Vince Green Interview #2. You’ve got to take action to get the data to see what works.
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)WATCH this episode here: Table Rush Talk Show.Listen on the go at http://TableRush.net. Over 450 episodes and counting!Check out the Tools For A Good Life Summit here: Virtually and FOR FREE https://bit.ly/ToolsForAGoodLifeSummitStart podcasting! These are the best mobile mic's for IOS and Android phones. You can literally take them anywhere on the fly.Get the Shure MV88 mobile mic for IOS, https://amzn.to/3z2NrIJGet the Shure MV88+ for mobile mic for Android https://amzn.to/3ly8SNjSee more resources at https://belove.media/resourcesEmail me: [email protected] social Media: https://www.instagram.com/mrmischaz/https://www.facebook.com/MischaZvegintzovSubscribe and share to help spread the love for a better world!As an Amazon Associate I earn from qualifying purchases.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. Right. So, again, beliefs and then values. And I would suggest to you that, you know, a lot of this is it's important to bring our values out. So some that's why, you know, that's why people have just in general, well, let's just say that's why they write, that's why they speak, right? And that's why they coach and consult, right, all those things, the medium isn't so important, but that's how you get it out there.Mischa Zvegintzov I wanted to if I heard you correctly, as well, it's we've got these three authority figures. And it's not that one is better or worse than the other. It's, it's, it's paying attention to, who is your audience want to hear from? Or maybe I'm not saying that, right. But you're like, Hey, who is my audience listening? Who's my avatar listening to? Are they listening to that? Doctor? Are they listening to that? Excuse me, the authority figure the, or a friend that the front? Yeah, right. Is that not to place value on those? But who? Maybe you could? Does that? I don't know if I'm asking a question. Or? Well, if you're, if you're confirming that, you know,Vince Green take it to the next level, like so if if, if you have whatever business you have, right, you could be what was, you know, years ago, traditionally known as brick and mortar, or you could be, you know, fully online, say from, you know, late 90s, early 2000s, it really doesn't matter. today in this world, there is no more just in this guy's opinion. There is no more online and offline, like everybody is kind of both. Yeah, we have strategies that are truly online that we seek, right goes back to measuring the metrics and, you know, if you're putting together a certain strategy, whether you would consider online or offline or just business, right, it has to be measured.Vince Green So anyway, getting back to kind of where you're going with that, if you look at like, depends to the degree of the problem, right? Yeah. If we, if we, you know, if we just if you're in a place where you want to get your grass cut, because you don't want to cut it anymore, if you're in a place where you want to get your snow removed, because you don't want to do that anymore. You know, how do you solve that right? Used to be in days way days gone by the folks used to use yellow pages and now what we do is You know, we Google things, or we could be just kind of it could be a thought. Right? It could be like, it's kind of a, it's kind of a level one or Level Two problem. And suddenly, you see, hey, it's Black Friday, because we're doing this on Black Friday. Yeah. And, you know, Joey and Janet snow removal has a kind of a service first three months at 50% off, and you're like, what? Okay, like, Yeah, let's click, let's click that. Right. So the seed is already there. You know, it's so getting back to it, just like,Vince Green As you said, Hey, Vince, I think you know, a lot of my audiences is might be just starting out, or may have had some starts and this kind of an enter coming back and saying, now it's a restart, or whatever it is. And so, like, if you've experienced this, right, it depends the degree to watch, you know, which, what? You know what the problem isn't in someone's mind. Right? Yeah. So how focused? Are they on it? Yeah. If there's some if there's some reason, like somebody wants to go away for the summer, and they're looking to summon have the grass cut, and they're leaving in a month and a half, probably that degree is not that great. But if they haven't done anything about it, and suddenly they're leaving on Sunday, and said, it's Friday, like, they're probably gonna want to get that done, right. Yeah. Yeah. Right. So. So you have to, you have to kind of measure the tenor of this.Vince Green And that's why all businesses need to be ready, right? You need to move at all kind of speeds, because you have people that are just kind of passing you by passing by. Yeah. Right. Like, if we were able to, if we were up there kind of passing by, like, oh, yeah, that would be kind of cool. All these guys do snow, these guys do grass. That's kind of cool. You know, thinking about that. Right? Versus? No, it's Friday, we leave Sunday, like this needs to be done. Yeah. So as you can see, that's, that's just urgency. But at the same time, it's that level of focus that these people have. And so you know, all businesses need to be prepared to meet that. That level of sophistication, that level of awareness, that level of focus comes, you know, comes, you know, through many words, and, you know, as you kind of get into that these are the kind of the old school principals that and their principals for recent because it's not going to change.Mischa Zvegintzov Love. Thank you for that. I love that. Yeah.Vince