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MAKING IT PLAIN 



TO THE PUBLIC 



Though the association is 10 years old, the letters *'F. T. D/' are 

 cryptic to the great mass of the public. Casual allv,sion to telegraph service 

 in newspaper advertisements is meaningless to most readers a/nd therefore 

 valueless to the florist. Explanation will help greatly to get wire orders. 



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NGENIOUS and extrava- 

 gant advertisers still oc- 

 casionally employ puzzles 

 to attract the attention of 

 the public. Whole news- 

 paper pages and vast bill- 

 board space are devoted to 

 a query of a few words, 

 with no clue as to the ad- 

 vertiser. But the answer, 

 not the puzzle, constitutes the real ad- 

 vertising force. The query serves only 

 to attract attention. It opens the pub- 

 lic eye; it stimulates curiosity. Then 

 the answer that everybody looks for 

 drives home the advertised commodity. 

 Suppose the advertiser never gave the 

 answer, but left people to find it for 

 themselves. Would he achieve the same 

 results f The an- 

 swer is unanimous, 

 he would not. He 

 who runs will read 

 — if the letters be 

 sufficiently large — 

 but he will not 

 stop to untangle 

 any abstruse knots 

 or pause to solve 

 riddles, not in this 

 busy day and gen- 

 eration. So much 

 clear and convinc- 

 ing advertising 

 importunes the 

 public 's attention 

 that the dubious 

 and vague is un- 

 heeded. 



Puzzles. 



No one has ever 

 emblazoned the 

 letters "F.T. D." 

 on billboards and 

 newspaper pages. 

 Conceivably it 

 might be done. 

 But the advertis- 

 ing would lie, not 

 in stimulating the 

 public curiosity as 



to what these letters stood for, but in 

 the explanation of just how flowers 

 could be ordered for delivery in dis- 

 tant cities. No, the public has not seen 

 the letters "F. T. D." spread in huge 

 size before their eyes. But every day 

 there appear in retailers' newspaper 

 and direct advertising passing refer- 

 ences to the telegraph delivery of flow- 

 ers which convey little or nothing to a 

 public, the vast majority of which has 

 never used and does not know how to. 

 use this service. 



They could find out if they wished. 

 Yes, and the public could find the re- 

 ply to the signboard queries if they 

 wished — they need not wait for the ad- 

 vertiser's answer. But the simple fact 

 is, they don't. They must be told. And 

 concerning the telegraph delivery of 

 flowers, they must be told. 



Public Must Be T(dd. 



To fellow florists, in a trade paper, 

 "Member Florists* Telegraph Delivery 

 Association" means something. The 

 letters "F. T. D." convey a message to 

 one in the trade. But the public does 

 not know wherein this organization, 

 even when the full name and not merely 

 the initials is used, differs in nature 

 from the Amalgamated Society of Trav- 



Over the Wires 



A NOVEL FLORAL SERVICE 



Flowers by Teleeraph 



fl How often have you wished to send flowers to 

 Mother, Wife or Sweetheart, or some sick friend in 

 a distant city. 



3 Until recent years you could not do so, becanse.the 

 istance was too great and flowers ajgperishable. 



NOW THERE IS A WAY 



^ We are members of the Florists' Tele^aph 

 Delivery, which is an established association of 

 reliableflorists, guaranteeing immediate delivery 

 of fresh flowers upon receipt of telegraph orders 

 from fellow members. 



^ You can come to either of our two stores, 

 select your flowers and we will wire your order 

 as you specifv to our correspondent florist in 

 the city you designate and he will deliver your 

 flowers just as we would. 



f\ The popularity of the Florists Telegraph Delivery systeift^ 

 is growing because of its efficiency, reliability and accessibility. 



fl The ideas and ideals of Americans the country over, are very 

 much alike. Your love of flowers is shared by your friends in 

 distant states. So on occasions of congratulation, anticipation 

 or condolence — send a Flowergram. 



H Make a mental note of this phase of Palmer service. 



W. J. Palmer & Son 



304 MAIS STItEET 



BtH Hm<t. illiu Snora 



Simple Explanation Cultivates Comprebeasioa, Confidence and Business. 



eling Chiropractors. To uninformed 

 outsiders both are trade organizations. 

 Why one should be of more value and 

 service to them than the other, is some- 

 thing they must be told. 



Similarly lacking in definite idea to 

 the uninitiated are such expressions as 

 "Flowers Delivered Everywhere," 

 "Flowers Delivered in All Parts of the 

 World," and their like. One who does 

 not know of the facilities for such de- 

 livery will likely say, "Just another 

 extravagant advertising statement made 



by some one to show how big his busi- 

 ness is," and be unimpressed by the 

 real message of the florist. 



For these reasons it is necessary that 

 florists who wish to develop the tele- 

 graph delivery of flowers — and what 

 one doesn't f — should make more care- 

 ful effort to bring the service to the 

 attention of the publie, not through 

 casual allusions that are little under- 

 stood by the uninitiated, but through 

 clear and detailed explanation of how 

 it is done. 



Illustrations of how this can best be 

 done were given to the visitors at the 

 F. T. D. convention by Buffalo florists' 

 advertising in the Buffalo Courier, Sun- 

 day, October 12, before the meeting 

 was held. Two of these are given on 



this and the fol- 

 lowing page, those 

 of W. J. Palmer & 

 Son and 8. A. An- 

 derson. Extremely 

 simple is the ex- 

 planation of the 

 service as given by 

 Palmer 's. It is al- 

 most, one might 

 say, in words of 

 one syllable; it is, 

 at any rate, in 

 thoughts of one 

 syllable. 



Familiarity. 



The reader, 

 however little ac- 

 quainted with the 

 florists ' trade, 

 would feel famil- 

 iar with its tele- 

 graph service 

 when he had fin- 

 ished perusal of 

 the advertisement. 

 He would feel cer- 

 tain what he was 

 doing when he 

 walked into a 

 flower store and 

 without questions 

 placed an order to be delivered in some 

 distant city. He would know he was 

 not * ' buying a pig in a poke, ' ' not try- 

 ing some new scheme which, though a 

 clever one, might not be all one ex- 

 pected of it. Such confidence, which 

 can be cultivated by the right kind of 

 advertising, is one of the best business 

 producers the retailer can have. 



Advertising experts state that there 

 are three steps in selling, getting the 

 prospect's attention, explaining what 

 you have to sell and presenting restsons 



H^ii Yoa Think of 



Flomen — Think of — 



ISijnODELAWAFE 



