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Description
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.
72 Episodes
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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
People don’t drop $150K on a backyard renovation because it works on paper. They do it because it feels like the right decision—and then they justify it later.
In this episode of The Affluent Buyer Script, Katy Doss breaks down the five emotional drivers that move affluent homeowners from “that’s nice” to “where do I sign?”
We’ll explore:
Why emotion—not logic—closes high-end outdoor sales
How FOMO, trust, identity, and accomplishment shape buyer behavior
What you should say in your marketing to connect with luxury buyers (even if you're not the cheapest)
If you want to attract higher-quality clients, close bigger deals, and stop competing on price, this episode will show you how to make your brand feel like the obvious choice.
Gen X may not be trending on TikTok, but they’re quietly driving one of the biggest spending waves in home improvement — and they’re wildly overlooked in most marketing strategies.
In this episode of The Affluent Buyer Script, Katy Doss breaks down why Gen X is your secret weapon if you sell luxury outdoor products or services. We’ll talk about who they are, what motivates them, how they make buying decisions, and — most importantly — how to actually reach them.
You’ll learn:
Why Gen X is about to surpass Boomers in wealth
What kind of messaging resonates (and what totally turns them off)
The best platforms and timing for your campaigns
Real-world examples of nostalgia-driven messaging that works
Tactical ways to build trust, credibility, and long-term loyalty
If you’ve been focusing all your efforts on Millennials or Boomers, this episode will make you rethink your entire strategy.
Because Gen X isn’t waiting — they’re ready to buy. You just need to show up.
Your website is either your hardest-working salesperson… or the reason affluent buyers click over to your competitor. In this episode of The Affluent Buyer Script, Katy Doss breaks down the 20 biggest dos and don’ts of building a website that attracts, impresses, and converts high-end homeowners.
From why professional photography matters to the mistakes that make you look dated (hello, autoplay video with sound), Katy shares practical tips to make your site feel as polished as the luxury products and services you sell. Whether you’re launching a new site or fixing up the one you’ve got, this episode will help you turn your website into a sales tool that works 24/7.
And don’t miss the free Website Audit Checklist at scriptmarketingco.com/resources.
Think your outdoor brand isn't newsworthy? Think again. In this episode of The Affluent Buyer Script, Katy sits down with Colleen Gallagher, founder of Onwrd & Upwrd PR, to unpack the power of earned media and how luxury outdoor businesses can start getting press — without a publicist or a press release.
From how to pitch the right stories to the right outlets, to why storytelling beats specs every time, Colleen shares practical tips (and some spicy truths) that’ll help you get noticed by the media — and by your ideal affluent clients. If you’ve ever wondered how to build visibility without feeling like a braggy show-off, this episode is your PR playbook.
Show notes:
Colleen’s LinkedIn: https://www.linkedin.com/in/colleen-lerro-gallagher/
Onwrd & Upwrd LinkedIn: https://www.linkedin.com/company/onwrd-upwrd
Onwrd & Upwrd website: https://onwrdupwrd.com/
Descript: https://www.descript.com/
Think your clients only need you once? Think again.
In this episode of The Affluent Buyer Script, Katy Doss breaks down how luxury outdoor service businesses can generate repeat business — even when the job seems like a one-and-done deal.
Whether your ideal project is $25K or $250K, affluent clients expect more than a transaction. They want a partner. And when you know how to stay in front of them (without being salesy), you become their go-to for every phase — and every property.
You’ll learn:
Why the “one-time sale” mindset is costing you serious revenue
The top 7 ways to stay top of mind with past clients
How to use check-ins, new services, and strategic timing to drive future sales
Why offboarding isn’t the end of the job — it’s the beginning of the next one
If you’ve ever finished a big job and thought, “That was great — hope they call again someday,” this episode will show you how to make sure they do.
Most outdoor businesses are flying blind when it comes to their website traffic. They have no idea how people are finding them—or why they aren’t showing up at all. That’s where Google Search Console comes in.
In this episode, Katy breaks down how to use this free but often overlooked tool to uncover exactly what your clients are Googling, which pages are pulling their weight, and what might be quietly hurting your visibility online. No tech jargon. No overwhelm. Just a smart, simplified walkthrough of how to set up and use Search Console to make better marketing decisions.
You’ll learn:
What Search Console actually is and why it matters for outdoor brands
How to find the keywords people are using to discover (or miss) your site
What to fix, what to optimize, and what to ignore
Which reports are worth checking—and what to do with the info
Whether you’re selling pools, patios, outdoor lighting, or landscape design, this episode will show you how to stop guessing and start using real data to attract more of the right clients.
