The Affluent Buyer Script

Humor can be a marketing superpower—if you know how to use it. In this episode, we’re talking about how to inject humor into your luxury outdoor marketing without looking unprofessional, cheesy, or like you just discovered memes in 2021. 

You’ll learn: 

Plus, I’ll share how we used humor...

Feel like your competitor has a sign in every yard and a billboard on every block? Welcome to life as the underdog.  

But being the little guy in your market doesn’t mean losing—it means leaning into what makes you different.  

In this episode, Katy Doss of Script Marketing breaks down how to market like a pro when you’re not the top dog. From flipping the narrative on your size to outshining the big guys with better content, faster service, and bolder personality, you’ll get real-world strategies for turning “small” into “specialized.”  

Plus, Katy share...

LinkedIn isn’t just for job hunters and tech bros anymore. In 2025, it’s a powerful discovery tool for affluent homeowners—and a major missed opportunity for luxury outdoor brands that ignore it. 

In this episode, Katy Doss breaks down exactly how outdoor product and service businesses can use LinkedIn to stay top of mind, build trust, and drive more sales (without sounding like a corporate brochure). She shares 10 smart, specific strategies—from using multi-image posts and native documents to activating your team and embracing short-form video. 

And the best part? These tips don’t require danc...

Your marketing is finally doing its job—leads are coming in, the phone is ringing, and prospects are reaching out. But here’s the big question: What happens when they do? 

In this episode of The Affluent Buyer Script, Katy Doss walks you through how to handle that very first sales conversation after your marketing has worked. Because whether you’re a landscape designer, outdoor product pro, or luxury service provider, that initial call or meeting sets the tone for everything that follows. 

We’ll talk about: 

If you’re not using Google Business Profile to market your outdoor business… you’re leaving money (and dream clients) on the table. 

In this episode, Katy Doss of Script Marketing breaks down how this completely free tool can become your best-performing, 24/7 sales rep. You’ll learn: 

If y...

Is your email marketing just... existing? In this episode of The Affluent Buyer Script, host Katy Doss dives into 7 next-level email marketing tips specifically for outdoor product and service businesses. 

Whether you’re a landscaper, pool builder, outdoor kitchen pro, or anything in between—your emails should be driving clicks, building connections, and booking ideal clients. From sending at the right time (hint: not on the hour) to writing subject lines that actually get opened, this episode gives you real-world, implement-now strategies that help you stand out in a crowded inbox.  

You’ll learn: 

If you’ve ever said, “We just need more leads,” and then jumped into posting on Instagram, launching an ad, or updating your website without a real plan—you’re not alone. But that quick-fix approach? It’s likely costing you thousands of dollars and hours of time. 

In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing unpacks why skipping the strategy step in your marketing is one of the most expensive mistakes outdoor luxury businesses can make. You’ll learn: 

What if growing your business wasn’t about working harder—but working less? 

In this episode of The Affluent Buyer Script, host Katy Doss is diving into the book “10X is Easier Than 2X” by Dan Sullivan and Benjamin Hardy. I’m sharing 7 game-changing lessons from the book—plus how I’m using them in my own business—and translating them into practical, powerful strategies for luxury outdoor product and service companies. 

If you're tired of the grind, buried in busy work, or stuck trying to scale with more effort instead of better systems, this episode is your wake-up ca...

Affluent homeowners don’t make fast, impulsive decisions—especially when it comes to high-ticket outdoor projects. If you want to sell to them successfully, you need to understand what really drives their behavior. 

In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing breaks down five science-backed psychology principles that influence how affluent buyers think, decide, and ultimately say yes. From building trust to signaling status (without sounding salesy), these tips will help you market more effectively, connect more personally, and sell more confidently. 

Whether you’re selling luxury landscapes, outdoor kitchens, or high-en...

Is traditional media dead? Not quite—but it does need a reality check. In this episode of The Affluent Buyer Script, Katy Doss breaks down which traditional marketing tactics still pack a punch (hello, high-end print mailers) and which ones should be gracefully retired (looking at you, FM radio ads). 

If you're a luxury outdoor product or service business trying to reach affluent homeowners, this episode is your cheat sheet. Katy walks through 10 common traditional media options—from newspaper ads to event sponsorships—and gives each one a clear "yay" or "nay" (with plenty of real talk and a little...

Let’s be honest – video can feel a little intimidating. But if you're running a luxury outdoor business and not using video to market yourself? You're leaving trust, attention, and ultimately sales on the table. 

