The Two Changes That Grew This Business 44% in One Year | Ep 966
April 30, 2026
AI Summary
5 min readWhen Luis Loira appeared on The Game with Alex Hormozi, his railing company Optimum Works was doing $2.5 million in revenue with $384,000 in profit. But 81% of his customers came from a single source—Google Ads—and his customer acquisition cost had doubled in the past year. His LTV-to-CAC ratio showed 1:1, which made no mathematical sense for a profitable business. Hormozi identified the core problem immediately: Luis had a data attribution issue so severe that he couldn't tell which of his marketing dollars were actually working. Rather than throwing a dozen tactics at him, Hormozi gave him two focused changes. One year later, Luis returned to report that revenue had grown 44% to $3.6 million, profit had climbed to $504,000, and the business had fundamentally restructured around its most valuable customer type.
The Attribution Problem and the Customer Mix Insight
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What you'll learn
- 1 (00:00) **Introducing Luis and His Business Problem** - Luis runs Optimum Works, a $2.5M online railing store. 81% of customers come from Google Ads, creating a dangerous single-point-of-failure risk.
- 2 (03:15) **Red Flag: The Attribution Problem** - Alex dives into the ad data and finds the numbers are useless for decision-making, pointing to a possible agency issue or misattributed traffic.
- 3 (05:36) **Strategic Pivot: Focus on DIY + Custom** - Alex recommends reorganizing the business to serve DIY homeowners, who are less price-sensitive, rather than contractors and designers.
- 4 (07:32) **The One-Step Custom Sales Funnel** - Alex designs a streamlined process: a custom order button leads to a form-plus-calendar, a pre-call video sales letter (VSL), and SMS nurture.
- 5 (09:42) **The VSL Script: Hook, Proof, Promise, Plan** - Alex outlines the structure of the video sales letter, using the same framework as his YouTube videos.
- 6 (13:00) **The Only Two Things That Matter** - Alex narrows the entire intervention down to two high-impact changes: the custom sales funnel and a long-term nurture sequence.
- 7 (15:10) **Long-Term Nurture: The Email Strategy** - Alex outlines a simple, two-email-per-week cadence to build repeat business without forcing continuity.
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Guests on this episode
Show Notes
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Luis runs an online railing store earning millions in revenue. A year ago, 81% of his customers came from a single traffic source, his data attribution was completely broken, and he had nothing to show for his agency fees. Alex laid out a step-by-step system to double margins, triple leads, and build a customer base that kept coming back. One year later, Luis reported 44% revenue growth and a fundamentally different business model.
In this episode
00:00 Introduction to Luis’s railing e-commerce business
02:42 Live Google ad account review
05:36 Optimize for DIY and custom orders
07:26 One-step sales funnel and closing calls
10:40 VSL structure and hook ideas
15:09 Email nurture framework and custom orders funnel
21:55 One-year results recap and key takeaways
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