December 31, 1910 HORTICULTURE ^^'^ 



A Personal Letter to Every Florist 



Philadelphia, January 1, 1911. 

 Dear Sir: — 



Ripeness and progressiveness — that's what you want in a seedsman. 



Some florists deal with a seedsman simply because they have formed the habit, 

 or because their favorite house is one with a record dating bad- a century or two. 



Nowadays it is not old age or past greatness — for it is reasonable to suppose 

 that the "old man" himself may have died or retired, and it is a toss-up whether his 

 business-bringing policies are still being carried out, and whether his successors or 

 subordinates are any better executives than those in a new, ine.rperienced seed house. 



Very often it is the "old man's" large block of capital stoclc that is holding 

 the business together — to uphold the family's business name. 



There are other "live," ripe, twentieth-century seedsmen, however, — and one 

 in particular, with a rosy record over twenty-one years long — a ripe age — under the 

 vigorous personal direction of its founder, ivith the ablest managers of departments, 

 the most "up-to-the-minute" and courteous business methods, located in the most 

 modern and best-equipped seed-ho-use in the world — these are just a few of the rea- 

 sons for the marvelous growth of the House of Michell. 



All this is not mentioned in a boastful way — only that those who do not 

 know us may realize that they cannot know too many ripe, progressive people, and 

 that such firms may save them some money. 



The House of Michell confidently expects to make every florist in the land a 

 customer and a friend, hut only by showing the trade better qualitie s, better values. 

 better service, and better results than they Imve been accustomed to getting. We 

 realize that this is the only way to get repeated orders. 



You want your greenhouses to yield more profits — every "live" florist does — 

 and doesn't it stand to reason, that a ho^ise which, like ours, is securing a great 

 amount of neiv business, mtist be offering e.vtra good bargains to secure such trade? 



At any rate, you owe it to yourself to investigate, and whether you need a 

 packet of seeds, a case of bulbs, or several tons of fertilizer, our coming together 

 cannot bring profit to us imless it brings more to you. 



You are now on the threshhold of a new season. Write for our 1911 ivhole- 

 saje catalog (it is ready), find out what we have to offer you—hoxv our prices compare 

 with competition — and above all, give us a trial. 



Others— and very particular florists, too— are making capital out of dealing 



here, so why not you? 



To give each customer's best interests whole-hearted study; to analyze the 

 ronditions; to note the likes and fancies and satisfy them;— that's the idea on 

 which this business has been conducted for over twenty-one years. 



Respectfully yours, 



HENRY F. MICHELL CO. 



518 MARKET STREET. PHILADELPHIA. 



(Carefully note the new address.) 



1^ Write to-day for MicheWs Wholesale Catalog for 1911. 



