"The best marketing wins" Interview with Kati Whitledge
Published about 1 year ago • 4 min read
"Whoever has the best marketing wins"– – Kati Whitledge
Today, I want to share a conversation I had with Kati Whitledge—multiple salon owner, podcaster (Beyond The Technique), and founder of mya software.
Kati knows her industry from every angle: as a stylist, owner, educator, tech founder, and podcaster.
After shooting with Kati in Dublin Ireland and Phoenix AZ, I've come to know Kati's love and deep knowledge for marketing.
So this conversation wasn’t just about video—it was about trust, consistency, and what really moves the needle in salon marketing.
Kati Whitledge, founder @join_mya
Building Trust in a Distrustful World
One thing that struck me immediately in our chat was Kati’s take on why marketing has to change:
“We use video to make real connections in a digital world. Words alone don’t carry the same impact anymore. People want time getting to know you. They want relationships. You have to stand the test of time, and that’s why we’re consistent—through our platforms, our podcast. It’s a way of serving people and changing how they’re supported in business.”
Kati launched her podcast in 2016—before it was trendy. She knew the best way to build trust with salon owners was to show up consistently, week after week, year after year.
That kind of consistency is marketing.
It’s not about pushing a product. It’s about proving you’ll be there for the long haul.
Proof Over Promises
We also talked about the reality of today’s buyer:
“How do you know if you can really trust someone you’re buying from? People are more leery than ever. You need social proof. You need strategy. That’s why working with someone like you (Chris) matters—not to speed up sales but to speed up trust.”
As someone who’s spent years teaching and speaking, I admitted one of my biggest regrets:
I never filmed myself.
Ten countries, symposium stages, small salons and large arenas—and all I have to show for it are a few old Facebook posts.
No proof.
Your authority doesn’t live in what you did—it lives in what you document.
When I asked Kati what most salon owners don’t know (but need to learn) about marketing, she didn’t hold back:
“Whoever has the best marketing wins. Whether we like it or not, appearance matters. Consumers want things to look sexy, to align with who they wish they could be. That’s why we hired you—to get quality video, storytelling, to make it look and feel right. Because even if you have the best salon, the best product—if someone else outmarkets you, they’re going to win.”
She’s right. It’s not always the best service that wins—it's the best-marketed one.
That might feel unfair, but it’s true.
Top Salon Marketing Advice from Kati
I asked Kati what she'd share with any owner or small business still on the fence about investing in better marketing. Here’s what she told me:
1. Be the Guide, Not the Hero
“Your client is the hero of their story. You're the guide. Think of Rocky—the hero won, but he needed the trainer in his corner. That’s you.”
2. Repeat Yourself Relentlessly
“People need to hear things 21 times before it sticks. Salon owners worry they’ll annoy people, but you need to keep saying the same things over and over. Either they'll buy and love it, or they’ll bounce—and that’s okay.”
3. Don’t Fear Marketing “Too Much”
“Most salons under-post, under-market. I tell owners they should be sending at least four emails a week. Big brands email twice a day. Don’t be afraid to show up more.”
When Is It Time to Work with a Pro?
One of my favorite exchanges was this:
I asked Kati how a salon owner knows they’re ready to invest in professional video or strategy.
Her answer was simple:
“If you’re asking the question, it’s already too late. If you have any sort of brand on social media, it’s time. People subconsciously judge everything they see. If something doesn’t grab them, they’ll move on.”
That’s the raw truth.
Here's What Kati Said About Our Work Together
I asked Kati about her experience working with me. She highlighted our Core 4 Framework—the planning process we used to get clear on her brand messaging before filming.
“The Core 4 exercise was gold. You have to know what you’re going to say over and over. That was the biggest benefit for me.”
She also shared some helpful feedback I’m taking to heart:
“You deliver fast. But you should also set expectations about how to use the content—like telling people: ‘Post this twice a day for this long.’ Help them understand the shelf-life.”
It’s the kind of honest insight I love from clients like Kati—people who get it and help me get better, too.
If You’re Reading This…
If you’re a business owner, coach, or creative pro reading this today, I want you to think about Kati’s words:
✅ Show up consistently—even when it’s not cool yet. ✅ Build trust before you ask for the sale. ✅ Don’t hide your expertise—prove it. ✅ Repeat your core message relentlessly.
Because whoever has the best marketing wins.
If you’re curious about Kati’s work, check out: 🎙️ Beyond the Technique Podcast and visit joinmya.com From First Date to Forever: How to Be a Matchmaker for Your Salon Guests
Thanks for reading. If you are ready to get your own message on video in a way that actually moves people, reply to this email–Let's Talk!
– Chris Sulimay Productions
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