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The Weekly Florists^ Review* 



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November 5, 1908. 



3^ 



However, I pulled up a chair for the 

 chap with the delicate air and started 

 in to tell him in monotone what was 

 wanted. 



How Kramer Got Started. 



Out came his pencil and paper, &nd 

 the first words the diminutive one 

 uttered came out clean and sharp: 

 "Now, Mr. Kramer, let's have it — ^your 

 whole idea — don't be afraid to repeat — 

 talk as fast as you like." 



After recovering from my first aston- 

 ishment at the fellow's change of front, 

 I started in and unburdened the dis- 

 jointed thoughts that had been crowding 

 my mind for weeks. How that chap got 

 half that was said beats me. "Short- 

 hand," he called it. 



After I had finished he cross-examined 

 me — wanted to know reasons for this, 

 reasons for that — plied me with ques- 

 tion after question. 



Next day he came around with the 

 copy. 



The following day we used it. 



Since then my advertising has been 

 appearing in the Washington Times 

 regularly. 



Besultsf Well, if you want results 

 from retail advertising, make the hen 

 set on her own eggs. If she don't pro- 

 duce, get a new hen. 



This isn't any part of my story, but 

 the fact is the Times copy department, 

 a new factor in Washington newspaper- 

 dom, is building up advertising columns 

 as bright and entertaining as the news 

 with which they serve their readers every 

 day. It's the biggest thing any news- 

 paper ever did for its advertisers; a 

 service given complimentary — and, by 

 the way, this is a suggestion for every 

 progressive florist. 



Programs Don't Pay. 



I have at tinjes used whole pages in 

 theater programs, offering inducements 

 to equal the value of the purchase, with no 

 results; also in programs for church 



fairs, bazaars, and entertainments of all 

 kinds, with practically no results, only 

 favoring the solicitor, who may happen 

 to be a customer. 



I know all florists are liberal in donat- 

 ing, and I am a firm believer in liberal- 

 ity; it pays. 



I also believe that if, for instance, 

 your payroll in your store is $100 per 

 week, your advertising expenditure should 

 equal that amount. 



I know from personal experience that 

 I get results, and I furthermore believe 

 in advertising something that people 

 want, when they want it, and at a price 

 that will make your ad attractive. 



I also believe in having up-to-date, 

 catchy copy — no stock stuff, but some- 

 thing original, and change it with every 

 ad. 



My advice is, if you advertise, don't 

 look for the bflst results at once, but 

 keep at it — don't get cold feet. 



It will only take patience and time, 

 but it will come. 



A Real Palm Sale. 



I always have a palm sale every fall. 



I don't merely advertise it a palm 

 sale, but make it a palm sale. 



For instance, I use a 4-inch kentia or 

 areca, which I sell practically at cost, 

 and advertise them strongly, even with 

 signs that cover the whole of my deliv- 

 ery wagons. 



By doing so I get results, of course, 

 with a loss of several hundred dollars 

 and no profit on the palms. 



But the public knows I had a palm 

 sale! 



Whyf 



Because I gave a real bargain, but 

 where I realize is on the future trade. 



Never be afraid to use bait, and use 

 it freely. 



Fish don't bite all the time, and when 

 they don't, you shouldn't be afraid to 

 use fresh bait. 



To my mind, here is a good example: 



Free Rok Plants a Hit 



The latter part of last June I had a 

 surplus of about 20,000 rose plants left 

 over. I could not sell them, so I inserted 

 a small ad to read like this: 



Free — 10,000 rose bushes — one to each 

 person. 



Imagine my surprise, the next morn- 

 ing, when I went to open my store, . to 

 find the place besieged by a mob. 



In half an hour I was compelled to 

 caU for officers to keep the people in line. 

 I was compelled to close my other two 

 places of business and even called on my 

 greenhouse force to help handle the 

 crowd. 



And by night we had given out over 

 16,000 plants! 



The results were that in my three 

 places of business I did not take in a 

 single cent that day — and it was the 

 hardest day's work we ever did. 



The question from everywhere was, 

 "Did it payt" 



Why, yes! I think it did, not then, 

 but since. 



Advertising is not at all a gamble. 



F. H. KRA.MEB. 



TIME TO FLOWER BULBS. 



Will you kindly tell me the shortest 

 time in which I can safely depend on get- 

 ting Due Van Thol tulips and ^oman hya- 

 cinths into flower after being brought to 

 the light! My Christmas bulbs were late 

 in arriving and I wish them to root in 

 the dark as long as possible. Please tell 

 me how long it wiU take me to get them 

 into flower. S. K. 



Presuming that your bulbs are well 

 rooted in the flats and have growths two 

 to three inches in length, they will be all 

 right for forcing. The hyacinths will 

 come into bloom in about three weeks in 

 a temperature of 60 degrees. The Due 

 Van Thol tulips, if wanted for Christ- 

 mas, should be housed on or about De- 



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N.Mr, 



A Sensational Sale of 



PALMS, 25c Each, 



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THE OBJECT OF THIS SALE 



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 fUmt A CMTlBdatf 4«Bauirallaa af Ike fact ikai yaa caa alwan bay bttttr Bawcn at lawtr price* Hn^ tnm a.a*fM ' 

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BULBS FOR. FALL PLANTING 



MiilUip ZOcDozeo I Oialis ZScDozeo I ^NaFciuiu....25cDozeo I Crocuu IScDszea/rr 



lonaairadatti,SOc Dozen I Freesias 25c Dozen | Hjadntb SOc Dozen | JonqoDs..., 35cDozea(£7 



WHEN TOO THINI OF FLOWEIS— TBINB OF KRAHU 



■'Who Grows His Cklf IP ^4. 

 Own Flowers" ^ID J: OX* 



Kranoe^ 



Florist 



72% 



9&st 



Aiw: 



A Half-page Newspaper Advertisement for a Special Sale of Palms. 



