Hi Rusty-Gunn.
Like heli_Rod says, there's a safety precedure you have to follow to make the motor run. It's some different procedures to make the motor run, one of them is like heli_Rod wrote you. I have a TMM ESC that need that same procedure to make the motor run, another ESC of mine just need to have the throttle stick at lovest position for ab. 5-10 seconds.
It's important that you read the instructions for your ESC, since it's important for the ESC to know when to cut throttle power, to save your LiPos. You can also setup break, so your prop woun't spinn when you push your throttle stick down.
Good luck.
/Doz