Vince is all about action. If you’re trying to sell your product or service. You’re trying to market. You’ve got to take action to get the data to see what works. Test test test. There is no way around it. At some point you’ve just got to put yourself out there. You’ve got to grab your lemonade stand, put it in the wagon, and you’ve got to go to the football game. Then you can have a conversation about the demographics the psychographics. Up until then you are perhaps just spinning your wheels.
There is a reason we’re on this earth. Some people have figured it out. Vince helps people get momentum for their endeavors. From 6 feet to 60 feet to orbit. What does it take to get a rocket ship off of the ground vs what it takes to move it once it’s past the point of no return. Vince is all about consistency. In a lot of cases we are getting what the work is giving us. When it comes to the authority figure we’ve got “the friend over coffee”, “someone who has gone through it”, and the “white coat person, the Doctor.” What is the level of focus that your customer has? The level of urgency that your customer has? We need to be prepared for that. Moving from pain or moving towards pleasure. Maslow’s hierarchy of needs. There’s no value in the middle. The middle is just a lot of people going broke. Pick a date for your “thing”. Give them a reason.
Administrative: (See episode transcript below)
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Transcript:
Mischa Zvegintzov
Welcome, welcome everybody to the table rush master class where we get back to this marketing and sales basics to help entrepreneurs like you grow to $1 million and beyond. And who do we have on today? But the amazing, incredible coach Vince Green, who just didn't know how to how do we how do we say how amazing Vince is? Tell me?
Vince Green
You'd have to ask my mom. Yes, my mom, you're gonna get a very clear answer. Okay, that's all that's what I know for sure. If you asked me, I, I think we all have amazing moments my friend. So you know, there's, there's a reason that we're on this earth. Maybe one day, we'll all figure it out. Some people have, you know, some people are like, right there. And on it, that's really good. You know, they've got their North Star and away they go. You know, I think I thank you for the accolades, but I'm not sure, you know, a lot of a lot of what I work on today, you know, it's not like where I used to be. But you know, a lot of what I work on these past few years is, is, you know, channeling through other people, right, having helping other people to get, you know, their stuff off the ground, or get it you know, from, you know, hovering at a six foot level to a 60 foot level, and then how you get that thing to get going, right, there's that whole kind of conversation that you know, people have about how much fuel it takes to get the rocket ship just off the ground versus how much it actually takes to get it once it's past that point of no return, I really don't know when to call the point of no return for today. But what does it you know, what does it take to get past that? That it's like, I don't know, it's, it's, it's a fraction, maybe a big fraction, but it's a fraction of what it took to get off the ground.
Vince Green
And so, you know, when, when we have these concepts for business, what do we want to move into a new space? There's a lot of things that we have to get set up, but we have to figure out how to get them running at an 80/20 level, right? How do we get the 20 of it running? Get going. And so again, you know, how to be amazing, you got each of us got to ask her mom, you know, day to day, though, you know, day to day, we should all be able to measure it. And that's, you know, that's consistent kind of thing for me. So, you know, like, there is the expression, the path is math, but and that's really only one part of it, isn't it? Yeah. How do we how do we get to that? How do we get to that next level? You know, and we're all you know, all it's very common for us to be kind of, you know, diving into something and kind of go, why is this happening? Well, you know, in a lot of cases, you know, we're, we're getting exactly what our work is, is, is giving us right, right? So we can, you know, maybe we can see past it, but, you know, when you when you you know, when you take those actions.
Vince Green
Now in marketing that can be a little bit different in sales that can be a little different, but the actual work of doing it. Because there's a difference between understanding the principles behind putting out a marketing campaign, because that's really what taper Rush is all about, right? How do we create this kind of this high desire coming towards us? Right? If we're on the front of the room, and our teams at the back, like how do we create that? Or how do we get you know, create that, that that energy that takes people to the order page and they go, that's exactly what I'm looking for. Thank you pretty much, Misha, right. Yes. So it's a real it's uh, that process we can do. You know, we we can't create demand and I think if there's something you said that's like, what do you wanna talk about like there's this whole thing that but demand desire and the avatar and maybe we can go there because it's actually one thing you you have to understand about your audience's what is their demand for this and how does that demand become desire and there's no secret if there was we would just all go into would flip the light switch and everything would be good, but it's not right. It's, you know, it really we can get into it but anyway, I want to thank you for giving me the chance to mention it. I'm at a chance for being on the podcast but but you know, it's this is this is This is an interesting world that we plan because, you know, it's an interesting world. With that the changes that are going on so anyway, so does that work for you?
Mischa Zvegintzov
It does. It does work for me. Thank you very much. Yes. You touched on maybe we would go move towards the avatar? Yes. Is that? Is that what I heard you say?
