Clever marketing might win attention, but clear marketing wins clients.

When it comes to marketing, too many advisors try to be clever with their messaging, especially on their websites or when describing what they do. The problem is, clever often confuses, while clear convinces.

Let’s look at a fictional example. A firm wants to sound different, so instead of saying, “We help physicians plan for retirement,” they write something like, “We are the pulse of financial wellness for physicians.” It sounds creative, but a prospect shouldn’t have to decode what you actually do.

Don’t make it hard for someone to understand your value. If you make them work too hard, they’ll shut down and move on. That doesn’t mean your language can’t be compelling. You can still use strong, engaging words to pique interest, but clarity must always come first.

Clarity builds trust. When someone understands exactly who you help and how, they instantly know whether you’re a fit for them. Confusion, on the other hand, creates friction, and in marketing, friction kills momentum.

Here’s a simple rule of thumb: If someone has to ask, “What does that mean?” your message isn’t working hard enough.

A few ways to stay clear instead of clever:

Lead with what you do and who you help. “We help tech professionals navigate stock options” is much stronger than a vague tagline about “unlocking potential.”
Say it out loud. If it doesn’t sound natural in conversation, it probably won’t land in writing.
Test it. Ask someone outside your industry to read your website or listen to your pitch. If they can’t immediately tell what you do, it’s time to simplify.

The takeaway? Being clever might get attention, but being clear gets clients. When in doubt, choose clarity every time.