Copywriters that try to be clever, humorous, abstract, or use double entendre with their headlines and ads will normally find that they flop and are thus a waste of both time and money. Many of the Super Bowl ads fall in this category. While they are often funny to watch, most people don't remember what company the ad was promoting.

Ted Nicholas tells the story of how a book that he had written was not selling very well. He had titled it, "How Not To Drown In A Sea Of Debt." One day he stopped by a bookstore and looked for the book in the personal finance and self help sections but could not find it. So he went to the information counter and asked if they carried the book. He was told yes they had it in stock, and it was located in the swimming section!

Ted subsequently changed the title to 'How To Get Out Of Debt' and the book sold well from that point on.

If you are trying to promote something, keep your titles clear and simple. Leave clever and humorous to the entertainers.

Headlines that are too abstract are often unclear to the reader and do not clearly identify to the reader why they should be interested in the information contained in the follow on copy.

Make your headlines clear. Identify a benefit to the reader as to why they should read on further into your ad, article, or sales letter. If you do, you will find your desired results will improve.