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Welcome to The Affluent Buyer Script, the go-to podcast for owners of high-end outdoor product and service businesses ready to attract affluent homeowners and turn leads into luxury-level sales.
Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers.
With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue.
You won’t find fluff here. Just real, ready-to-use strategies that help you:
- Attract high-income clients who value quality over cost.
- Stand out from big-box competitors and low-price undercutters.
- Maximize off-season marketing for year-round leads.
- Craft messaging that speaks to exclusivity, craftsmanship, and lifestyle—not just product specs.
- Use storytelling, reviews, social proof, and seasonal strategies to create an unforgettable brand.
Think of this as your marketing masterclass for scaling your business in the premium home space.
If you sell to affluent homeowners and want to be their first call—not their fallback—The Affluent Buyer Script will show you how.
Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven strategies for connecting with the wealthiest homeowner segment: affluent buyers.
With 20+ years of marketing experience and deep expertise in the psychology of high-net-worth individuals, Katy and her team at Script—a full-service marketing firm specializing in luxury outdoor brands—unpack the tips, tactics, and tools that are working right now to grow visibility, credibility, and revenue.
You won’t find fluff here. Just real, ready-to-use strategies that help you:
- Attract high-income clients who value quality over cost.
- Stand out from big-box competitors and low-price undercutters.
- Maximize off-season marketing for year-round leads.
- Craft messaging that speaks to exclusivity, craftsmanship, and lifestyle—not just product specs.
- Use storytelling, reviews, social proof, and seasonal strategies to create an unforgettable brand.
Think of this as your marketing masterclass for scaling your business in the premium home space.
If you sell to affluent homeowners and want to be their first call—not their fallback—The Affluent Buyer Script will show you how.
84 Episodes
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You get asked to sponsor things all the time — charity galas, golf tournaments, fun runs, your crew leader’s kid’s baseball team. Some are great. Some are a waste of money. In this episode, we’re breaking down how to tell the difference.
You’ll learn:
How to evaluate sponsorships quickly (without a spreadsheet meltdown)
What makes a sponsorship actually worth the spend
How to politely decline when it’s not a fit — without burning bridges
And if you do say yes, how to make sure it delivers real ROI
If you’re tired of being guilt-tripped into “exposure” opportunities that don’t align with your brand, this one’s for you.
Most outdoor product and service businesses say their best clients come from referrals. But very few have an actual system in place to encourage, track, and grow those referrals.
In this episode of The Affluent Buyer Script, Katy Doss breaks down the 7 steps to building a real referral system for your outdoor business — one that turns happy clients into consistent, high-quality leads without awkward asks or gimmicky incentives.
You’ll learn:
Why referrals don’t happen by accident (and why “hope” isn’t a strategy)
How to make your business truly referable from the inside out
What tools you need to make referrals easy for clients
How to choose thoughtful referral thank-you gifts that actually get used
When and how to ask for referrals without sounding salesy
How to track, nurture, and grow referrals over time
How to build a referral culture, not just a one-off program
If you’re tired of relying on word-of-mouth without any control over it, this episode will show you how to turn referrals into a repeatable growth engine.
👉 Download the free Build Your Referral System guide at scriptmarketingco.com/resources
What do luxury hotels and five-star restaurants have to do with your outdoor business? A lot more than you think.
In this episode, Katy Doss shares insights from her agency days working with high-end hospitality brands — plus a few standout lessons from the book Unreasonable Hospitality by Will Guidara — and breaks down how outdoor product and service businesses can create unforgettable client experiences that lead to stronger referrals, repeat clients, and premium pricing without lowering their standards (or their prices).
You’ll learn:
Why beautiful work isn’t enough anymore
How small, thoughtful gestures can create big ROI
What affluent buyers really expect from the process (hint: it's not just a nice patio)
Five questions to audit your own client experience today
If you’re ready to turn your service into a true luxury experience, this episode is for you.
Plus: Grab our free Hospitality Audit at scriptmarketingco.com/resources
You’ve seen the bad promo items—cheap pens, stress balls, and koozies that go straight in the trash. But when promotional products are done right? They create loyalty, spark referrals, and keep your brand top-of-mind.