In this episode, Katy breaks down how to create short-form video content (think Reels, YouTube Shorts, and even TikToks) that actually connects with affluent homeowners – and does it all using just your phone. 

You’ll learn: 

“Is any of this actually working?” If you’ve ever squinted at a marketing report and asked that question, you’re in good company. In this episode, Katy Doss of Script Marketing breaks down what it really means to measure ROI in high-end outdoor product and service businesses – where sales cycles are long and results don’t always show up in a neat little chart. 

Learn why looking for “the one” marketing tactic is a mistake, how to calculate your real ROI, and what tools can help you track what’s actually moving the needle. We’ll cover bounce rates, attri...

You finally got your website ranking on Google—and now you’re ready for a redesign. But hold up: if you’re not careful, that shiny new site could send all your hard-earned SEO straight down the drain. 

In this episode of The Affluent Buyer Script, Katy Doss breaks down how to protect your website authority (aka your site’s digital reputation) during a rebuild. You’ll learn why even small changes—like renaming your About page—can wipe out your search rankings, and exactly what to do to keep your traffic, leads, and credibility intact. 

What You’ll Lear...

If you’re pouring time and money into marketing but still not seeing results, this episode is for you. On The Affluent Buyer Script, we’re diving into the most common reasons luxury outdoor businesses struggle with their marketing—and more importantly, how to fix it.

Are you targeting the wrong audience? Is your messaging failing to connect? Are you relying too much on one marketing channel? Or worse—are you treating marketing like a faucet, turning it on when you need leads and off when you’re busy?

Host Katy Doss of Script Marketing breaks dow...

Your box trucks do more than just haul equipment—they’re rolling billboards that can generate leads, build brand awareness, and even help you recruit top talent. In this episode, we break down six powerful strategies to turn your trucks into high-performing marketing machines. 

From eye-catching vehicle wraps to QR codes that drive instant engagement, we’ll show you how to make your fleet work harder for your business. Plus, we’ll cover simple but effective tactics like magnetic hiring signs, strategic messaging for traffic stops, and tracking results to measure success. 

If you’re in the luxury outdoor prod...

Think Pinterest is just for DIY projects and charcuterie boards? Think again. In this episode of The Affluent Buyer Script podcast, host Katy Doss breaks down why Pinterest is a goldmine for outdoor businesses looking to attract affluent buyers and drive more sales. 

We’ll cover: 

Ever wonder how your competitors always seem to be one step ahead? The secret is smart competitive research—and the best part? It’s completely legal, free, and highly effective. 

In this episode, I’m sharing exactly how to spy on your competitors’ online ads so you can see what’s working for them, where they’re falling short, and how you can out-market, out-smart, and out-sell them. 

What You’ll Learn: 

Most business owners think their marketing isn’t working because they’re not reaching the right people. But in reality, the problem isn’t who they’re reaching—it’s how often. The average buyer needs to see a brand’s message 10-15 times before making a purchase, especially when it comes to high-ticket outdoor products and services. So if you’re relying on just one or two marketing channels, it could take months (or longer) to build enough brand awareness to close a sale. 

In this episode, we’re diving into: 

In this episode of The Affluent Buyer Script Podcast, host Katy Doss dives into the game-changing ways ChatGPT can streamline your outdoor product or service business. From brainstorming fresh content ideas and jump-starting blog posts to crafting polished proposals and email campaigns, you’ll learn how this AI tool can save you hours and help you work smarter—not harder. Katy also shares tips for creating a custom ChatGPT tailored to your business and how to master prompt writing for better results. 

But it’s not all smooth sailing! Katy highlights when to proceed with caution, including why you s...

How do customers see your brand? Are you just another option in a crowded market, or are you the go-to name that clients rave about? In this episode of The Affluent Buyer Script Podcast, Katy Doss dives into The 7 Levels of Brand Engagement, breaking down how outdoor product and service companies can transform from commodities into beloved luxury brands. 

Discover why brand engagement matters, how it impacts your profitability and reputation, and actionable steps to level up. Whether you’re a landscaping pro, outdoor kitchen designer, or pool company owner, this episode will give you the tools to eval...

Great photography isn’t just a bonus for luxury outdoor businesses—it’s a game-changer. In this episode of The Affluent Buyer Script, Katy Doss shares how you can empower your team to take stunning photos of your projects using just their smartphones. 

Learn why quality photos are essential for attracting affluent clients, get practical tips your team can use right away (like cleaning the lens, using gridlines, and mastering lighting), and discover creative ways to motivate your employees to snap consistently. 

