The Affluent Buyer Script
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.
Episodes
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), offboardin...
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 ...
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 d...
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 ju...
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 s...
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 sal...
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 int...
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 ac...
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 important...
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 pract...
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 practic...
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 beco...
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 onli...
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
- 1...
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 f...
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 affl...
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 depen...
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 effec...
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.
W...
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:
- Why humor works (even for buyers spending $200K on a pool)
- Why it can be risky—and how to avoid the cringe
- 5 easy ways to add humor to your marketing
- Where to use humor for ...
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