1.7 Â Subheadlines: Sub-Âheadlines Â are Â additional Â headlines Â in Â your Â sales Â copy. Â Usually, Â subheadlines Â ZRQÂ¶W EH DV ELJ DV RWKHU KHDGOLQHV LQ \RXU FRS\ EXW WKH\Â¶OO EH EROG DQG HDFK word Â will Â be Â capitalized Â to Â get Â attention. Subheadlines Â help Â break Â up Â your Â copy Â to Â make Â it Â easier Â to Â read. Â It Â also Â helps Â get Â the Â attention Â of Â people Â who Â are Â skimming, Â rather Â than Â reading Â your Â sales Â copy. Â Use Â sub-Â headlines Â to Â draw Â attention Â to Â important Â sections Â of Â your Â copy Â every Â couple Â of Â paragraphs. Â Be Â specific Â in Â your Â sub-Â headlines Â and Â use Â benefits Â too.
Example: Â If Â you Â have Â written Â promotional Â copy Â for Â your Â free Â weekly Â email Â QHZVOHWWHU\RXÂ¶OOZDQWVXEKHDGOLQHVWRGUDZLQWKHH\HVWRLPSRUWDQWSDUWVRIWKH copy. :KHQ\RXDUHDERXWWRLQFOXGHVRPHEXOOHWSRLQWVDERXWZKDWÂ¶VLQFOXGHGLQ\RXU newsletter, Â you Â might Â have Â a Â subheadline Â that Â reads: +HUHÂ¶V:KDWÂ¶V,QFOXGHGLQ<RXU)UHH6XEVFULSWLRQWR;;;;; Then, Â just Â before Â you Â introduce Â your Â subscription Â form, Â you Â can Â have Â a Â subheadline Â that Â says: Claim Â Your Â Free Â Subscription Â by Â Completing Â the Â Simple Â Form Â Below Those Â are Â simply Â examples Â and Â copy Â that Â is Â more Â than Â a Â couple Â of Â paragraphs Â can Â be Â broken Â up Â in Â that Â manner. Exercise: Â ,I\RXKDYHVRPHORQJHUFRS\ZULWWHQRULI\RXÂ¶UHDERXWWRZULWHVRPH Â go Â back Â and Â see Â where Â you Â can Â insert Â subheadlines. Â 9LVXDOO\ \RXÂ¶OO VHH KRZ LW draws Â your Â eyes Â in, Â will Â help Â skimmers Â find Â the Â information Â they Â are Â looking Â for Â and Â how Â it Â makes Â instructions Â clearer Â for Â your Â readers.
Published on Jul 29, 2012
Learn how to write copy for your adverts, banners, headlines and articles that converts into sales. Are you on the Internet and writing? Hav...