HAT nurserymen have been able to maintain business 
with comparatively little attention to “follow-up” sys¬ 
tems goes to show the wonderful possibilities of the 
trade when it is given the attention that other mail¬ 
order lines have been found to require. 
The horticultural tradesman who undertakes to 
supply a “follow-up” scheme for bis business finds it peculiar 
in its requirements. The seasons are short, original material must be 
used, and the whole plan must be built upon intimate knowledge of 
special conditions, and efforts to adopt the systems used in other lines 
almost invariably have proved failures. 
But, if the requirements are difficult, the opportunities are great and 
the results of the proper kind of campaign are very profitable—the 
returns received from comparatively inexpensive “follow-up” plans 
used by up-to-date nurserymen have been astonishing to bouses in 
other mail-order fields. 
The average advertising agency or printing-house which undertakes 
to suggest or prepare “follow-ups” for a nursery, a seed-house or a 
plant concern, generally falls down—notwithstanding the fact that it 
may have “made good" in other lines of business—and the failure is 
due to lack of intimate knowledge of the proposition. 
Sometimes we fall down, too—fall down hard! But generally our 
“follow-up” systems, like our advertisements and our catalogues, “get 
there” and make our customers happy. The “why” is in the years of 
intimate association with horticultural selling problems on the part of 
our men, as well as in unique, unequaled and specialized facilities. 
We have no “stock prescriptions” for the firm interested in “fol¬ 
low-up” work. We don’t believe in “cure-alls,” medical or otherwise. 
Every business that gets anything from us gets something of direct 
application to its needs. If you call us into consultation, we will 
suggest a scheme for your business, based upon your conditions, seen 
through the glasses of our experience. 
the McFarland publicity service 
HARRISBURG, PA. 
