Mixing Metaphors

     This postcard arrived at the agency yesterday. A nice, oversized full-color card with a stock image that stood out and definitely expressed the rush we all feel in today's fast-paced, global market. The headline read: "Time is of the essence." So far, so good.

     Here's the copy we found when we flipped it over:


Our technology allows you to be efficient and effective. Experience the feeling of printing smarter. After all, our objective is to simplify your job.


With Franklin Printing piece (sic) of mind is part of the process. So go on - set the world on fire. We've got your back.


     It then listed our account rep's name, cell and email.

     Yikes! Where to begin? Clearly, there are a number of benefits to working with Franklin Printing. But, they hooked us with a "time" message on the art side of the card. Why not stay with that theme? Or, at the very least, give us a verbal cue that they are moving onto other messages. Within one short paragraph, we are bombarded with selling points: (1) efficient and effective, (2) printing smarter, (3) simplified job. In the next paragraph, we get not one but three metaphoric ideas: (1) "piece" of mind, (2) setting the world on fire, and (3) "we've got your back."
     Guys, nice concept, but the copy just doesn't follow through. Next time, stick to one big idea. And, be careful with the typos, please. 
     Yes, "time is of the essence." But, so is accuracy and a crisp, clean message. The b's at B Direct have to give this one a thumbs-down.