Safer Cars Does Not Mean Safer Roads

These days, it is pretty standard for cars to include top of the line safety features. These range from rear-view cameras, lane departure warnings, traction control and even blind spot detection.

Driving a safe vehicle can also mean more money in your pocket as drivers can save on car insurance cost. A car insurance company is generally able to provide more affordable car insurance if your vehicle has safety features. However, safer cars do not necessarily mean safer roads across the country.

From January to June, approximately 18,720 people have died on U.S. roads. As a result of a growing economy, people are driving more miles compared to recession level data. Less unemployment means more cars are on the road getting people to and from work and more money for leisure activities. In 2017, Americans traveled 3.22 trillion miles according to the Federal Highway Administration.

Factor in more miles driven along with speeding, drug and alcohol impaired driving and distracted driving and the fatality rate is at an all-time high.

South Carolina leads the nation in traffic fatality rates per miles traveled. In 2017, the state had 1.88 deaths per 100 million miles traveled, which is almost two times the national average. Illinois reported 1,090 traffic deaths.

This trend prompted Governor Rauner to declare August 17 as Traffic Fatality Awareness Day at the Illinois State Fair through a partnership with the Illinois Department of Transportation, the Illinois State Police, Illinois Department of Health, Illinois Secretary of State and Mothers Against Drunk Driving.

States across the country have launched similar awareness efforts like Vision Zero. Vision Zero’s goal is to strategically eliminate traffic fatalities and injuries while increasing safe, healthy and equitable mobility for everyone.

Reducing speed is perhaps the most effective way to reduce the fatalities. Speed increases the distance it takes a car to come to a complete stop. The speed of impact is also directly correlated to the risk of death. The higher the speed of impact, the higher the probability of a passenger dying becomes.

Even with lower speeds, it is hard for police officers to enforce these lower limits. Automated cameras are already unpopular and adding more would also be costly.

Bank Balance Sheet

A balance sheet of a bank shows all financial operations conducted by a bank for a certain period of time. It reveals the borrowed funds by them, their own funds, their sources, their placements in credit and other transactions.

It is recorded in the two ways. In the left part (asset) all assets are reflected and in the right (passive) – liabilities and capital of the bank are positioned. An asset is anything that can be old whereas a liability is an obligation of the financial institution that must be eventually paid back. The owner’s equity in a bank is often referred to as bank capital, which is the remaining amount when all assets have been sold and all liabilities have been paid. The relationship of all balance sheet components can be simply described by the following equation.

Bank Assets = Bank Liabilities + Bank Capital

Assets earn revenue and include:

-Cash in hand;

-Funds on correspondent accounts;

-Funds in reserve funds of the bank;

-Granted loans to legal entities and individuals; (client loan portfolio)

-Interbank loans granted;

-Government bonds;

-Commercial securities;

Depending on the nature of the sources of funds, all liabilities differ in terms of their duration and cost. The main sources of funds as a rule, are deposits of individuals and legal entities, and in addition, funds of central (national) banks and loans obtained from other commercial banks.

Liabilities:

-Funds of banks and other credit institutions;

-Clients accounts, including household deposits;

- The promissory notes issued by the bank;

By using liabilities the owners of banks can leverage their capital to earn much more value than would otherwise be possible using only the bank’s capital.

Also, Central banks regulate bank liabilities by setting mandatory reserve requirements from attracted deposits or by imposing administrative restrictions or incentives.

Assets and liabilities are further distinguished as being either current or long-term. Current assets are assets expected to be sold or otherwise converted to cash within 1 year; otherwise, the assets are long-term. Current liabilities are expected to be paid within 1 year; otherwise, the liabilities are long-term. Current assets and current liabilities are important in assessing liquidity of bank. The deduction of Current assets from Current liabilities gives us a working capital. It is a measure of liquidity. An excess in Working capital a bank is able to meet its short- term liabilities

Features and Benefits – Why Understanding the Difference Is Crucial for Your Business

To say that marketing your company has changed from even ten years ago feels a bit like a cliché. We all know that the marketing landscape has changed – I prefer to look at it as “enhanced” because many traditional marketing channels remain powerful (word of mouth for example). The enhancement comes from the introduction of digital marketing channels (Social Media, or your website), with the added complexity of greater competition. Those who sell physical products compete against Amazon and their comprehensive distribution channels.

Many of our clients are service-based, and since many of these services can be delivered online/virtually – the pool of competition is global. Your clients are shopping online for everything (products and services alike), and making their buying decisions based on what they read.

How can you make your online presence more powerful?

First and foremost, you need a comprehensive Social Media strategy across as many channels as appropriate. Creating content and delivering it in a prompt manner that is predictable (in that it’s regular) and spontaneous (responding to others) is essential. Not all of your clients will find you on your website.

But ultimately, you want to direct your prospects to your website, because that’s where they can sign up for your newsletter list, buy products or services, and overall learn more about you. For this reason, your digital marketing copy needs to be effective and concise.

Here are two tips:

Understand your prospect – know who they are, what they’re experiencing right now which is causing them to search for you, and what their life will be like after working with you – but also what it will be like if they don’t seek change now. This is huge – if you know what they’re looking for and how they’re feeling, right now, you’ll know how to write directly to them.
Focus on the benefits, not features, of your products/services.

What does this mean?

“Features” are facts, where “benefits” begin to focus on the emotional need that this feature addresses. How do you get to the heart of benefits? Back in high school English class, we learned the “so what” test. For every point we raised, we asked ourselves “so what” – this can make your writing more concise, if the sentence you’re writing doesn’t directly relate to the point you’re trying to write (“so what”), then it can be deleted.

For online copy, we use this same technique to talk about the meaning of a feature – here’s an example using a tooth whitening kit:

Feature – Whitens teeth in 7 days with regular use

Benefit – Have a more dazzling smile before date night this weekend! Or Look younger, in just a week, with a whiter smile.

We all want to look younger, and dazzle! Sounds a lot more persuasive than “regular use.”

How do you make your benefits relevant to your prospect? By understanding them. Using our tooth whitening kit as an example, if you know that your prospect is self-conscious about their smile, and doesn’t feel as young and attractive as they used to, perhaps they’ve just re-entered the dating scene and have insecurities around that. Understanding this helps you speak directly to their needs.