Business Innovators Radio - Dean Hankey – Marketing Magician – On How To Magically Attract Clients And Customers

Episode Date: May 30, 2023

In this episode of Megabucks Radio Nina Hershberger interviews Marketer Extraordinaire, Dean Hankey about marketing tips for local businesses.Dean shares:The Super-Simple 3 Step, VIP Process For Success That Can Help You Get Anything You Want On Command & Demand AND Help Others At The Same Time!The insider secret between a simple ‘calling card’ and how INSTEAD, your power-house “Business Card” Can Work FOR YOU as a proactive money making weapon 24 hours as day, 7 days a week, 365 days a year… even while you sleep, regardless of what YOU do!The M.A.G.I.C. Marketing Methods for having rabid buyers literally “Hunt You Down”, looking For YOU… instead of you trying to find new leads by yourself!How To Auto Magically & Magnetically Attract Real Buyers and have them fall in LOVE with you and your business as the ONLY logical choice and dominate your marketplace!Dean Has Over 50 Years As A Passionate, Proven, Profit-Producing Professional Entrepreneur, Mentor, Business Author, Radio & TV Host, Speaker/Trainer & Showroom Performer Means That DEAN Really Knows how To Deliver A Message That Rocks In A Way That Will Make a Lasting Bottom-Line Impact On Your Business Success!To reach out to Dean, go to http://ContactDean.comMegaBucks Radio with Nina Hershbergerhttps://businessinnovatorsradio.com/megabucks-radio-with-nina-hershbergerSource: https://businessinnovatorsradio.com/dean-hankey-marketing-magician-on-how-to-magically-attract-clients-and-customers

Welcome to Megabox Radio. Conversations with successful entrepreneurs, sharing their tips and strategies for success, real-world ideas that can put Megabox in your bank account. Here's your host, Nina Hirshberger. Welcome to today's show. This is your host, Nina Hirshberger. And with me on today's show is Dean Hanky. Now, this is going to be, hang on you guys, this is going to be a much different show.

because Dean is magical. He will be the life of the party on this show. But I am very honored to have you, Dean, on today's show. Well, I'm super jacked up and excited for sure. I just love and adore what you're doing. And anything we can do to serve people, well, that's our jam, isn't it? It certainly is. And that's the whole reason I started this podcast used to really help.

So hopefully you guys all have paper and paper. pen or pencil, and you are ready to rock and roll. But before we start with all the tips, the ideas, everything that has made Dean so successful, let's go back in time, Dean. Tell me your background. I know you've never had a job. So tell me what is it you do and how did you get started doing it? Sure.

Well, I started in an arena best recognized for his failures. You've heard the phrase, no doubt, starving artist. I grew up as a magician. and as a performer and presenter. And the idea that we have sailed such a significant level that we have our own category of failure called starving artists. You've heard that.

So there's a terrible joke. I'm not a big fan of the joke, but I will tell you anyway, what's the difference between a performer and a pizza? A pizza can feed a family of four. A performer cannot, I assume. Typically speaking, that's why they're called starving arts. artists. So it's a sad joke, but it seems to be the state of affairs. All us creative artisans

have a heart for creativity, but fails spectacularly in the arena of our business. And I just had a passion for business. And so even as a young magician, I was actually doing fairly well, going around and serving charitable cause groups and school groups and organizations and stuff like that and all the other experienced magicians. Now, mind you, I was seven years old. the other experienced magicians were saying, how are you doing that? And I say, well, I'm just helping. I'm helping other people out. And I was doing a super simple fundraising magic show where I'd go to a school group or organization. I'd say, we have two payment programs, one where you pay me, and the other where I pay you. Which would you like to talk about first? And inevitably, they would

always say, well, we'd love to talk about how you pay us. And we do a simple magic show, a family fun night, and we do a revenue share of the tickets. That was really how I was doing it, generating executive income when I was very, very young, and the other magicians couldn't figure it out. So I simply started showing them how to do that. That's really where it all started for me. I don't know, wait a minute, Dean, you're telling me a seven-year-old had figured that out. Somebody, I mean, somewhere, how on the world did you figure that kind of thing out? You know what? I had an aversion to starving. Now, thank God for mom and dad, I didn't have to worry about making a living, obviously, as a young person, but I've been living on my own as a professional performer and presenter since the age of 16, making my living simply by helping other people. And the good news is, instead of waiting for the phone to ring or the text to ping and somebody calling you up in the stars and moons to a line saying, hey, would you like to come perform or present for us? I was saying, how can I find a place?

