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MAKING PRESTIGE 9S 

 3g AND POPULARITY 



The psychological influence of advertising is apparent to every observer 

 — one of the plainest manifestations of this reputation-huUding force. We all 

 would rather be known as buying of the widely advertised house than from 

 one nobody hears of; old customers are held, and new ones made, by 

 advertising. 



M^'.^, 

 ^•^ 



|HE old hen don't stop 

 scratching when the worms 

 are scarce." Homely little 

 statement of barnyard na- 

 ture faking, isn't it. But 

 when some genius employed 

 it to'^oint a lesson in busi- 

 ness judgment he 

 must have been in- 

 spired. And there 's 

 something in it 

 worth thinking 

 about by every flo- 

 rist in the land. 



This little com- 

 mentary is not a 

 boost for the adver- 



LmUni al lUags 

 Wilh YMr Eyes 



■■ Mr ■ilBi— !» .. ..■ 

 PKrt or th. P«nn 8«rvlce 

 hma alway. b««n to mftk. 

 jrour Intor.st. our 

 Intoroota 



Alvkya to oS.r you rc- 

 Hnod t««t« Id h.lpluK 

 you mako aoiocuono. 

 It dooon't root u« any 

 moro. but It dooa toko 

 ■nor. study and mor. 

 prograaaiv.noaa on our 

 part 





tising value of these 

 columns or any 

 other, but merely to 

 remind the average 

 florist that he some- 

 times fails to profit 

 by the wisdom of the fathers and that 

 he is, perhaps, somewhat to blame for 

 the accusation often launched at him 

 that, however up-to-date he may be as 

 a cultivator and as an artist, he is a 

 trifle behind the times as a merchant. 

 With few modifications, the essential 

 place of the florist in the scheme of 

 life is the same today as it was a 

 generation ago, save that the quality 

 and quantity of stock are far superior 

 and the attention given to service goes 

 far beyond olden 

 days. Florists are 

 no more (jommonly 

 rich now than then, 

 save that large vol- 

 ume sometimes gives 

 an aggregate earn- 

 ing that brings in- 

 dependence. 



Within twenty-five 

 or thirty years thou- 

 sands of men have 

 grown rich through 

 the power of adver- 

 tising, and a florist 

 here and there has 

 learned the lesson 

 and himself resorted 

 to the printed ap- 

 peal, with the result that such houses 

 have usually gained the lead in the dis- 

 tributive field. But, as a rule, florists 

 do not advertise. They say it's no use; 

 they've nothing to advertise. They 

 have concluded that worms are scarce 

 and the only thing to do is to wait till 

 they're more plenty. 



But it does pay to advertise. It pays 

 in more ways than in merely selling 

 goods. It stamps the advertiser as 



When Yoa Want 

 S<MneUiinf Different 



In ftowers, sofnetliitifr away 

 from the beaten tracks of 

 timc-honoretj custom, call 

 at Pcnn's. 



W« make a specialty of 

 supplying just such de- 

 mands. 



Our designers have a 

 new one on hand when 

 wanted. 



Peiin'i anntverMry t>a«keli, 

 (loweri iMins placed in hidden 

 water reccptaclrf which keep 

 thcin fmh locral dayi, at ^ 



41 BranfiiU SirMt. BMta 



T. i.pliun'* I]*-!!! Pm-i HHI 



{^ 



PUI Of This 

 Store's Service 

 b- 



nn,;" "•" ■• '•" •" 

 To r.ndor aap«rt aaalat- 



•rr 'ti-;'. ■"-"•' "". 



Tit."""" '^"''' ~"««rva- 



i;;.,iT""'- •*"■ '" 



doing something aggressive to get ahead. 

 It places him in the position of control, 

 and his influence is extended into chan- 

 nels of which he had no actual knowl- 

 edge whatever. 



Advertising is salesmanship, but it 

 possesses the advantage of having a far 

 wider r^ge than that of the salesman. 

 The sa^sman <4way have the ear of 

 hundredis; the S3v^tising goes- to thou- 

 sands and teB8'*Kr thousands, reaches 

 unsuspected quarters and brings from 

 the wide unknown an answering in- 

 terest from places wholly unthought of. 

 It is a powerful maker of reputation 

 and popularity. Florists as a rule have 

 certain families as customers and are 

 content working 

 those openings over 

 and over again, 

 without the slight- 

 est suspicion that 

 there may be thou- 

 sands of other open- 

 ings for trade with 

 people who have 

 never known of the 

 house, its name and 

 wares till it threw 

 them broadcast to 

 the whole world. 



