Why do so many of us get nervous when public speaking? Communication expert Lawrence Bernstein says the key to dealing with the pressure is as simple as having a casual chat. He introduces the "coffee shop test" as a way to help you overcome nerves, connect with your audience and deliver a message that truly resonates. After the talk, Modupe explains a similar approach in academia called the "Grandma test," and how public speaking can be as simple as a conversation with grandma. Want to help shape TED’s shows going forward? Fill out our survey ! Become a TED Member today at https://ted.com/join Learn more about TED Next at ted.com/futureyou Hosted on Acast. See acast.com/privacy for more information.…
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Don’t Skip the Strategy: Why Going Straight to Tactics Is a Bad Idea
Manage episode 483874181 series 3587192
محتوای ارائه شده توسط Script Marketing. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Script Marketing یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
If you’ve ever said, “We just need more leads,” and then jumped into posting on Instagram, launching an ad, or updating your website without a real plan—you’re not alone. But that quick-fix approach? It’s likely costing you thousands of dollars and hours of time.
In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing unpacks why skipping the strategy step in your marketing is one of the most expensive mistakes outdoor luxury businesses can make. You’ll learn:
- What a real marketing strategy includes (and what it doesn’t)
- Why your tactics aren’t working the way you hoped
- How to create SMART goals that actually drive revenue
- What to include in a buyer persona for affluent homeowners
- How to align your tactics with your buyer’s journey—so you stop guessing and start converting
Plus, Katy shares real examples from high-end outdoor brands and a free downloadable Strategy Guide you can grab at scriptmarketingco.com/resources.
Before you launch that next ad, tune in and get clear on the plan that should come first.
49 قسمت
اشتراک گذاریManage episode 483874181 series 3587192
محتوای ارائه شده توسط Script Marketing. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Script Marketing یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
If you’ve ever said, “We just need more leads,” and then jumped into posting on Instagram, launching an ad, or updating your website without a real plan—you’re not alone. But that quick-fix approach? It’s likely costing you thousands of dollars and hours of time.
In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing unpacks why skipping the strategy step in your marketing is one of the most expensive mistakes outdoor luxury businesses can make. You’ll learn:
- What a real marketing strategy includes (and what it doesn’t)
- Why your tactics aren’t working the way you hoped
- How to create SMART goals that actually drive revenue
- What to include in a buyer persona for affluent homeowners
- How to align your tactics with your buyer’s journey—so you stop guessing and start converting
Plus, Katy shares real examples from high-end outdoor brands and a free downloadable Strategy Guide you can grab at scriptmarketingco.com/resources.
Before you launch that next ad, tune in and get clear on the plan that should come first.
49 قسمت
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Your marketing is finally doing its job—leads are coming in, the phone is ringing, and prospects are reaching out. But here’s the big question: What happens when they do? In this episode of The Affluent Buyer Script, Katy Doss walks you through how to handle that very first sales conversation after your marketing has worked. Because whether you’re a landscape designer, outdoor product pro, or luxury service provider, that initial call or meeting sets the tone for everything that follows. We’ll talk about: Why affluent buyers are really reaching out The subtle mistakes that lose the sale (even if everything “sounded fine”) The sales call framework that builds trust, uncovers motivation, and leads to a confident close If you haven’t revisited how you handle sales conversations in a while, this episode is your tune-up.…
If you’re not using Google Business Profile to market your outdoor business… you’re leaving money (and dream clients) on the table. In this episode, Katy Doss of Script Marketing breaks down how this completely free tool can become your best-performing, 24/7 sales rep. You’ll learn: What Google Business Profile actually is (and where it shows up in search) Why it’s a direct line to better SEO and more high-end leads How to get verified—without wanting to throw your phone across the yard What to post, how to stand out, and which features Google loves If you’re an outdoor product or service business looking to get in front of affluent homeowners, this episode is your step-by-step guide. Plus, we’ve got a free downloadable Google Business Profile Checklist !…
Is your email marketing just... existing? In this episode of The Affluent Buyer Script, host Katy Doss dives into 7 next-level email marketing tips specifically for outdoor product and service businesses. Whether you’re a landscaper, pool builder, outdoor kitchen pro, or anything in between—your emails should be driving clicks, building connections, and booking ideal clients. From sending at the right time (hint: not on the hour) to writing subject lines that actually get opened, this episode gives you real-world, implement-now strategies that help you stand out in a crowded inbox. You’ll learn: Why you should treat every email like it’s someone’s first How to design your links like a pro (and stop losing clicks) When to lovingly remove the dead weight from your list The magic combo of being useful and entertaining (plus a few subject lines that actually work) If you’ve ever looked at your email metrics and thought, “This could be better,” this one’s for you. Perfect for: luxury outdoor businesses ready to grow their brand with smarter, sharper email marketing.…
