A sentiment I understand — "I absolutely love clever word play. Puns, turns of phrases, neologisms, Spoonerisms, etc… I love them all. I just don’t use them in headlines" — and try to adhere to as well. Clever tends to defeat itself; descriptive headlines are longer-lasting, and better-converting:
Link: Clever vs. Descriptive Headlines: Which Works Better? | Copyblogger.
