What Makes a Radio Commercial Effective?

In one sentence – A clear and concise message that drives the listener to do what you ask of them makes a radio commercial effective. Vague: Yes, True: Very. Radio commercials are effective when this principal is put into play in a very targeted manner at a very targeted audience. Bottom line, one size does not fit all when it comes to radio commercials. You need to know what you want to offer, and who you are offering it to. If you think you will save money by showcasing “EVERYTHING” in one commercial, you will be in for an expensive surprise, your message will not be targeted and won’t move anyone to take action after hearing your radio commercials. Why? Because chances are your competition stated much more clearly than you, the benefits of a specific product or service that they too offer, in effect – it spoke directly to the consumer who needed it in their radio commercials. Where as the “Everything” approach got lost in the shuffle.Sure, you may have an array of services or products that are amazing! But chances are, the consumer who hears your message is only interested in one of those services or products. If you want their business, they need to be aware that you offer it, and offer the best. If you want to focus on more than one product or service, than create more than one commercial to effectively communicate this point. In a perfect world, every time your commercial plays the consumer will drop everything they are doing, stop talking to whoever they are talking to, and devote 110% of their attention to your radio commercial, every word in your radio commercial and the lovely background music you picked out. However, we don’t live in that world. They will catch the commercial in small “snack size” pieces. The piece they catch, better be what you wanted them to hear.For example: If you are an office supply store and want to let the public know about your sale on ink cartridges, 90% of your commercial better be about ink cartridges, the other part about where you are and how to contact you. However all too often when this hypothetical store wants to push ink cartridges they create a commercial that is 10% for ink cartridges, 10% for software, 10% for cell phones, 10% for office furniture, 10% for sharpies, etc…. Not only will the consumer (who could really take advantage of the ink cartridge sale) not have any clue about the sale, they also tuned out the rest of the message because they had no need for the other product blurbs in the radio commercial. Had the commercial focused on their goal of showcasing “ink cartridges”, they would have likely known about the sale and made a note to go to this store.Not only does the commercial need to be focused, it needs to be compelling. Just saying “We have ink cartridges on sale”, is not enough. Radio commercials needs it needs to be relatable. The consumer needs to be put in a mental situation where they say to themselves “Oh yea… I know what they are talking about, I really need Ink Cartridges too”. This can be done through humor, scripted situational acting, a offer that is too good to pass up or a strong call to action, or the announcer making a compelling ploy that does not sound like he’s “selling” a product. Don’t just rely on the radio stations “free” production services to get you the effective script you need (most times, you get what you pay for). Making a relatively small investment and hiring a professional radio commercial production company can pay off 10x in the long run as compared to having an unqualified “free” production service do your commercial for you. If you’re going to spend money on a radio schedule, wouldn’t you want to put the most effective message possible on the air?So to review – An effective radio commercial consists of a clear and concise message: targeted at exactly the person you want to reach for the product or service you are selling. The radio commercial also has to have a very narrow focus speaking directly to that persons needs and emotions. The radio commercial is also needs a strong call to action that they consumer won’t want to pass up.

Business Loans In Canada: Financing Solutions Via Alternative Finance & Traditional Funding

Business loans and finance for a business just may have gotten good again? The pursuit of credit and funding of cash flow solutions for your business often seems like an eternal challenge, even in the best of times, let alone any industry or economic crisis. Let’s dig in.

Since the 2008 financial crisis there’s been a lot of change in finance options from lenders for corporate loans. Canadian business owners and financial managers have excess from everything from peer-to-peer company loans, varied alternative finance solutions, as well of course as the traditional financing offered by Canadian chartered banks.

Those online business loans referenced above are popular and arose out of the merchant cash advance programs in the United States. Loans are based on a percentage of your annual sales, typically in the 15-20% range. The loans are certainly expensive but are viewed as easy to obtain by many small businesses, including retailers who sell on a cash or credit card basis.

Depending on your firm’s circumstances and your ability to truly understand the different choices available to firms searching for SME COMMERCIAL FINANCE options. Those small to medium sized companies ( the definition of ‘ small business ‘ certainly varies as to what is small – often defined as businesses with less than 500 employees! )

How then do we create our road map for external financing techniques and solutions? A simpler way to look at it is to categorize these different financing options under:

Debt / Loans

Asset Based Financing

Alternative Hybrid type solutions

Many top experts maintain that the alternative financing solutions currently available to your firm, in fact are on par with Canadian chartered bank financing when it comes to a full spectrum of funding. The alternative lender is typically a private commercial finance company with a niche in one of the various asset finance areas

If there is one significant trend that’s ‘ sticking ‘it’s Asset Based Finance. The ability of firms to obtain funding via assets such as accounts receivable, inventory and fixed assets with no major emphasis on balance sheet structure and profits and cash flow ( those three elements drive bank financing approval in no small measure ) is the key to success in ABL ( Asset Based Lending ).

