July 22, 1920 



The Florists^ Review 



69 



n* florist* -wlioM eards amMar on tbm pm»« eanrlnr this hmud, mtm prspuMd to flU ordora 

 •»<— from otbor florist* for local doUTory on th* nsualliasls. 



C. ENGELMANN 



Member American Florists' Telegraph Delivery 



Association. 



Life Member S. A. P. 



Member American Carnation Society, 



Member New York Florists' Qob. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist, Saffron 



Walden, Essex. ENGLAND. 



Cables: Engelmann, Saflronwalden(2 words only) 



Orders for the French Riviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation." Saint-Laurent-du- 



Var. near Nice, PRANCE. 



Cables: Carnation, Saint-Lanrent-du-Var 



(2 words only) 



Liverpool, England 



DINGLEYS, Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



Manchester, England 



DINGLEYS, Ltd., Florists 



SCOTLAND 



SEND YOUR 

 ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's Only Member F. T. D. 



well known Scotch minister, Dr. Kobert 

 D. Watson, of New York city, on educa- 

 tion, Dr, Watson took his definition of 

 the word from a short sentence found 

 in the seventeenth verse of the first 

 chapter of Isaiah, "Learn to do well." 



When we look at education in the 

 light of Dr. Watson's interpretation, it 

 becomes exceedingly simple. As applied 

 to publicity in the florists' business, it 

 resolves itself into just this: Each 

 florist must devote serious thought to 

 the subject; he must think out the best 

 means of reaching the public, have some- 

 thing definite to offer, and make this 

 offer in a concise, intelligent and truth- 

 ful manner. 



This article is not a treatise on edu- 

 cation, but rather a few hints on all 

 that the word implies, which may be 

 capitalized for the use of the florists 

 throughout this country. In other 

 words, it is the object of the writer to 

 get florists to think along the lines 

 suggested. 



Developing Telegraph Delivery. 



Now, the phase of the question dis- 

 cussed in this article is education of the 

 public by means of the telegraph de- 

 livery of flowers. In this case there 

 •ire two distinct classes to be educated, 

 "•"St, the florist himself and, second, 

 the general public. The first point I 

 ■wish to emphasize is that the telegraph 

 delivery of flowers is not an experiment; 

 Jt has long since passed that stage. 

 Today it makes the florists' business 

 one gigantic corporation, doing business 

 in every city, town and hamlet that 



lY 



i 



i^^^ 



Inside Out 

 Or Outside In 



Some folks think that first building the insides of their 

 business, is the best way to get the inside on business 

 building. 



Other lolks think that if you want to business build a busi- 

 ness from the inside, you must first build it from the 

 outside. 

 The more outsides, the more insides. 



Which fact I am going to prove to you next week by so 

 simple a thing as a piece of wood. 



Which very piece of wood is, in truth, responsible for my 

 doing this advertising. 



Suke, the Jap, says: 



"Why you talk piece wood, when what you want talk is 

 more business get? 



"In Japan, if we want something, we make go for that 

 want thing. 

 "You funny man. 



"When you want get more F. T. D, business, you talk about 

 piece ink drink paper, or piece fool wood. Why is?" 



And of course^l couldn't explain, because I am not sure 

 I know myself. 



New York's 

 Favorite Flower Shop 



Fifth Avenue at S8th Street 



a telegraph wire reaches, either in the 

 United States or Canada. Did you ever 

 stop to consider that a florist may be in 

 business, we will say, in Chicago and 

 that when a customer enters his es- 

 tablishment to order a $25 or $50 funeral 

 offering, that order can be delivered in 

 New York, Montreal, San Francisco, 

 New Orleans or Atlanta in a few hours, 

 and the florist in Chicago will make the 



same net profit on it as though it were 

 delivered next door to his own place of 

 business? 



There is just one other system that I 

 know of which in any way approaches 

 it. You may be a long distance from 

 home and become stranded for funds; 

 by a similar system you can have money 

 telegraphed to you, but consider the 

 trouble connected with this. In tho 