to serve. I wasn't looking for bookings or gigs or paydays or paychecks. I was simply looking to help other people. And then because of the nature of this revenue share, I was making more money than most performers were making on their regular paid engagements because I would create more value for them simply by doing a magic show or a live marketing presentation or something like that. And guess what? People would show up and they would show up and they would spend money on tickets and then we do a revenue share like we did at first it was straight up 50-50 easy peasy fresh and breezy so much fun to show up to a local magic show in support of your favorite charitable causeor in support of your children's schools in supportive in supportive etc and so I never had anybody say no to the free fund free and easy no risk money so why would they say no right yeah makes sense but were your parents entrepreneurs really really I I still got to figure out. How did a seven-year-old figure that out?

Yeah, I'm not exactly sure other than the fact that I was sick and tired of waiting around for potential gigs to come in. I did work as a performer. And again, as a seven-year-old, it was a novelty. I lived in the Silicon Valley, Northern California. So I was working with companies and organizations like HP and Apple and Amdahl and all the tech companies of the day. but those were few and far between, and I knew that there was an opportunity. Again, I'm not exactly sure.

I wish I could data track the methodology, how I figured it out. I just said, well, let's just do a show at your school. You've got a multipurpose room. You've got a student body. You've got, you know, and I just said, let's do a fundraiser. And I did my first one, and it was relatively successful.

for a seven-year-old and it was just kept going from there. Yeah, it's probably amazing to have a seven-year-old do it anyway. That would have been novelty. Okay, so fast forward. You stayed in the magic world. You stayed in the, you know, on the stage. I think you've done a lot of stage kind of things, haven't you? A lot of stage things.

And working mostly in large part in industrial entertainment, i.e. theme park. cruise ships, casinos, trade shows, where in one year, I would do 10 to 20 shows a day, 365 days in a row without a day off, and then some, for a large theme park in northern California. It was called back then Marriott's Great America. That was tantamount to well over 4,000 live presentations. So when I say I was able to successfully have 30,000 live plus paid professional event experience outcomes, it's not an exaggeration. It seems like it, but it's not over 50,000 hours on stage performing, presenting, serving, supporting, helping people through magic and through marketing and through motivation, all that sort of stuff. So that's how I was able to do those kinds of things.

A lot of, a lot of experiences. Okay, so obviously you're on the stage a lot, but that didn't, I mean, if you're at a theme park doing 10 or 12 a day for 365 days, that's not combined with a charitable cause. Charitable cause groups were things that I would do. I had some contracts. So I did some regular work as a paid performer. The bulk of my work was doing, partnering with schools, groups, organizations, faith-based foundations, educational initiatives, charitable cause groups, social and civic club groups and organizations,

any affinity group. And my heart, of course, was drawn to creating value for charitable cause groups, whether it was all manner of groups and organizations. And then simply doing a magic show at the time and or now we'd, do immersive training experiences in the area of small business development and marketing. So we do online and offline trainings. We just go to them and say, hey, if there was a way, we could help you generate free and easy, no risk money for your group and organizations, funds and awareness. Would you at least be interested in having a conversation?

And the answer is always yes. And then we say, well, here's what we're doing. We're doing live, digital, online or offline seminars, programs, trainings around small business marketing and development. We would love absolutely adore to, at the end of our time together, write you a check. So if we cut you a check, would you cash that check as a charitable cause group? And again, the answer would always be, why not? Sure. And then we partner with them.

Just like Judy Garland and Mickey Roonoo, we've got a barn. Let's do a show. That show happened to be, again, marketing and business development trainings and or magic shows and or hypnosis shows and or game nights and or ice cream socials or any event gathering that could be ticketed. And then we'd split the revenue and everybody walked away happy, healthy, wealthy, wonderful, and wise. You know, I've got so many questions going in my mind. But let's start. I'm going to go back. Let's start with what is it?

