sharing from four different angles (this is exactly what my method, The Root Chakra of Messaging, is all about):
Niche: In order to promote their paid masterclass, they didn’t just pick anyone (Madonna could have chosen anyone!). Instead, they looked for someone who already has an audience that fits the profile of their target (i.e., creatives who are seekers and have a genuine interest in spirituality).
Values: During the interview, Madonna really allowed her values to shine through as she spoke about the important things in life for her (family, resilience, hard work, perseverance, not being a victim, etc.). That really helps the audience connect on a deeper level.
Empathy: Madonna talked extensively about her relatable struggles as a young artist, leaving her home in search of fulfilling her dream of becoming a successful artist and having a voice. She did not spare details: she said she was broke, raped, and wanted to give up many times.
Authority: Although she made sure to mention that she started studying Kabbalah in 1996, the piece of authority here was filled by her teacher, Eitan, who is a renowned international speaker at the Kabbalah Center.
Launching a Wellness Offer With a Funnel: The Next Step
Here comes the part when someone who watches the interview becomes invested in their business (Kabbalah.com). Notice that the first thing you are asked for (when you enter the landing page) is to put your name and email address. At this point, you have no idea whether or not the masterclass is going to be free or paid…but in order to know, you need to leave your email (and therefore, become part of their database).
Launching the Paid Offer
During the interview, they made sure to plant the seed of the masterclass a few times. This is how they launched their “Pay What You Can” offer. Of course, their business model is quite different from yours (after all, she is Madonna! And she has created looooots of content). But they chose to use a launch that includes a funnel:
A free interview → Give us your email → Here is our paid offer.
What I Loved About This Interview
Madonna, Jay, and Eitan embody the essential qualities of the entrepreneur: The marriage between the spiritual and the material world. Prakriti and Purusha. Yin and Yang. The monk and the business person. This marriage if qualities is necessary to succeed in business.
Collaborations: They chose intentionally to partner up with the #1 wellness podcast on the internet. Jay Shetty is a former monk turned bestselling author, speaker, and podcast host with millions of listeners worldwide. Partnering with him gave them instant visibility.
Not talking politics: Personally, I feel politics has contaminated everything in our lives, and these days, everything seems to be “political.” But not this interview—and that felt like a fresh breeze of air to me.
What Could Be Done Better
At the beginning of the interview, Madonna said: “I’m not here to sell anything or to promote any product.” And that wasn’t entirely true. In my view, there is nothing wrong with promoting a paid offer, but the issue here was that she said something that turned out to be untrue in a way. That breaks trust.
What do you think about my debrief?
Let me know.
And if you need to set up a wellness funnel in your business, here is my free step-by-step guide adapted for your premium wellness offers. (Applicable no matter how big or small your brand is).
Thank you for reading!
Manu
P.S: Here is the Madonna interview I am talking about.