Garden mums are drying up, how to revive them?

I bought some beautiful potted garden mums and I've watered them every other day, with plant food, and today it looks as though the flowers are drying up on a few of them (though not the foliage or stems). The soil is quite damp, so it's not in need of water. The stems are still stiff and strong.

What can I do to get the flowers blooming pretty again?

Should I dead-head? If so, how do I dead-head a mum?
Thanks Peppersham. I've read several sources (including the tag that came with 'em) that says they require water every other day or 4-6 inches of consistently wet soil. So that's weird, but I'll try your suggestion and keep them a bit dryer.
 
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