The Affluent Buyer Script

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 ...

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, faste...

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 ...

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 ...

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: 

• What Google Business Profile actually is (and where it shows up in search)
• Why it’s a direct line to better SEO and more high-end leads
• How to g...

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) ...

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 mis...

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 ti...

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 t...