. Florists' review [microform]. Floriculture. There is personal pride and painstaking care back of our design work. That's why our Door Pieces, Casket Bouquets, and other Floral Tributes are always preferred by those who demand the best. Not- withstanding the excellence of flow- ers and workmanship, you will find our prices as reasonable as WEST HAIN it rHONE ^8 Cootrait This Advertisement with the One Below.' BETAII^BS' ADVEBTISINO. Salesmanship on Paper. When a salesman has interviewed a customer and sold a bill of goods, he must have accomplished all of four things. First, he mus


. Florists' review [microform]. Floriculture. There is personal pride and painstaking care back of our design work. That's why our Door Pieces, Casket Bouquets, and other Floral Tributes are always preferred by those who demand the best. Not- withstanding the excellence of flow- ers and workmanship, you will find our prices as reasonable as WEST HAIN it rHONE ^8 Cootrait This Advertisement with the One Below.' BETAII^BS' ADVEBTISINO. Salesmanship on Paper. When a salesman has interviewed a customer and sold a bill of goods, he must have accomplished all of four things. First, he must have secured his customer's attention; second, he must have held his interest; third, he must have led him up to a favorable decision; fourth, he must have secured the order. Eepeatedly have I said that advertis- ing is salesmanship—and again I reiter- ate it. Now, I want to impress every florist with the truth and the great importance of this fact. You must get salesmanship into your advertising or it is not going to win. It must contain something of the above essential ingredients. It must be at- tractive; it must be interesting; it must be forceful and convincing in reason and argument, otherwise it is in the class of the order-taker instead of the salesman. Which class of publicity are you going to use this season? There really isn't any questiou which you intend to use, is there? You cannot afford to use the first and you cannot afford not to use the second. So when you set about preparing your copy keep the salesmanship idea before you. I have in mind newspaper advertis- ing—the most direct and effective form of publicity for the retail florist. Some Means of Salesmanship. Let us consider a few means that make for typographical salesmanship. Good illustrations afford the best means of drawing attention to your advertise- ments; in fact, their regular use has become almost imperative. An illus- tration, to be good, must not simply illustrate a mere catch-line, but sh


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Keywords: ., bookcontributorunive, bookleafnumber780, booksubjectfloriculture