-;^'r7!r;"- "«?:• -'J T/ 



The Weekly Florists' Review. 



Marcit r», 1008. 



ful thought and attention to the specific 

 purpose to be accomplished by your copy. 



To this end, think and plan the sev- 

 eral steps and «tages which the reader 's 

 mind would naturally pass through in 

 arriving at the end you are seeking in 

 the advertisement. 



Arrange your thoughts and their ex- 

 pression in such a way as to develop 

 the reader's thoughts along lines which 

 will eventually lead him to do as you 

 have suggested. 



One idea will suggest another, if this 

 plan is followed. 



Power of Repetition. 



The question is often asked: Is it 

 more advisable for the florist to use a 

 small space several times a week or a 

 larger one once a week? 



Let us suppose a case: 



Suppose one of our large national ad- 

 vertisers — Royal Baking Powder, for in- 

 stance — was to use its entire annual ad- 

 vertising space in a full-page ad, appear- 

 ing in all the newspapers simultaneous- 

 ly. What would the results be? 



Do you think they would measure up 

 to the returns netted by this firm's pres- 

 ent advertising policy? Grave doubts! 



Eepetition is a big factor in success- 

 ful advertising. 



Boyal Baking Powder, ' ' Absolutely 

 Pure," has been so drummed into the 

 minds of the people that they will never 

 forget it. 



The same holds true with any lino of 

 "SamtinoHS. 



Small space frequently used is always 

 preferable to large space used occasion- 

 ally. 



A noteworthy example of success at- 

 tained by the continuous use of small 

 newspaper space, is the firm of Sogers, 

 Peet & Co., New York city. 



These ads rarely measure over five 

 inches single column and always contain 

 an attractive illustration — and inva- 

 riably occupy a preferred position — this 

 is imperative when using small space. 



I dare say, that of all the ads appear- 

 ing in the metropolitan dailies, none are 

 more frequently read than those of the 

 firm above mentioned. 



This instance is cited to show what 

 is possible with comparatively small 

 space frequently used. 



Necessity of Persistence. 



Another point to boar in mind is that 

 your advertising, to be effective, must 

 be continuous. 



Don 't advertise for a short period 

 and then quit because no returns seem 

 evident. 



John Wanamaker says: "If there is 

 one enterprise on earth that a 'quitter' 

 should leave severely alone, it is adver- 

 tising. 



"To make a success of advertising, 

 one must be prepared to stick like a 

 barnacle on a boat's bottom. 



' ' He should know before he begins 

 lliat he must spend money — lots of it. 



"Somebody must tell him, also, that 



he cannot hope to reap results coiiim^'n- 

 .surate with his oxpondit)iro oarly in tlie 

 game. 



"Advertising doesn't jerk — it pulls. 

 It begins very gently at first, but the 

 pull is steady. 



"It increases day by day and year by 

 year until it oxorts an irresistible 

 f )Ower. ' ' 



Spasmodic advertising will bring cer- 

 tain results — but to get a steady stream 

 of customers week in and week out, you 

 must go after them unceasingly. ^ 



Tho florist who changes liLs ad cxovy 

 vvoek and lias it carefully written Avith a 

 view of attracting the attention ami in- 

 terest of all readers of the paper, is the 

 one who is constantly enlarging his 

 stock and his quarters. 



He wants the business and he goes 

 after it. 



To accomplish this he tells the public 

 every week what he has to sell, and in- 

 vites them, in the most attractive words 

 at his command, to come in and buy. 



There is only one thing more import- 

 ant than a new ad every week — and that 

 is, to tell the truth in every ad. 



A well written, truth-telling ad will 

 work wonders for any retail florist if 

 presented to the public every week. 

 H. Raymond Campbell. 



MAKING UP BASKETS. 



Plants to Be Used. 



In tlie notes published February 20 I 

 gave some of the reasons why I think 

 every florist who sells at retail should 

 push made-up baskets of plants, and I 

 gave some of my ideas, gleaned from ex- 

 perience, as to what kinds of baskets are 

 to be chosen for this purpose. We now 

 come to what to put in the baskets, and 

 how. 



The selection of the plants, of course, 

 depends on the season, as well as on the 

 wishes of the customer and the occasion 

 for which the basket is to be used. For 

 instance, if a basket is wanted for a 

 store opening in the spring, you would 

 not use foliage plants. Then again, you 

 must always have some regard for the 

 appropriateness of the colors. If a bas- 

 ket is to be presented to some ward poli- 

 tician or used at a store opening, make it 

 as showy as your stock at hand will per- 

 mit, but if it is to be a gift to some 

 friend or host of the purchaser, be a lit- 

 tle more careful about the colors. If you 

 are decorating a home for a social func- 

 tion and wish to use a basket in some 

 room, see that it is in keeping with the 

 interior finish of the room. 



When planting a basket with a han- 

 dle, see that the latter is up above the 

 plants or that the plants extend consid- 

 erably over the top of the handle, as the 

 effect is spoiled if the plants and the 

 handle are too nearly the same height. 



The Use of Ribbons. 



Should we use ribbon on that basket? 

 Such a question often arises and the an- 

 swer usually rests with the florist. To 

 my mind there is no basket but what can 

 be improved upon with a ribbon to 

 match. Of course, this can also be over- 

 done. A pretty rosette, either on tho 

 handle or between the flowers, will often 

 suffice. Stretching the ribbon from one 

 side to the other and pinning a bow or 

 rosette at each end, is another pretty 

 scheme. At Christmas, of course, retl 

 would be the best color to use, excepting 

 with begonias or pink or lavender cycla- 



