734 



HOETICULTUEE 



November 23, 1U12 



HEWS STANDARD POTS 



XJS... 



POT MAKERS FOR 140 YEARS 



WORLDS LARGESTMANUFACTURERS 



Pearson Street 

 LONG ISLAND CITY, N. Y. 



WRITE FOR CATALOGUE AND DISCOUNTS 



A. H. HEWS & CO., Inc. 



Main Office and Factories 

 CAMBRIDGE, MASS. 



fault if yoii don't make them remember 

 you and your goods — not only remem- 

 ber, but remember to send you their 

 orders. People are not going to bother 

 to keep remembering you, especially 

 when your competitor is continually 

 remembering them, by weekly telling 

 talks in the trade papers. 



The indicisive, haphazard way some 

 men start out to advertise reminds me 

 of my neighbor, who is handy in carv- 

 ing wood. He started one day last 

 week to carve out a Duke of Welling- 

 ton. The duke was a tall man and he 

 cut the wood too short, so he conclud d 

 to make it into a Napolejn, who, yoi 

 '•rnow wasn't tall. He then cut it too 

 liarrow for the broad shoulders of Na- 

 poleon, so he concluded to make it into 

 an Isaac Watts, who was very thin. 

 Then he carelessly split it, and finally 

 whittled it into a button tor the barn 

 door. 



The moral is: If you expect to get 

 Wellington victories, cut your expend - 

 ture big enough to land somewhere be- 

 sides on a barn door. 



What to Say. 



Now for the text of your ads. 



What shall you say in them? 



What do you say to your customs, s 

 to get them to buy when you see them 

 personally? 



Your talk sells the goods, doesn't it? 



Then why not use the same line of 

 talk in your ads? Ads, after all, are 

 only selling talks on paper. 



Just forget forever and ever that 

 an ad, to catch and win, must be clever 

 or funny, or have some peculiar twitch 

 or turn to it. Simply be frank and te'l 

 your straight, concise business story. 



Illustrate it. 



Don't crowd your space jam-full of 

 text. Leave some white space about 

 it, for it to breathe in. 



If then you have the good goods 

 your ad says you have, your ad will 

 not only catch readers — but hold them 

 and influence them to write to you. 



Don't use up any part of your space 

 telling how poor the other fellow's 

 goods are. You have none too much 

 room to tell about yours, the way they 

 ought to be told about. Besides, ten 

 chances to one, you stir up a curiosity 

 in your readers to find out moie about 

 those other goods. Incidentally, they 

 then find out from the other fellow 

 some of the weak spots in yours, and 

 promptly you have a man's size job on 

 your hands to land the order. 

 A Contrast in Methods. 



One boiler firm, for instance, that 

 has only steel tubular boilers for sale, 

 is making sweeping statements about 

 the absolute worthlessness of cast-iron 

 boilers. 



On the other hand, as a contrast, one 

 of the firms making cast-iron holies 

 comes out frankly and says that "each 

 type of boiler has its particular uses 

 and limitations, and each is particular- 

 ly adapted for its particular purposes." 



Then the advantages and disadvan- 

 tages of both are freely exploited. 



There can be absolutely no doubt in 

 your mind which firm you would ap- 

 peal to if you wanted frank, dependa- 

 ble advice. 



It's always well to keep in mind that 

 the important things in an ad. are the 

 buyers' reasons for buying — not the 

 sellers' reasons for selling. 



Keep sharp watch on the other fel- 

 lows' ads — not so much for pointers 

 for what to say and do, as what not to 

 do. 



If you are too much influenced by 

 what they do. you will follow them. 

 If you do it the other way about, you 

 will lead them. 



And who wouldn't rather be a 

 leader? 



As for illustrations — by all means 

 use them where possible. But for 

 heaven's sake, use illustrations that 

 illustrate what you want to sell. Don't 

 use the smirking picture of a girl 

 showing her pearly teeth if you have 

 carnation supports to sell. Show the 

 supports. Better yet, show them in 

 use. Leave the pearly teeth girlies 

 for dentists' ads. 



How Much Space to Use. 



"How much space should I use?" 

 This is a question advertisers are con- 

 tinually tussling with. 



