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PODCAST

The Affluent Buyer Script

Script Marketing

Welcome to The Affluent Buyer Script, the go-to podcast for owners of high-end outdoor product and service businesses ready to attract affluent homeowners and turn leads into luxury-level sales. Whether you’re in landscape design, landscaping, pool installation, outdoor kitchens, luxury patio furniture, landscape lighting, custom pergolas, outdoor media systems, or even copper gutter fabrication—this podcast is for you. Each week, Katy Doss, founder of Script Marketing, shares actionable, proven

business marketing

All Episodes

24:40

20 Easy tasks you can do now to set you up for...

The Affluent Buyer Script ·

2024/11/19

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,

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23:01

Shorten Your Sales Cycle with Customer Paths

The Affluent Buyer Script ·

2024/11/12

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

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15:59

Help Them Before They Hire You: Building Trust with...

The Affluent Buyer Script ·

2024/11/05

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

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19:54

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

The Affluent Buyer Script ·

2024/10/29

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

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15:32

Utilizing Print Marketing to Increase Sales by 28%

The Affluent Buyer Script ·

2024/10/22

In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing dives into why print marketing is far from dead—especially when it comes to reaching affluent buyers in the luxury outdoor product and service industry. Katy discusses the unique power of print in a digital world, sharing how beautifully designed, high-quality print materials can build trust, authority, and brand awareness. You’ll also learn how to combine print with digital strategies to create a seamless customer

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16:11

How The 95/5 Rule Leads to a Consistent Sales Pipeline

The Affluent Buyer Script ·

2024/10/15

In this episode of The Affluent Buyer Script, host Katy Doss dives into the transformative 95/5 Rule—a marketing principle that explains how only 5% of your target market is ready to buy at any given time, while the other 95% is still considering, researching, and planning. Katy and her guest, Script account executive Shelly Weathers, discuss why businesses, especially in the luxury outdoor space, need to focus on nurturing that 95% to build long-term brand awareness and ensure they’re top of mind

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18:10

Boomer Buyers: How to Sell to the Wealthiest Generation

The Affluent Buyer Script ·

2024/10/08

In this episode, we dive deep into one of the most valuable and often overlooked customer segments for outdoor product and service businesses: Baby Boomers. We explore who Baby Boomers are today, breaking them down into key sub-groups like Early Boomers and Generation Jones, and discuss why they are such a lucrative market. With 70% of the nation's disposable income in their control, Boomers are ready to spend on lifestyle-enhancing luxury products. You'll learn about their unique buying

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23:59

Increase Ad ROI with Small Meta Audiences

The Affluent Buyer Script ·

2024/10/01

In this episode of The Affluent Buyer Script, host Katy Doss delves into the power of targeting small, specific audiences in Meta digital ad campaigns for luxury outdoor products and services. Katy explains why less is more when it comes to digital ad targeting, particularly for affluent buyers who value quality and exclusivity. You’ll learn about the pitfalls of broad audience targeting and the advantages of narrowing your focus to reach the most qualified leads. Katy covers how to effectively use

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20:10

Effective Landing Pages that Drive Sales to Affluent...

The Affluent Buyer Script ·

2024/09/24

In this episode of The Affluent Buyer Script, host Katy Doss dives into the essential role of website landing pages in driving sales to affluent buyers. She explains the importance of creating targeted landing pages that cater to different buyer personas and outlines the key elements every landing page should include, such as a compelling value proposition, high-quality visuals, and persuasive testimonials. Katy also discusses how to measure the effectiveness of your landing pages using tools like

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19:28

Mastering and Maximizing Customer Reviews and Word of...

The Affluent Buyer Script ·

2024/09/17

In this episode of The Affluent Buyer Script, host Katy Doss delves into the critical role of customer reviews and how they can elevate your business through powerful word-of-mouth marketing. Katy covers three main areas: how to encourage positive reviews from your clients, the best practices for handling negative reviews, and how to leverage glowing testimonials in your marketing efforts. You’ll learn strategies for soliciting reviews during your offboarding process, reaching out to past clients,

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27:14

Maximizing Meta Ads for Selling to Affluent Buyers

The Affluent Buyer Script ·

2024/09/10

In this episode of The Affluent Buyer Script, host Katy Doss explores the art of maximizing Meta Ads to effectively reach and convert affluent buyers. Katy breaks down the key components of successful Meta Ad campaigns, focusing on three critical areas: defining your target audience, crafting compelling ad creatives, and understanding the essential metrics for measuring success. You’ll learn about the importance of narrowing your audience using Lookalike Audiences, detailed targeting options, and

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24:28

The Power of Marketing Partnerships for Luxury...

