00:00:00You're about to meet Luis.
00:00:01He runs an online store that sells railing.
00:00:03Although he's doing $2.5 million in revenue, the problem is that 81% of his customers are
00:00:07coming from a single source, which is Google Ads.
00:00:10If that changes or stops working, his business could be in very serious trouble.
00:00:13So first, we're going to dive deep into the business and then we're going to break down
00:00:16all the tactics that he and you can use to scale.
00:00:18And at the very end, we're going to check in with Luis one year later to see if those
00:00:21tactics actually helped him scale.
00:00:23Hi, Alex.
00:00:24My name is Luis Loera, the owner of Optimum Works, and we are a railing company and we
00:00:29sell a variety of railings online.
00:00:31And who we help are homeowners, contractors, and designers.
00:00:35And here are some of the examples below of some of the products we make.
00:00:39Sweet.
00:00:40How much do you make?
00:00:41Currently, we're doing $2.5 million in revenue, $384,000 in profit, and our net margins are
00:00:4715%, and our LTV to CAC is one to one.
00:00:52Okay.
00:00:53So something's weird there, obviously.
00:00:56So what do you want to have happen?
00:00:57I'm trying to build the best railing company in the US and I want to 10x revenue growth
00:01:02and double profit.
00:01:03That is an ambitious call.
00:01:05So how do you get customers?
00:01:06All right.
00:01:07Currently, we're getting them through paid ads and 81% of our customers are coming from
00:01:11Google ads.
00:01:12And we spend about $21,600 a month on Google.
00:01:16And we spent on Meta $4,500 a month, and we have a couple other sources of traffic below.
00:01:24So what's the issue?
00:01:25What's the problem right now?
00:01:27We spent over $300,000 in marketing last year.
00:01:30Our CAC is high and it actually doubled from last year and our conversions are too low.
00:01:34Got it.
00:01:35So you have a conversion issue.
00:01:36So any other problems that you're dealing with besides that?
00:01:40Another problem is that not enough customers are repeat buyers.
00:01:43It's only about 10% and we want to increase our LTV.
00:01:47So you have a different customer mix.
00:01:48So you've got DIY guys and you've got designers, you've got contractors, but 70% of your business
00:01:53is DIY.
00:01:55What percentage is custom versus like just normal off the rack stuff?
00:02:0070% are just like handrails and like stuff that people buy directly on our website.
00:02:06And then 30% are custom orders.
00:02:08What percentage of sales are coming from people buying on the site versus a phone?
00:02:13The last time I checked, it's about like 10 to 20% on the phone.
00:02:17All right.
00:02:19So many ways to make money here.
00:02:20So I'm going to do this a little differently than I normally do.
00:02:25Instead of giving you like a lot of different things, I would like to just give you like
00:02:29two or three things so that you have a high likelihood of actually doing it, that have
00:02:32the highest impact on the business.
00:02:34But fundamentally, I think that we could probably fix a lot of this with like two things.
00:02:39Okay, great.
00:02:40All right.
00:02:41So why don't you go over this way and then we'll do some live breakdowns.
00:02:47Let's pull up the meta ads.
00:02:49Okay.
00:02:50So this is the only ad that's running right now.
00:02:54All right.
00:02:55So are you running these or somebody else running these?
00:02:57I have a marketing agency that I work with and they're doing like the ads, but we've definitely
00:03:03like scaled down on meta and we're only spending like $1,000 to $2,000 a month right now.
00:03:08But we actually use a post-purchase survey and over 90% of our customers are saying they
00:03:13found us on Google.
00:03:14Okay.
00:03:15Yeah.
00:03:16Got it.
00:03:17Well, that's good to know.
00:03:18Yeah, let's do Google real quick.
00:03:19Okay.
00:03:20The CAC to LTV there doesn't make sense because it says your LTV is lower than your CAC unless
00:03:25you're losing money.
00:03:26But it doesn't sound like you're losing money.
00:03:27So something's wrong here.
00:03:28What I'm seeing here though is that like we have a clear data attribution issue.
00:03:33For me to say, "Hey, let's spend more on Google, let's spend less on Google."
00:03:36It's like, "I have no idea.
00:03:37We don't have any data."
00:03:39So we have numbers, but they're not useful.
