Not ILnough 
Mail-Cards Used 
Quick action on inquiries devel¬ 
oped by your newspaper ads is your 
biggest worry. How keep them inter¬ 
ested? How keep them from any 
serious consideration of your com¬ 
petitors and price cutters ? 
Divert their attention, concen¬ 
trate it on your trees, bushes, seeds. 
Hammer on your prices, manner of 
doing business, guarantee, prompt 
delivery, etc. 
Do it with a series of mail cards. 
We make them in all sizes and 
shapes—514 x 7, 4Mx9M, etc. In red, 
yellow, orange, green, light and dark 
blue, white. 
We print in one, two and three 
colors, and all true to Nature. 
Luscious, rosy strawberries; yel¬ 
low peaches; golden apples; appetiz¬ 
ing red cheeked pears and all down 
thro’ the fruit list can be reproduced 
in colors that will fairly pull cash 
orders out of your readers pockets. 
Shall we send you samples? Let 
us plan a series for you. Write us. 
These Three-Color 
Illustrations 
are samples of work done for the Gardner Nursery Com¬ 
pany, Osage, Iowa. The photos on both sides of this sheet 
were prepared for engraving in our art department. 
They are excellent examples of true-to-nature printing. 
Are you curious to know whether the Gardner Nur¬ 
sery Company are pleased with our complete service? 
Write them. See what sort of answer you’ll get. We’ll 
do as well for you. Lay aside enough of this season’s 
profits to improve your next season’s catalog. 
Progiess Is Reflected In Literature 
Friend:—Let us strengthen your catalog, even if we 
make it smaller. Condense the descriptions, reduce the 
size of the cuts. Have better cuts, better paper. Let the 
language be strong, vigorous to-the-point. Let it bristle 
with sales-talk. We understand the construction of such 
literature from A. to Z. 
Counsel with us. You’ll find we can give you points, 
suggestions, ideas that you have not yet considered. 
You’ll approve of tlum. There’s no time like the present. 
Personality 
In Form Letters 
It’s just as easy to inject a living 
personality into a chain of follow-up 
letters to go to a thousand correspond¬ 
ents as it is to sit and dictate to one. 
Often easier. Our usual success in 
this line is proven by the results we 
are getting from those follow-ups. 
We present on paper just the ar¬ 
guments your best representative or 
agent would use. We’re not prosy, 
long-winded and dull. We get at the 
point in the first sentence and carry 
the readers interest thro’ to the last 
period. From start to finish our let¬ 
ters are direct, forceful efforts to sell 
the articles we are talking about. 
We take the strong points of your 
peculiar business and present them 
to the reader so that your personality 
leaves a pleasant, lasting impression. 
We develop customers. We make 
sales. Then it’s up to you to supply 
the goods and satisfy each individual. 
We can mail you samples of just 
such letters as we describe. When 
shall we do it? 
Extract from an Enthusiastic Letter 
Calla, Ohio. February 25, 1908. 
Mr. White promised not less than 40,000 replies; 
we reserved 50,000 catalogs. By March 1st they were 
all gone. We printed 25,000 more; 15 days later 
printed 25,000 more; later 25,000 more. These 125,- 
000 replies all came from ladies and for once they had 
us,—officers, clerks, printers, presses, wagons, wheel¬ 
barrows, postmaster, postal cars,—all on the “run.” 
The above was in 1907. Through the efficiency of 
your service, our 1908 campaign promises even more 
satisfactory returns; especially in cash with inquiries. 
To date, Feb. 20th, 20,940 replies. 
The Templin Co., 
By M. B. Templin, Pres. 
Business Grows by Leaps and Bounds 
Osage, Iowa, February 12, 1908. 
White’s Class Advertising Co.—In checking over our inquiry sheet this 
morning we find that we have turned the 30,000 mark, which we consider a very 
good showing for so early in the season. Orders, too, are coming in very satisfac¬ 
torily, and from present indications our business will exceed that of last year by a 
very good per cent. During the five or six years you have handled our advertis¬ 
ing account our business has been growing by leaps and bounds, and where our 
yearly sales were but a few thousand dollars, now they run up into the hundreds 
of thousands, which goes to prove that advertising pays. We give the credit for a 
large amount of this increase in sales to White’s Class Advertising Co. From your 
president, Mr. Frank B. White, down through the rank and file of your Company, 
we have always received courteous treatment and the most efficient service. 
Sincerely yours, 
The Gardner Nursery Co , 
(Signed) C. E. Gardner 
Clinton, Wis. May 28, 1908. 
Whites Class Advertising Co. We have just 
been checking up inquiries received the past season 
and you will be interested to know that so far as in¬ 
quiries are concerned our advertising has made a 
wonderfully fine showing. Each inquiry has cost 
just a fraction over 10c, and another nice thing about 
it is that over eighty percent mentioned key-letters 
in writing. The cost per inquiry was less than half 
the average cost for three years previous to 1908 with 
practically the same papers used and about the same 
amount appropriated. 
If sales correspond to inquiries, we shall feel 
mightily well satisfied with our advertising for 1908. 
L. L. Olds Seed Co., 
Per L. L. Olds, Pres. 
Write Us 
For Counsel On 
Newspaper 
Advertisements 
Mail-Cards 
Catalogs 
Post-Cards 
Hangers 
Retouching 
Photos 
Electrotypes 
Trade-Marks, etc 
Mediums 
Estimates on 
Space Costs 
Folders 
Follow-up- 
letters 
Making Draw’gs 
Half-tones 
Zinc Etchings 
White’s Class Advertising Co., 
Frank B. White, President, 
118-132 W. Jackson Blvd., Chicago 
150 Nassau Street, New York City 
