Problem-agitate-solve

The pattern

This film is filed under Problem-agitate-solve.

Define

Name the problem, make the cost of leaving it felt, then present the way out as relief.

Mechanism

Tension then release. The offer is not an interruption. It is the only door once the cost of staying is clear.

Verdict

The problem is known but not yet urgent

Why it works

It opens with imagine you were the treasurer and walks through the treasurer's actual week: orders up, cash late because buyers work on trade credit terms, the operations team buried in invoice reconciliation. Only after that load is laid out does the bank appear, and each named service, early discounting, collections, reconciliation, lifts one item off the list just described.

The big idea

A business can be thriving and still short of cash because buyers pay on credit terms; the bank turns those invoices into cash now and takes over the reconciliation.

The offer

Emirates NBD receivable finance: early discounting of invoices with or without credit risk cover on buyers, plus collections and reconciliation; contact an Emirates NBD relationship manager.

Lines from the ad

Trade finance simplified

Imagine you were the treasurer of a company

A one-stop solution for everything

Steal this when

When a B2B service solves a problem the buyer lives with daily but rarely names, and an animated walk through their routine can name it for them.

The emotion

Written to Stress. It makes the Say move.

It names a coping treasurer's load, late cash from credit terms and tedious reconciliation, and offers to take specific parts of it off his hands rather than selling a transformation.