Lincoln said, "A man's legs should 

 be just long enough to reach the 

 ground." 



By the same token, you should use 

 enough space to show your article and 

 tell your story as it should be told. 



Any more space is extravagant — any 

 less "is costly. Costly, because it's 

 sending a boy to do a man's wok. 

 Generally the boy goes off swimming 

 or to the ball game. 



Unfortunately, there exists a certain 

 fear in some advertisers' minds that if 

 they don't use some space in all the 

 papers in the field, the omitted ones 

 will In various ways conspire against 

 them to the serious detriment of their 

 business. In short — a mild form of 

 blackmail, if you please. 



On the other hand, there are other 

 advertisers that feel that because they 

 place a large amount of business with 

 certain papers, they can dictate the 

 policy of the paper, even to the absurd- 

 ity of either excluding or of giving un- 

 desirable locations to competitors' aids. 

 Both points of view are not only high- 

 ly absurd, but indicate a mighty poor 

 business vision. 

 Too Small Space — Too Many Mediums. 



Unquestionably, too small space is 

 being used in too many mediums. Cut 

 down the mediums half, and increase 

 the space proportionately. In this way 

 you cut out repeated duplication of ci - 

 culation and give yourself a chance to 

 both show and talk about your 

 products as they should be shown and 

 talked about. 



In choosing your mediums, always 



bear in mind that the ones having the 

 largest circulations do not necessarily 

 represent the largest buying numbers 

 for your particular product. Large cir- 

 culation often means hundreds and 

 thousands of readers who are absolute- 

 ly worthless to you. 



One of the trade papers, for exam- 

 ple, has 10,000 subscribers — another 

 only 4,000. One of our customers has 

 proven, beyond a doubt, that for reach- 

 ing a certain limited class with whom 

 their business is large, the 4,000 paper 

 yields greater returns than the 10,000 

 one. 



On the other hand, this same concern 

 is paying for a 30,000 circulation in 

 one magazine to reach a certain few 

 — a very few — not more than 500, in 

 fact — and it's a remarkably cheap buy 

 for them at that. Cheap, because it's 

 the only medium that reaches their 

 logical customers the way they want 

 them reached. 



On a Scientific Basis. 

 The greatest help to an advertiser 

 that established advertising agencies 

 of reputation have to offer to their cus- 

 tomers is not the mere writing of the 

 ads., but the directing of the advertis- 

 er's money in channels that shall be 

 the most productive, regardless of per- 

 sonal friendship or "influences"; chan- 

 nels concerning which these agencies 

 possess facts, figures and experiences 

 to prove the soundness of the treat- 

 ment and expenditures advised. This, 

 then, is the bringing of advertising to 

 the basis of a science, a profession 

 that bids fair to make dollars by both 

 the intelligent saving and the spending 

 of advertising moneys. 



1000 READY PACKED CRATES 



STANDARD FLOWER POTS AND BULB PANS 



@ 



can he shipptJ .it 

 per crate: 

 Uinm 1% in 

 ].-.(KI 2 

 l.->00 2y4 " 

 l.-»n 2V2 •' 

 JIKKI 3 

 SOU 3% •• 



lu liniir'.s notice. Price 



.loo 4 in. @ .$4.50 



4.j6 4% " " 5.24 



320 5 " " 4.51 



210 sy, ■' " .3.7S 



ni4 C " " 3.16 



12(1 7 " " 4.20 



00 8 " " 3.00 



HILFINGER BROS., Poftsry, Fori Edward, N.Y. 



August Rollier & Sons. 31 Barclay St., N. Y. City, Agents 



OUR SPECIALiy-Lone Distance and ei^ort trade 



16.110 

 4.8.S 

 5.25 

 600 

 5.(10 

 3.80 



r— STANDARD FLOWER-1 



Floors 



If your .sreenhouses are within 500 miles 

 of the Capitol, write us, we can save 

 voii monev. 



W. H. ERNEST 



— 28th & M Sts. WiiKliinston, D. C. •— 



Syracuse Red Pots 



With new and improved machinery, we can 



supply your wants to better advantage 



than ever. 



Special discounts on large orders. 



Syracuse Pottery Co., syr^acuse 