00:03:41We have to get the attribution because you're at a business where like you were spending
00:03:44money on ads.
00:03:45You're making money, but you have no idea where it's really coming from besides your post-purchase
00:03:49traffic, which says Google.
00:03:50But when we look at the Google stats, it says you're losing money.
00:03:53So like here's my red flags, right?
00:03:55So number one is you're showing LTV to CAC of 0.41 to one, which makes zero sense.
00:04:02Because that would mean that every month you would just be actively losing money.
00:04:04And since 80% of your sales come from Google traffic, then I would say 80% of your revenue
00:04:09should be losing money, which you're not.
00:04:11So there is an alternative possibility, which is super, you know, this is possible, which
00:04:16is that the agency that's doing this for you has no idea what they're doing and you're just
00:04:20getting a lot of referral traffic from people who bought stuff from you in the past.
00:04:24And you're actually just functionally blowing money out the backend and not really getting
00:04:29many more sales.
00:04:31I would like, if I wanted to get, if I were, if I wanted to be a ballsy, a ballsy person,
00:04:35I would consider looking at shutting off all the ads and seeing how sales change.
00:04:39Yeah.
00:04:40I mean, yeah, that's the only way to find out, but I mean, if we, like last year, you know,
00:04:46we spent, you know, uh, like 21,000 a month average, and this year we've been spending
00:04:5440,000 and our, and our revenue has doubled.
00:04:57That data of we spent more and we made more that tracks, but it's not being tracked.
00:05:04Yeah.
00:05:05Yeah.
00:05:06And so that's, so based on that, I would be like, all right, well, something's working.
00:05:12And when you spend more money, you're making more, but we have no idea.
00:05:15And so it allows us to do zero optimization and you're at the point in the business that
00:05:19like, you want to go from three to 10, 10 to 10 to a hundred.
00:05:22You have to know these data like the back of your hand.
00:05:24Yeah, definitely.
00:05:25I'm at that point where it's, this data is the most important thing right now.
00:05:29Like you kind of have a blanket strategy of like, well, more people find out about me,
00:05:32more people buy, which I'm all for.
00:05:33No, I mean like I'm game for that, but now we have to be more, as you get to colder and
00:05:38colder audiences, um, we have to be more targeted with the spend.
00:05:43If we were to re-imagine the business, I think that, and to be clear, I don't want to break
00:05:47the business.
00:05:48Obviously it's making money.
00:05:49There's nothing wrong with the business, but I would probably optimize for DIY plus custom.
00:06:04And the reason I'm thinking that is for a number of things.
00:06:07So number one is you already have a strong foothold in DIY.
00:06:09Number two is that they're less price sensitive than the other buyers, which means like, even
00:06:14though the ticket and when can you pull up the customer data real quick?
00:06:18So if we look here, right, the average order value is not like, so if you have, if contractors
00:06:24were like $20,000 and I'd be like, all right, well maybe we should look harder at that.
00:06:27But you're, you're, you're, you're really close in terms of average order value.
00:06:30And so there's no real benefit to going to these highly price sensitive people who are
00:06:35clearly shopping you between a bunch of different sources versus the people who are like, I think
00:06:38this stuff's dope.
00:06:39I want to buy from them, which is I'm guessing what the DIY people are more similar to.
00:06:44Yeah.
00:06:45Right.
00:06:46And so the, basically like if we think about this from a strategy perspective, if you sell
00:06:51to the contractors and designers, you're going to be more and more of a commodity for them.
00:06:56And then they're just gonna be shopping out between a bunch of other shops that do the
00:06:59assembly and whatnot.
00:07:00Whereas DIY, we can drive more gross profit because we could easily take the 873 and probably
00:07:07bump it to a thousand and we have the same average order, but our gross margin would be
00:07:10so much higher.
00:07:11Yeah.
00:07:12And that's where I think the magic is.
00:07:13So it's like, even if we have the same average order or close to it, we could sell way more
00:07:18of them.
00:07:19And the gross margin on each might be double or triple because the margins are thinner in
00:07:22the business.
00:07:23Yeah.
00:07:24That's where I think that like the overall, like if I own the business tomorrow, I would
00:07:27probably reorganize it so that it's just like, this is the home for DIY railings and it's
00:07:32showing all the cool stuff you can do for custom.
