Most copywriters understand that the headline is an essential part
of their copy. It is also important to know that the sub headline is
also an essential part of the copy. The sub headline is like an
extension of the headline. It continues to reel in the reader and
provide even more intriguing information that keeps a reader reading.
In web writing headlines are often one of the biggest ways to keep
readers reading. They introduce each section of your writing, letting
the reader know what they are about to find out. The sub headlines do
not have to be as bold as the headline, but they should still grab the
reader’s attention.
Sub headlines do not have to be stuffy or boring. In fact, they
should not be boring, they should be exciting. They are the key to
keeping the reader reading.
Your goal is to get a reader to read all the way to the end of your
copy, so they can order. With well written sub headlines you can do this
easily.
Your sub headlines can be catchy and even bold. You can use them as
highlighted notes that give a hint that there is much more to come if
the reader just keeps reading.
To write a good sub headline you need to think of it as a headline
with a very specific point. Your headline is basically introducing the
whole, general copy. Your sub headline, on the other hand, is
introducing a specific part of your copy.
Where headlines can be very generic and broad in scope, a sub
headline can not. A sub headline needs to be specific and pointed. It
should be relevant to the following section of text.
You will likely find that as you are writing your headline you may
come up with some ideas that can work as sub headlines. Just keep your
work documented, so you do not lose those good ideas.
If you have a general outline for writing your copy you can probably
take each section and brainstorm about the sub headline. If you do not
have an outline then you may just want to brainstorm about the different
things you are planning to write.
Sub headlines work for a few reasons. They help to break up the copy,
they help to highlight key points and they keep the reader intrigued.
Web readers are much different then people reading off line. Most on
line readers are looking to get through content quickly. They do not
want to waste time reading long drawn out content. Sub headlines help to
break up the copy so it does not look like a large block of text, which
would turn most readers away.
Sub headlines also help to highlight key points throughout the copy.
Many web readers simply skim content and really do not read through word
for word. They skim by looking for highlighted text, bullet points and
headlines. They just read these things and are able to get the basic
idea about what the copy says.
The main point to sub headlines is to keep the reader intrigued. Sub
headlines help to keep the reader interested. They read each section and
when they get to the end then the next sub headline catches their
attention and keeps them reading on through the rest of the copy.
Every copy that is effective and worthwhile that has been written for
the web will have sub headlines. They will use them efficiently and to
the fullest potential. Sub headlines can make your copy writing stand
out.
Sub headlines can be something that can really change your copy from
just a piece of writing to a selling masterpiece. They can transform
your carefully chosen words and masterfully crafted sentences into a
pure form of copywriting art. Sub headlines are just that effective and
important.
As mentioned, your ultimate goal is to have readers read your copy
all the way through. A headline can only do so much. It will not keep
the interest of a reader for very long once they actually get into
reading the copy. This is why sub headlines are so important, not to
mention all the other reasons mentioned before.
As a copywriter, you have to make sure to use all the tools available
to you. Sub headlines are a tool that you should not overlook or take
for granted. You need them to make your copy effective and efficient.
Most of all, you need them to make your copy successful.
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