The Principles of Practical Publicity
The pattern
This still sits in the public-domain pool. No pattern name yet.
Why it works
DeWeese formulated core rules of direct, reason-why advertising based on his campaigns for Shredded Wheat. He demonstrated that commercial copy must educate consumers on nutritional benefits rather than merely shout brand slogans.
Steal this when
Steal this when demonstrating that educational, benefit-driven explanations outperform hollow brand slogans in consumer marketing.