In this episode, Katy breaks down how to choose branded gifts and swag that feel thoughtful, useful, and aligned with the kind of high-end work you do—whether you’re designing luxury outdoor spaces or managing long-term maintenance contracts.
You’ll learn:
What to give clients after a project wraps (at any budget)
Small, smart branded leave-behinds that make a strong first impression
Employee swag that builds loyalty—and actually gets used
No gimmicks. No landfill-filler. Just promo products that make your business unforgettable.
Let’s be real — being a solo marketer in a luxury outdoor business is like planning a black-tie gala… by yourself… while also designing the invitations, handling RSVPs, cooking the meal, and live-tweeting the event.
In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing dives into the reality of being a one-person marketing team trying to serve an affluent audience with sky-high expectations. You’re responsible for polished branding, compelling messaging, social media, email, events, ads — all while explaining what a “click-through rate” is to your boss who has no clue what you’re talking about.
But here’s the good news: you don’t have to do it all. Katy shares 9 survival (and success) strategies to help you work smarter, stay focused, and build systems that make your solo role more scalable and sustainable. From protecting your creative time to setting quarterly goals, building a shadow team, and celebrating the small wins, this episode is packed with real-world advice for marketers who are flying solo — but still aiming high.
Whether you're the solo marketer or the business owner who relies on one, this is a must-listen.
✨ Plus, don’t miss the free resource mentioned in the show:
“Marketing Systems for One” — available now at scriptmarketingco.com/resources
Ready to stop chasing the next algorithm update and start focusing on what actually works? In this kickoff episode for 2026, Katy Doss of Script Marketing dives into the 7 marketing fundamentals every luxury outdoor brand needs to revisit.
From the psychology of persuasion to the power of great branding, human connection, and why good design still wins trust — this episode is a no-fluff reminder that the best marketing strategies aren’t always the newest. They’re the ones that work.
You’ll learn why paper still converts (yes, really), which platforms matter most for affluent buyers, and how to show up year-round — not just when business slows down.
If you’re a landscape designer, outdoor living pro, or high-end home service provider ready to stand out and sell smarter in 2026, this one’s for you.
Other episodes mentioned:
How The 95/5 Rule Leads to a Consistent Sales Pipeline
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 a real marketing strategy includes (and what it doesn’t)
Why your tactics aren’t working the way you hoped
How to create SMART goals that actually drive revenue
What to include in a buyer persona for affluent homeowners
How to align your tactics with your buyer’s journey—so you stop guessing and start converting
Plus, Katy shares real examples from high-end outdoor brands and a free downloadable Strategy Guide.
Before you launch that next ad, tune in and get clear on the plan that should come first.
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:
Why it takes multiple touchpoints before buyers take action
Why relying on a single marketing platform (like Meta ads) slows your sales cycle
How to create a multi-touchpoint strategy that gets your brand in front of the right people—faster
You’ll also hear a real-world case study on how a landscape design/build firm used paid ads, SEO, email marketing, print, and video to reach potential buyers across multiple platforms—shortening their sales cycle and increasing conversions.
If you’re ready to stop waiting months for potential clients to take action and start accelerating your sales process, this episode is for you.
It’s the last new episode of 2025—and we’re ending on a high note.
In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing walks you through five high-level moves outdoor product and service businesses can make to create serious momentum heading into 2026. Because let’s face it—2025 was a mixed bag for many in the industry. Growth slowed. Projects stalled. But that doesn’t mean you have to settle for “meh” again next year.
Katy shares how to:
Build a real strategic plan (not just a wish list)
Focus on the right clients (not just more of them)
Market year-round—even when business is seasonal
Involve your whole team in shaping what’s next
Set one audacious goal that drives everything
Whether you're in landscaping, pool design, lighting, or outdoor living, this episode will give you a clear, motivating blueprint to shift from reactive to intentional in 2026.
It’s not about hustling harder. It’s about making smarter moves.
Tune in to start planning for a banner year.
What marketing tactics ACTUALLY worked for our clients in 2025? Like got real results?
I’m giving you 9 in this week’s episode of the Affluent Buyer Script.
We’re talking:
The ad platform that quietly crushed it (and isn’t Google or Meta)
The offline tactic that drove leads months after the send
The free AI tool that helped us write better, faster
A simple email strategy tweak that improved clicks instantly
…and a few “Wait, why weren’t we doing this already?” moments
We’ve got a ton of totally stealable ideas you can use as we head into 2026.
