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  • 25-AUG-2025 | Excerpt from Joseph Sugarman’s “Cordless Wonder” Ad

25-AUG-2025 | Excerpt from Joseph Sugarman’s “Cordless Wonder” Ad

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Dan Bogachek
August 25, 2025

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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.