00:07:35And then people are just like basically opting in, booking a call and at the end of the call,
00:07:40we can solicit the sale.
00:07:41Yeah.
00:07:42And I think you set that agenda at the very beginning, which is like, Hey, um, we're going
00:07:45to go through like the, you know, these things.
00:07:49So it would look like this.
00:07:51So it would be, you know, custom, they click the button.
00:07:59This thing goes here.
00:08:00They put in there, you know, form, yeah.
00:08:02Form, and then we can have their calendar, right?
00:08:06And this can be together, right?
00:08:07Cause the calendar could take the form.
00:08:09Then after this, we have a post or pre call, but post opt in a video sales letter.
00:08:17And this is like, Hey, this will give them price ranges.
00:08:21And then on the nurture, which you'll do via SMS here is, uh, basically you ask for Bant,
00:08:29just budget authority need timing.
00:08:31And so that's just going to be like easy little text messages being like, Hey, just making
00:08:34sure you're the person like, does your wife need to be on the call?
00:08:37Who else needs to be on call to make a decision?
00:08:39Just because, and I would just be like, listen, we're not a sales company, but I'm happy to
00:08:42hop on the call to figure out what you need so we can get, so we can get your order in.
00:08:47And we're really framing it as like, you're going to be buying on this call.
00:08:50So this isn't like a long sales process.
00:08:52Like I'm just making sure that no one's wasting anyone's time.
00:08:56And then on the call, that is a, I think that is the worst phone I've ever drawn.
00:09:03I don't even really know what it is.
00:09:05Um, I'm going to, I'm going to put an attendant there and maybe we'll put a couple of keys
00:09:11here.
00:09:12I don't know if this is making it better or not, but on the call here, I can draw this
00:09:17one really well.
00:09:18On the call.
00:09:19We'll have a nice, there we go.
00:09:20We got our credit card.
00:09:21That one, that one I did.
00:09:22Okay.
00:09:23I can draw the money.
00:09:24All right.
00:09:25Yeah, and I think that will allow you to one, like, I could see a world where your DIY projects
00:09:32are 1300, 1500.
00:09:34Yeah.
00:09:35Like no problem.
00:09:36And then also you probably have like Klarna or a firm or one of those financing options.
00:09:42Oh yeah.
00:09:44Like to Shopify has like their own like financing.
00:09:47Yeah.
00:09:48Yeah.
00:09:49And so are you processing the custom orders through Shopify as well?
00:09:51Yeah.
00:09:52Yeah.
00:09:53And so here it's like, you can say, cool.
00:09:54Hey, like I would just do AB in terms of the close, which is like, Hey, do you want to use
00:09:58a credit card?
00:09:59Do you want to finance?
00:10:00Same to us.
00:10:01Same to you.
00:10:02Yeah.
00:10:03Um, you know what you would you prefer?
00:10:04Yeah.
00:10:05And then that way you can just lock in on the call.
00:10:06And it's like, and um, and then like here you can also prep them saying, Hey, um, I give
00:10:12a $200 discount for people who move forward on the call.
00:10:15And that's just because it saves us an administrative headache for taking more calls after that.
00:10:19So I tell them before they get on the call, so it's like, they know they're going to buy
00:10:22cause I just want to, I don't want you on multiple calls.
00:10:24I think it's a waste of your time.
00:10:26And I think this process, we're just basically leaning into the people that are the least
00:10:30price sensitive that you already have the most of, and they actually just dialing in the sales
00:10:36process here.
00:10:37And this is where I think you want to like basically let them dream, which is, I'd be
00:10:40like, Hey, there's like, there's 101 railings that you can, that you can put into a house.
00:10:45If you have a modern house, this is might be the type of look you're looking for.
00:10:48If you have a this, this might be what you're looking for.
00:10:50If you have a, this is my, and if you just have wild ideas, let me show you four different
00:10:53wild ideas.
00:10:54And I'm sure that there's custom ones, but the reality is that you know that there's like
00:10:57three or four that like a lot of people just think are really sick.
00:11:00Right.
00:11:01And then just show those ones in the video and you can give the ranges here and be like,
00:11:05obviously it's independent, like on shipping and whatnot.
00:11:07Like I think that if you literally just felt this process, you would probably be somewhere
00:11:11in the 50 to 60% close rate range.