Do you teach both online or online in the world of marketing to these business owners? Let's start there. One of the things I was able to successfully do is actually I fell in love with marketing. So I teach what I call the multimillion dollar money-making marketing magic of show business to grow business for rock star results and sold out success. That said, the entertainment industry markets differently than any other industry on the planet. It is an industry that boasts, for instance, multi-million dollar, even billion-dollar launches. You've seen those big megablock marketing outcomes through movie launches and things like that.

Live entertainment experiences. Now, of course, I'm doing it on a local level. I'm doing it on my level. We use entertainment as a modality or as a methodology for marketing. We call it CEO being a CEO of your own business. and that is a chief experience officers. That's the one thing that performers do that most business owners fail to do,

and that is create an experience for the people they hope to serve, support, and encourage. So imagine somebody came into your brick and mortar. Instead of just walking in and having to go find somebody to get some help or look for what they're looking for, what if they walked in the front door and there was a red carpet,

and they were met by the employees with cameras and say, And almost like a paparazzi. Now, this may or may not be appropriate to every business, but you're kind of getting the show business perspective saying, oh, could I have your autograph? Oh, your, your, your, can I get your autograph and like fawn all over them, almost paparazzi style or fan base style?

And then say, hey, how can I help you get results? What are you looking for? How did you happen to be here, et cetera, et cetera, et cetera. And then just simply serve them. Now, that's an extreme example. What a fun way to go into a restaurant or a business and have that business in one way, shape, form or another, fawn all over you.

How different is that than any other retail experience you've ever had as a business leader? Yeah, you're talking about fawning, but it brings to mind the thought. There's a restaurant, Lambert's where they throw the rolls in the restaurant. They create that experience. So that's what you're saying is that you're teaching the CEOs about how to look at their business. Talk about what about an auto repair place?

If that person was in one of your, what would you say to them? Well, absolutely. And it's just the experience. So in other words, a well-dressed person would come up and greet them literally. one of the things we like to encourage, for instance, for especially brick and mortar, like an auto shop, is that guests should never touch the handle of a door. You should, there should be somebody there to literally open the door for them, greet them, welcome them, saying, what can I help you with?

How can I serve you? Without being pressury or salesy, and it might be that you have donuts on the counter that look like, you know, tires and saying, your tire rotation is just as sweet as this experience of, with these donuts or off the top of my head. But those are kinds of things that anything you can do to create an experience, a positive, engaging experience for those people will be a plus in your business. Now, of course, you have to figure that out for each individual business. What a nice way to greet people with something of value, something that serves them,

something that helps them, something that is engaging to them. Okay, so if we go to another repair, you said nobody should touch that door. So they either have to hire somebody who's going to be watching that door to open it all the time, or would you see, I mean, if you go into a hotel or anything, there's sliding doors. Would you go either one of those ways? Yeah, you certainly can do that. Again, it's not so much about, is the customer is king and queen. So the people that you serve should have an outstanding experience,

whether it's touching a door, whether it's, instead of having to go find somebody, which is inevitably the case in most businesses, maybe just the walk-through experience is that they walk through when the doors, when the sliding glass doors open, a musical triumph is queued on speakers pointing towards the doorway, say, dun da-da-da-da, welcome our valued customer to this hotel or this auto shop or this. It doesn't have to be somebody.

specific, it can be the whole experience. What do they see? What do they hear? What do they feel when they walk through that front door? And again, the front door might be digital, might be online, might be offline, but what's the experience, the show business experience that they will get before they even, maybe even before they even interact with another human being? You know what? I have been doing a lot of these podcasts, and that is the first time that I ever had anybody talk about creating such an experience like that. It's brilliant. Dean, it's brilliant.

You're absolutely spot on. In fact, I know that you work with these charitable cause groups, your local charitable cause group, and oftentimes those places, they'll have the traditional banquet. You know, you buy a table and you invite, you know, eight of your friends and all of that kind of stuff. This sounds a lot more, if you're a business owner, this is a lot more valuable. If I donate and I get this kind of knowledge,

this kind of education, then eating another meal at a banquet. Exactly. And those rubber chickens are sort of famous in the industry because it's the way they only know how. Here's the distinction for us is instead of reaching out to people and asking for a donation, A donation is where you give us something and we give you little or nothing in return. And you might have bought a $200 ad in the corner of a program guide that maybe 100 people will ever see, nobody will ever use.