If you’ve ever said, “We just need more leads,” and then jumped into posting on Instagram, launching an ad, or updating your website without a real plan—you’re not alone. But that quick-fix approach? It’s likely costing you thousands of dollars and hours of time. In this episode of The Affluent Buyer Script, host Katy Doss of Script Marketing unpacks why skipping the strategy step in your marketing is one of the most expensive mistakes outdoor luxury businesses can make. You’ll learn: What a real marketing strategy includes (and what it doesn’t) Why your tactics aren’t working the way you hoped How to create SMART goals that actually drive revenue What to include in a buyer persona for affluent homeowners How to align your tactics with your buyer’s journey—so you stop guessing and start converting Plus, Katy shares real examples from high-end outdoor brands and a free downloadable Strategy Guide you can grab at scriptmarketingco.com/resources . Before you launch that next ad, tune in and get clear on the plan that should come first.…
What if growing your business wasn’t about working harder—but working less? In this episode of The Affluent Buyer Script, host Katy Doss is diving into the book “10X is Easier Than 2X” by Dan Sullivan and Benjamin Hardy. I’m sharing 7 game-changing lessons from the book—plus how I’m using them in my own business—and translating them into practical, powerful strategies for luxury outdoor product and service companies. If you're tired of the grind, buried in busy work, or stuck trying to scale with more effort instead of better systems, this episode is your wake-up call. We’ll cover: Why simplifying is smarter than scaling wide How to identify your 20% that drives 80% of your results Why delegating isn’t giving up—it’s leveling up How to stop selling like a vendor and start leading like a buyer Whether you're building pergolas, designing luxury outdoor kitchens, or crafting high-end landscapes, this episode will help you stop playing small and start thinking 10X. Book: https://10xeasierbook.com…
Affluent homeowners don’t make fast, impulsive decisions—especially when it comes to high-ticket outdoor projects. If you want to sell to them successfully, you need to understand what really drives their behavior. In this episode of The Affluent Buyer Script, Katy Doss of Script Marketing breaks down five science-backed psychology principles that influence how affluent buyers think, decide, and ultimately say yes. From building trust to signaling status (without sounding salesy), these tips will help you market more effectively, connect more personally, and sell more confidently. Whether you’re selling luxury landscapes, outdoor kitchens, or high-end design services, this episode gives you the tools to reach buyers who expect more—and are willing to pay for it.…
Is traditional media dead? Not quite—but it does need a reality check. In this episode of The Affluent Buyer Script, Katy Doss breaks down which traditional marketing tactics still pack a punch (hello, high-end print mailers) and which ones should be gracefully retired (looking at you, FM radio ads). If you're a luxury outdoor product or service business trying to reach affluent homeowners, this episode is your cheat sheet. Katy walks through 10 common traditional media options—from newspaper ads to event sponsorships—and gives each one a clear "yay" or "nay" (with plenty of real talk and a little humor). You'll learn: Which traditional channels still resonate with high-end buyers How to modernize old-school tactics like direct mail and catalogs What marketing spend is actually worth it when selling to the affluent Whether you’re reassessing your marketing budget or trying to blend digital and traditional media more effectively, this episode will help you make smarter decisions.…
Let’s be honest – video can feel a little intimidating. But if you're running a luxury outdoor business and not using video to market yourself? You're leaving trust, attention, and ultimately sales on the table. In this episode, Katy breaks down how to create short-form video content (think Reels, YouTube Shorts, and even TikToks) that actually connects with affluent homeowners – and does it all using just your phone. You’ll learn: Why video is a must for Meta and YouTube ads How to film high-quality content without fancy gear 9 tactical tips to make recording easier and editing smoother 10 video ideas you can start using this week—no film degree required Whether you're selling landscaping, pools, outdoor furniture or more, this episode will help you confidently show up on camera and get in front of the right buyers. Grab the free Video Tips guide at scriptmarketingco.com/resources…
“Is any of this actually working?” If you’ve ever squinted at a marketing report and asked that question, you’re in good company. In this episode, Katy Doss of Script Marketing breaks down what it really means to measure ROI in high-end outdoor product and service businesses – where sales cycles are long and results don’t always show up in a neat little chart. Learn why looking for “the one” marketing tactic is a mistake, how to calculate your real ROI, and what tools can help you track what’s actually moving the needle. We’ll cover bounce rates, attribution software, UTM codes (yes, those again), and how to tell when it’s time to celebrate your marketing wins. Whether you’re selling landscaping services, outdoor kitchens, or high-end patio furniture, this episode will give you the clarity and confidence to stop guessing and start growing.…
