The Affluent Buyer Script

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/ 

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.