What if instead that we go to a charitable cause group and said instead of you hiring us as a performer or as a presenter as a training workshop as a whatever, what if we hire you or partner together pay you? And we simply reach out to your group and say, hey, we love the same things you love. We love to support these groups and organizations. And we know as a business leader that you value, in this example, training and development for your employees or for your group because you're a business leader. So instead of saying come to this booth event where you spend $300 for rubber chicken and then are also invited to bring your wallet to buy silent auction items and things like that, when was the last time these charitable cause groups or organizations significantly celebrated the people that serve, support,

celebrate and love on them on a regular basis? By that I mean those donors, those people who cut checks for a dollar, a million dollars every week, every quarter, every month, every bi-annual, every annual, whatever. And instead of saying, hey, thank you, come to our $300 meal. What if we said, thank you, come to this live training workshop where we know that you're already going to invest into your business as a professional through development? What if instead we said come to this event?

And as a result, our group or organization will get some business. value, i.e. will get a share of the profit share in the revenue and you will get incredible training, incredible support, incredible results. You'll get, you know, three to $500 or $3,000 to $5,000 in training and tools and resources, assets, and downloads and gifts and whatever it is that that training provides and offers. Everybody wins. Everybody wins. So the charitable cause group They get revenue. The donor wins, instead of getting something for nothing, they actually get real value, whether it's $10,000 or $10,000 in real value.

The speaker, author, expert, trainer, speaker, performer, presenter, they win because they get rewarded for the results they help produce in others. And the community wins because they get an event. Anyway, so it's a win, win, win, win. Everybody wins. We have a super simple three-step process. Events, it's called the ESP. And no, it's not mind-reading. It's events, and there's event-based model where we do events, and then we get those events highly sponsored or leverage so that we can make it affordable to the community.

Instead of, because of our championed partners, our sponsors, having it be a $1,500 to $15,000 workshop. It can be $100 to $150 because of the generosity of our partners, our sponsors. And then, of course, we invite people to, at the end, through the P-E event, S-sponsors, P-profits, we invite people to potentially extend their relationship and or education with us at the end of our time together with no pressure. If they want to then find out more about what it is we're doing, then we give them the opportunity. and we make a super, super appropriate invitation based on what we trained on that day. It's not a new model to the degree that people do seminars and trainings and then they invite people to buy their stuff. That's pretty normal. The difference is that we do a revenue share on the front end,

on the middle, and on the end based on the results we produce for other people. Well, that is so unique and it makes so much sense. I'm going to turn the corner now. because I know you've got a particular strategy using V-mail instead of, I guess, email. So tell me about that. Yeah, V-mail is nothing more than video email. So in other words, instead of just sending, you know, black letters on a white screen, what if instead you sent a super simple, I don't know, 18 to 30-second video that says, Hey, Naina, thank you so much for thinking about me for your spectacular event.

I would love absolutely adore the opportunity to serve you and your guests and whatever you said, right? And how long does it take to create 22-second V-mail? Oh, I don't know, 22 seconds. And it is way more impact than that text or that email alone, because now you've, A, you've called them out by name, They can see you. They can see that you're not multi-eye, an average-looking person or that you're whatever you are. And they see emotion.

You get the visual, you get the auditory, you get the kinesthetic out of it. People get to see it. And here's what's interesting about V-mail. We've been doing V-mail for as long as Google Video has been around. Boy, I'm sorry many of your listeners won't even remember Google Video because it was before YouTube. But we would send out these super short, short, little engaging videos and say, while you're waiting for the mail to arrive, we're going to send you a wow box. When we send, while you're waiting for the mail to arrive, click on this link below and see my website

or do this, that, the other engaging, or here's a free training or a gift, etc., etc. We have people call us back all the time, and they say, I can't believe you took all that time to make a special video just for me. all 22 seconds, right? Exactly. Exactly. It's so much easier, and it has so much more impact, especially in this digital age bridging the gap from high tech to high touch and back again.

