Developing a Mail-order Trade for Honey 117 



nation in perfect condition. We are often asl<ed if we do not furnish 

 smaller packages. Small packages are all right for a retail trade near 

 home ; but it would cost too much in proportion to their value to ship 

 them long distances. Freight on 25 pounds would be as much as on 200 

 pounds. If a customer does not care for as much as 60 pounds, an ex- 

 cellent plan is to get some acquaintance or friend to join in and take part 

 of it. W. Z. Hutchinson, Flint, Mich. 



References, Citizens' Commercial and Savings Bank. 



The foregoing circular was printed upon the finest cameo plate paper, 

 of a sepia tint. 



There was some little hesitation as to the advisability of using my 

 portrait; but there is quite a little satisfaction in seeing what kind of 

 looking person you are patronizing. It helps to remove that feeling of 

 dealing with a stranger, and replaces it with confidence and a feeling of 

 acquaintanceship. 



ArPEAI^IXG TO THE "FANCY." 



A picture was given of one of the beautiful little lakes of Northern 

 Michigan, of the magnificent forests of maple that are made to give place 

 to the raspberries, also of one of the apiaries in the northern wilds. These 

 illustrations and the accompanying reading-matter help to strengthen in 

 the reader's mind the romantic picture that he has already formed of 

 Northern Michigan and her honey resources. This, too, may seem like 

 a small point ; but we are all more or less influenced in our purchases 

 by what might be termed "fanciful reasons." Honey from the wild red 

 raspberries of Northern Michigan is quite different from just ordinary 

 "honey." But, friends, it would be possible to take clover honey, or bass- 

 wood, or any first-class honey, and by illustration and description hold it 

 up to the purchaser in a very attractive light. 



Then by word and picture the production of extracted honey ^vas 

 made clear, and the manner of packing it for shipment was treated in a 

 similar manner. 



As prices are likel}' to fluctuate, they were not given in the descriptive 

 circular, but printed separately on a small slip, and enclosed with the 

 circular. 



There is one more point that it might have been well to mention 

 in the circular ; but we wished to avoid confusing customers at first with 

 too many details, and that is the candying of honey; but here is what 

 we did: Attached to each package is the following sticker: 



In short, every effort was made to please customers — not only from 

 a desire to please, but that these customers might return year after year. 



