I am not an expert lyricist but I have a sense that dumbed down lyrics that approach the subject obliquely often do well. That is not to say that extreme cleverness is avoided. Examples of this would be in Tom Lehrer lyrics.
By taking a commonly used phrase and using it like a hook is another popular technique. I suppose the truth is that a 'hit' is almost always a surprise to all its artists and writers.

On the other hand, songs that try to include every factoid and controversy have their charm but grow stale quickly.

Songs about sex and romance are always in a competition to describe the ol in and out in new and profane ways.

also I always thought that rhythm and stantion was more important than rhyme.