GreenRight. And so like, again, because this is how we this is how we measure where we put our resources. Because that's right, like, that's kind of the that's part of like a your business, right, you have resources that you need it that you're going to put into place. Time is, is you know, for people starting out, that's really the biggest thing is like, Okay, where am I going to put my time? What is like, what's most important? Do I need to figure out my avatar? Or do I need to, you know, do I need to get the word out? Or do I just need to get some funds in the bank? Do I need to make some sales? Yeah, right. Yeah. And so, you know, somebody would say, well, all of that's important, I get it. But the challenge is, like, how do you how do you manage through that process?Vince Green And so hopefully, you know, people aren't sitting there saying, like, well, you know, I, I just, I just need if you need revenue today, and you're coming from a standing start, if you're coming from a standing start. There's a lot of things that you have to get in place, but if you're already up and running, and there's opportunities like Black Friday, or, you know, if there's some seasonal aspect of this, you know, you should be preparing well in advance. But the point is that, you know, the resources that you that you have initially for most people starting out is time, energy, and money. Right. And there could be other things too. Relationships could be network, there's a lot of things. And so how you line those up, and again, you got to watch like, what replenishes and what doesn't, Mm hmm. Right. Networking and relationships. They replenish money replenishes like it's supposed to. Yeah, it's supposed to replenish, right? So you got to look like time and energy don't. Mm hmm. So those have to be applied differently. They might not be, you could value the more you valued let, but they have to be applied. And then what do you what do you get out of that?Mischa Zvegintzov Yeah. Yeah,Vince Green it's, uh, it's, it's interesting is again, I know you wanted to kind of talk about like, how to how to folks look at an avatar, how do they, how do they identify who those people are? I think it goes beyond the demographics. So you know, where do they live? CanMischa Zvegintzov I ask you a question before we get into that? Yeah. And and I, it's this idea and we can just touch on it quickly moving away from pain or moving towards pleasure. And I'm wondering if you could give some specificity to that, or some examples or or frame each, each each of those to just give us a little color around that.Vince Green Sure. demonstration, though, what the context is, and demonstration are really powerful thing. So yeah, absolutely. I just I think the most important thing we can just before I jumped into this, yeah, is that there are people, it's first important to understand that in your marketplace, there are probably markets where it's all moving away from pain. Okay, there are probably markets where it's always, you know, towards pleasure. And you can say, well, deep down psychologically, that might be you know, there might be, there might be some barriers that were crossing at the same time. But the fact is that, you know, you kind of have to pick your plan, okay, if it's, if you're dealing with people that are moving away from pleasure, or people that are sorry, moving away from pain or moving towards pleasure, and there's, there's pretty much a distinction.Vince Green Some of this has to do with Maslow's hierarchy of needs, right? So if you don't know what that is, I encourage you to get with Maslow and as LW hierarchy of needs, and, you know, basically, at the at the raw, at the base of that pyramid is, you know, food, shelter and clothing. And then as you move to the very top of it, is how we, you know, play our part in the world. And so, you know, as you kind of move, as you kind of move through that, you know, the next the next level that really is whether or not you're going to be moving, you know, that's kind of moving away from the pain like you want to have, make sure you you have food, shelter, clothing, right, like, if that's a battle for you today, or that's a customer that that's a battle for your customers, you need to know specifically where they are in that hierarchy, you need to know where they are like, are they working for a living, and they're trying to get out of it. But if they are them, where are they headed? Do they want to get into management? Did they just want to get higher paying job? Do they want to change careers and move up into higher levels of value where like communication like salespeople, like singers, actors, that can get highly paid? Or they are they they come into some money, and they want to use their mind and put this money together? Right? And I'm just really pulling together something that Myron golden taught us about the four levels of value, like, where are they headed? What are what are their goals?Vince Green And so And why is that important? Because it whether they're moving away from pain, meaning they're kind of, you know, things are not things haven't been? Well, and let's just say it's a it's a shelter thing, they're not happy, they don't feel safe. Right, safety is another component of Maslow's thing, so that maybe they just don't feel safe about the neighborhood that they're living in. And they would like to own versus rent, right? And these are the kinds of things that that are, that's what if that's what's on their mind, saying, hey, look, you know, lose 10 pounds in 10 days isn't a priority at this point. Right? It might make sense, like, but but it's not, it's not the priority, right? So it's about