00:11:14And we would probably double the average value of each customer.
00:11:19So when we were talking earlier, you said you wanted a 10X.
00:11:23Well, just from hypothetical math here, we could probably double the close rate and more
00:11:27than double the gross margin for a customer.
00:11:30So that's a 4X.
00:11:31Okay.
00:11:32So for the VSL overall, so short for video sales letter, for anybody who's curious, is
00:11:38that we want to have basically a hook, two O's, a hook at the beginning.
00:11:44So we go, we follow the same process for this as I do for like a YouTube video.
00:11:49So we're going to have proof that we can help them, we have a promise and then a plan, which
00:11:57is like, this is how, what we're going to cover in this video, right?
00:12:00And ideally have some sort of picture or roadmap that displays these things.
00:12:05That way there's a visual of like, okay, this is what's happening.
00:12:08Real quick.
00:12:09I'm going to show you the exact 10 stage roadmap from zero to a hundred million plus that less
00:12:13than 1% of companies finish.
00:12:15I've now done multiple times.
00:12:16And so I can say with a lot of confidence that these are the stages as headcount increases
00:12:20that you need to get through.
00:12:22And I broke each of these down by eight different functions of the business.
00:12:25What the constraint feels like, like what are the symptoms of it when you're going through
00:12:29it?
00:12:30And then what steps we actually took to graduate.
00:12:31And we've done this across software, physical products, service businesses, brick and mortar,
00:12:36all of this.
00:12:37And it works.
00:12:38And it's my gift to you.
00:12:39It's absolutely free.
00:12:40And so the links in the description, but you just go acquisition.com/roadmap, just enter
00:12:44your info and it'll spit it right back to you all free.
00:12:46The hook is like, Hey, have you ever wondered, uh, or like, have you ever looked at your
00:12:49railing and be like, man, if I just changed this, my whole house would look different.
00:12:53Um, and this is probably super high ROI from a, from a home resell perspective.
00:12:58So just changing the railings in house, there's a recent report that came out that showed that
00:13:01like railings from an aesthetic perspective only cost a fraction of what they add in home
00:13:05value.
00:13:06And so the way I think about it, railings are basically free, right?
00:13:13What a great, what a great, what a great anchor, right?
00:13:15Um, now you might be wondering like, how do I, you know, how do I think about like buying
00:13:20a railing?
00:13:21And so it's like, there's actually four steps, you know, it's a buying a railing.
00:13:25There's the, you know, the materials, there's the, you know, the number, there's the hook
00:13:30into the wall, the whatever, you know, like, you know, whatever those steps are.
00:13:34Right.
00:13:35And so you go for each of those.
00:13:36I'm going to show you.
00:13:37Perfect.
00:13:38Yes.
00:13:39Yeah.
00:13:40And this looks great.
00:13:41This is awesome.
00:13:42So this one is where I'd go like back and forth, how to choose a right hand rail video.
00:13:49Yeah.
00:13:50I have a bunch of different videos.
00:13:51And so at the end of this, so we're going to go through that whole process, right?
00:13:56And uh, at the end, so we're put this, this is still in the intro, um, I'll explain pricing
00:14:04cause everyone's gonna be like, Oh my God.
00:14:05So that way it'll, it'll keep them cause they're like, Oh, I want to know the pricing.
00:14:08I'll explain pricing and kind of like set expectations for delivery times and things like that.
00:14:11Right.
00:14:12And then you go through this, which is kind of like the meat of the video.
00:14:15And then we go into price ranges and expectations and I would still say, cover this here, which
00:14:24is like, Hey, um, like obviously these things, uh, they are free in terms of the fact that
00:14:29they can add value to the house in excess of what they cost, but they obviously cost money
00:14:33were made here in America or whatever it is.
00:14:35Um, so, you know, come to the call knowing what your budget is.
00:14:38Cause then that way, like I don't waste your time with like making railings out of diamonds,
00:14:41which we can do by the way, uh, you know, you can make a joke, um, authority, which is like,
00:14:46okay, uh, if you have your wife or husband who needs to be on the call, um, I'd recommend
00:14:50you guys do it together.
00:14:51Cause sometimes you got one person who has the taste and other person who handles the
00:14:53money.
00:14:54Like you want both of you guys on the call.
