Max Schling, a New York florist, placed an advertisement in the New York Times. The whole advertisement was written in shorthand.
Many businessmen became curious about it and, unable to read it themselves, asked their secretaries to translate it for them.
It turned out that the advertisement was for secretaries, asking them to think of Schling Florist when the boss wanted flowers for his wife.
Schling knew that a considerable portion of the flower sales from his shop was to men, for their wives. He also knew that it was their secretaries who actually came to his shop to do the shopping for them. When a man did something which invited anger from his wife, he tried to fix her mood by sending her flowers. Schling had rightly suspected that those men were not feeling so sorry as to visit a flower shop themselves. Instead, they asked their secretaries to do so for them. Knowing all this, Schling came up with the brilliant idea of placing an ad targeted at secretaries in a way which, more than likely, would eventually get secretaries to read it.