When it comes to successful copywriting, clear beats clever every time.
But sometimes, a little bit of clever helps get you to the clear part.
Subscription boxes by mail are all the rage and we’ve been enjoying the ones from graze. Healthy, interesting choices. The packaging is effective and attractive. I like both those things, and the box it comes in can be recycled. Awesome.
I was making a pack of the microwave popcorn the other day, and I was reminded how much I love it when clear is combined with clever.
“Please don’t burn me. (I’m way too tasty.) I can be ready in as little as 40 seconds, To prevent overcooking, STAY BY YOUR MICROWAVE & LISTEN for when popping slows to one pop every two seconds. Every microwave is different. Do not use your microwave’s popcorn button.”
This was a small bag of popcorn and hasty popping could have easily destroyed its contents They got my attention with the clever.
But they couldn’t have been more clear with their instructions. Clarity and brevity will always take the copywriting cake.
But a little bit of well placed clever? A delicious sweet frosting.
(By the way, I don’t have a referral deal with graze, I just like their stuff.)