which way up

can u help,i bought some purple cone flower roots from a mail catalogue they arrived today but i dont know what way up to plant them,they are around 6ins long but they have one thicker stem,as such but then very fine roots all the way up it,as you can see i havent had these plants befor.
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I have to admit being a bit confused by your description-but echinaceas are best planted with the roots just below the surface of the spoil -so not too deep
I don't know if that helps?
thanks everyone i have had a good look and the roots go all the way up the stem so its all going to get buried will let you know if i kill it