10 



The Florists' Review 



October 23, 1913. 



pend more or less on the size of the 

 basket. 



The filling of the baskets is a sim- 

 ple matter for any florist and the sell- 

 ing will be equally simple if the win- 

 dow and tables in the store make an 

 attractive showing of them. 



IT'S GOOD AD COPY. 



Why do you so seldom meet a florist 

 with a grouch? Maybe you never no- 

 ticed that florists are uncommonly uni- 

 form in their good nature and happy 

 disposition, in spite of the long hours 

 and hard work that fall to their lot. 

 This was not the line of reasoning by 

 which it was discovered that flowers 

 have a tremendous influence on peo- 

 ple 's dispositions, but this, neverthe- 

 less, is the assertion of scientists, 

 physicians and psychologists — and why 

 should we doubt it? 



Florists, of course, may have their 

 own opinion of the elevating influence 

 of flowers and especially of certain 

 varieties, which may or may not agree 

 with that of these other eminent men. 

 The fact remains, however, that this 

 line of argument sounds well, has a 

 strong appeal to a great many people 

 and is beginning to be used generally 

 by florists to boost their sales. The 

 reasoning is simple: You send flowers 

 to a sick friend to cheer him up; you 

 take a big bunch of American Beauties 

 to your girl when you are in wrong and 

 want to get right; you bring home a 

 box of flowers to your wife and she 

 doesn't mind at all if you go to the 

 lodge or club and stay out late; so why 

 not make everybody feel fine, at home 

 and at the office, by having flowers 

 around all the timet Joking or serious, 

 the argument is just as strong, and it 

 will win customers. The reasoning is 

 sound and the conclusion logical; the 

 idea is one that reaches every person 

 and has an appeal for each. 



The advertisement of Penn the Flo- 

 rist, which is reproduced herewith, pre- 

 sents the thought in sober earnestness, 

 with a sincerity and logic that grip 

 the reader. It is one of many that are 



got up along this line and makes force- 

 ful business use of a newspaper edi- 

 torial. Florists can easily work up sim- 

 ilar ideas to use in their local- papers. 

 It is the kind of advertising that ap- 

 peals to everybody and makes new 

 flower buyers. ■ t 



ALL BIGHT, TELL 'EM IT'S GROSS. 



The f bllowing has been received from 

 Irwin Bertermann, of Bertermann Bros. 

 Co., Indianapolis, commenting on a 

 note in The Review in which it was 

 urged that retailers in sending orders 

 for delivery in other cities make clear 

 whether the price named was net or 

 gross. The Review suggested specify- 

 ing in all cases that the price is net: 



"The undersigned has tried to rec- 

 oncile himself to the article in The Re- 

 view of October 16 with the title 'Tell 

 'Em It's Net,' but so far has been 

 unable to do so from any viewpoint. 

 A large number of the better class of 

 florists throughout the country have at 

 various times strongly advocated the 

 naming of the gross amount in placing 

 an order. It will be removing all doubt 

 as to the amount received by the orig- 

 inal recipient of the order. 



' * Whenever telegrams are received 

 stating the net amount there is always 

 a disposition to believe that all is not 

 well with the order. The Florists ' Tele- 

 graph Delivery, has always placed itself 

 upon record requiring its members to 

 name the full amount in ordering flow- 

 ers, and as there are some 150 of the 

 most prominent florists in the country 

 recorded in this organization, would it 

 not be better to follow their lead and 

 advocate the direct opposite of , what 

 is set forth in the article?" 



All right, we like to get in line with 

 the F. T. T). whenever we can. Let's 

 make it gross, always. The point is 

 that the one who receives the order 

 must know which is which. Make it 

 gross. _^ 



Elyria, O. — The Horticultural Selling 

 Co. has been incorporated for $10,000 

 by D. T. Robertson and others. 



BBBO O Oo oeQOocaeBoooooBODQoooeooeoooBoe 



What Flowers Do for W^aty Brains 



THE ejei and the brain of the buiy man, 

 no matter what kind of work he fol- 

 low!, become weary and need reit, jutt 

 the same as any other part of the human body. 



Nothing has been found in the wide world 

 that will give weary eyes and a tired brain 

 more immediate rest than a few momenta gai- 

 ing on a pretty bed of bright colored flowers. 

 The contrast is so great from that which has 

 occupied the organs until they were well nigh 

 ex)iausted, and the effect is simply marvellous. 



Flowers in the home divert the mind and 

 -rest the weary e7« of the housewife and 

 mother. 