Other episodes mentioned:
From Fluff to Firepower: How to Turn Testimonials into Sales Tools
What if telling people who your product or service isn’t for actually helped you sell more?
In this episode, Katy shares eye-opening research out of Georgetown, the University of Alabama in Huntsville, and Florida International University that shows negative framing — as in “Not for risk-taking investors” — can significantly boost interest and conversions.
You'll learn why this works so well with preference-driven purchases (like luxury outdoor living), how it triggers exclusivity and trust, and five specific places to use it: website copy, social posts, print, Pinterest, and Meta ads.
If your messaging feels too broad or “nice,” this might be the positioning shift you’ve been missing.
Social media in 2026 isn’t what it used to be — and if you're still treating it like a free marketing tool, you're probably feeling the sting of fewer likes, less engagement, and leads that have all but vanished.
In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing breaks down what’s really working on social media right now — and what’s absolutely not. You’ll learn:
Why organic reach is basically dead
How paid social can actually drive leads (without a massive budget)
What types of ads deliver the biggest ROI
Why boosting posts is a waste of your time and money
And how to use organic content strategically, not randomly
Whether you're DIY-ing your social strategy or ready to hand it off to a pro, this episode gives you the clarity (and the kick in the pants) to market smarter.
Want help choosing the right ad partner? Download our free guide at scriptmarketingco.com/guides.
AI isn’t just the future — it’s already the new front door for local businesses.
In this episode, Katy Doss of Script Marketing breaks down how artificial intelligence is changing the way affluent homeowners find and choose outdoor product and service companies. From ChatGPT recommendations to AI-driven reviews and content, this shift is rewriting the rules of local visibility.
You’ll learn:
Why your next client might be asking AI — not Google — who to hire
How to make sure your business is one AI actually trusts
Five ways AI is reshaping local discovery (and how to stay ahead)
Simple steps to boost your “AI visibility” without needing a tech degree
If you own or manage a luxury outdoor business — landscaping, pool design, lighting, or outdoor living — this episode will show you exactly how to stay visible in an AI-first world.
Because in 2025, it’s not about beating the algorithm — it’s about making the algorithm work for you.
Other episodes mentioned:
From Fluff to Firepower: How to Turn Testimonials into Sales Tools
You’ve got the time — now it’s time to use it wisely.
In Part 2 of our Off-Season Checklist series, Katy Doss dives into the backend systems and strategies that help luxury outdoor brands close more deals and create better client experiences.
If Part 1 was about visibility, Part 2 is about what happens after they find you. We’re talking email automations, Google profile cleanup, getting on video (even if you hate it), offboarding clients like a pro, and tightening up that sales process so your proposals actually convert.
Because affluent buyers expect more — and these five off-season moves help you deliver.
What You’ll Learn:
How to create email drip campaigns that build trust on autopilot
The right way to optimize your Google Business Profile
Why video is a sales tool, not a popularity contest
How to turn happy clients into repeat buyers and referral machines
What your proposals should look like to close more deals faster
Download the free Off-Season Checklist at scriptmarketingco.com/resources, and get ready for a smarter, smoother 2026.
Other episodes mentioned:
Top Video Tips for your Outdoor Business
The installs may be slowing down, but this is not the time to go quiet.
In this episode of The Affluent Buyer Script, we’re kicking off a two-part series designed to help luxury outdoor product and service businesses make the most of their off-season.
Host Katy Doss breaks down 5 key marketing moves to set you up for a profitable and less chaotic 2026 — from refining your messaging and using AI the right way, to overhauling your visual assets and finally getting that truck wrap redesign off your to-do list.
Whether you’re a landscape pro, outdoor builder, or custom lighting company, this checklist is your playbook for using the slower months to get ahead (instead of just catching your breath).
If you want better clients, smoother systems, and marketing that actually supports your sales — this is where it starts.
What You’ll Learn:
The one messaging mistake most outdoor brands are still making
How to use AI as a tool — not a crutch
Why pro photography is a non-negotiable for high-end brands
How to finally get your designs, mailers, and signage done
Why “boosting posts” isn’t a real ad strategy
Download the free Off-Season Checklist at scriptmarketingco.com/resources, and get ready for a smarter, smoother 2026.