Download the free Google Search Console guide here.
That blog post from last year that got great traction? It’s not done working for you. In this episode, Katy Doss of Script Marketing breaks down how outdoor product and service businesses can repurpose high-performing content into new formats that reach more affluent buyers — without starting from scratch.
You’ll learn:
How to identify content worth repurposing
Easy ways to refresh blogs, videos, emails, and social posts
10 proven strategies to stretch your best content across multiple platforms
Plus, get a free downloadable guide with all 10 repurposing ideas at scriptmarketingco.com/resources.
Stop reinventing the wheel. Start getting more visibility from what’s already working.
You know about ChatGPT — and let’s be honest, your competitors are already using it. So how do you stand out and stay ahead with AI?
In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing shares three lesser-known AI tools that help outdoor product and service businesses market smarter, not harder. Whether you're tired of clunky PowerPoint decks, frustrated with generic AI answers, or just looking for a fresh way to ideate and create, these tools can save you time and elevate your brand.
Here’s what you’ll learn:
Why Claude might be a better brainstorming partner than ChatGPT
How Beautiful.ai turns basic slides into polished, professional presentations
How Prompt Cowboy helps you write better prompts (and get way better results)
Plus, Katy shares real use cases, pricing info, and when not to use each tool — because not every tool fits every situation.
If you’re ready to level up your marketing and reclaim a few hours in your week, this one’s for you.
Grab the free AI Tools Cheat Sheet at scriptmarketingco.com/resources
Most testimonials are soft praise — and completely miss the mark. If your client reviews say “Great team! Highly recommend!” but don’t actually sell, this episode is for you.
In this episode of The Affluent Buyer Script, Katy breaks down why traditional testimonials fall flat — especially with affluent buyers — and how to flip them into powerful persuasion tools using the Objection-Crushing Framework.
You’ll learn:
Why affluent buyers don’t care about feel-good fluff
How to rework testimonials to crush doubts and drive decisions
What to ask clients instead of “Can you write a testimonial?”
Where to place your best reviews so they do the most work
If you’re ready to stop collecting compliments and start using testimonials that actually move high-end buyers to action — hit play.
Google Local Services Ads — those little boxes with star ratings and “Google Guaranteed” badges — show up at the very top of search results. But are they worth it for your luxury outdoor business?
In this episode, Katy breaks down the pros, cons, and real-world realities of LSAs. You’ll learn how they work, why they can be a powerful tool for attracting affluent homeowners, and where they fall short (especially if your brand depends on visual storytelling and a premium vibe).
Whether you're a high-end landscaper, pool builder, or outdoor lighting pro, this episode gives you the info you need to decide if LSAs deserve a spot in your marketing toolbox — and how to actually make them work if you decide to use them.
What you’ll learn:
What LSAs are and how they’re different from regular Google Ads
Why they work well (when they do) for high-end service providers
The not-so-glamorous downsides no one talks about
How to set up your LSAs for better lead quality and conversion
Why LSAs are a tool — not your entire strategy
Tune in and find out if LSAs are your next best lead source… or just another marketing distraction.
If marketing feels like an uphill battle, your brand might be to blame.
In this episode of The Affluent Buyer Script, we’re breaking down why your brand is the foundation of all your marketing — and how an outdated, inconsistent, or unclear brand can quietly sabotage your efforts.
You’ll learn:
5 signs your brand is making marketing harder than it should be
How a strong, cohesive brand makes marketing easier (and more effective)
What a brand refresh really involves (hint: it’s probably not a total overhaul)
The outcomes you can expect when your brand is working for you — not against you
If you’re tired of chasing the wrong leads, constantly reinventing your messaging, or wondering why your premium product isn’t resonating with premium buyers… this episode is for you.
Is your proposal helping you close the deal — or quietly killing it?
In this episode of The Affluent Buyer Script, we’re diving into why those trusty old Word docs and flat PDFs won’t cut it anymore when you’re selling high-end outdoor products and services.
Your affluent buyers expect more. A lot more. And your proposal is one of the most important tools you have to reinforce your brand, build trust, and justify your pricing.
We’ll cover:
Why proposals matter more than ever
What’s wrong with PDFs and Word docs (even if you think they’re “fine”)
What modern proposals do differently — and how they help you sell
The exact structure of a winning luxury outdoor proposal
How upgrading your proposal gives you a competitive edge
Actionable steps to level up your proposal game starting today
If you want to sell luxury, you need to act like a luxury brand at every step — and this episode will show you how to do just that with your proposals.
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