36 



THE SMALL NURSERY 



Finally — and this is a big consideration — direct adver- 

 tising is inexpensive. Every piece of literature goes to 

 the person for whom it is intended. With nev\^spaper 

 advertising one shot is directed at many with the hope of 

 hitting a few. 



In a few succeeding paragraphs each particular type 

 of appeal will be dealt with, but there are some rules 

 which apply to any and all types. 



First. — The objectives laid down in the preceding chap- 

 ter can be applied here. You remember they were: L At- 

 tract attention; 2. Arouse desire; 3. Convince the mind; 

 4. Stimulate action. 



Second. — Good quality in paper and printing should 

 be the only thing allowed. Nothing is gained by cheap 

 printing — it is too expensive in results. It is always well 

 to allow your printer latitude in the matter of make-up 

 and corrections, that the finished piece of work may have 

 the best possible appearance. Many an otherwise good 

 piece of printing has been spoiled by the writer insisting 

 that the work be done his way. If you want to be sure 

 that your work is going to look just right, probably none 

 can do the work better than one of the firms of horticul- 

 tural printers, for they know how cuts should look and 

 Latin plant names to them don't look like Russian. 



Third. — Be concise. Conciseness does not always mean 

 briefness, but it does mean cutting out superfluous words 

 and descriptions. 



Fourth. — The time of making the approach is a very 

 important matter, as is also the accompanying weather. 

 Of course you will mail certain suggestive advertisements 

 early in the season, but do your mailing so that your 

 matter reaches your customer on definite days. House- 

 wives on Monday morning are not interested in much but 