Factoring, aka ‘ Receivable Finance ‘ is the other huge driver in trade finance in Canada. In some cases, it’s the only way for firms to be able to sell and finance clients in other geographies/countries.

The rise of ‘ online finance ‘ also can’t be diminished. Whether it’s accessing ‘ crowdfunding’ or sourcing working capital term loans, the technological pace continues at what seems a feverish pace. One only has to read a business daily such as the Globe & Mail or Financial Post to understand the challenge of small business accessing business capital.

Business owners/financial mgrs often find their company at a ‘ turning point ‘ in their history – that time when financing is needed or opportunities and risks can’t be taken. While putting or getting new equity in the business is often impossible, the reality is that the majority of businesses with SME commercial finance needs aren’t, shall we say, ‘ suited’ to this type of funding and capital raising. Business loan interest rates vary with non-traditional financing but offer more flexibility and ease of access to capital.

We’re also the first to remind clients that they should not forget govt solutions in business capital. Two of the best programs are the GovernmentSmall Business Loan Canada (maximum availability = $ 1,000,000.00) as well as the SR&ED program which allows business owners to recapture R&D capital costs. Sred credits can also be financed once they are filed.

Those latter two finance alternatives are often very well suited to business start up loans. We should not forget that asset finance, often called ‘ ABL ‘ by those Bay Street guys, can even be used as a loan to buy a business.

If you’re looking to get the right balance of liquidity and risk coupled with the flexibility to grow your business seek out and speak to a trusted, credible and experienced Canadian business financing advisor with a track record of business finance success who can assist you with your funding needs.

What We Have Here Is A Failure To Communicate

The results of this past election proved once again that the Democrats had a golden opportunity to capitalize on the failings of the Trump Presidency but, fell short of a nation wide mandate. A mandate to seize the gauntlet of the progressive movement that Senator Sanders through down a little over four years ago. The opportunities were there from the very beginning even before this pandemic struck. In their failing to educate the public of the consequences of continued Congressional gridlock, conservatism, and what National Economic Reform’s Ten Articles of Confederation would do led to the results that are playing out today.. More Congressional gridlock, more conservatism and more suffering of millions of Americans are the direct consequences of the Democrats failure to communicate and educate the public. Educate the public that a progressive agenda is necessary to pull the United States out of this Pandemic, and restore this nations health and vitality.

It was the DNC’s intent in this election to only focus on the Trump Administration. They failed to grasp the urgency of the times. They also failed to communicate with the public about the dire conditions millions have been and still are facing even before the Pandemic. The billions of dollars funneled into campaign coffers should have been used to educate the voting public that creating a unified coalition would bring sweeping reforms that are so desperately needed. The reality of what transpired in a year and a half of political campaigning those billions of dollars only created more animosity and division polarizing one extreme over another.

One can remember back in 1992 Ross Perot used his own funds to go on national TV to educate the public on the dire ramifications of not addressing our national debt. That same approach should have been used during this election cycle. By using the medium of television to communicate and educate the public is the most effective way in communicating and educating the public. Had the Biden campaign and the DNC used their resources in this way the results we ae seeing today would have not created the potential for more gridlock in our government. The opportunity was there to educate the public of safety protocols during the siege of this pandemic and how National Economic Reform’s Ten Articles of Confederation provides the necessary progressive reforms that will propel the United States out of the abyss of debt and restore our economy. Restoring our economy so that every American will have the means and the availability of financial and economic security.

The failure of the Democratic party since 2016 has been recruiting a Presidential Candidate who many felt was questionable and more conservative signals that the results of today has not met with the desired results the Democratic party wanted. Then again? By not fully communicating and not educating the public on the merits of a unified progressive platform has left the United States transfixed in our greatest divides since the Civil War. This writers support of Senator Bernie Sanders is well documented. Since 2015 he has laid the groundwork for progressive reforms. He also has the foundations on which these reforms can deliver the goods as they say. But, what did the DNC do, they purposely went out of their way to engineer a candidate who was more in tune with the status-quo of the DNC. They failed to communicate to the public in educating all of us on the ways our lives would be better served with a progressive agenda that was the benchmark of Senators Sanders Presidential campaign and his Our Revolution movement. And this is way there is still really no progress in creating a less toxic environment in Washington and around the country.