00:14:56And then from a need perspective, um, they're here so you don't have to cover that one.
00:15:01Um, they have pretty high intent of watching railing videos, uh, and then it's just timing.
00:15:05So it's like, Hey, and also I just want to know, um, basically what's your timeline in
00:15:09terms of, uh, getting it installed.
00:15:11And if we were to, you know, get it, get it shipped out to you, like how fast do you need
00:15:14it?
00:15:15Yeah.
00:15:16Right.
00:15:17And I like thinking like how fast do you need it?
00:15:18Because that way we can try and push the urgency in the sale, uh, to get them to buy.
00:15:21But it basically, this is it.
00:15:22So it's like we have our, we have our hook at the beginning.
00:15:24We have our proof promise plan picture, and then we set our expectation to open loop to
00:15:27the end.
00:15:28We have how you pick the hand railing.
00:15:29And then we say, cool.
00:15:30Now that you like that.
00:15:31Um, if you're like, if you're like, I'm not sure it's like, that's why we have the call
00:15:34because listen, it's an important decision.
00:15:36It's going to change the way your house looks.
00:15:38And uh, I've done this a lot of times and I, and I attended, you know, I can, I can shepherd
00:15:43you through this process really well.
00:15:44Okay.
00:15:45And that's it.
00:15:46And this video probably you could be looking at, you know, five to seven minutes.
00:15:49Okay.
00:15:50Doesn't have to be a little bit.
00:15:51And that's it.
00:15:52And then we just have our, have our texts, um, our texts that we're sending afterwards,
00:15:57which we're really just looking for, uh, personal info again.
00:16:01And then reaffirming these, which is like, Hey, just to make sure, what did you say your
00:16:04budget was?
00:16:05Um, you know, are you going to have your, your spouse in the car, whoever makes the decisions
00:16:08and in terms of timelines, where are you looking for?
00:16:10Okay, cool.
00:16:11So I'm looking forward to call later today.
00:16:12Uh, and yet we'll move forward at the end of that call.
00:16:16I honestly only want to give you this because I think that's the only thing that matters.
00:16:22Yeah.
00:16:23Cause I could, like I said, like I could, I could give you 20 more things, but I'll give
00:16:28you one more.
00:16:29Okay.
00:16:30I'll give you one more.
00:16:31This is all, this is all I'm going to do, we need one more, um, which is, uh, the long-term
00:16:36nurture.
00:16:37Yeah.
00:16:38I think it's probably worth building this out.
00:16:41How big is your email list?
00:16:42Uh, like 10,000.
00:16:44All right.
00:16:46So, uh, if you have basically a 10,000 person list, you ask, you had the original problem
00:16:53that you're dealing with, which is that you don't have a lot of repeat purchases, right?
00:16:57Yeah.
00:16:58I think that there's like, there's like, I don't want to force continuity in this business.
00:17:02I don't think that's, I don't think that's really the play.
00:17:05Yeah.
00:17:06Um, I think that what we can do is try and consistently market so that the next time they
00:17:10do an expansion, we're the first ones they look for, but the only way that we can do that
00:17:14is just through consistent long-term nurture.
00:17:16Okay.
00:17:17And I think that will compound like a snowball.
00:17:18Like it'll just keep building up and I'll bet you that like you have, I mean, you're doing
00:17:21two and a half million a year, how old is the business?
00:17:23It's, uh, five years old and like I barely went full time two years ago.
00:17:28Yeah.
00:17:29Okay.
00:17:30So if it's five years old and you have a 10,000 person listening in two and a half million
00:17:32dollars, like that list is probably a very good list.
00:17:34Okay.
00:17:35Because that's a really small list relative to the revenue.
00:17:37Yeah.
00:17:38And so, um, basically I would like you to just commit to two times per week, sending an email
00:17:45to the whole list.
00:17:46And I just wanted to do one is a before and after.
00:17:52And the other is cool shit.
00:17:57And if you want to have a third, which you can rotate, like, you know, this could be the
00:18:02next week.
00:18:03You do this one is an FAQ, which is what are the most common questions that people ask that
00:18:08don't buy?
00:18:09Yeah.
00:18:10So it's like, these are like bait.
00:18:11And then this is like overcoming the concern that you immediately have because you're like,
00:18:14Oh, I do want that.