getting that so, you know, moving away from pain moving into pleasure,Vince Green then there's others that are moving into pleasure, right? They're like, Okay, so the house is paid. We got out of that neighborhood, we've been here for 10 years, everything's going good. Now, what do we need to do now would be like, let's just say it's second property. Let's go back to our grass cutting and snow clearing. They like now they bought now they're looking for the, for the second home, the cottage, the place on the river, the rate the place on the water, right, very different. Yeah. Right. So if you're a real estate agent, if that's your business, then, you know, having that conversation about someone who's moving towards this versus someone who's moving like, like, when you decide what's my business going to be? Who's my avatar? Who am I serving? You can't serve everyone just kept today? Because everyone is seven point something billion people in the world. Imagine it, and then you narrow it down. Right? Then you really you start to narrow, you narrow it down. And that's where that whole kind of demographics and psychographics is okay. Yes, the interesting, but beliefs behavior and behavior and values really play into this. Right. So I don't know, I don't know if we specifically answered that question. But like, you know, Maslow's hierarchy, but beliefs, you know, values like what do they you know, what are they like, why are they doing this? Yeah, you know, right likeMischa Zvegintzov it could be like they're fresh out of a divorce and so they're they're trying to deal with that psychic upheaval, right? That get out of the pain, right? Like let's move away, get past that, for example, might be a variable specific idea of moving away from pain. Have you been through a divorce? Or?Vince Green So I haven't. Yes. But, you know, I gotta tell you, like, I've had friends and family and that kind of thing, like, just going to say that I could, we could probably tell some stories about how that's moving towards pleasure at the same time.Mischa Zvegintzov Mm hmm.Vince Green That some of that was moving away from the pain, maybe that pain, maybe the pain was caused by they didn't want anything to do with this, right? That they were not the protagonist, okay, in that, in that in that scenario. So you have to, you know, you again, going back into the deep diving into the story, and I know if someone's listening to this, or hey, well, how do I sell something? Could somebody get to the point where I'm actually selling something here? Right? Because this is all really good in theory. Right? And it is, but but here's the thing. So what are we doing when we're talking about these kinds of things, you know, pain, the pleasure, authority, you know, why are we doing this, because we're trying to set when we're starting out, or we're restarting and, and by the way, I would rather restart than start, but you got to start before you can restart. And the reason that the reason that you need to that you're going to restart is you're getting feedback from the market, the market is saying, We love what you're doing, Vince? And you're like, Yeah, but I hate doing it. Right? Or you're like, I love doing this, how come? Nobody's picking up on this? Right? And so you've got that kind of disconnect between you, you and them. Right? Yeah. And so it's all about kind of, you know, coming back round, like pulling your offer back, and then going back in with a new offer. And I'm not talking about franchises in no way. So you know, like these turnkey operations, that's, that's just following someone else's absolute framework. And if it works in that marketplace, great. There's no other, you know, there's no other circumstances. But, you know, when you are out there, and you're like, we need customers, we need to retain those customers. So once we've acquired the customers, you know, we're looking for, like, how can we retain them? But not? Like, how can we send them through these? You know, how can we sell them more of what we already have? Yeah, right. And the number of ways to do that you can sell to them more often. Right? You can sell them?Mischa Zvegintzov Plus you think, something in the air? I don't know, anyway, there you go.Vince Green Yeah, no worries, right? And so at, or you can sell them, you know, more of a longer period of time. So, just again, when it comes back to, to look why, why we keep going around this, because if you are starting out, if you're just starting out, you really have to be tuned in to the cap to be tuned into the feedback. Right. And so there is no feedback. And this is this is I think, probably where we can, you know, you know, I want it I want where we should get to, which is that there is no feedback if you're not taking action. So all of these things sound really cool. I mean, you know, me, she's probably got five books that people should read, I guess, probably five bucks, like there's no shortage of it. But if you spent all your time reading books, watching YouTube videos, whatever it is, and not applying this, right, it's, it's really difficult without any feedback, because that's really what you're trying to do. You're trying to get your lemon state lemonade stand to the road, kids don't care, right? They just grab a table and all the fixings and they write, you know, lemonade, you know, 55 bucks, because it comes with a fancy straw, whatever it is, or it's like five bucks, there's like five cents, whatever, whatever be, right?Mischa Zvegintzov Yes. Right.Vince Green So, you know, it's all of this is to say that, you know, you you're, you have to, you have to, you have to choose, you have to select. And so you go in