You finally got your website ranking on Google—and now you’re ready for a redesign. But hold up: if you’re not careful, that shiny new site could send all your hard-earned SEO straight down the drain. In this episode of The Affluent Buyer Script, Katy Doss breaks down how to protect your website authority (aka your site’s digital reputation) during a rebuild. You’ll learn why even small changes—like renaming your About page—can wipe out your search rankings, and exactly what to do to keep your traffic, leads, and credibility intact. What You’ll Learn: What website authority actually is (and why it matters) The 5 “SEO Saboteurs” that tank your rankings during a redesign A step-by-step pre-launch SEO checklist to protect your site Why affluent buyers care about fast, trustworthy websites—and how SEO plays a role in their first impression How to stay visible and searchable, even after a major site overhaul Who This Episode Is For: Outdoor luxury product or service businesses planning a site update Business owners with organic traffic they don’t want to lose Anyone who’s been burned by a past redesign (or wants to avoid that fate) Free download: Don’t Tank Your Traffic SEO Checklist !…
If you’re pouring time and money into marketing but still not seeing results, this episode is for you. On The Affluent Buyer Script, we’re diving into the most common reasons luxury outdoor businesses struggle with their marketing—and more importantly, how to fix it. Are you targeting the wrong audience? Is your messaging failing to connect? Are you relying too much on one marketing channel? Or worse—are you treating marketing like a faucet, turning it on when you need leads and off when you’re busy? Host Katy Doss of Script Marketing breaks down why affluent buyers need a multi-touchpoint approach, why consistency is key, and why a stop-and-start strategy is costing you sales. By the end of this episode, you’ll have actionable insights to create a marketing plan that works year-round. Listen now to start turning your marketing efforts into real results. For more insights, visit scriptmarketingco.com or reach out at info@scriptmarketingco.com.…
Your box trucks do more than just haul equipment—they’re rolling billboards that can generate leads, build brand awareness, and even help you recruit top talent. In this episode, we break down six powerful strategies to turn your trucks into high-performing marketing machines. From eye-catching vehicle wraps to QR codes that drive instant engagement, we’ll show you how to make your fleet work harder for your business. Plus, we’ll cover simple but effective tactics like magnetic hiring signs, strategic messaging for traffic stops, and tracking results to measure success. If you’re in the luxury outdoor product or service business, your ideal clients are already seeing your trucks—let’s make sure they’re bringing in business, not just taking up road space. Tune in to learn how to maximize your marketing efforts with the trucks you already own! Host: Katy Doss | Script Marketing Website: scriptmarketingco.com Contact: info@scriptmarketingco.com…
Think Pinterest is just for DIY projects and charcuterie boards? Think again. In this episode of The Affluent Buyer Script podcast, host Katy Doss breaks down why Pinterest is a goldmine for outdoor businesses looking to attract affluent buyers and drive more sales. We’ll cover: Why Pinterest outperforms Facebook and Instagram for high-end home projects How to optimize your profile and boards to get discovered The secret to Pinterest SEO (and how to use it to reach the right clients) How to create scroll-stopping visuals that convert The power of Pinterest Ads—and why they have a 2X higher return on ad spend than other platforms If you sell luxury pools, outdoor kitchens, high-end landscaping, pergolas, or outdoor furniture, your ideal buyers are already searching on Pinterest. The question is: Are they finding you? Don’t miss this episode—hit play now and start turning Pinterest into your most profitable marketing channel.…
Ever wonder how your competitors always seem to be one step ahead? The secret is smart competitive research—and the best part? It’s completely legal, free, and highly effective. In this episode, I’m sharing exactly how to spy on your competitors’ online ads so you can see what’s working for them, where they’re falling short, and how you can out-market, out-smart, and out-sell them. What You’ll Learn: How to find and analyze your competitors’ Facebook, Instagram, Google, and LinkedIn ads The exact tools (all free) to track their messaging, offers, and ad formats How to spot trends before they take off and position your brand as the go-to choice The best ways to refine your marketing strategy without wasting money on trial and error Plus, I’m sharing our free I Spy: Competitive Research Guide so you can start tracking your competitors today. Download it here: scriptmarketingco.com/resources Hit play and learn how to use competitive marketing research to your advantage.…
Most business owners think their marketing isn’t working because they’re not reaching the right people. But in reality, the problem isn’t who they’re reaching—it’s how often. The average buyer needs to see a brand’s message 10-15 times before making a purchase, especially when it comes to high-ticket outdoor products and services. So if you’re relying on just one or two marketing channels, it could take months (or longer) to build enough brand awareness to close a sale. In this episode, we’re diving into: Why it takes multiple touchpoints before buyers take action Why relying on a single marketing platform (like Meta ads) slows your sales cycle How to create a multi-touchpoint strategy that gets your brand in front of the right people—faster You’ll also hear a real-world case study on how a landscape design/build firm used paid ads, SEO, email marketing, print, and video to reach potential buyers across multiple platforms—shortening their sales cycle and increasing conversions. If you’re ready to stop waiting months for potential clients to take action and start accelerating your sales process, this episode is for you.…
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