Horace was in advertising when he met Otto Stern, a mail-order plant entrepreneur. The plants ended up in poor condition from transportation, so they found someone to develop a water soluble fertilizer. Horace's wife named it Miracle Gro.

Their first ad in 1951 capitalized on America's post-war infatuation with science and focused on laboratory tests and amazing results. His advertising was sensual, scientific with tests, and personal through testimonials.

So the basic three things Horace did to succeed were: [Read More!]

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