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The American florist - a weekly journal for the trade (1911) (17521628753)


The American florist - a weekly journal for the trade (1911) (17521628753)



Title: The American florist : a weekly journal for the trade
Identifier: americanfloristw44amer (find matches)
Year: 1885 (1880s)
Authors: American Florists Company
Subjects: Floriculture; Florists
Publisher: Chicago : American Florist Company
Contributing Library: UMass Amherst Libraries
Digitizing Sponsor: Boston Library Consortium Member Libraries

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1088 The American Florist. June 77, that was what one was licensed to do in an advertisement. He went to an- other agency and placed the business with them. For two years they have been running "hot air" advertisements of the most virulent type. Yesterday that same man walked into the oiEce and said his company is now ready to do business with us, based on our original proposal. The "hot air" hadn't paid. This incident illustrates in a nutshell the advertising situation of today. Exaggerations must go. The truth, only, pays. Last week I was standing on the corner of Twenty-eighth street, talking to one of your prosperous commission men, when one of the "has beens" passed along. I remarked, "Brown isn't the man he used to be, is he?" To which our friend replied. "No, and he never was." Advertising—real adver- tising—never was anything but telling the truth. It never was a mystic some- thing, into the hopper of which we could pour a few plugged dollars, and get a bag of golden coins at the other end. It never was a gamble. It never was one of the necessary evils that the publishers' fiends incarnate schem- ed up to harass business men and en- trap their hard-earned coin. But it is the biggest, strongest factor in busi- ness today. Next to money—it is the most essential. Science records things; but advertising makes things live. Elbert Hubbard in one of his recent preachments on the red blood in ad- vertising says : "The reputation that endures, or the institution that lasts, is the one that is properly advertised. But of all ambassadors of advertising and b(5sses of press bureauism none equals Moses, who lived fifteen centu- ries before Christ. Moses wrote the first five books of the Bible, and this ac- count includes a record of the author'fe romantic birth and of his serene and dignified death. Moses is the central figure in the whole write-up. Egyptian history makes not a single mention of Moses or of the Exodus, and no record is found of the flight from Egypt save what Moses wrote. At be^t it was only a few hundred people wlio hiked, but the account makes the whole thing seem colossal and magnificent. And best of all, the high standard set has been an inspiration to millions to live up to. What turned the trick? I'll tell you—the writings of Moses, and nothing else. So able, convincing, di- rect and inclusive were the claims of Moses that the world, absolutely, was won by them. In the Mosaic code was enough of the saving salt of common sense to keep it alive. So it lived and keeps on living. All literature is ad- vertising. And all genuine advertising is literature." And Hubbard ought to know, for he doubtless does more suc- cessful advertising, both personal and otherwise, than any one man in the country. The peculiar thing about advertising is that pretty much everyone thinks he knows just how it ought to be done. If you and I were to start in the busi- ness of growing roses, the first thing we would do would be to get a good foreman—a man who thoroughly understood roses and how to grow them. If we want an automobile we don't go to a blacksmith. iBut if we want to do some advertising, than that's different—we can do that ourselves. That's easy! Or, we ask some friend who is tfree with his pen, to get up something snappy. What happens? In the first place, the man who owns a business is gen- erally so near his business that he can't see it. He has lost the sense of how the other fellow—the fellow he wants to land—looks at his proposition from the outside. So he starts off his wonderful advertisement with the usual extravagant claims, and says: "My rose is the only rose for you to grow this season. It has 49 petals to every bloom, against 42 3-16 of its nearest competitor. Get in line. First come, first served. Don't delay! Send your order today! If they are good enough for James Birnie, they are good enough for you. Greatest money maker of the season. Order now!" Now, every word of that advertisement is true. But what selling power has it? What actual reasons has he given why you should let loose your good money for his blooming old rose? Suppose he had
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told a frank story, just like he would if talking directly to a customer; sup- pose he had said: "Last season it was plain to be seen that the public had grown tired of pink roses, and wanted yellows. That's why I am so happy— I have a yellow that's going to be a winner—and it's a Killarney, too. It's an unusually free bloomer—has long stems and a deep, rich green foliage. It's silken sheened petals glow like gold. It's buds are big, solid, depend- able ones that ship splendidly and stay half open for a surprisingly long time. Remember that last point—it's a thing your commission man is always howl- ing for. I am going to sell 150,000 of my stock of 250,000 cuttings. How many do you want? Better step lively —you know that a new Killarney al- ways goes like wild-fire." Such an advertisement actually tells something about the rose—its qualities—its supe- rior points—it has some selling power. In your opinion, which advertisement gets the business. On the other hand, your friend with the easy pen writes the iadvertise- ment and feels that it is of first im- portance to make it funny. He says: "That is the thing that attracts the public." So you stand for a joke of the vintage of 1S12, and then lug in by the nape of your neck, your little busi- ness story. The result? The funny story seldom is funny—in advertising. Everybody knows you get red in the face to bring it in—and the advertisement instead of being a good, serious, earnest business appeal to men in business houses is more apt to be .smiled at over the cheese sandwich and beer. Hit a business man at his busi- ness in a business way. That's the way. Shaw has just wig-wagged to me that the ice is a little thin, and that there is a rumor afloat that ripe eggs and a various assortment of vegetables are likely to be my fate. But the face of it all, I am going to risk utter annihilation and say one more thing. When you buy space of your good friends. Faxon, Shaw, Stewart and Butterfleld, for heaven's sake, don't fill it as full as you can with text. If your space is small, better tell one thing— and tell it well, and leave plenty of white space around the text. The white space sets it off. Makes it look interesting. For example, three or four roses in a vase is a beautiful sight— each rose presents its individuality—its grace. A vase crowded full is just a vase of roses—one grand, big bunch. A mass that neither attracts nor im- presses. Some day advertising will be reduced to an exact science. With a certain given expenditure it will be safe to figure on certain results. When that day comes we will know what ad- vertising really is. Authorities differ now. Which reminds me of my some- what irreverent, but precocious little niece who was one day sitting by the window drawing, and drawing on sheet after sheet of paper; when finally her grandmother somewhat impatiently said: "Why, Tuddie, what are you doing?" Tuddie slowly replied: "Mak- ing a picture of God." Grandmother, very much shocked, said: "Why, that's very, very naughty—no one makes pic- tures of God—no one knows how God looks." A long pause and more scratching of pencil. Finally Tuddie replied, "Well, they'll know how he looks when I get this done." Gardenias Dropping Leaves. Ed. American Florist : The gardenias were potted and placed in a house where the temperature drops to .50° in the morning and the leaves commenced to drop. What was the cause? How should they be treated? How should the old plants be treated after flowering? The garaenlas when first potted should be placed in warm, close quart- ers and liberally sprinkled. If there is no fire heat a mild hot bed can be constructed. After the plants have started growth they should be given full sunlight and an abundance of water and frequent syringing. It is not advisable to keep old plants, much better flowers and a greater quantity can be obtained from young plants grown rapidly by liberal treatment each year. w. St. Paul, Mixx.—The annual sum- mer meeting of the Minnesota State Horticultural Society was held at the State Experiment Station, St. Anthony Park, June 15. An exhibition of roses, peonies and other flowers and fruits was held in connection with the meet- ing.





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the american florist a weekly journal for the trade 1911
the american florist a weekly journal for the trade 1911