just as if you're, you know, you're for you're a tennis player, you have to choose the tools that you're going to come into the into the game with, and you get to play, and then you get an you're going to get feedback instantly. Right? First time out. Not so great. Why is that? Okay? If you can get some feedback, right, or back to the YouTube video, okay, what am I doing? Like, how did this like what was going on here? Right? Because it's really true. It truly is about it. It truly is about practice and getting in and then at some time you what happens is that it just like you come to this complete point of failure. And it's like, okay, so now you're ready to restart, or what happens is is like, wait a second, if I do this, this and this, I can rinse and repeat this pretty much every day. Right? And it's like because people want what you did when that's, you know that that's the kind of That's where we want to end up. Yeah. Right and, and part of that goal is to either become the highest, the highest grossing the highest paid service, you know, on the block. And it's because you've redefined whatever that service is, you've redefined grass cutting, you've redefined, you know, snow coloring, or you've combined the two and you've done something there, right? Or you become the commodity, because there's no value in the middle, the middle is just lots of people going broke.Mischa Zvegintzov I'd love that. Thank you. That's so good.Vince Green And I know that there's a lot of people that are gonna say, Hey, we're, you know, we've been in business for 30 years, my parents are bought this business, and it's like, and distinctly, they're in the middle, and, but there's something about those businesses, right? Like, you're a leader in price, or you're a leader in, in status or value, right, there's, there's something that you have to be, you are probably a leader in something, right. And if you've been around long enough, you could just be a leader in community. And that's, that's, that's kind of why you're like you are, you are definitely you're always a leader in in something. And whether that something is what you've chosen or not, is, it that's what the market gives you feedback on. And so the best way to figure out how to sell something is to go sell it like that, that is 100%. Like, we can do podcasts that weekend. You know, we can read books, we can do all all sorts of things, but the the way you sell something is to go slow, is to go sell something,Mischa Zvegintzov and start getting feedback. Again, yeah,Vince Green it's 2021. So we're doing this, we're recording this on Black Friday. 2021. And so, you know, there's a lot of opportunity, like, if you're interested, something, how do I, you know, how do I become a leader in the snow clearing space? How do I become a leader? You know, in as a chiropractor, and as a realtor, how do I become a leader, and you start to look at these things. And the interesting thing is that with all the platforms, and all the opportunities that we have, where people are posting, and, and and all of this is searchable, you have an opportunity to get a lot of feedback, right? Whether that whether that sorry, to get plans, strategies, tactics, yeah, whether it's from free sources, blogs, podcasts, YouTube channels, whether it's, you know, literally low paid, you know, you and I know a lot of people who were doing challenges lately and, and are able to, like leverage those things. And they're able to, you know, get results, whether those challenges are free or low paid by, you know, by most standards, low paid, or whether, you know, whether that just leads people in the higher programs, there's, there's ways to, to grab these frameworks and to see what people are doing, and, and get out there and work through the process.Vince Green And that is what, you know, that's what all of this really comes down to, is like, if you make assumptions, and you have to go run those tests, otherwise, you're still a student. And students are interesting, like we all we all we, on any given day, were the student, but we're also, you know, we're also someone who's already graduated, and we're up there moving. Yeah. Right, because this just moves so fast.Vince Green But anyway, I just, you know, that's kind of, you know, if there was a theme of what I wanted to talk about today, if you look at all the people as a marketer, you know, we're paying attention to what other marketers are doing, and there's no shortage of emails that have been flying into my inbox, no shortage of opportunities on social nope, no shortage of people that are reaching out and saying, Vince, I'm doing this amazing thing. It's Black Friday and ago, that's awesome. Because that's, that's what this is right? Like, if it if this gives you a reason or even pick a date, march 7 2022 is enough to give you a reason, right? That you want to have that you want to have an event surrounding you can do that too, right.Vince Green So, it is about you know, getting out, figure out what is your what is your strategy, what are the tactics that do that what Who do you serve, and how do you serve them, you make that assumption, you can definitely test you can definitely have mentors, you can who should have mentors, you should have friends, you should have peers, you should be, you know, reading the same books, your friends are having your friends read the same books you are, you know, how can you implement this, right. So, this is this is this is how this kind of all starts and then as you know, like, there's no shortage of, of programs and places that you can show up that if they fit what you do, and you get involved, and again, you implement and you put