00:18:15But you're like, Oh, but who's doing the install or like how, how much is shipping?
00:18:19Um, like just these normal, random questions that people probably already know that 20 questions
00:18:23people ask.
00:18:24Yeah.
00:18:25Just take all 20 questions and just rotate them, um, throughout the year.
00:18:28Just like kinda kinda rotate them consistently.
00:18:32Yeah.
00:18:33You could do that.
00:18:34But that's it.
00:18:35Like if we just do this and then every email I would structure, so we've got our subjects.
00:18:40That should be an E there we go.
00:18:42Um, and then underneath we're going to have some sort of immediate reward.
00:18:47So um, if we can, I like to do really cool quotes.
00:18:51Um, what do you think?
00:18:53Like something immediately like that would be sweet, just like an image for like a new
00:18:59email.
00:19:00Yeah.
00:19:01For like following this, this, this framework, like rail transformation.
00:19:03Okay, cool.
00:19:04So we would just do probably a picture here should be like, check this out.
00:19:08Because the thing is, is people who are like, when I improve their home, it's kind of like
00:19:10porn for them.
00:19:11Like they're just like, they get super obsessive with it.
00:19:14They love it.
00:19:15Yeah, no, exactly.
00:19:16So it's like, check this out.
00:19:17We point to this thing and then I would just have my like CTA, uh, or FAQ about this link
00:19:25tier.
00:19:26But the point is that we want to give them a link and then a PS, you know, um, discount
00:19:33or joke, just something that's like, you know, friendly, fun, whatever it is.
00:19:39And I think that you can basically model this as the structure that we use in the emails
00:19:43because these people, they're going, if they love this stuff, then they're going to open
00:19:47it up just to see, you know, what's going on and, and then that's like, that's what's
00:19:53going to bring people back in.
00:19:54Awesome.
00:19:55So it's 80% of people are like, you know, purchasing directly on the website and like, you know,
00:20:01they're just filling out the checkout and like their card info and, you know, proceeding with
00:20:06the order.
00:20:07And then the other, um, 20% that we're doing like custom railing orders is like, they fill
00:20:13out like a custom order form and like they put all that info.
00:20:17Once they fill that out, you know, we make sure like if they have all the correct info,
00:20:23then we'll proceed with the quote and like, we'll, we'll get like an email that they filled
00:20:28it out with all their information and then we'll send them the quote within like 24 hours.
00:20:33So where's the custom quote thing?
00:20:35Yeah.
00:20:36Custom orders.
00:20:37And we have it.
00:20:38So where we actually get also a good amount is that we have it on our, on our most popular
00:20:44railing.
00:20:45Okay.
00:20:46Let me see it.
00:20:47Let me see it.
00:20:48It's in the same project.
00:20:49Yeah.
00:20:50That one.
00:20:51Put it.
00:20:52So it's, yeah, it's underneath.
00:20:53Is that on all of them?
00:20:54That is on the best sellers.
00:20:56That's it.
00:20:57Any reason to not put it on all of them?
00:20:59No, we should put them on all of them.
00:21:01Let's put this on all of them.
00:21:02Yeah.
00:21:03All right.
00:21:04So we're going to make this kind of like up here, all rails, have the custom, custom flow.
00:21:17And so this custom order should then lead to here.
00:21:21Now, this little click thing is basically A, right?
00:21:24Because this is one source of getting those clicks.
00:21:26Can you scroll up, Michael?
00:21:28All right.
00:21:29One of the other things I want is, so can you scroll all the way to the top again?
00:21:34So there was a banner that I saw that said free something and then it disappeared.
00:21:37Okay.
00:21:38Free shipping in the USA.
00:21:40I would have a banner across the top that has custom designs available and make it sticky.
00:21:57So the one that you have currently disappears, like let's keep it sticky across the top.
00:22:03Which one is the Google, or the Google ads linking to this one?
00:22:05Yeah.
00:22:06The Google shopping ads are going to that one.
00:22:08And that's what you're spending your money on?
00:22:09Yeah.
00:22:10Most of my money.
00:22:11Yeah.
00:22:12On those.
00:22:13Yeah.
00:22:14Okay.
00:22:15So just going direct.
00:22:16Direct to the listing.
00:22:17Yeah.
00:22:18I love these little testimonial things at the bottom.