Vince Green
Avatar? Yeah. It less about, like, you know, less about, you know, how do you define the avatar, but I'm hoping that we should all know it. Right. You know, I was at an event not too long ago, where the opportunity to listen to some amazing speakers and, and it wasn't that long ago, you know, things are starting to come back now. And the interesting thing is, like, when you go and you spend time, and you have real focus on what's going on, right in front of you. You know, you hear certain things, right. And I heard this this gentleman say, you know, there's, there's when it comes to trust, and or authority, and or, you know, the know, like and trust that like to focus on trust and authority. Yeah. You know, and he talked about, like, and this these are, I'm assuming, I assume, because I've heard them before, common, you know, marketing principles, right. But who do we listen to? We listen to people in authority, right? We listen to our friend at the coffee shop. Right? And then we listen to people that have done what we're trying to do. And he called them prob problem relevant. Okay. And so if you go into if you look at those three things, and she'll Dini in his book, Dr. Robert Cialdini talks about the authority space in his book Influence, which is definitely a read if anybody who's if you're starting out, and if you're into reading books, or getting the synopsis of it. He talks about six main principles, we're not going to I'm not going to go into them today. Okay, way out of a way out of focus for us.
Vince Green
But, you know, that authority figure is really important, right? So, if you're sick, and you are so inclined to go to the doctor, or you're so inclined to go to your, you know, your herbalist or wherever it is, like you're looking for that person who, whether they do or or might have their own version wear a white coat? Right? And so, right. So when, when you understand that's the kind of things that we want to understand about an avatar, right? Who do they go to? And are we the person in the white coat? Or are we the friend at the coffee shop? This one's really difficult like, because in a lot of cases, this is where you're, you're, you're trying to, you know, talk speak to your audience, like, you're their friend. And that's really difficult. Right? Because, you know, especially in early days, they're looking for authority. More, right? I think the last one there somebody who's actually gone through this, someone who's gone through all of the things that you've gone through, and, and they're saying, like, Well, how would you do it? And they're like, Well, I got a story, you want to hear it? Right. And so and when they hear that, right, that's like, that's where the demand for the services that you have turned into desire, because they have a demand for the, to solve the problem, whatever that is.
Vince Green
And again, some people view these things as, as, you know, as opportunities as well.
Mischa Zvegintzov
Okay.
Vince Green
So I think it's, I think it's, again, we're just talking high level today. So I think it's really fair to say that there are problems there is pain. And a lot of our audience is moving away from pain. But there's a whole segment of this, this world that is moving towards pleasure, just we're just a lot of us are wired differently. And you can really say that that same person who is mostly wired to move away from pain, or mostly moving towards pleasure, also has some of the other Yeah, so let's let's not try to say that everybody is just kind of one way or the other. There might be some people that are just, you know, completely that way. Yeah. But we trend we transcend into, you know, once once we have it down and we're it's rinse and repeat, we transcend in this other kind of thing where we're just actually, you know, implementation, doing it over and over and improving and getting better.
Vince Green
So anyway, coming back to the avatar, I just, I just wanted to kind of plant that in because that's just really like one way when you look at these people of identifying their pain or their problem, and understanding that the that there's there's a few different types of people that they might listen to. And they're definitely looking definitely listening to a friend over coffee. Right? Whether that friends on social and that's how they know them, whether it's a true friend or somebody who is you know, that they seek their opinion of so it's important to remember that it's important to remember which authority figure that they're looking for is it that, you know, they're the one that the degree in the white coat? Or is it the one that's gone through this? So anyway, I just thought we would kind of start there.
Mischa Zvegintzov
I love that. I want to I'd love that. So we've got the the the authority figure or which authority figure are there. To recap what you said, we've got the friend at the bar, or maybe they're represented representative of someone we pay attention to on Facebook as a friend or, or Instagram or we've got the person that's like, Hey, I just went through this come with me, I can show you or the been through it person, or the white coat guy who's got the PhD, or the doctorate. Does that. recapping what you say?
Vince Green
You got those three? I the authority, the friend over coffee is I usually say it because again, the kind of conversations you might have at a bar could be different over coffee. Already, you know, a friend over coffee, sober conversation, it's over. I love it. Thank you. That's the other but I just kind of go in there. And then you know, some someone who's gone through it, right? Someone who can say, I've been there, I understand I have felt it. And it's it's really kind of one of those things where and everybody approaches it differently. For me, a lot of it is like, well, it's no wonder you're going through this, if you're good if you're doing this, this, this and this, right? If you're searching for this this in this problem, right, as marketers, and then as someone who wants that problem solved. If, if you're looking at the obvious, if you're looking at the immediately available and it's not working, right, we we start to dig, right? We either pay attention to those people that tap us on the shoulder, right, or we search and we seek right. And then and then then the problem becomes well, I got like, I got like, here's my desk, and I got like 15 different pieces, and which ones am I supposed to connect or which ones am I supposed to play? Yeah, right, and which way am I supposed to go? And that what does that come back to come back to that individual's and the marketer and the service provider, their beliefs and values? Because that's really where we're going with all this. Right? Okay, you're going you're going into what are their current beliefs? What are they willing to? What do they believe in? Do they believe in natural sources? If it's if it's health, if it's wealth, do they believe in? You know, over time? Do they believe that? No, it's okay. Like some people do kind of make it? Fast. Righ