Yeah, you know what? If they've learned nothing else from you today, Dean, that right there is a golden nugget. You know, I've done a lot of them, but now as you're talking, I'm thinking, why am I not doing it 100? percent of the time. So I should be. And it's so much more fun. And especially as a marketing magician, I can do some visual things. I can say, hey, I've got a card here. I'm not going to show you what it is, but when we get together, I promise you, I will know exactly what card you're thinking of. And then when

they get there, I do a fun little trick for them. And now they see, hey, nice to see you again, but what was the card I was thinking of? And then you say, you hold up the card and they say, there it is and all of a sudden it's magic. And I'll send you a real fun little video, I think you'll do it. Oh, I would love that. So you have one word you've been saying a lot and I've been noticing is the word serve. Tell me more about that. Why is that such an unimportant part of who you are?

I'll tell you, I think serving is the number one best way to create long-term indelible relationships. Because look here, if I would. is to reach out to you and say, how can I help you get more of what you want, need, desire, and deserve, whatever that happens to be. If I can help you, I would love to serve you. What's interesting is most people miss the value in those relationships. The old idea of reaching out to people and helping them is way more important than reaching out to get something. Now, of course, we're business owners, so we need to learn how to create value that generates impact and that impact then creates profit. We call it the VIP. First, foremost, up front

in advance, add value that generates impact or results for others, and then you'll profit. Most businesses start with the PIV or PIV. They want the money. Give me the money up front, then I'll create value for you. The service model allows you to add value up front and advance. My question to you is, if I created VIP value, value that generates impact that produces profit. Are you more or less likely to want to help me back or potentially do business with me or partner with me on an event or or whatever it happens to be if I help you up front and advance? Now we know that when you help them, they are instantly more, they want to like you more because and there's no sales, no slime. I don't have to sell you if I help you get results.

I don't have to sell you on the results I can help you get because I've demonstrated. the value I can create for you up front and in advance. So it's real simple. Yeah. So I also know you have a best friend. Millie, what is it, Millie Diop? Millie Diop is your business's best friend. And Millie Diop is a model called Make It Look Like You Did It on Purpose.

Millie Diop, make it look like you did it on purpose. Now, keep in mind that this is not the fake it to you, make it straight. strategy that we've all been taught. This idea is you actually make it look like you did it now. Sometimes the stars and moons don't align all the time, but you want to make it look like intentional design. So you work with what you have. Let's say, let's talk about charitable cause groups. They often don't have the resources to create a truly spectacular event. So what do they do? I don't know. Maybe the decor is super simple. Like, have your kids take and draw on a construction paper, draw out around your hand, cut them out,

and then use that, what does it cost, nothing, as decor, and then your theme could be helping hands make light work. And then the whole idea is your whole theme, decor pieces as an example. You could take some gloves that you get at a discount place and feel them, either stuff them with things, and you've got helping hands tied together coming out of a, I don't know, magic hat or something. And so this whole theme is as if it were that was the intention, that was the desired outcome from the beginning. But you were simply working with the resources that you have available, Millie Die up, make it look like you did it on purpose. Again, not fake it until you make it, not pulling the wool over people's eyes, just taking the resources and being intentional and do it. it like that's the way it's supposed to be because that's the resources we have. Make it really simple.

Millie Dia. That's amazing. So now I want to know why you call the difference between a calling card and a business card. What is that? Sure. The difference I think is that a calling card doesn't do what a business card does. A business card is designed very specifically to do one thing and that is to generate the next level in your business. Is your business card designed to sell your program product, services, solution? No, not necessarily. I mean, it will definitely add to the process. That's our job.