this into practice This, and you get feedback. Before you do it, you get feedback during, and then you make changes, and you go back, right?Vince Green Someone said to me a long time ago. And it that, like, in general what it was. And by the way this was at the core, it's like don't underestimate the task at hand. Okay. So that's really critical here is that if your plan is to have x on Tuesday, that's really different than if Tuesday is six months from now, if it's three years from now, right, there's a lot of people who have done the work over time to get there. And so look at what you need inside of your business, whether it's network, whether it's, you know, a list, whether it's a product that crushes the competition, or whether it's a service that crushes the competition. Yeah, go up, validate that, through that process, but you have to, you have to get it out there. And that's when you ask events, could you come on talk? And we, you know, we, we connect pretty much weekly, but how do we, you know, what would be important here for somebody who is starting or restarting? Yeah. It's to keep this process going and not to continue to do the things that don't work.Vince Green There's some process about there's some value in testing those things in other markets, if that's where you're going or other segments of your marketplace? Because you might have just that it's true, this might work you actually might be right. Right. But not for that segment of the market, not for that avatar. And that's why we you know, Misha, and I brought out all these things today, even though he let me talk like 99% of the time today. Like we that's why we you know, because we've talked about this, like, that's why we wanted to make sure we bring this out is that starting and restarting? It's it comes back to you know, using those resources, testing, making sure Testing, testing, testing and living moving through the process. So maybe we can get into some of the things strategies another day, but when it comes to to this is like, you have to get out there. And you have to get out there with with plans and strategies that leave you the ability to get out there the next time you want to get out there as well. Hmm.Mischa Zvegintzov Speak to that for a second. That leaves you speak to that a little bit more. I like that. I like that thought.Vince Green And, okay, well, why don't we close? Why don't we close it out? As I speak to this? I get every good.Mischa Zvegintzov Yeah, we're good. We get close. What? Sorry? That close? Close for today? Oh, yeah. Perfect. No, I think we're good. I think what? Okay, yeah, yeah, so soVince Green just just in speaking to that, like, make sure that when you get out there, you leave yourself enough to come back another day. Right. And this has nothing to do with any kind of there's some words I'm avoiding for sure. But this, this has everything to do with that, like, we're in the testing business. And if look, if you're, it's very different for a, let's just say someone who comes out of some form of university, and they have a degree and there is a, there is a model that other have the very same thing that they're about to get into go ahead and do like when your model is is so high improving, you have peer support, you have industry support, you have all of these things, that's not what I'm talking about. But when you have new products, new services, no matter whether this is the Genesis is the fact that you were that person, you went to school, and but you're bringing in something new, something that doesn't have that kind of industry, and peer support, and is already in high demand. Right? Just think about like in the medical services that can think in the health field, sometimes you have people like that, but outside of that, right, when you're looking to make a change, or you're solving a problem in a manner that as far as you want, you know, nobody else has done it quite exactly like this.Vince Green So the reason that don't So number one, is that you want to make sure you get money for tomorrow, right? You want to make sure that you have those resources because time and energy right they don't get replenished but money can replenish you can you get the money somehow so you could probably go back and get some more right man. So money replenishes ideas are, you know, all over the place? No shortage of ideas. But you know, your time and energy and really then your mindset, right? Like how did you how you felt about what just happened is really important. Right? So setting like leaving the expectations to the results, right? Like you're driven Yes. And and like you have to do everything that you can within the resources, everything you have and yes, you It might be under serving resources that they're the first time and maybe you recognize that that's what you need to go back and do. But the opportunity is to make sure that you can go back and do it. And that is that is the most, that's the most critical thing. And it's not twice, it's not go back three or four times, it's like, keep going back. Right?Vince Green And, and maybe at some point you some of those resources that replenish like money, you have to go and replenish them. But if you're getting uptake, if the results are still coming through. And you have decided that you have that tenacity within you, because that's kind of part of it. You want to do that, then make sure that you have enough for get if you're starting and or restarting because you've taken the feedback and restarted when I say restarting, it's like you've gotten feedback, and you're listening to it, you're like, Okay, so I came down this pathway. It was interesting. Nobody else was