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 mistakes outdoor luxury businesses can make. You’ll learn:  What a real marketing strategy includes (and what it doesn’t)  Why your tactics aren’t working the way you hoped  How to create SMART goals that actually drive revenue  What to include in a buyer persona for affluent homeowners  How to align your tactics with your buyer’s journey—so you stop guessing and start converting  Plus, Katy shares real examples from high-end outdoor brands and a free downloadable Strategy Guide.  Before you launch that next ad, tune in and get clear on the plan that should come first. 

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 enough brand awareness to close a sale.  In this episode, we’re diving into:  Why it takes multiple touchpoints before buyers take action  Why relying on a single marketing platform (like Meta ads) slows your sales cycle  How to create a multi-touchpoint strategy that gets your brand in front of the right people—faster  You’ll also hear a real-world case study on how a landscape design/build firm used paid ads, SEO, email marketing, print, and video to reach potential buyers across multiple platforms—shortening their sales cycle and increasing conversions.  If you’re ready to stop waiting months for potential clients to take action and start accelerating your sales process, this episode is for you. 

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” again next year.  Katy shares how to:  Build a real strategic plan (not just a wish list)  Focus on the right clients (not just more of them)  Market year-round—even when business is seasonal  Involve your whole team in shaping what’s next  Set one audacious goal that drives everything  Whether you're in landscaping, pool design, lighting, or outdoor living, this episode will give you a clear, motivating blueprint to shift from reactive to intentional in 2026.  It’s not about hustling harder. It’s about making smarter moves.  Tune in to start planning for a banner year. 

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 few “Wait, why weren’t we doing this already?” moments  We’ve got a ton of totally stealable ideas you can use as we head into 2026. Other episodes mentioned: From Fluff to Firepower: How to Turn Testimonials into Sales Tools

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 luxury outdoor living), how it triggers exclusivity and trust, and five specific places to use it: website copy, social posts, print, Pinterest, and Meta ads.  If your messaging feels too broad or “nice,” this might be the positioning shift you’ve been missing. 

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  How paid social can actually drive leads (without a massive budget)  What types of ads deliver the biggest ROI  Why boosting posts is a waste of your time and money  And how to use organic content strategically, not randomly  Whether you're DIY-ing your social strategy or ready to hand it off to a pro, this episode gives you the clarity (and the kick in the pants) to market smarter.  Want help choosing the right ad partner? Download our free guide at scriptmarketingco.com/guides.

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.