Our job is to help people get the results they're looking for through serving them. The business card, however, should do a very specific thing, coming from the copywriting or Dan Kennedy world and all that stuff, and I'm a big fan and a devotee as well, but being able to take your business card, and instead of then like to say, your name as a headline is a deadline, and I'm sure it predates him as well,

but the idea is that nobody cares how much you know until they know how much you care. So if you can VIP them with your business card, add value, it generates impact so that then everybody can profit. So how would you do that? Well, obviously, instead of saying, hi, this is Dean Hankey Co. My contact information. Instead of that, taking that real estate saying free gift reveals, free training, free outcome, free download,

free, whatever it happens, reveals the three-step strategy for getting anything you want on command and demand. Outlines that super simple. Now, graphic artists find this hideous because it's like, why's the white space? How do we make this look interesting? Here's the thing. Your business is designed to create business, and your business is to get people to raise their hands, self-identify and say,

oh, pick me, pick me, pick me, I'd like to know more. And the only way to do that is to create value that generates impact so everybody profits up front in an advance. So what do you do? You give away some gifts, give away a download, give away, et cetera, et cetera. And then your business card will get them to potentially, engage with you, and then you take them to the next step.

And then each step does one new thing in the process of advancing your relationship and advancing, in this case, the sale or the business with your business card. Did that help? Yeah, that helps a lot. And I suspect as we're going through these amazing tips, amazing strategies, those are the kind of things you probably do cover in that online or offline training for those business owners. versus the rubber chicken, as you would say, dinner.

Am I right? Absolutely. All of these are things that we teach in our charismatic marketing process, and that is the idea that here is a super simple, actionable thing you can do to turn your calling card, which you have now, most of you, into a real business card. And again, creating an experience, whether it's v-mail, whether it's creating that instead of putting more business in your show,

which is what performers want to do, putting more show into your business as a business is creating that sort of CEO, chief experience officer outcome for those that you hope to serve. Here's another super simple strategy, how you can take your average calling card and turn it into a business card. So, for instance, take a single hole punch, take your business card, whether you do it live there, you can carry a small hole punch in your pocket, pull out your business card, when it's appropriate. And somebody say, can I have a business card?

And what if instead you took their business card, you punched a hole in it, and then you make this challenge? What if I told you, I could poke you your entire body through this hole? What would you say? And they would say, well, no, that's impossible. I just can't do it. They play with it. They look at it.

And then you take the tip of your finger or the tip of a pen and you literally stick it through the hole and then you poke them, groan, wat, wat, wat, wat, wah, and all that stuff. But here's the thing. That experience, they will remember. Now they pull out that business card, it has a hole in it, and they go, oh, my gosh, I remember that. And you can say, this is how marketing magic allows us to think differently than traditional marketing. If you want to learn how to reach and touch as I'm poking them, touch your audience in a way that you will remember for the rest of your life.

You want to understand the principles of Kara's magic marketing and more. That is brilliant. It is brilliant. It is so much more valuable. Again, I'm going back to the rubber chicken, sitting there eating a meal that none of us need, you know, and listening to some boring, you know, speaker at the top, you know, at the front. So, you know, sign me up.

I'd love to be at a workshop like that. Well, Dean, I am looking at the clock, and that clock is never, my friend, and we are almost out of time. But I know. I know somebody has listened to this, and they think, I need to know more. I need to find out about this process of serving, the three P's you talked about, all of that. What's the best way to get a hold of you?

Sure. I have some great gifts and tools. Cool. It's cruelty-free marketing. In other words, there's no ugly opt-in, slimy sales page, funky funnels, any of that stuff. And I love all those things because they serve people. That said, just go to contactdean.com. Contactdean.com.

And all it is is a list of gifts and tools and resources that you can use to grow your business starting as soon as today. So check that out if you like. And, of course, those will be in the show notes. So contactdean.com. Then just click on the link below and you'll be often running to the races with free gifts and tools that will actually help you get some results in your business. Yeah, and I know this. It's very, very kind of you and very generous.

So thank you, Dean, for being on today's show. It is my profound pleasure and honor, as always. Again, I love what you're doing. I love who you are. And I love your heart for others as well. So thank you so much for the opportunity. It's been my honor. Thank you.

Now, usually I close the show out by saying, you know, this is Nina Hirshberger, go out and make it a great day. But somehow I think Dean Henge probably has a more interesting way. So I'm going to let you close out today's show. If all you ever do is help more people get what they want, need, desire, and deserve, add value, it generates impact, so that everyone profits. Go out and make it an awesome and profitable day for you and all those you serve.

And with that, we are signing off on this show. Thank you for listening to Megabucks Radio with Nina Hirshberger. To learn more about the resources mentioned on today's show or to listen to past episodes, visit megabucksradio.com.