The Affluent Buyer Script

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/ 

7 Ways to get Future Business from a One-Time Sale

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. 

How to See Exactly What Your Clients Are Googling to Find you Online

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. 

Don’t Reinvent the Wheel: 10 Ways to Repurpose Older Content Like a Marketing Pro

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 
10 proven strategies to stretch your best content across multiple platforms 
Plus, get a free downloadable guide with all 10 repurposing ideas at scriptmarketingco.com/resources. 
Stop reinventing the wheel. Start getting more visibility from what’s already working.
 

Three AI Tools That Give You a Competitive Edge (Beyond ChatGPT)

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 fresh way to ideate and create, these tools can save you time and elevate your brand. 
Here’s what you’ll learn: 
Why Claude might be a better brainstorming partner than ChatGPT
How Beautiful.ai turns basic slides into polished, professional presentations
How Prompt Cowboy helps you write better prompts (and get way better results) 
Plus, Katy shares real use cases, pricing info, and when not to use each tool — because not every tool fits every situation. 
If you’re ready to level up your marketing and reclaim a few hours in your week, this one’s for you. 
Grab the free AI Tools Cheat Sheet at scriptmarketingco.com/resources 
 

From Fluff to Firepower: How to Turn Testimonials into Sales Tools

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 affluent buyers don’t care about feel-good fluff
How to rework testimonials to crush doubts and drive decisions
What to ask clients instead of “Can you write a testimonial?”
Where to place your best reviews so they do the most work 
If you’re ready to stop collecting compliments and start using testimonials that actually move high-end buyers to action — hit play. 

Google Local Services Ads: Are They Worth It for Luxury Outdoor Brands?

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 depends on visual storytelling and a premium vibe). 
Whether you're a high-end landscaper, pool builder, or outdoor lighting pro, this episode gives you the info you need to decide if LSAs deserve a spot in your marketing toolbox — and how to actually make them work if you decide to use them. 
What you’ll learn: 
What LSAs are and how they’re different from regular Google Ads
Why they work well (when they do) for high-end service providers
The not-so-glamorous downsides no one talks about
How to set up your LSAs for better lead quality and conversion
Why LSAs are a tool — not your entire strategy 
Tune in and find out if LSAs are your next best lead source… or just another marketing distraction. 

If Marketing Feels Like a Struggle, It Could Be Your Brand

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 effective)
What a brand refresh really involves (hint: it’s probably not a total overhaul)
The outcomes you can expect when your brand is working for you — not against you 
If you’re tired of chasing the wrong leads, constantly reinventing your messaging, or wondering why your premium product isn’t resonating with premium buyers… this episode is for you. 

Your Proposal is Killing the Sale: How to up your proposal game

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. 
We’ll cover: 
Why proposals matter more than ever 
What’s wrong with PDFs and Word docs (even if you think they’re “fine”) 
What modern proposals do differently — and how they help you sell 
The exact structure of a winning luxury outdoor proposal 
How upgrading your proposal gives you a competitive edge 
Actionable steps to level up your proposal game starting today 
If you want to sell luxury, you need to act like a luxury brand at every step — and this episode will show you how to do just that with your proposals. 

Funny Sells – How to Inject Humor into your Marketing

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 the biggest impact 
How to use ChatGPT to make this whole process easier 
Plus, I’ll share how we used humor in our own Script podcast promo video—and why it worked so well. 
If you want even more examples and prompts, download the free guide at scriptmarketingco.com/guides.