00:22:21That's really nice.
00:22:23Okay.
00:22:24I honestly like, this is all I want you to do.
00:22:26I don't think you need to do anything else because if we just do this right, you're probably
00:22:31looking at like a three or four X like I just like, I don't, I don't want to over-complicate
00:22:36this.
00:22:37Like you have this, you have this, the right customer.
00:22:39Like the reason this is so straightforward to me is because everything is aligned.
00:22:43You have the best customer that you have the most of that's the least price sensitive that
00:22:48you have.
00:22:49That is the most obsessed with this type of product, which leans itself towards custom
00:22:53anyways.
00:22:54And so it's like, cool.
00:22:55Let's and this also, okay.
00:22:56Okay.
00:22:57Does this work for longterm strategy?
00:22:58Yes.
00:22:59Because if you can do more custom stuff and we know this, not that custom, right.
00:23:03But it's enough custom that they feel special about it.
00:23:07And I think part of the pitch is like, listen, you don't have the same railings as your neighbor
00:23:09down the street.
00:23:10And of course, like they would be so horrified of that, but who gives a shit, but somebody
00:23:13else might.
00:23:14Nobody's using the railings one, but, and then we add the nurturing so we can bring customers
00:23:20back.
00:23:21That's it.
00:23:22That's all we would do in terms of doing this in order.
00:23:25I would set this up first.
00:23:28I put these on second because basically it's like, we have to have the system in place.
00:23:32Then we drive traffic to it.
00:23:35We talked about, this is still the video.
00:23:44Then you use this script, then we add in our lead, our longterm nurture because now we're
00:23:51getting more leads through and we're converting more people, but this gives us more longterm
00:23:54follow up.
00:23:57And I think this, you just run in parallel because this is the stuff you're going to do.
00:24:00This is just somebody else.
00:24:01You're going to write a check and you're going to get somebody else to do it.
00:24:04Okay.
00:24:05Awesome.
00:24:06All right.
00:24:07Got it.
00:24:08Rock and roll.
00:24:09Perfect.
00:24:10Boom.
00:24:11Easy peasy.
00:24:12So it's been almost a year since we filmed this episode with Luis.
00:24:13My team jumped on a call to check in on his progress and I'm going to watch it live.
00:24:17So from the time we shot that episode of Cash Cows, it was April, 2025, and we were currently
00:24:23doing $2.5 billion in revenue with $384,000 in profit right now to this day in March, 2026
00:24:32for the past 12 months, we've done $3.6 million with $548,000 in profit.
00:24:37So we've grown our revenue by 44% out of all the changes we discussed that had the biggest
00:24:42impact on profit.
00:24:43It was optimizing for custom orders that has become now a way bigger part of our business
00:24:50and it's become 50% of our business.
00:24:52So once we fixed attribution, we discovered we had campaigns that were breaking even.
00:24:57So what we did is that we took the money out of the losers and put it into the winners.
00:25:02So once we raised prices, our close rate is currently at 20% and we have tripled the amount
00:25:09of leads slash custom orders submitted.
00:25:12The advice that made the biggest difference was optimizing for custom orders and improving
00:25:17the custom orders page and improving the sales process when it came to taking those custom
00:25:23orders.
00:25:24Alex, thank you from the bottom of my heart for all your help and wisdom.
00:25:28You've completely changed my business and you've got me out of the swamp.
00:25:32So I commend you for that and I know it's only up from here.
00:25:36So thank you and I wish you well.
00:25:38So first off, that was awesome.
00:25:39I love hearing the 44% increase in a year.
00:25:41That's bad ass.
00:25:42And to be clear, this is all because of Louise actually taking action on this.
00:25:46It's not because of me or some sort of magic.
00:25:49We looked at the orders that were making the most money.
00:25:52We put more resources towards those ones.
00:25:55One of his differentiators, he had this custom thing that a lot of other people in his space
00:25:58don't have that ability to do.
00:25:59We doubled down on those things, served higher customers on a higher level.
00:26:02And obviously he reaped the profit.
00:26:03So kudos to you, Louise.
00:26:04Appreciate you.
00:26:05And yeah, so you follow the steps and the stuff actually works.
00:26:08So yeah, go do that.
00:26:10Go do what you just saw in this video and hopefully you reap what Louise did and even more.