I appreciate wit in marketing.

Wordplay, puns, twists and turns — bring it on, I will enjoy it and will remember your brand for it.

But clever copy isn’t a universal solution. In fact, oftentimes simplicity trumps cleverness.

Let’s discuss:

  • When to be witty and when not
  • How we process information
  • What is cognitive overload
  • How to be engaging without overcomplicating.

Understanding the Difference: Clear vs Clever

Let's break down what we mean by "clever" and "clear" copy. Clever writing is the linguistic equivalent of a peacock's tail — flashy, attention-grabbing, and sometimes more about showing off than communicating.

Think punny headlines like "Lettuce Celebrate!" for a salad restaurant or email subject lines packed with cryptic wordplay.

I could give you countless examples like that: a tech company's billboard that says "We Make IT Happen", a fitness studio's tagline "Time to Get Fit-spirational!", a financial app's promise to help users "Wealth Their Way to Freedom" (argh, the English language, I love you!).

In contrast, clear copy is a direct line of communication. It's the difference between saying "Revolutionize Your Hydration Experience" and simply stating "Water Bottle That Keeps Drinks Cold for 24 Hours."

Do you find the second example boring? It may well be, but it is also clear. It puts the reader's understanding first, focusing on benefits and eliminating cognitive friction.

The Problem with Prioritizing Cleverness

When writers prioritize wit over clarity, they often create unnecessary mental hurdles for their audience.

Our brains already process countless pieces of information daily — forcing a reader to decipher your marketing message creates cognitive load that many people simply won't bother with.

That clever headline you spent hours crafting might be scrolled past in milliseconds as just another piece of noise if it doesn't immediately communicate value.

And if it is so, then what’s the point of being witty?

The Science Behind Simple Language

There's robust psychological research supporting the power of clarity. Processing fluency — how easily our brains interpret information — plays a crucial role in how we perceive and trust communication.

Studies have consistently shown that simpler, more straightforward language leads to:

  • Faster comprehension
  • Higher retention of information
  • Increased trust in the message
  • Better conversion rates.

Cognitive Load Theory, developed by educational psychologist John Sweller, explains that our working memory has a limited capacity for processing information.

When this capacity is exceeded — known as cognitive overload — it becomes challenging to process, understand, and retain information.

What does that mean for marketing? Basically, one thing — by minimizing cognitive load, marketers can enhance consumer engagement, improve comprehension, and increase the likelihood of favorable decision-making.

How Can You Avoid Cognitive Overload?

Simplify Messaging

Present clear and concise information to prevent overwhelming consumers. Avoid technical jargon and focus on delivering straightforward messages.

Optimize Visual Design

Use clean, uncluttered layouts with intuitive navigation to make it easier for consumers to find and process information. A well-structured design reduces extraneous cognitive load.

Limit Choices

Offering too many options can lead to choice overload, causing decision fatigue. By curating selections, marketers can help consumers make decisions more comfortably.

Enhance Usability

Ensure that websites and applications are user-friendly, with fast load times and mobile optimization, to facilitate seamless interactions and reduce cognitive strain.

As you see, clarity of messaging is a big compotent of cognitive-load-theory-compliant (aka effective) marketing. But is not the only reason to keep your copy simple.

When Cleverness Goes Wrong

The graveyard of marketing is littered with clever copy that missed the mark. Remember those headlines that made you squint and think, "Wait, what?"

Humor is culturally specific, and what sounds witty in one context can be confusing or even offensive in another.

Humor can be great. It can help you create a punch line that will be remembered. But it is also likely that it will flop and cause embarrassment instead of a jump in sales.

In fact, humor is such a complicated topic we have written a separate blog post on it, and you can read it here.

Practical Tips for Clear, Compelling Copy

Lead with Benefits

Always answer the reader's unspoken question, "What's in it for me?"

Use Active Language

Direct, verb-driven sentences keep readers engaged.

Avoid Jargon

Write as if explaining to a friend over coffee, not to a fellow co-founder.

Test and Refine

Read your copy out loud. If it sounds complicated, simplify it.

Right now, attention is the most valuable currency, and therefore, clarity is your greatest asset. Your goal isn't to impress with linguistic gymnastics but to connect, communicate, and convert.

If you can do both — amazing. If not, always choose clarity.