Clever copy may get you attention, but clear copy will get you results. At the end of the day, results are what you need; it’s the thing that keeps your business going. Don’t get me wrong, a witty headline will always make me chuckle, but it should only be surface-level.

The real focus of your copy should be to remain as clear as possible. There’s nothing worse than the audience having to stop and figure out what you mean. That means you’ve lost any momentum you had, and it can be difficult to get that back.

So, why does clear copy outperform clever copy every time? I break down all the key reasons in my article:

Clarity Removes Friction

Friction acts as a barrier between businesses and customers. As a copywriter, I do everything I can to remove that friction, and it usually starts with being as clear as possible. If a potential customer has to spend time interpreting your message, it increases the chance they will leave. 

There’s a lovely little flow chart I use in this situation:

Confusion = Hesitation = Dead Conversions

People Scan Copy

You’ll find that most people don’t actually carefully read your copy; they simply skim it. If your message isn’t immediately clear, it’s quite likely it will be missed completely. So, use straightforward language and simple structure that make your key points stand out. Even when attention is limited, you can still get your message across.

Builds Trust Faster

If you’ve read any of my other articles, you’ll know just how much I talk about trust. Trust is a massive thing in business, and it can really make or break things. If something feels overly clever or abstract, it can sometimes cause doubt. Clear and direct communication signals confidence and makes your message a lot easier to believe.

Scales Across Platforms

The good thing about clear messaging? It works everywhere! No matter which touchpoints you’re using, it will still work. From websites, paid ads, emails, social media, and everything in between. Clear copy adapts well without losing its effectiveness. However, with clever copy, something that works well on one platform may fall flat on another.

Supports Better Decision-Making

When your copy is easy to understand, people usually feel more confident about making a decision. The thing that will slow potential customers down is uncertainty. So, remove ambiguity in your copy and focus on clear copy that helps your audience evaluate your offer quickly.

Clarity Comes First

Remember, you can still be clear and creative at the same time! I don’t want you to think you should be eliminating creativity altogether. The best performing copy usually is the perfect mix of clarity and a smidge of personality. But get the order right. Your message should be clear before it tries to razzle-dazzle potential customers.

If you’re looking for copy that’s clear with a side of razzle-dazzle, you’ve come to the right place! I can strike the perfect balance for you, so reach out and let’s see what we can do 👀