If you’ve ever struggled to capture the magic of your work, this episode is p...

Yard signs are more than just placeholders—they’re powerful tools to generate leads, showcase your expertise, and position your luxury outdoor business as the go-to in your area. In this episode of The Affluent Buyer Script, Katy Doss shares five strategies to take your yard signs from basic to brilliant. From upgrading to premium designs inspired by high-end real estate to using QR codes and exclusive offers, these tips will help you turn every project into a lead-generating machine. 

If you’re ready to elevate your marketing game and make your yard signs work as hard as you do...

In this episode of The Affluent Buyer Script Podcast, we’re diving into a cornerstone of marketing strategy: selling benefits, not features—but with a modern twist. While focusing on benefits was a game-changer, it’s no longer enough to stand out. 

Join host Katy Doss as she explores the importance of addressing your ideal customer’s pain points to truly resonate and connect. Learn how to: 

Email marketing is one of the most powerful tools in your arsenal—but are you using it to its full potential? In this episode, host Katy Doss dives into five tactical tips to turn your email strategy into a sales powerhouse. 

Whether you’re starting from scratch or tweaking an existing strategy, this episode has actionable advice to help you: 

If you’ve been...

Your website should do more than look good—it should work hard. In this episode of The Affluent Buyer Script Podcast, host Katy Doss is diving into 12 actionable ways to transform your website into a lead-generating, trust-building powerhouse for your luxury outdoor business. 

From improving page speed to crafting clear calls-to-action, optimizing for mobile, and leveraging social proof, these tips will help your website stand out and attract affluent buyers. We’ll also discuss the importance of keeping your content fresh, maintaining accessibility, and using lead magnets to capture high-value prospects. 

Whether you’re a pool designer...

Feeling stuck saying the same thing in your outdoor marketing? Struggling to stand out from competitors? In this episode, Katy Doss of Script Marketing shares seven fresh outdoor trends for 2025 that will elevate your marketing and sales game. 

Discover how trends like outdoor wellness retreats, sustainable luxury, smart tech, all-season living, and more can help you connect with affluent buyers in meaningful ways. Katy dives into the pain points many outdoor businesses face—running out of ideas and blending in with competitors—and shows how to use these trends to keep your content exciting and effective. 

With...

Do you ever get lost in the weeds of who you’re selling to? It happens to the best of us. You know your business, you know your product or service, but sometimes you just take a step back and think – wait. Who am I actually marketing to?  

There’s a tried and true way to combat this problem – Target Personas.  

Today, Katy Doss of Script Marketing takes you through target personas – what they are, how to use them, what’s included, and how to create your own to hone in on your ideal affluent client and make...

If you’re in the luxury outdoor space, you’ve probably got a seasonal business. So how do you effectively market a business that is intrinsically seasonal in nature to combat the “feast or famine” flow of leads?  

Katy Doss of Script Marketing shares strategies and tactics to ensure all your leads aren’t coming in during one three-month period of the year. We’ll talk about year-round engagement, seasonal variations and promotions, and diversification to ensure you’re reaching the right affluent buyers all year.  

Plus, you’ll be able to download our sample marketing calendar y...

Hiring top talent for your outdoor service business can feel like running through quicksand, but it doesn’t have to be. In this episode, Katy Doss of Script Marketing tackles one of the biggest pain points for luxury outdoor businesses: finding and hiring the right people. Whether you’re recruiting high-level professionals like designers and project managers or dependable crew members to bring those designs to life, this episode has you covered. 

Discover actionable strategies for attracting the best candidates, from leveraging LinkedIn and Meta ads to using TikTok for crew recruitment. Katy breaks it all down, shari...

In this episode of The Affluent Buyer Script, host Katy Doss is diving into the power of a Unique Selling Proposition (USP) and how it can transform your luxury outdoor product or service business. If you’re struggling to stand out, wasting money on unfocused marketing, or chasing low-quality leads, the problem might be a fuzzy or non-existent USP. 

We’ll cover: 

In this episode of The Affluent Buyer Script, Katy Doss tackles a topic that may surprise luxury brands: why organic social media isn’t the magic marketing tool many think it is. Katy explains how affluent buyers don’t make snap decisions based on trendy TikToks or viral memes and how focusing on the right social media strategy can actually save time. 

Katy breaks down why organic social is a powerful support tool rather than a primary sales driver. Learn why going viral isn’t a real strategy, how social media can be a powerful brand validator, and how to le...