Then again, there 

 is the foolish notion 

 that it is unethical to go after the 

 competitor 's customers. Competitors 

 own no customers beyond the time they 

 can hold them, and if there is any field 

 for competition it is perfectly logical 

 and ethical to go after trade wherever 

 it can be found. Price isn't the sole 

 thing to catch trade with. There are 

 as many ways to advertise as there are 

 to sell goods; advertising is a dragnet 

 to catch whoever may come along. Con- 

 nections are always changing. The 

 buyer who may be on the best of terms 

 with your competitor today may change 

 his feelings toward 

 him tomorrow and 

 may need only the 

 right psychological 

 hint as to where to 

 find a new connec- 

 tion. An advertise- 

 ment may give it to 

 him. The florist 

 such a seeker for 

 safe harbor may be 

 looking for is the 

 one with aggressive- 

 ness enough to let 

 himself be known; 

 one who is foraging 

 afield rather than 

 moving in the old 



If Yon Are 

 Acautomed to 

 Order Flowers 



By nuil or phone, you can- 

 not real^ the luxury of 

 having your order handled 

 by Penn's until you try it. 

 Every minute detail car- 

 ried out as you direct, 

 flowers selected carefully, 

 packed tastefully and safe- 

 ly, and sent so they reach 

 their destination fresh and 

 in perfect condition. 



Try a hox of choice cut 

 flower* once or twice t week. 

 Cost ll to H, ■> desired. 



43 %n^M SfrMl. 



T.lfphMi. « Ul-IJt ft-ort Hill 

 thr I P(. «( rvw hMM- Mllr* 



ruts. You never can tell who may 

 read your advertisement or how it will 

 impress him. The chances are too good 

 to be lost. 



In a practical and technical way th» 

 florist has lost several laps in the game- 

 of merchandising. 

 He has made little 

 use of the most effec- 

 tive of all modern 

 means of interesting 

 the buying public 

 in his merchandise — 

 has ignored the pos- 

 sibility of making 

 the public use more 



Service Here 

 b More Than 

 Uf Phrase 



7^i« bu»ln««« from Ita 

 \%ry Inception waa dedi- 

 cated to th« lorty Ideal 



How b«at to oarve ha« 

 cvor b««n tb« problom 

 with ua. 



And becauao with ua 

 ih«ra haa newer baan any 

 thins ao worth d«lnc aa 

 our own warli. wo have 

 nalnad a moat anvlabia 

 patroaaca 



(9uviMo^bni!lifi6 



[t is said that 

 staple goods cannot 

 be sold by advertis- 

 ing. Martindale dis- ^^_^^_^^^^^ 

 proved that with 



tea, and a recent advertiser handling 

 rice has uncovered a marvelous field 

 for increased business. Probably he 

 took a part of it away from someone- 

 who didn't advertise. The new buyer 

 is not the only reader of advertising. 



' ' I 've got nothing to advertise, ' ' saya 

 the florist. Eidiculous! If he's got 

 anything to sell, he's got something ta 

 advertise. Advertising is nothing but 

 salesmanship. If he's got any talking 

 points about his goods, or his service,^ 

 or his superior supply, or his more 

 favorable prices, or his ability to make 

 quick delivery, or his superior skill in 

 selection, or packing, or the uniformity 

 of quality and pack- 

 ing, or freshness of 

 goods, he 's some- 

 thing to advertise. 

 He argues these- 

 things with every- 

 one who will listen — 

 why not go further 

 and tell it to all 

 who read the printed 

 page! 



Can you think of 

 anything less "sal- 

 able ' ' than space in 

 an office building. 

 Down in lower New- 

 York they are erect- 

 ing the biggest office 

 building in the 

 world, in a district where office space ^ 

 has been woefully overproduced in the 

 last few years. More than out owner 

 of a skyscraper discovered that the 

 ' ' worms ' ' were growing mighty scarce. 

 Offices to rent certainly offer the least 

 imaginable field for strong advertising 

 appeal. All offices are alike, from an 



Yon Are Entitled 

 to the Best 



Wt St nal Tm Ch k 



You have to be a Penn 

 patron to appreciate the 

 tMoUtac* of our flowcn 

 and the prompt and pains- 

 lakinR Mnicc of our d«- 

 •ifnen and salesmen 



, We arc showing beanlifiil 

 imported French Bouquet Bai- 

 keta. with class water holders 

 iniKle that keep the llowrri 

 Ireth, A daijity Bovclty thai 

 you shook! see. Complete 

 wilh flowers IM*. 



41 BnafitU StTMl, BmIm 



T»ltah.pM •■■ 131 ro.1 Hill 



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