The SuperBowl is just around the corner, which means lots of big companies are putting the final touches on the ads they’ll be running during the big game. Will they be clever or clear?
If you tune in to watch, you’ll no doubt see that most of the ads are clever. Some will be funny. Others will pull at your heartstrings. One or two might get you excited or angry.
Clever marketing helps introduce emotion and curiosity into the consideration process.
Did you know that a :30 SuperBowl ad costs and astonishing $5 million?
But (and this is a big but), after the big game all that money will have zero effect on sales for 80% of the companies that run a SuperBowl advertisement (according to AdWeek).
Why? Advertisers try very hard to make these ads entertaining. And they do such a great job being entertaining and clever that people remember what happens in the ads.
But they don’t remember the products. It isn’t always clear what products they’re for.
They’re so clever that they don’t draw a connection between the funny or sad things happening with the product that can solve the customer’s problem.
Which leads a lot of people to say when you’re talking to your customers, you should try to be clear in your messaging, not clever.
Why clear?
Because when you’re clear you can communicate your value proposition—the reason why your customer needs to buy your product.
You can zero in on the pain your product solves.
Clear marketing tends to be very good at turning prospects into paying customers.
But clear marketing can be boring. So a lot of marketers avoid them.
Which is better for you—clear or clever?
Why not be both?
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One of the best examples of clever and clear that I’ve ever seen is NyQuil.
Remember their tagline?
The nighttime, sniffling, sneezing, coughing, aching, stuffy head, fever, so you can rest medicine.
It’s a clever repetition of symptoms, wrapped up with a clear benefit.
One of the worst examples I’ve seen lately comes from IBM announcing their very cool artificial intelligence engine called Watson that will change education, healthcare and dozens of other industries for the better.
The headline:
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When your business thinks, you can outthink?
What does that even mean? IBM is trying to be clever (heck, they probably think they are clever). But without at least some context, no one knows what it’s about. And they won’t care.
No product details. No idea if there is even a product at all. No idea what pain the product solves. No idea who the customer is.
It’s an attempt to be clever and it fails badly.
One more example…
Likebright was a dating company that helps you find matches with people your Facebook friends are connected with. They tested the following headline/subhead combination and got a 16% improvement in conversions:
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Friends don’t let friends date strangers.
Likebright is the smart, private way to find love in your friend’s Facebook circles.
This is a fantastic combination of clever and clear.
When you work on your next campaign, or headline, or advertisement keep these thoughts in mind…
If you’re going to be clever, don’t hide the product. Don’t make it hard for the customer to figure out how you solve their problem. And above all else, don’t use puns.
If you’re going to be clear, don’t be boring. Don’t use jargon. And make sure you add verbs and descriptive words that add interest (words like astonishing, magical, juicy, or charming).
But here’s a better idea… be both.
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