Why Clever Copy Isn’t Always Effective

I once wrote a headline for a brand’s catering campaign that I was convinced was pure gold. It was cheeky. It was clever. I felt like it was some of my best work. 

The client didn’t even entertain it. 

My 5-star work was tossed in the copywriting grave. 

Meanwhile, a painfully plain line (IMO) was chosen instead. It was simple, straightforward and didn’t make me laugh one time. 

And this is how I came to realize that clever doesn’t always convert.

Clever copy is fun. It gets attention. It makes us feel like word wizards who deserve a standing ovation and maybe a book deal.

But often, clever becomes unclear. 

If the audience is doing mental gymnastics just to understand the humor, your call to action gets lost. 

Ever read a line that made you smile but left you wondering, “Wait... what was that even for?”

Me, all the time. (I love judging copywriting out in the wild.)

But if people have to decode your message, they won’t. 

If they don’t get it, they won’t click it. 

Clever is only effective if the reader understands what to do next.

Instead of always trying to be quippy try to be clear, direct, and simple. 

Clear copy respects your reader’s time. It cuts through the noise. And more often than not, it converts.

And as someone who loves a punchy headline, don’t lose the personality behind your copy.

The sweet spot is to be clear first, then be clever.

The gut-check before you hit post:

• Would your mom or dad understand this?
  

• Could someone skim this in 3 seconds?
  

• Is the main point crystal clear, even without a punchline?

TLDR?

Clever is cool.
Clear gets clicks.
Great copy does both.

Xo, The Salesgirls