The Affluent Buyer Script

Creating Target Personas to match your affluent buyers (Holiday Rerun)

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, and how to create your own to hone in on your ideal affluent client and make more sales.  

Marketing Around your Business’s Seasonality (Holiday Rerun)

If you’re in the luxury outdoor space, you’ve probably got a seasonal business. So how do you effectively market a business that is intrinsically seasonal in nature to combat the “feast or famine” flow of leads?  
Katy Doss of Script Marketing shares strategies and tactics to ensure all your leads aren’t coming in during one three-month period of the year. We’ll talk about year-round engagement, seasonal variations and promotions, and diversification to ensure you’re reaching the right affluent buyers all year.  
Plus, you’ll be able to download our sample marketing calendar you can use to create your own year-round marketing plan.  

Strategies for Finding – and Hiring – Top Talent in the Outdoor Space

Hiring top talent for your outdoor service business can feel like running through quicksand, but it doesn’t have to be. In this episode, Katy Doss of Script Marketing tackles one of the biggest pain points for luxury outdoor businesses: finding and hiring the right people. Whether you’re recruiting high-level professionals like designers and project managers or dependable crew members to bring those designs to life, this episode has you covered. 
Discover actionable strategies for attracting the best candidates, from leveraging LinkedIn and Meta ads to using TikTok for crew recruitment. Katy breaks it all down, sharing insights on how to position your brand as the employer of choice, create compelling recruitment campaigns, and connect with top-tier talent who align with your company’s vision. 
If you’re ready to build a dream team that will take your business to the next level, tune in now! 

Step-by-Step Guide to Create your Unique Selling Position

In this episode of The Affluent Buyer Script, host Katy Doss is diving into the power of a Unique Selling Proposition (USP) and how it can transform your luxury outdoor product or service business. If you’re struggling to stand out, wasting money on unfocused marketing, or chasing low-quality leads, the problem might be a fuzzy or non-existent USP. 
We’ll cover: 
What a USP is and how to create one using a simple, effective formula. 
Why a clear USP is essential for differentiating your business in a crowded market. 
Real-world examples of impactful USPs for outdoor businesses. 
How a strong USP saves you money, boosts conversions, and streamlines your marketing efforts. 
Whether you’re a pool builder, landscaper, or outdoor lighting specialist, this episode will give you actionable insights to stand out, attract affluent buyers, and sell more. Plus, don’t forget to grab our free USP workbook to start crafting your own! 
Tune in now to start turning your USP into your business’s secret weapon. 

Save Time by Rethinking Social Media

In this episode of The Affluent Buyer Script, Katy Doss tackles a topic that may surprise luxury brands: why organic social media isn’t the magic marketing tool many think it is. Katy explains how affluent buyers don’t make snap decisions based on trendy TikToks or viral memes and how focusing on the right social media strategy can actually save time. 
Katy breaks down why organic social is a powerful support tool rather than a primary sales driver. Learn why going viral isn’t a real strategy, how social media can be a powerful brand validator, and how to leverage it to amplify your core marketing efforts. Katy also shares practical tips on planning consistent, high-quality posts that fit your brand’s seasonal flow. If you’re ready to rethink your approach, this episode will guide you in using social media to work smarter, not harder, and keep your luxury brand top of mind for affluent buyers. 

Close More Deals with Non-Discount Incentives

In this episode of The Affluent Buyer Script, host Katy Doss tackles a common challenge for luxury outdoor product and service businesses: how to incentivize affluent buyers without relying on discounts. Katy explains why discounting can actually hurt your brand’s perceived value and offers creative, non-discount alternatives that focus on exclusivity, enhanced customer experiences, and value-added services. 
Learn how offering VIP access, white-glove service, and personalized upgrades can attract affluent buyers who care more about quality and experience than price. Katy also shares strategies for bundling services, creating time-sensitive offers with added value, and using luxury referral rewards to build long-term customer relationships. 
If you're ready to close more deals while maintaining your brand's premium image, this episode is for you! 

20 Easy tasks you can do now to set you up for success in 2025

In this episode of The Affluent Buyer Script podcast, Katy Doss and Shelbie Wallace share 20 simple, actionable marketing tasks that can set your outdoor product or service business up for success in 2025. From asking for customer reviews and planning a photoshoot to organizing your marketing assets and updating your target personas, these tasks are designed to be manageable and stress-free, especially during the hectic holiday season. 
No major overhauls or complicated campaigns—just easy, impactful steps to help position your business ahead of the curve for the new year. Plus, don’t forget to download the accompanying guide at scriptmarketingco.com/resources! 

Shorten Your Sales Cycle with Customer Paths

In this episode of The Affluent Buyer Script podcast, host Katy Doss dives into the world of customer journeys and why they’re critical for driving sales. Learn how to create a well-crafted customer journey that leads affluent buyers from awareness to purchase, step by step. Katy explains why having multiple journeys tailored to different target personas is essential and shares insights into the key stages: awareness, consideration, and decision. 
From crafting targeted marketing touchpoints to boosting customer trust and conversion rates, this episode will walk you through the entire process. Whether you’re looking to create consistency in your messaging, build lasting relationships with high-end clients, or increase conversions, this episode has the strategies you need. Tune in for practical tips and a free resource guide to help you streamline your sales with customer journeys! 
Visit scriptmarketingco.com/resources for more resources and the complete guide to crafting your own customer journey. 

Help Them Before They Hire You: Building Trust with Potential Clients Through Education

In this episode of The Affluent Buyer Script, we explore the power of building trust with potential clients by helping them before they ever hire you. Yes, you heard that right—offering value upfront through educational content like blog posts, social media tips, videos, and even podcast can position you as the expert they turn to when they're ready to buy. 
Join host Katy Doss as she explains how educating your audience builds trust, improves SEO, and sets you apart from the competition. We’ll dive into practical strategies for creating content that helps convert affluent buyers—from writing blog posts to sharing social media tips and videos. Learn how to establish credibility, boost brand awareness, and use educational content to grow your luxury outdoor product or service business. 
Ready to attract more high-end clients? Tune in now for actionable insights and tips! 
 
Key Topics: 
Why giving away expertise builds trust
Creating valuable content through blogs, social media, and videos
The SEO benefits of educational content
How to use content marketing to convert affluent buyers 
Make sure to subscribe for more weekly tips on marketing to affluent buyers! 
 

Holiday Social Media Ads: Go all in or pull back?

In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing, along with Script Senior Account Executive Shelbie Wallace, dives into the strategies you need for holiday social media ads.  
Whether you're a service-based business wondering if it's worth competing with Amazon and Temu, or a product-based business aiming to be the go-to gift choice for affluent buyers, this episode will guide you through the do's and don'ts of holiday advertising.  
Katy and Shelbie share actionable tips on adjusting your ad budget, narrowing your audience, and setting realistic expectations for your return on investment (ROI). Tune in for practical insights that will help you make the most of the crowded and competitive holiday ad landscape.