The Affluent Buyer Script

Use the Off Season Like a Marketing Pro – Part 1

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

The Marketing Funnel Explained (And why it matters for your business)

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?

Custom ChatGPTs: Your Secret Weapon for Sales and Sanity

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.

How Google’s Q4 Updates Help you Beat Your Competition

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 

Align Marketing and Sales to Grow Your Outdoor Business

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. 

Turn $100 into $100K: The ROI of Strategic Gifting

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

The 5 Emotional Factors That Drive High-Ticket Buying Decisions

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: The Hidden Buying Power of the Middle Child Generation

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. 
 
 

Website Checkup: 20 Dos and Don’ts

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. 

11 PR Lessons Luxury Outdoor Brands Can Learn from a Pro

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/