In this episode of The Affluent Buyer Script, host Katy Doss tackles a common challenge for luxury outdoor product and service businesses: how to incentivize affluent buyers without relying on discounts. Katy explains why discounting can actually hurt your brand’s perceived value and offers creative, non-discount alternatives that focus on exclusivity, enhanced customer experiences, and value-added services. 

Learn how offering VIP access, white-glove service, and personalized upgrades can attract affluent buyers who care more about quality and experience than price. Katy also shares strategies for bundling services, creating time-sensitive offers with added value, and using luxury refer...

In this episode of The Affluent Buyer Script podcast, Katy Doss and Shelbie Wallace share 20 simple, actionable marketing tasks that can set your outdoor product or service business up for success in 2025. From asking for customer reviews and planning a photoshoot to organizing your marketing assets and updating your target personas, these tasks are designed to be manageable and stress-free, especially during the hectic holiday season. 

No major overhauls or complicated campaigns—just easy, impactful steps to help position your business ahead of the curve for the new year. Plus, don’t forget to download the accompanying guide at...

In this episode of The Affluent Buyer Script podcast, host Katy Doss dives into the world of customer journeys and why they’re critical for driving sales. Learn how to create a well-crafted customer journey that leads affluent buyers from awareness to purchase, step by step. Katy explains why having multiple journeys tailored to different target personas is essential and shares insights into the key stages: awareness, consideration, and decision. 

From crafting targeted marketing touchpoints to boosting customer trust and conversion rates, this episode will walk you through the entire process. Whether you’re looking to create consisten...

In this episode of The Affluent Buyer Script, we explore the power of building trust with potential clients by helping them before they ever hire you. Yes, you heard that right—offering value upfront through educational content like blog posts, social media tips, videos, and even podcast can position you as the expert they turn to when they're ready to buy. 

Join host Katy Doss as she explains how educating your audience builds trust, improves SEO, and sets you apart from the competition. We’ll dive into practical strategies for creating content that helps convert affluent buyers—from writ...

In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing, along with Script Senior Account Executive Shelbie Wallace, dives into the strategies you need for holiday social media ads.  

Whether you're a service-based business wondering if it's worth competing with Amazon and Temu, or a product-based business aiming to be the go-to gift choice for affluent buyers, this episode will guide you through the do's and don'ts of holiday advertising.  

Katy and Shelbie share actionable tips on adjusting your ad budget, narrowing your audience, and setting realistic expectations for your return on inv...

In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing dives into why print marketing is far from dead—especially when it comes to reaching affluent buyers in the luxury outdoor product and service industry. Katy discusses the unique power of print in a digital world, sharing how beautifully designed, high-quality print materials can build trust, authority, and brand awareness. 

You’ll also learn how to combine print with digital strategies to create a seamless customer journey. From incorporating QR codes and UTM links to leveraging variable printing for personalized experiences, Katy explains how pri...

In this episode of The Affluent Buyer Script, host Katy Doss dives into the transformative 95/5 Rule—a marketing principle that explains how only 5% of your target market is ready to buy at any given time, while the other 95% is still considering, researching, and planning. Katy and her guest, Script account executive Shelly Weathers, discuss why businesses, especially in the luxury outdoor space, need to focus on nurturing that 95% to build long-term brand awareness and ensure they’re top of mind when potential buyers are ready to make a decision.  

They’ll cover actionable strategies like consistent, year-round marketin...

In this episode, we dive deep into one of the most valuable and often overlooked customer segments for outdoor product and service businesses: Baby Boomers.

We explore who Baby Boomers are today, breaking them down into key sub-groups like Early Boomers and Generation Jones, and discuss why they are such a lucrative market. With 70% of the nation's disposable income in their control, Boomers are ready to spend on lifestyle-enhancing luxury products. 

You'll learn about their unique buying behaviors, the importance of exceptional service, and why Boomers value experiences over products. We also cover key marketing s...

In this episode of The Affluent Buyer Script, host Katy Doss delves into the power of targeting small, specific audiences in Meta digital ad campaigns for luxury outdoor products and services. Katy explains why less is more when it comes to digital ad targeting, particularly for affluent buyers who value quality and exclusivity. 

You’ll learn about the pitfalls of broad audience targeting and the advantages of narrowing your focus to reach the most qualified leads. Katy covers how to effectively use Meta’s tools like Lookalike Audiences, Detailed Targeting Options, and Custom Audiences to create personalized ad camp...