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  • 25-AUG-2024 | Excerpt from Joseph Sugarman’s “Cordless Wonder” Ad

25-AUG-2024 | Excerpt from Joseph Sugarman’s “Cordless Wonder” Ad

Author

Dan Bogachek
August 25, 2024

Excerpt from Joseph Sugarman’s “Cordless Wonder” Ad

Cordless Wonder

For $89.95 the Mura cordless telephone sounds like a bargain. But wait until you hear about its many disadvantages.

It’s about time. For years you’ve seen ads for cordless telephone selling for between three and four hundred dollars.

Now through some very clever planning and a sprinkle of new technology, Mura Corporation has come up with a cordless telephone that sells for $89.95. However, it has major disadvantages that could totally discourage you from buying the system — but more on that later.

“But wait until you hear about its many disadvantages.” 🔥 

Wow. Not only is it promising that you won’t like these disadvantages. It delays your gratification in finding out what they are. They’re saving the bad stuff for last. They’re talking about the bad stuff like they would about the good stuff!

And all the while, they’re knitting a paradox. It’s clever, it’s got new tech, and it’s at a price that’s unheard of — but they guarantee there’s something wrong about it.

Monkey simple, monkey wants to know.

At the end of the day: how many ads are this honest? Not talking poorly about themselves in an ironic way to turn it into a humblebrag — but actually exposing specific, quantifiable limitations? It makes this one super memorable.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].