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8 



The Florists^ Review 



Skftembbb 26, 191X 



There is personal pride and painstaking care 

 back of our design work. That's why our 

 Door Pieces, Casket Bouquets, and other 

 Floral Tributes are always preferred by 

 those who demand the best. Not- 

 withstanding the excellence of flow- 

 ers and workmanship, you will 

 find our prices as reasonable 

 as any. 



WEST HAIN it rHONE P.BX.^8 



Cootrait This Advertisement with the One Below.' 



BETAII^BS' ADVEBTISINO. 



Salesmanship on Paper. 



When a salesman has interviewed a 

 customer and sold a bill of goods, he 

 must have accomplished all of four 

 things. First, he must have secured 

 his customer's attention; second, he 

 must have held his interest; third, he 

 must have led him up to a favorable 

 decision; fourth, he must have secured 

 the order. 



Eepeatedly have I said that advertis- 

 ing is salesmanship — and again I reiter- 

 ate it. 



Now, I want to impress every florist 

 with the truth and the great importance 

 of this fact. 



You must get salesmanship into your 

 advertising or it is not going to win. 



It must contain something of the above 

 essential ingredients. It must be at- 

 tractive; it must be interesting; it 

 must be forceful and convincing in 

 reason and argument, otherwise it is in 

 the class of the order-taker instead of 

 the salesman. 



Which class of publicity are you 

 going to use this season? There really 

 isn't any questiou which you intend 

 to use, is there? 



You cannot afford to use the first 

 and you cannot afford not to use the 

 second. 



So when you set about preparing your 

 copy keep the salesmanship idea before 

 you. 



I have in mind newspaper advertis- 

 ing — the most direct and effective form 

 of publicity for the retail florist. 



Some Means of Salesmanship. 



Let us consider a few means that 

 make for typographical salesmanship. 

 Good illustrations afford the best means 

 of drawing attention to your advertise- 



ments; in fact, their regular use has 

 become almost imperative. An illus- 

 tration, to be good, must not simply 

 illustrate a mere catch-line, but should 

 be in accord with the text of your 

 advertisement as a whole. It goes 

 without saying that illustrations should 

 possess sufficient artistic merit. Liberal 

 use of white space about type matter 



and the omission of rules and borders 

 is another effective means of producing 

 an attractive display where cuts are 

 not used; but advertisers find by expe- 

 rience that the slight additional cost 

 of cuts is more than offset by the 

 greater efficiency of the well illustrated 

 advertisement. 



When your advertisement has gained 

 the reader's attention, you must be 

 interesting enough to hold him until he 

 has finished the last line of your ap- 

 peal — and while you are interesting 

 you must be convincing. 



Where Salesmanship is an Art. 



Now, here is where our problem be- 

 comes intricate. Of course it isn't to 

 be supposed that you can be so persua- 

 sive that on reading your advertisement 

 a customer is made on the spot, and 

 that he is straightway going to journey 

 to your store for the purpose of pur- 

 chasing the article or service offered. 

 No, not at all. The idea is that the 

 general tdne of your advertising shall 

 be such that its straightforwardness, 

 its simplicity and sincerity will strike 

 home, breed confidence and carry con- 

 viction, 80 that when the time comes 

 that a reader wishes to buy something 

 suggested in your advertising, your 

 store will be the one patronized. 



Salesmanship That ^ Fails. 



Some advertisers in their anxiety to 

 be interesting become funny. Now, 

 "Brown the Butcher" may indnlge in 

 a little connective humor without seri- 

 ous damage to his success, but the 

 growing and marketing of flowers iis a 

 serious business, followed by serious 

 people, and largely supported by a 

 serious public. Taboo all "popular" 

 phrases in your advertising. Bend your 

 funny sayings to Puck and Jadge — it 

 will pay you better. 



Then there is the writer with the 

 facile pen who is always penning some- 

 thing "snappy" in the chatty and 



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I We've Got You Steve! 



i 



ALSO THE aOODS. 



EASTER FLOWERING PLANTS 



in abundance cat reasonable prices. 



AZALIAS, HYDRANGEAS, 



PRIMROSES, 5T^5Si!.??<?' 



DAFFODILS, 



TULIPS, CANTERBURY BELLS, 



SPIRAEAS, PANSIES. 



EASTER LILIES at 20c the bloom. 



VIOLETS cut from ultra superior stock to your 

 special order, $1.50 per 100. 



Ne wburgh Floral Co., 



I ^ BROADWAY. 



'Phone 507- J. 



Green House— West and Washington Streets. | 

 •Phone 1421.W. 



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Compare 1 his Advertisement with the One Above. 



