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STEAMING UP THE m 

 Mr EASTER SELLING 



The man u'ho doesn't order stock till after he's made the sale never 

 gets far in the florists' husincss. You've got to he ready. And having the 

 stock isn't enough; you've got to tell the people — you've got to advertise 

 to fire up the business engine. 



OT 80 many years ago the 

 "^1^ "T" retail florists trusted to 

 &|^k I 'luck and a bright window 



I I ^ for their Easter business. 

 ' Some still do. Perhaps 



in certain cases it's justi- 

 fied, by strong and in- 

 creasing demand with lit- 

 tle competition, but num- 

 bers each year join the 

 ranks of the advertisers. It might al- 

 most be said it now is universally 

 recognized that it pays for a florist to 

 advertise. The only doubt is as to 

 the best method. Pretty nearly every 

 florist among those who do not adver- 

 , tise is ready to do something along 

 ' that line if somebody will show him 

 how. The showing is best if it takes 

 the work off the florist's shoulders, as 

 well as supplying the ideas. The 

 florist stands ready to 

 pay the bills if someone 

 will show him results. 



done, as a rule, on the ad that reaches 

 the newspaper just as the forms are 

 closing. 



Planning How. 



No one but the store buyer can ad- 

 vise on what to advertise for Easter, 

 and none but the mait who directs 

 the store policy is in position to say 

 how it should be advertised. There 

 are almost as many ways to advertise 

 as there are types of flower stores. 

 There is the little neighborhood store 

 that almost nobody outside the block 

 ever heard of. It surely needs adver- 

 tising as badly as the big store down- 

 town, but its entire Easter receipts 

 wouldn't pay for a page in a metro- 

 politan daily. Its recourse, therefore, 

 is to circulars distributed from door 

 to door. The store up the street, put- 



Expert Help. 



There are any number 

 of people who stand 

 ready to help, for a con- 

 sideration, and the flo- 

 rist who is not prepared 

 to give his advertising 

 the necessary time and 

 mental effort will do 

 Vfell to call in one of 

 the bright young men 

 who do such work for 

 a fee. And do it now, 

 else it will be too late 

 for Easter. 



Practically every re- 

 tail florist recognizes 

 the importance of mak- 

 ing holiday preparations 

 in good time, but the 

 last detail to have at- 

 tention almost invari- 

 ably is the advertising. 

 It should be attended to 

 as promptly as any 

 other matter of impor- 

 tance. It may be true 

 that some last-minute 

 advertising is good ad- 

 vertising and success- 

 ful, but it is undeniable 

 that nothing ever was 

 lost by making plans 

 early; good copy isn't 

 usually written on the 

 back of an envelope 

 while out to lunch, al- 

 dChoQgh a bright idea 

 often is so recorded, nor 

 is the best typesetting 



uJ' UJ hit -i^ «^ 



FLOWERS FOR EAS TER 



In Ihf H.^me in the Chucch i'vcry\vh|f^/-f LOWERS r>i*i,itc ihe KaKl^r spjril * 



Wi* hjivr 4 complete «svrtnK>nt of EaMer Flowers Atui.PLmK 



You arc L.ordially iiivilett to vitf'w Ihii bvauiiful an«.! in-jpinn;; display of 



LILIES. ROSES. TULIPS, HYACINTHS. 



H jmi ifo nu Lnd it i;um>nt«at i" 

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• ^aMu) ntfeoliiM Mi'U j->-4 had n*i!i> a jnYMfut M> 



Airr HJKiAi. vourutt 



VKKKTK 



ting on a little stronger front, will 

 use anj attractive piece of printing, 

 mailing it to all regular customers and 

 a selected list of desirable people. An 

 excellent means of starting ttie buy- 

 ing early is to send out a letter in- 

 viting people to come ahead of the 

 rush, while the assortment is complete 

 and the display space not crowded. 

 If the clerks have customers they call 

 their own, it will be still more effec- 

 tive if the salesman sign under the 

 proprietor's typewritten signature. 



Do It Now. 



Each of these methods is susceptible 

 of variation to fit the individual needs 

 of the business to be advertised, but 

 they demand early preparation and en- 

 tail mucli careful work. The longer 

 one puts it off the surer he is to have 

 final recourse to the 

 newspapers, or to pass 

 "-—'-' -'•' "^ the chance. 



The newspaper affords 

 the quick and easy way 

 to advertise. A man 

 who has something to 

 say, in a business way, 

 can tell his story to 

 more people and in 

 shorter time by using 

 the newspaper than by 

 any other method. 



Doubtless the reason 

 why florists do not do 

 more advertising in the 

 newspapers is that so 

 many florists are lo- 

 cated at one side ot 

 town and draw their pat- 





LJLlL 



Cooperative Ads Radiate the Modem Butioeas Spirit. 



ronage, not from the 

 whole population of the 

 place, but from some 

 certain section of it; 

 they feel that the news- 

 pai)er, with its general 

 circulation, reaches too 

 many people who are 

 not apt to become buy- 

 ers, the rate being high 

 when only the effective 

 circulation is consid- 

 ered. There is, of 

 course, some fact in the 

 theory, but florists with 

 stores in the center of 

 town are rapidly in- 

 creasing their use of 

 newspaper space and all 

 will agree that for the 

 man ^JWho haa^^ put off 

 planning, the newspaper 

 affords the one means 

 of getting quick action. 