on that path with me. My customers weren't, I was actually all alone on that path. It's like, okay, so everybody's kind of over here. I thought I could draw everybody over, but I can't. So let's go down this pathway. And as a closer you get to mainstream, right? And where they can see you and you have you have enough of a difference and they start coming over then then you can start to lead back whoever it is, whether it's positioning, whether it's positioning, or just getting some people to put this in their hand through demonstration, right? What do they can they can test and they can move things around?Mischa Zvegintzov Yeah, great, I love it. This is good. This is awesome. Amazing. Um, for next time we'll dig, we'll start to dig deep into the avatar, because it's because it's very important, or the perfect customer or who we're going to serve. And, and talk about the psychographics versus the demographics, because the perception for a lot of people is that the demographics are really what's important. But perhaps it's, it's more critically important to focus on psychographics.Vince Green Sure, I just kind of give it like, they're there, they all have importance its, again, it comes back to like, how you're reading the tea leaves and how and how you're reading that feedback. And so, you know, and they guide us on different things, just remember, like, even though you must have a clear message, you must be able to deploy your resources. And there must be incentives in the marketplace to do this meaning there's results and there's incentive for you. And you know, there's an incentive for, for everybody. It's incentives that drive us, right, it's an incentive that drive your market. Right. There's, there's an incentive for people to listen to this podcast, there's an incentive for people to, you know, to go out and do what they do. And so, you know, you need incentives for people to engage with you consume and consume your products and services. And in Yes, like, all of these things, I love the fact that I'm happy to talk about demographics and psychographics.Vince Green But at the beginning of the day, not at the end of the day, I am one of those people that don't like at the end of the day, because it's too late. The end of the day is too late people I'm sorry, it's done. And you're like, where did all that go? Yeah, no, but when we start at the at the beginning of the day, and we know, hey, listen, I'm, I'm taking my wagon, and my lemonade, and I'm going to the football game, because as those people are kind of coming in out of that thing. I know, I'm going to sell a lot of lemonade, right? So it's at the beginning of the day, it's, it's on the decisions that you make. And in that little little example, if I looked out, and I didn't see the rain clouds, I might not I might have made a mistake might have, right maybe I can find cover, maybe there's things that like other things that I can do when I get there. But you know, our plans rarely, if ever, unfold the way that we anticipate them. So that's where that tenacity and that's what that opportunity. I love the demographics a lot. It's like graphics, but you have to go you have to stand out there and and then be knowing and deliver and stand behind what you do before any of this really starts to make sense.Mischa Zvegintzov Yeah. Yeah. And I yeah, thank you for that. I wanted to make sure that that as we hold the the the avatar loop open, I believe you wanted to, to kind of dive into some avatar a little bit and I think timewise we're, we're we're running short here but so for the next time perhaps we can dive into some some avatar orVince Green Yeah, happy to do that. Just so just one last thing. So even if you're diving, diving into demographics and psychographics you're doing it in a vacuum meaning you haven't left your house yet. haven't left the office, you haven't left the warehouse? You haven't left the manufacturing plant, you haven't left the farm? How are you going to do that? Right? That's why I say like, You got to grab your lemonade stand, put it in the wagon, and you've got to go to the football game. And then and only then do you really understand what the demographics and the psychographics and everything mean, right?Vince Green Alright, so we're back again, we had a little tech glitch, see, not everything goes according to plan, right? Like, it just doesn't go according to plan. Right. So that's why you want to be in the field. That's why you want to be out there. Because demographics and psychographics if you've not, if you've never been in the field, if you've never worked with these people who never stand and sold and more importantly delivered, watch how they consume your products and your services. It's really hard to pick the demographics and psychographics that suits you like, again, there is going to be a a morphing of you and your business. Just the way it is. Right?Mischa Zvegintzov Yes.Vince Green But we can get absorbed into these little boxes that we all kind of type into are conversations that we're going to have, we have to remember that it is that you're going to get more out of going out into the marketplace, so that you can make better decisions when you're typing in the machine. Okay, and, and that's what this is all about. Because your opportunity to be recognizable, to be familiar and to be understood. Okay, for you to be understood. I'll say it again, for you to be understood. Like our job is to understand and make our clients feel understood. Imagine what happens when you're understood to them. They're like, Oh, I get it. Those guys, they take the driveway from they take the snow from my driveway, they cut the grass, they