Don’t Skip the Strategy: Why Going Straight to Tactics Is a Bad Idea

Published by Katy Doss, Script CEO | May 20, 2025

If you’ve ever thought, “Let’s just throw some money at Facebook ads and see what happens,” I’m going to stop you right there.

That’s like saying, “Let’s build a house this weekend!” without blueprints, permits, or any clue where the utilities are. Could you technically build something? Sure. Would you want to live in it? Doubtful.

Here’s the thing: Tactics without strategy are just expensive guesses. And if you’re in the business of selling high-end outdoor products or services—custom pools, outdoor kitchens, high-design landscaping, you name it—guesswork doesn’t cut it. Your ideal clients (affluent homeowners) aren’t casually clicking around. They’re deliberate, design-driven, and discerning. You need a plan that speaks to them.

Let’s break down why strategy is the not-so-secret weapon you might be missing—and what a real one actually includes.

Want more depth? Check out our corresponding podcast episode!

Listen to the Podcast

First, What Is a Marketing Strategy?

Strategy is the intentional plan behind your actions. It answers:

What are you trying to achieve?
Who are you trying to reach?
Why would they choose you?
How do you guide them from stranger to buyer?

Tactics are tools. Strategy is the blueprint.

Without strategy, your business is just trying things. Email campaigns, Instagram posts, print mailers… all spinning with no clear direction. It’s like tossing seeds into the wind and hoping for a garden. That’s not marketing. That’s marketing roulette.

Real-World Example:

A high-end landscape lighting company we worked with had stunning photography and ran Meta ads. Their ad copy? “Bring your backyard to life.” That’s it. No CTA. No service area. No emotional hook.

They spent $3,000 and got two unqualified leads.

What was missing? Strategy.

The Cost of Skipping Strategy

You might think you’re saving time by jumping straight to “doing.” But it’s costing you more than you realize.

1. Wasted Money

You’re advertising to the wrong people—or worse, the right people with the wrong message. Either way, your budget disappears and your phone stays silent.

2. Wrong-Fit Leads

If you’re selling a $100K outdoor kitchen and your ads attract people looking for a $1,500 grill island from Costco, that’s a red flag. You’re not just wasting time—you’re training your sales team to resent your marketing.

3. Brand Confusion

One week you’re posting luxury poolside inspiration, the next it’s a meme about backyard BBQ fails. That inconsistency erodes trust—especially with high-end buyers making five- and six-figure investments.

Quick stat to drive this home:

Marketers who document their strategy are 313% more likely to report success than those who don’t (CoSchedule, 2023). That’s not a typo.

What a Strategy Actually Looks Like (and What It’s Not)

Let’s be super clear:

“We should get on Pinterest” is not a strategy.
“Let’s post more on Instagram” is not a strategy.
“We need SEO” is not a strategy.

Those are tactics.

A real marketing strategy is built around five core components:

Download our Strategy Guide

1. Set SMART Goals

If your goals aren’t Specific, Measurable, Achievable, Relevant, and Time-bound, you’re going to spin your wheels.

Vague goal: “We want more visibility.”

Strategic goal: “Generate 25 qualified leads for high-end pool design in Dallas by July 1.”

Pro Tip: Tie your goals to revenue. If your average job is $30K and you want to bring in $300K in new business, you need 10 jobs. Reverse engineer how many qualified leads that usually takes—and build your marketing plan to support that.

2. Define Clear Buyer Personas

Your target audience isn’t “people with a backyard.” That’s way too broad.

Let’s say you’re selling outdoor kitchens. Your persona might look like this:

David, 52, Private Equity Partner
Lives in a gated community, recently redid his indoor kitchen
Wants an upscale space for entertaining clients and family
Prioritizes craftsmanship, exclusivity, and a “wow” factor

What you say to David is going to sound completely different than what you’d say to a DIYer browsing for a patio set at a warehouse club.

Want to go deeper? Check out our past blog on creating buyer personas.

3. Positioning: What Makes You the Obvious Choice

Here’s where you get real about what sets you apart. And no—“great customer service” doesn’t count. That’s expected.

Instead, think about what you truly offer that others don’t:

“Outdoor kitchens inspired by Michelin-star restaurants.”
“The only pool builder in the region using artisan tile and zero-edge design.”
“Licensed horticulturists and designers on staff.”

This is where you elevate from vendor to luxury provider.

4. Messaging That Aligns with Your Buyer’s Values

It’s not just what you say—it’s how you say it. Your affluent buyer isn’t moved by generic sales copy.

If your ideal client values craftsmanship and family memories, your messaging should reflect that:

“Timeless design, built to last a generation.”
“Create the space where your family makes its best memories.”
“Not just a patio. An outdoor experience designed around you.”

Use these pillars to guide your ads, your website, your social posts—everything.

5. A Tactical Plan Mapped to the Buyer Journey

Here’s the part most people skip to first—but should do last.

You only choose tactics after you’ve nailed your goals, personas, positioning, and messaging.

Let’s map it out by buyer stage:

Top of Funnel (Awareness):

Introduce yourself to new buyers.

Pinterest ads
Google display ads
Print mailers
Organic SEO blogs
Awards or PR mentions

Don’t sell here—just inspire.

Middle of Funnel (Consideration):

Help buyers evaluate.

Comparison guides
“How we work” videos
Case studies
Email campaigns
Retargeting ads

You’re guiding decision-making.

Bottom of Funnel (Decision):

Reinforce trust and push action.

Personalized proposals
In-home consults
Review showcases
Premium print collateral

Now you’re not convincing—you’re confirming what they already believe: You’re the right choice.

What Happens When You Lead with Strategy

Let me tell you—this works.

We had a client realign their messaging to better match their affluent audience. No new product. Same team. Just a strategy.

Result? A 40% increase in their lead-to-sale ratio.

You don’t need to hustle harder. You need a plan that works smarter.

Recap

Tactics are tools. Strategy is the blueprint.

Without strategy, your marketing is just expensive noise.

A solid strategy includes SMART goals, target personas, clear positioning, messaging pillars, and a tactical plan aligned to the buyer journey.

Affluent buyers aren’t looking for deals. They’re looking for trust, taste, and transformation.

Get the Free Strategy Guide

If this hit home for you—and you’re realizing you’ve been skipping the strategy—we’ve got a free resource to help.

Download the Strategy Guide

It walks you through the five steps and gives you a framework to start getting clarity—today.

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