Dr Anna Di watched her immigrant parents work seven days a week in their gift shop. Then lose everything because nobody knew they existed.
She refused to repeat that story.
Instead, she built Unity Chiropractic Wellness in New York City into a premium practice where high-value clients seek her out — not because she’s pushing her services on them, but because her marketing makes them want in before they’ve even walked through the door.
In this episode of The Jo Show, Dr Anna breaks down the mindset shifts and practical tactics behind a marketing approach that attracts the right clients and filters out the wrong ones from the first second.
The temple mindset: why investing in marketing feels different when you reframe your business
Dr Anna opens with what she calls the temple mindset — treating your business as something worth protecting, investing in and presenting with intention.
Most service providers underinvest in marketing because it feels like spending. The reframe is straightforward: if your business is genuinely valuable to the people it serves, making sure those people can find it isn’t a cost. It’s the job.
That shift removes a significant amount of the emotional resistance that keeps good practitioners invisible.
Instagram ads that sell the experience, not the service
Dr Anna doesn’t run ads that say “come get adjusted.” She runs ads that make people envision stepping into something premium — a luxurious, considered, life-changing experience.
The distinction matters. Most service businesses advertise what they do. The ones attracting premium clients advertise how it feels to be their client. People don’t buy chiropractic. They buy relief, confidence, feeling looked after.
Her ads are built around that gap.
Make the patient the hero — not the practitioner
Dr Anna applies StoryBrand principles directly to her marketing: the client is the hero, and the practitioner is the guide who helps them get where they want to go.
The most common mistake she sees from other chiropractors and service providers is centring the ads on themselves — their credentials, their equipment, their technique. That’s not what a potential client is thinking about. They’re thinking about their problem and whether you can solve it.
Her “arrive as a king” hook filters for premium patients from the first line. Someone who resonates with that language is not looking for the cheapest option in the area.
Overcoming the fear of spending on ads
Dr Anna is direct about this: the fear of ad spend is usually a confidence problem, not a budget problem.
If you don’t believe your service is worth what you charge, spending money to bring more people to it feels wasteful. When you believe in what you’re delivering, the math on advertising looks entirely different. You’re not gambling — you’re investing in a system that brings you people who are already pre-sold on the kind of experience you provide.
What TV appearances actually deliver
Spoiler from Dr Anna: not what most people expect.
TV doesn’t reliably drive direct bookings. What it does is function as authority currency — something you can reference in your other marketing to establish credibility and social proof. The appearance itself is a one-off. The asset you create from it can work for years.
The one free thing every business should fix today
Dr Anna names a quick credibility fix that every business owner can action immediately — no budget, no agency, no waiting. Watch the episode for the specifics, but the principle is the same one running through everything she does: how your business appears before someone contacts you determines who contacts you.
About Dr Anna Di
Dr Anna Di is the founder of Unity Chiropractic Wellness in New York City, where insurance is accepted. Find her on Instagram at @unitychirowellness.
