8 



The Florists^ Review 



Ski'tembeb 26. 1912. 



Thore is personal pride and painstaking care 

 back of our design work. That's why our 

 Door Pieces, Casket Bouquets, and other 

 Floral Tributes arc always preferred by 

 those who demand the best. Not- 

 withstanding the excellence of flow- 

 ers and workmanship, you will 

 find our j)rices as rea«;onablc 

 as anv. 



202WE5T HAIN ST PHONE PBX S8 



Contrast This Advertisement with the One Below. 



RETAILERS' ADVERTISING. 



Salesmanship on Paper, 



VV'hon a siilcsiiinii lias iiit('i\'it'\V('(l a 

 i-ustoiiuT aint sdlil a bill of ^^ctods, hi- 

 iiMist liavc a(('()iiii>lisli(Ml all of fo\ii" 

 thinj,'s. First, lie iiiii.st have sccui'cil 

 his custoiiHT "s attention; sefoiid, lit; 

 must have held his intoicst; third, lie 

 must have led him up to a favorable 

 decision; fourth, he must have scH-iircd 

 the order. 



I{eiieat(>dly have T said that advertis- 

 iii^j is salesmanship— and a^aiii I reiter- 

 ate it. 



Now, T want to inuiress every tiorist 

 with the truth and thj ;^reat imi>ortan(M' 

 of this fact. \ — -^ 



You must j^et salesmanship into your 

 advertising or it is not .i:oin;r to \vin. 



It must contain somethin;.; of the al)o\e 

 essential int,'redi<Mits. It must l»e at- 

 tractive; it must he interesting,': it 

 must he forceful and cdnvincini; in 

 reason an<i ar;iument. otherwise it is in 

 ihe (dass of the order talker insteail of 

 th(> salesman. 



W'liich class of pnldicily are you 

 ;,'oinL; tn use this season.' Tliere really 

 isn't anv i|uestion which you intend 

 to use, is there .' 



N'(Mi cannot atl'orcl to use the fiist 

 and you rannot all'ord not to use the 

 second. 



So \\ lii'u you set alniut piejiaiinti your 

 i-npv kei'p the ^alcMuanship idea Ixd'oic 

 you. 



I have in niiiid iie\vs|paper advertis- 

 ing;- the most ilirect and elVective form 

 of publicity for the retail llorist. 



Some Means of Salesmanship. 



Let ns coiisidei' a few nuans that 

 make for typo;:ra|dii(al salesmanship. 

 (Jood illustratioTis allord the best means 

 i>f (lrawin;r attentiou to vonr iolvertise- 



nients; in fact, their re^iular use has 

 become almost imperative. Aii illus- 

 tration, to be frood, must not simply 

 illustrate a mere catch-line, but should 

 be in accord Avith the text of your 

 advertisement as a whole. It <^oes 

 without sayinj;; that illustrations should 

 possess suilicient artistic merit. Liberal 

 use of white space about type matter 



and the omission of rules and bord ts 

 is another effective means of produc \y, 

 an attractive dis[)lay where cuts ;re 

 not used; but advertisers find by e.\ >(> 

 rience that the slif^ht additional c ist 

 of cuts is inore than oflVet by he 

 ^'reater efficiency of the well illuatrai^i 

 advertisement. 



When your advertisement has gaii ed 

 the reader's attention, you must he 

 interestinf^ enoujih to hold him until he 

 has finished the last line of yonr : | 

 peal — anil while you are 

 von must be convincing. 



intorestii" 



Where Salesmanship is an Art. 



Now, here is where our problem l>o 

 comes intricate. Of course it isn't to 

 be supposed that j'ou can be so persna 

 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 tiic 

 general tone of your advertising shall 

 bo such that its straightforwardness, 

 its simplicity and sincerity will strike 

 home, breed confidence and carry con- 

 viction, so that when the time comes 

 that a reader wishes to buy something; 

 suggested in your advertising, yonr 

 store will be the one patronized. 



Salesmanship That Fail?,. 



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 is a 

 serious business, followed l)y serious 

 ])eoido, and largely supported by a 

 serious ])ublic. Taboo all "popular" 

 ]>hrases in your advertising. Send your 

 funny sayings to Puck and Judge — it 

 will pay you better. 



Then there is the writer with the 

 facile pen who is always penning some 

 thing "snappy" in the chatty an! 



§iiiii!iiiiiiiiiiiiiiiiiii.iriir!jiiii;niiiirniiiiii;iiiiiiiiMii,iii,iiiiiii!^^ 



1 Wc Vc Got You Steve! | 



I ALSO THE GOODS. | 



I EASTER FLOWERING PLANTS | 



= in abiiiidaiicc at reasonable prices. 1 



I AZALIAS, HYDRANGEAS, | 



I PRIMROSES, 5y^5i?.'??<?' ! 



^ mTTTTT^c DAEFODILS, g 



i TULIPS, CANTERBURY BELLS, | 



I SPIRAEAS, PANSIES. | 



I EASTER LILIES at 20c the bloom. | 



I VIOLETS cut from ultra superior stock to your | 



I special order, $1.50 per 100. | 



Newburgh Floral Co., | 



I 68 BROADWAY. 'Phone 507-J. | 



i Green House— West and Washington Streets, i 



I 'Phone 1421-W. i 



fiiliiiiii!iiii|'lituilililil!lilii I ri!i iili:i'iii'i:ii I <ii 1 1 i'l III tiiitniiiiiri mil f I h^ 



Compare 1 his Advertisement with the One Above. 



