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
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...
Is traditional media dead? Not quite—but it does need a reality check. In this episode of The Affluent Buyer Script, Katy Doss breaks down which traditional marketing tactics still pack a punch (hello, high-end print mailers) and which ones should be gracefully retired (looking at you, FM radio ads).
If you're a luxury outdoor product or service business trying to reach affluent homeowners, this episode is your cheat sheet. Katy w...
Let’s be honest – video can feel a little intimidating. But if you're running a luxury outdoor business and not using video to market yourself? You're leaving trust, attention, and ultimately sales on the table.
In this episode, Katy breaks down how to create short-form video content (think Reels, YouTube Shorts, and even TikToks) that actually connects with affluent homeowners – and does it all using just your phone.
You’ll lear...
“Is any of this actually working?” If you’ve ever squinted at a marketing report and asked that question, you’re in good company. In this episode, Katy Doss of Script Marketing breaks down what it really means to measure ROI in high-end outdoor product and service businesses – where sales cycles are long and results don’t always show up in a neat little chart.
Learn why looking for “the one” marketing tactic is a mistake, how to c...
You finally got your website ranking on Google—and now you’re ready for a redesign. But hold up: if you’re not careful, that shiny new site could send all your hard-earned SEO straight down the drain.
In this episode of The Affluent Buyer Script, Katy Doss breaks down how to protect your website authority (aka your site’s digital reputation) during a rebuild. You’ll learn why even small changes—like renaming your About page—can wi...
If you’re pouring time and money into marketing but still not seeing results, this episode is for you. On The Affluent Buyer Script, we’re diving into the most common reasons luxury outdoor businesses struggle with their marketing—and more importantly, how to fix it.
Are you targeting the wrong audience? Is your messaging failing to connect? Are you relying too much on one marketing channel? Or worse—are you treating marketing like...
Your box trucks do more than just haul equipment—they’re rolling billboards that can generate leads, build brand awareness, and even help you recruit top talent. In this episode, we break down six powerful strategies to turn your trucks into high-performing marketing machines.
From eye-catching vehicle wraps to QR codes that drive instant engagement, we’ll show you how to make your fleet work harder for your business. Plus, we’ll ...
Think Pinterest is just for DIY projects and charcuterie boards? Think again. In this episode of The Affluent Buyer Script podcast, host Katy Doss breaks down why Pinterest is a goldmine for outdoor businesses looking to attract affluent buyers and drive more sales.
We’ll cover:
- Why Pinterest outperforms Facebook and Instagram for high-end home projects
- How to optimize your profile and boards to get discovered
- The secret to ...
Ever wonder how your competitors always seem to be one step ahead? The secret is smart competitive research—and the best part? It’s completely legal, free, and highly effective.
In this episode, I’m sharing exactly how to spy on your competitors’ online ads so you can see what’s working for them, where they’re falling short, and how you can out-market, out-smart, and out-sell them.
What You’ll Learn:
- How to find and analyze...
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 ...
In this episode of The Affluent Buyer Script Podcast, host Katy Doss dives into the game-changing ways ChatGPT can streamline your outdoor product or service business. From brainstorming fresh content ideas and jump-starting blog posts to crafting polished proposals and email campaigns, you’ll learn how this AI tool can save you hours and help you work smarter—not harder. Katy also shares tips for creating a custom ChatGPT tailored...
How do customers see your brand? Are you just another option in a crowded market, or are you the go-to name that clients rave about? In this episode of The Affluent Buyer Script Podcast, Katy Doss dives into The 7 Levels of Brand Engagement, breaking down how outdoor product and service companies can transform from commodities into beloved luxury brands.
Discover why brand engagement matters, how it impacts your profitability and ...
Great photography isn’t just a bonus for luxury outdoor businesses—it’s a game-changer. In this episode of The Affluent Buyer Script, Katy Doss shares how you can empower your team to take stunning photos of your projects using just their smartphones.
Learn why quality photos are essential for attracting affluent clients, get practical tips your team can use right away (like cleaning the lens, using gridlines, and mastering lighti...
Yard signs are more than just placeholders—they’re powerful tools to generate leads, showcase your expertise, and position your luxury outdoor business as the go-to in your area. In this episode of The Affluent Buyer Script, Katy Doss shares five strategies to take your yard signs from basic to brilliant. From upgrading to premium designs inspired by high-end real estate to using QR codes and exclusive offers, these tips will help ...
In this episode of The Affluent Buyer Script Podcast, we’re diving into a cornerstone of marketing strategy: selling benefits, not features—but with a modern twist. While focusing on benefits was a game-changer, it’s no longer enough to stand out.
Join host Katy Doss as she explores the importance of addressing your ideal customer’s pain points to truly resonate and connect. Learn how to:
- Understand your ideal customer beyon...
Email marketing is one of the most powerful tools in your arsenal—but are you using it to its full potential? In this episode, host Katy Doss dives into five tactical tips to turn your email strategy into a sales powerhouse.
Whether you’re starting from scratch or tweaking an existing strategy, this episode has actionable advice to help you:
- Set clear goals for every email.
- Decide when to use text-only emails versus designe...
Your website should do more than look good—it should work hard. In this episode of The Affluent Buyer Script Podcast, host Katy Doss is diving into 12 actionable ways to transform your website into a lead-generating, trust-building powerhouse for your luxury outdoor business.
From improving page speed to crafting clear calls-to-action, optimizing for mobile, and leveraging social proof, these tips will help your website stand out ...
Feeling stuck saying the same thing in your outdoor marketing? Struggling to stand out from competitors? In this episode, Katy Doss of Script Marketing shares seven fresh outdoor trends for 2025 that will elevate your marketing and sales game.
Discover how trends like outdoor wellness retreats, sustainable luxury, smart tech, all-season living, and more can help you connect with affluent buyers in meaningful ways. Katy dives into ...
Do you ever get lost in the weeds of who you’re selling to? It happens to the best of us. You know your business, you know your product or service, but sometimes you just take a step back and think – wait. Who am I actually marketing to?
There’s a tried and true way to combat this problem – Target Personas.
Today, Katy Doss of Script Marketing takes you through target personas – what they are, how to use them, what’s included, ...
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