Avoid Copy That Tries Too Hard
If you’ve ever stared at a blank page trying to come up with the perfect tagline, headline, or product name — you’re not alone. We’ve been there plenty of times ourselves, especially before AI tools made brainstorming easier.
You think:
“What if I say something clever?”
“What if I add a fun pun?”
“What if I make it sound super unique and original?”
But here’s the hard truth:
Clever doesn’t always convert.
In fact, most of the time — it confuses people.
And when people are confused, they don’t buy.
What Customers Want Is Clarity
Your audience isn’t looking to be impressed. They’re looking to be understood.
They don’t want a riddle. They want a result.
That’s why clarity always beats cleverness — especially in the world of digital products.
People have limited time and attention. If your message doesn’t land in the first few seconds, they scroll away.
When Wordplay Backfires
You might think your headline is fun, witty, or sharp.
But here’s how it often sounds to your customer:
- ❓ “Wait… what does this mean?”
- ❓ “Is this for me?”
- ❓ “What do I actually get if I buy this?”
If your headline, name, or description makes someone pause and think too hard — it’s not working. And if they have to figure it out, they’ll bounce before they buy.
What to Do Instead
Here’s what high-converting copy does:
- Uses plain language your customer would actually say
- Gets to the benefit or outcome immediately
- Skips fluff, jokes, or wordplay unless it adds real clarity
Examples
❌ Clever but confusing:
“Unleash Your Inner Launch Legend”
✅ Clear and effective:
“Launch and sell your first digital product — even if you’ve never done it before”
❌ Clever but vague:
“A Social Strategy That Slaps”
✅ Clear and direct:
“A plug-and-play content calendar that helps you post consistently and grow faster”
❌ Clever but cringey:
“Inbox Enlightenment Awaits”
✅ Clear and trustworthy:
“Email templates that help you sell without sounding salesy”
Ask Yourself:
- Would a 12-year-old understand this?
- Would I say this in a real conversation?
- Am I writing this to impress… or to help?
If your copy feels like it’s trying too hard, it probably is. Strip it back. Say it simpler. The message will land harder.
You’re Not Dumbing It Down — You’re Lifting It Up
Clarity doesn’t mean you’re watering down your brand.
It means you’re respecting your audience’s time, energy, and decision-making process.
Great copy says:
- “I see you.”
- “I know what you’re dealing with.”
- “Here’s how this helps.”
And it does that without needing to win a copywriting contest.
Reminder for Creators:** Don’t be afraid to be straightforward. Direct = confident. Clear = powerful.
Mini Clarity Check
Ask yourself:
- If I read this headline with no context, would I understand it?
- Does this name or sentence explain a benefit — or just sound clever?
- Can someone instantly say what this product does?
- Would someone say “yes!” — or “what is this?” after reading it?
Final Thought
Every word you write either brings someone closer to buying — or pushes them away. Clever copy might make people smile. But clear copy makes people click.
If your reader understands what your product is, why it matters, and what it helps them do — you’ve already won.
So before you reach for wordplay, reach for clarity.
Because if your copy makes someone say:
“This is exactly what I need…”
You don’t need clever. You need clear.
Let’s move forward and talk about how to build even more trust — with social proof that converts.