rake up the leaves, right. And this is the way they do it. And they roll up in good clean trucks and they got a really cool crew. I really liked the guy like, again, when they understand what you do, they recognize you and they know you're familiar what happens, customers for life. And so that's our goal, always right, going and getting new customers all the time. So as much as as much as we want to get out there. That hole all that work of a demographics and psychographics is only applicable in the real world, even though it looks kind of cool when we put it together here.Vince Green Like if we know and this podcast is we just tech glitches was an example of that, that not everything goes our way. But here's the thing. The longer that you stand in and you deliver, and you say this is the way and this is my way, not my way is the way but this is the way, this is my way. And I'm going to keep and people go, Oh, I recognize you. You look familiar, I see what you do and trust, right? So remember that when we want to we want to do all this fancy stuff. fancy stuff like numbers and metrics and things like that things that we actually need to do. Right?Mischa Zvegintzov Like that. So and, and I'll give this last thought in what I one of the things that I heard you say and I love going back and listening to this stuff because I I'm like, Oh, I get new awareness, new lenses new, you know, new angles of what we're talking about. But if I one of the things I think I heard you say was we've got to get out there and take action and start to learn. What are the psychographics? What are the demographics? like who is this person? And it's going to by action? Are we going to start to be able to refine that by? Yes. Is that a bit of what I heard you say right there.Vince Green values beliefs demand desire. Yeah. So you know, the demographics the age, where do they live? Like, there's there's all things again, yeah, all comes back to applying your resources. Okay. Okay, there's just, there's just, there's so much opportunity. And then and then there's also the, you know, there's just understanding the market itself, because sometimes, you know, and we should, when we get into the demographics and psychographics you also have to talk about the, you know, the demographics and psychographics of your competition, direct and indirect. Right,Vince Green so that you're not out there. You know, fighting in a space that you're not going to be able to own or defend or so anyway, I just, it comes back to when you are in the marketplace, you become the marketplace and you're a lot harder to to move. They'll have competition you You're a lot harder to move when you're in the marketplace rather than just coming in and out of the marketplace.Mischa Zvegintzov It's good, thank you for that.Vince Green Couple of couple of couple of secrets in there today. But really it? Yeah, they're not secrets anymore, right? But but the thing is that like, I love it, like so there's, there's no shortage of places that you can go to learn, you know, how to get how you know how to identify the demographics, how do we set up a plan? You know, there's lots of places we, you know, we do it every day. But that whole thing about tenacity and mindset and how you approach things, right? Learn, act, do, repeat, learn, act, do repeat, right? You have to get into that cycle of, okay, here's what I learned today. Is it actionable? Yes, okay, then act upon it. Right? And do it. Right. And then take your feedback, and repeat, right? And keep going and just understand what are the things that you need to be doing, not from your perspective, from your customers perspective, like, if you don't show up with with with the little red wagon full of lemonade at the football game with a with a thirsty market, they're gonna find something else. They're not just going to stay thirstyMischa Zvegintzov they are not gonna stay thristy, you're gonna go find some lemonade somewhere. They're gonna findVince Green And! for all that we want to do with this demographics, and psychographics, which are all part of it. We're looking for thirsty markets. And we want to show up. So there's a whole story. There's lots of stories about this about thirsty market hungry markets, all of this, but I think it sometimes gets lost. Show up. Don't go back to the book, don't go back to the spreadsheet. Don't go back, like show up. It's lemonade that they want. If you got to grab somebody, a little red wagon, you got to go by the little red wagon. If you've got to get out to the football game, and get out of the soccer game, you got to get out the word as it is within that process. That you're going to do it.Mischa Zvegintzov Vince, that is a fantastic thought to end on. Get out there.Vince Green Get out there.Mischa Zvegintzov All right, fantastic. Well, I think we'll end there. And we'll talk more avatar next time, assuming we have an opportunity again. Sure. You got it. Good.Vince Green Good. This is fun. So again, if you're if you're listening to this podcast, and wherever Misha puts it, and you want to give him feedback, make sure you give him feedback, get those questions and come in to Mischa, so that, you know as he brings guests on his he's on his journey as he's out there, figure it out as he's putting himself out as he's taking his little red podcast wagon with his lemonade stand of the football game, which he does right now as he's doing that. Give him a feedback.Mischa Zvegintzov Please give me some feedback. Absolutely. Yes, the the email will be in the show notes is in the show notes. Beautiful. Okay, I'm going to hit stop. We'll say goodbye offline.
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