The Affluent Buyer Script

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...

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...

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 ...

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” agai...

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 fe...

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...

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 
...

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 ...

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...