If You Have to Explain the Joke, It’s Not Working

(Applies to copy, too.)

You know that awkward moment when someone tells a joke, and no one laughs—so they explain it?

And then you really don’t laugh?

Yeah. That happens with copy all the time.

We try to be clever. We add a little wordplay. We throw in a niche reference or a cutesy line. But if the audience doesn’t get it right away, we often follow up with… more words.

And suddenly the thing that was supposed to feel fresh, clear, or cool is just confusing—and a little exhausting.

Clarity beats clever. Every time.

This isn’t to say you can’t have fun with your copy. (Please do!) But if the only way it works is with a long caption, an asterisk, or a Slack thread explaining the backstory… it’s not working.

Good copy doesn’t need a decoder ring. It should:

• Communicate and connect

• Sound like you (but make sense to them)

• Feel natural, even if it’s quirky

Is your copy trying too hard?

Here are some signs your copy might be cute, but not clear:

🚩 The main message is buried under wordplay (or worse, jargon)

🚩 You need a paragraph to explain a headline

🚩 Your clever CTA gets fewer clicks than a simple one

🚩 You feel the need to explain when you show it to someone

Copy that makes people feel smart, seen, or curious? That’s gold.Copy that makes people feel like they missed the joke? Not so much.

Tips for dialing it in (without dumbing it down):

✔ Lead with meaning.

Make sure your core message lands before you add the sprinkles.

✔ Test it out loud.

If you have to explain it, try again.

✔ Use cleverness to support clarity—not compete with it.

✔ Add personality in the details, not the headline. The headline does the heavy lifting. The body copy is where you can have a little fun.

✔ Don’t be afraid of “simple.” Clear, concise, and human is always a vibe.

You can be clever. You can be quirky. You can even be punny if that’s your thing. But if your audience doesn’t get what you’re saying?

No punchline in the world can save that copy.

So the next time you're tempted to write the equivalent of an inside joke...make sure someone's inside with you.