It used to be that all you had to do was pitch a great idea with a clever hook, and you’d be booked as a guest on a half-hour radio show.
A clever title is great if it is clear, but a clear title is always preferable. The best? A clear and clever title. A shorter title is better than a longer one. Your reader will spend only four seconds on the cover. While some long titles have succeeded, usually the shorter, the better.