A bouquet in the sick room aids in keeping 

 the mind ofT the disease, and often surts the 

 brain on a new channel of thought that puts 



the patient on the road to reeovary. 



FUrwera in the office, or on the desk of the 

 weary clerk or stenographer, will produce auch 

 a telling effect that by actual comparison mora 

 work Is accomplished by those whose eyes and 

 brains are rested by the presence of thoM gifts 

 from nature. 



Artists visit the parks and gardens to study 

 the flowers, and their orbs are wonderfully 

 toned up by the refreshing glimpses of the 

 colors in nature, and no artlat ha* ever been 

 successful who does not atadjr colors in the 

 beautiful flowers. 



It will pay any itudent or anyone daepty 

 engrossed in thought along any particular line 

 which is apt to make the brain weary, to have a 

 pot of bright flowers on tlia dcak. 



.^rom aundar AmvrleftD. S«pt. li.~ 



ChoiceMt Bloom* for Evry MesMtige that Flowam Qtm Convey 



Flowers 

 Telegraphed 

 to All Parti 



of the 

 Vnfted Stat^ 



Memben of the 

 Florists' 



Telegrafd) 

 " Delhreiy 



Anodafion 



43 Bromfield Street 



Tetephones 838-8S9 Fort HID 



The Elevating; Influence. of Flowe r « Tu f ncd to Butinets Account. 



WHY FORTUNE SMILED. 



"A Florist Upon Whom Fortune 

 Smiled" is the c.aption under which the 

 North American, of Philadelphia, in 

 advertising for advertising, gives thi- 

 story of how a Pittsburgh florist built 

 up his business by advertising. The 

 florist who thus got on the right side 

 of that fickle goddess is A. W. Smith, 

 and the A. W. Smith Co., of Pitts- 

 burgh, has a big. business, that is still 

 growing. The. way he caused the dim- 

 ples to show in the goddess's cheeks 

 is the way that florists are coming 

 slowly but surely to realize as the one 

 way to get big returns. Newspaper 

 advertising is profitable; the florists' 

 field is a big one and a fertile one. 

 That is why the daily papers want the 

 florists' advertisements and that is 

 why the florists more and more are 

 giving them to the papers. This is the 

 North American's story of Mr. Smith's 

 winning way: 



' ' In the city of Pittsburgh there is 

 a florist who grew tired of standing 

 around waiting for business to come 

 to him. 



' ' While his roses wilted and lost 

 their bloom, he pondered over the prob- 

 lem. Many plans were presented to 

 him. He devised many schemes of his 

 own. But when he sifted them to the 

 bottom he found them defective. 



"No matter which way his mind 

 turned, it encountered advertising; but 

 knowing nothing about advertising, he 

 considered it impossible on account of 

 his preconceivied idea regarding the 

 expense. 



"He finally sought the advice of a 

 small merchant who used the newspa 

 pers in a modest way constantly. 



' ' ' How can I advertise flowers suc- 

 cessfully?' he asked. 



"The small merchant thought a mo 

 ment, and then suggested: 



" 'Why don't you sell — every Sat- 

 urday — a box of flowers for a dollar! 

 Offer something different each week. 

 Give more flowers for a dollar than 

 anyone in Pittsburgh ever heard of, 

 and see that they are fresh and at- 

 tractive. ' 



" 'I'U do it,' declared the florist, as 

 he hurried away to prepare for his 

 first sale. 



"That was three years ago. Today 

 that once discouraged florist sells more 

 flowers than all the other florists in 

 Pittsburgh put together. Thousands 

 of those dollar boxes find their way 

 into the homes of the Iron City each 

 week. Hundreds are shipped to cus- 

 tomers in the surrounding territory. 



"Today that florist is big, but he is 

 growing bigger. He is rich, but he is 

 growing richer. 



"He confines himself to small space, 

 and is a firm believer in newspaper 

 advertising. 



"He not only sells flowers for a dol- 

 lar a box, but he is recognized as one 

 of the leading florists of Pennsylvania- 

 He has captured the. better proportion 

 of the so-called high class trade i" 

 every branch of his business. 



"He advertises flowers at a bargain 

 price, but — 



"He realized that nature does not 

 impose upon God's creatures in tbfl 

 manufacture of flowers. The violet is 

 as fragrant and beautiful in the ^oo^- 

 yard of the peasant as it is in the ga''' 

 den of the king. ; 



"By advertising he created a woO' 

 derful reputation for selling the best 



