All persuasion starts with...Done & Dusted!

Whether you are looking for your next great hire or your next great client, all roads lead through marketing.  Dani Mc Ferran shares the secrets to authentic marketing conversations that disarm your prospects and make persuasion easy.

My abilities and interests in the wide spectrum of design have taken me to many more creative places than solely graphics – I’ve designed mobile phones for LG Electronics in Dublin, Ireland; designed and manufactured lighting products for GE Plastics in Cleveland, OH; concepted wearable technology in a joint project with Compaq and Levi in Savannah, GA; developed new ceramics for the iconic Irish pottery legend Belleek Living, Ireland; have been design and brand manager at the 5th largest law firm in the world, Allen & Overy in Shoreditch, London, UK where I managed a team of 13 designers across London and Belfast; art directed photoshoots; created provocative copy in advertising for Fortune 500 companies; lectured in St Josephs University, PA and the University of Ulster, Belfast, NI; and even presented a series of global video conferences on the importance, relevance and impact of great strategic design for sustained business success in a volatile marketplace.

Company Image Self Assessment:

1. What does your business do, and can you sum it up in one sentence?
2. Is there a unique story behind the business, or business name?
3. What words would you want customers to associate you with?
4. Who is your target audience and what sort of lifestyle so they have?
   1. What socio-economic tier to they adhere to?
   2. What demographic comprises your market?
   3. Explain the lifestyle of your target consumer.
5. What are you committed to, What is your overall objective?
6. What are your goals/values and do they fit with your objective?
7. What can I (your customer) count on you for?
8. What company to you benchmark yourselves on?
9. What risks do you see going forward
10. Who are your competitors? What are their advantages?
11. What are your advantages?
12. What do you perceive as your Unique Selling Point (USP)?
13. Have you identified any trends in your market regarding branding or key messages?
14. What are the key routes selling into your market?
15. Have you an established network?
16. Are you known in your industry? If so, where, and what is your reputation?
17. What are the key trends in methods of purchase in your market?
18. How important is brand and brand recognition/recall for your market?
19. What risks do you see going forward?

http://www.doneanddusteddesign.com/