Printers' Ink - issue of 1894-01-03 (Vol 10, Iss 1)
The pattern
This still sits in the public-domain pool. No pattern name yet.
Why it works
Debating copywriting brevity against exhaustive sales argument copy. Case histories show that clear reasons to buy consistently outperform empty decorative slogans.
Steal this when
When proving that specific reason-why copy arguments generate higher conversion than empty slogans.