The Affluent Buyer Script ·

2024/09/03

In this episode of The Affluent Buyer Script podcast, host Katy Doss explores the impact of strategic marketing partnerships for luxury outdoor product and service businesses. Katy breaks down how collaborating with complementary brands can expand your reach, enhance credibility, and maximize marketing efforts. Whether you're looking to share costs, boost brand visibility, or create co-branded campaigns, this episode offers actionable insights on leveraging partnerships to grow your business in the

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22:18

The Power of Storytelling for Luxury Outdoor Product...

The Affluent Buyer Script ·

2024/08/27

Storytelling is a powerful tool when you’re selling to affluent buyers. In the world of luxury outdoor products and services, where affluent customers are discerning and expectations are high for anything you’re selling, even highlighting the benefits can fall flat. Crafting compelling stories that differentiate you from the competition and evoke emotions with your buyers places your product or service in an upper echelon, and lets your buyers see themselves in your words and images. Katy Doss

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22:38

Creating Target Personas to Match Your Affluent Buyers

The Affluent Buyer Script ·

2024/08/20

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

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15:40

Marketing Around your Business’s Seasonality

The Affluent Buyer Script ·

2024/08/13

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

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09:27

Pinterest and Affluent Buyers: The Ideal set for...

The Affluent Buyer Script ·

2024/08/06

Today we explore why Pinterest is the ultimate platform for reaching affluent buyers in the high-end home product and service industry. Katy shares compelling stats, explains how Pinterest functions as a visual search engine, and highlights features like Pinterest Predicts that can help businesses stay ahead of trends. She also provides actionable tips on maximizing Pinterest ads and organic reach with high-quality visuals and strategic keyword usage. Tune in to discover how Pinterest can elevate

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06:05

Your Outdated Logo: Honor History or Redesign?

The Affluent Buyer Script ·

2024/07/30

Today we tackle a common dilemma for luxury home product and service companies: whether to honor history by keeping an old, outdated logo or to redesign it for a modern audience. We'll discuss the importance of a logo as the first impression buyers have of your business and how times and tastes have changed since many logos were first designed. We'll explore how companies like Coca-Cola and Ford have successfully overhauled their logos while maintaining their essence, making them timeless yet

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10:13

Elevating Your Target Customers: Shifting Focus to...

The Affluent Buyer Script ·

2024/07/23

If you’ve been targeting anyone with a wallet since your high-end home product or service company was founded, this episode is for you. Today we discuss how to begin shifting your focus from targeting anyone and everyone to targeting affluent buyers, so you can increase your close rates and shorten the sales cycle. We’ll discuss: Understanding the Affluent Buyer Updating your look Updating your story Transitioning to a focus on affluent buyers may seem daunting, but the rewards include

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07:48

Psychology 101: What Encourages Affluent Buyers to Buy

The Affluent Buyer Script ·

2024/07/18

In this episode, we delve into the psychology behind why affluent buyers are willing to pay a premium for products and services, even when cheaper alternatives are available. Understanding these psychological triggers can help you effectively market your high-end home products and services. We'll explore three key behaviors of affluent buyers: Exclusivity and Scarcity: Affluent buyers are driven by a desire for uniqueness and status. Owning rare or unique items reinforces their social standing and

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09:02

Are you treating your brand like a luxury brand?

The Affluent Buyer Script ·

2024/07/18

In the home product and service industry, premium products and services are often sold like commodities. However, if you have high-quality products or services, it's time to elevate them to luxury status to attract affluent buyers. We'll explore how luxury brands focus on quality, experience, and exclusivity, and how you can apply these principles to your business. Key takeaways include: Create a Luxury Experience: From your showroom to customer interactions, ensure every touchpoint exudes

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80 results

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