CASE STORY • MARKETING STRATEGY + EXECUTION

LiveWright

From Taste to Test to Trust

When I joined LiveWright in early 2024, Drs. Bob and Judith Wright had decades of established research and teaching behind them. What was still taking shape was the independent business that would carry that work directly to people.

The challenge was significant. LiveWright wasn't asking someone to buy a book or attend a single workshop. Its flagship LiveMORE program asked participants to commit a full year to actively applying the Wrights' teaching to their lives.

Nobody makes that decision after seeing an ad.

My role was to build the marketing path that could move someone from first discovering LiveWright to experiencing the work for themselves—and eventually trusting it enough to make a much larger commitment.

That path became: Taste. → Test. → Trust.

THE CHALLENGE

Building a path into an established body of work while the business, offers and delivery model around it were still evolving.

WHAT I BROUGHT

Marketing strategy, customer-journey thinking, messaging, design and hands-on execution across the channels connecting people to LiveWright.

THE EVOLUTION

From individual offers and campaigns toward a connected progression that let people experience the work before deciding how deeply they wanted to engage.

THE WORK

• Strategy • Campaigns • Landing pages • Email • Advertising • Workbooks • Presentations • Video • Program identity • Onboarding •

01 • BUILDING THE PATH

Nobody buys a year on the first contact.

LiveMORE required an unusually significant commitment: a full year of someone's life, with no degree or professional credential waiting at the end.

Trust wasn't simply helpful. It was essential.

I recognized that an established framework—Taste, Test, Trust—fit the size of the decision LiveWright was asking people to make, and I applied it to the customer journey.

TASTE: Start small and remove the risk.

Articles, newsletters, emails, social content and free webinars gave people focused pieces of the Wrights' thinking they could understand and begin applying.

TEST: Let people experience the teaching.

Paid webinar trainings and Foundations of a Fulfilled Life, a weekend intensive, asked for a modest investment while giving people the opportunity to decide whether the work was valuable to them.

TRUST: Make the deeper commitment.

LiveMORE, private coaching, or both became the next step for people who had encountered the ideas, experienced the teaching and developed enough confidence to invest more deeply in their own growth.

The marketing didn't need to force someone toward the biggest commitment.

It needed to make the next step make sense.

Taste

Trust

Test

02 • MARKETING A MOVING TARGET

The vehicle was still being built.

While I was developing that customer journey, LiveWright was still determining what its independent business would ultimately look like.

LiveMORE? Private coaching? Standalone classes? A subscription? An app? A library of recorded programs?

The delivery model was evolving, too.

The first version of LiveMORE leaned heavily on a self-directed learning-management system. After the first cohort, the program shifted toward greater live involvement from Bob and Judith, with weekly instructor-led sessions supported by the LMS, recorded content, discussion and assignments.

Marketing couldn't wait for every one of those decisions to become permanent. As a start-up, they needed income to keep the company rolling.

As the offers changed, I kept working to make the market-facing experience coherent—clarifying what each offer was, where it belonged in the larger journey and what someone's logical next step could be.

The destination might move.

The customer still needed a path.

03 • SUPPORTING THE EXPERIENCE

The materials had to evolve with the training.

As LiveWright's programs changed, the materials supporting them had to change, too.

Workbooks had long been part of Bob and Judith's training. But new webinars, revised programs and changing formats meant new materials were continually needed—and often there wasn't an existing workbook to simply update.

Working from training outlines, presentations and other source material, I determined what needed to carry into each piece, organized the content, and designed new workbooks and companion materials with consistent LiveWright branding.

For LiveMORE, I also created the Passport, along with stamps tied to different stages of the program. The Passport gave participants a physical way to mark their progress through the year-long experience.

The teaching belonged to Bob and Judith.
My job was to turn it into materials that were clear, useful and ready for participants to use.

NSoP Workbook-20250925-240p-KOK_Page_01.jpg

04 • GETTING PEOPLE TO TEST AND TRUST

Every campaign had a next step.

Taste → Test → Trust only worked if people actually had opportunities to move through it.

So I built campaigns around those opportunities—particularly webinars, which gave people a low-risk way to encounter the Wrights' ideas and experience some of the teaching for themselves.

Each campaign connected the pieces around that experience: advertising and outreach brought people in, landing pages helped them decide to register, email and SMS kept them engaged, workbooks supported the experience, and follow-up gave them a logical next step.

Over the course of my work with LiveWright, I designed and developed more than 20 landing pages, and promoted webinar campaigns generated 70–300 registrations per event.

The individual pieces changed from campaign to campaign.

The principle didn't: whatever someone said yes to should make the next yes easier.

05 • LOOKING BACK

From taste to test to trust.

When I began working with LiveWright, the organization was serving a small handful of coaching clients. By the end of my engagement, it had developed multiple LiveMORE cohorts, ongoing private coaching relationships and an active community of participants continuing their training together.

Along the way, I contributed one small piece that became surprisingly sticky: I coined "MORE-iors" as the name for LiveMORE participants. They adopted it. And kept using it.

But what I value most about the work wasn't any single landing page, campaign, workbook or clever name. It was the coherence.

Someone could encounter an article or ad, attend a webinar, take a paid class, join LiveMORE or pursue private coaching—and each experience could help them understand what LiveWright offered and decide whether they wanted to take another step.

The business evolved. The offers evolved. The delivery evolved.

My job was to keep building a clear path through all of it.