Other episodes and guides mentioned:
Step-by-Step Guide to Create your Unique Selling Position
Custom ChatGPTs: Your Secret Weapon for Sales and Sanity
16 Questions to Ask Before You Hire a Pro for Your Digital Ads
You’ve probably heard the phrase “marketing funnel” tossed around like confetti — but what does it actually mean? And more importantly, how does it apply to your outdoor product or service business?
In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing breaks down the three essential stages of the marketing funnel: Awareness, Consideration, and Conversion.
You’ll learn:
Why affluent homeowners need a different marketing approach
The biggest mistake outdoor businesses make when they skip funnel stages
Real-world tactics to help you attract, nurture, and convert the right buyers
What to post (and where) at every stage of the funnel
Whether you're running Pinterest ads, sending direct mail, or still stuck shouting “Book Now!” into the marketing void — this episode is going to help you build a smarter, more balanced strategy that actually works.
Other episodes mentioned:
5 Ways to Make your Yard Signs Work as Hard as You Do
Make your Box Trucks a Marketing Powerhouse
Maximizing Meta Ads for Selling to Affluent Buyers
Top Video Tips for your Outdoor Business
From Fluff to Firepower: How to Turn Testimonials into Sales Tools
Google Local Services Ads: Are They Worth It for Luxury Outdoor Brands?
Wish you could clone yourself to crank out proposals, social content, and blog posts without burning out? Good news: you kinda can.
In this episode of The Affluent Buyer Script, host Katy Doss breaks down custom GPTs - your new not-so-secret weapon for saving time, staying on-brand, and scaling your business without adding a single person to payroll.
Whether you’ve never heard of a custom GPT or you’re still wondering if AI is just a fad, this episode will show you:
What a custom GPT actually is (no tech degree required)
How it can become your marketing assistant, sales support, and onboarding trainer—all in one
Real examples from outdoor service businesses like yours
A simple, step-by-step walkthrough for setting one up
What to watch out for so it doesn’t go rogue and sound like a robot
If you’re juggling high-end projects and still trying to write your own email blasts at 9 PM… this tool is about to change your life.
Bonus: Grab our free guide to setting up your own custom GPT at scriptmarketingco.com/guides.
Your ideal clients may not be buying a pergola in December—but they are Googling it.
In this episode, Katy breaks down Google’s newest Q4 updates and what they mean for luxury outdoor businesses selling high-consideration services. From discovery-driven search and storytelling in AI Overviews to smarter YouTube strategy and AI-powered ad tools, you’ll learn how to influence affluent buyers now so you win the work in spring.
You’ll learn:
Why Q4 is your influence season (not your off-season)
How search is shifting from keywords to storytelling
Why your dream clients are researching you on YouTube
How to market smarter with Google’s latest AI tools
In this episode of The Affluent Buyer Script, we’re breaking down the difference between marketing and sales—and why both are essential if you want to grow your outdoor business with high-end clients.
You’ll learn:
Why marketing without sales leads to missed opportunities (and vice versa)
What happens when the two teams aren’t aligned (hello, ghosted leads)
The math that proves marketing might actually matter more than sales in some cases
And how to create a seamless experience for affluent buyers—one that builds trust and closes deals
Whether you're a pool builder, landscaper, lighting designer, or anyone in the luxury outdoor space, this episode will help you stop spinning your wheels and start getting serious results.
You’ve wrapped up a big outdoor project. The client’s happy. You’re exhausted. Time to move on, right?
Not so fast.
In this episode, I’m joined by Jamie Shibley of The Expressory to talk about one of the most overlooked revenue-generating strategies in your business: thoughtful gifting. And no, we’re not talking about branded koozies or stress balls. We’re talking about strategic, meaningful follow-ups that turn happy clients into raving fans who refer you over and over again.
We dig into:
How to create a referral-worthy gifting strategy (without it feeling salesy)
Why personalization beats price when it comes to post-project touches
Real examples of small gifts that created massive ROI
What your team should be watching for during a project to inform the perfect follow-up
And why a well-timed s’mores kit or bubble bath could be the best marketing move you make this year
If you’re ready to stop leaving money on the table after each install, this episode is for you.
The Expressory
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