If you polled a bunch of copywriters and asked, “What’s the most important, make-or-break element of any piece of copy,” they would likely say: the headline. Or… the subject line, if you asked them specifically about email.
Either way, they would all agree… the first words your reader reads – whether it’s your headline at the top of your web page, landing page, or sales page, or the subject line of your email – hold the power to either pull people into your message or cause them to click away.
In fact, statistics show that 8 out of 10 people will read your headline. But only 2 out of 10 will read the rest… unless your headline is so wicked-good they can’t help but keep reading.
This is why copywriters and marketers spend most of their time writing, rewriting, and testing headlines.
This is why you can hop on Google right now, enter “how to write a headline” and end up with thousands of resources, articles, templates and discussions.
And this is why you should take the time to learn to write sticky, attention-getting headlines that make your perfect clients hungry for the rest of your message.
But enough about headlines. They get way too much attention as it is.
Instead, let’s focus on the less celebrated but equally important step-sister of the headline: the subhead.
A subhead is kind of like a mini-headline that occurs (usually) in two places: right under your big, bold, attention-getting headline, and at the beginning of any new section of copy on your page. (More on this later).
Headlines may get all the hype, but in many ways, I find good subheads even more challenging to write than headlines because:
- They have to be enticing enough to keep people reading down the page to your offer or call to action.
- They need to provide a “scanner synopsis” of the most attractive benefits, revealing results and unique aspects of your message so that those who only scan or skim your copy will still get the overall gist of your message.
- You need to write a lot more of them.
For each page of copy, you only need to write one headline. But if you’re writing a sales page, work with me page, or long blog post, you’ll need to write a whole handful of compelling, credible and engaging subheads.
So, let’s give the subhead some respect and explore a few ways to write them well.
Subheads that Supports Your Headline
As I mentioned above, subheads serve two purposes: 1) to bolster the message of your main headline, or 2) draw attention a new section of copy on your page.
When you use a subhead just below your headline, its purpose is to augment the influence and credibility of that headline while relieving big objections and correcting misperceptions.
For instance, if your headline was:
The Easiest Way to Land 10 New Clients This Month
your subhead could be:
A zero-marketing, zero-networking formula that quickly enrolls your best clients without advertising, cold-calling or sleazy sales tactics.
Notice how the subhead pumps up the benefits, reveals a detail (that there’s a formula involved), and addresses what could be the reader’s primary objection: “Oh, no… not another marketing strategy!”
Now, not all headlines need a subhead. If your headline has enough intrigue and allure all on it’s own, you’re good to go.
Subheads that Act as Mini-Headlines Throughout Your Page
When you’re writing a page of copy that’s on the longish side – like a sales letter or hefty webpage or even a lengthy blog post – each new section, block, list of bullets, or idea should be introduced by a subhead that snags your reader’s eye, ignites their interest and keeps them reading.
You want your subheads to be:
- Clear
- Benefit-focused
- Credibility-building
- Objection-soothing
- Conversational and/or personality-rich in style
For an example, check out this sales page from my friend and colleague, Jeanna Gabellini.
As you scroll down the page, you see that almost every new horizontal section of copy starts with a subhead.
Now, some of these are short transitional subheads, like:
“And now… we’re down to the deets.”
“Here’s how we roll…”
“And if that weren’t enough, you also get these fabulous bonuses.”
But the majority of them serve to:
Spotlight the benefits:
“This is about creating a repeatable launch system that is lucrative, luxurious and super rewarding for you.”
Soothe objections:
“If the idea of doing a big launch makes your hands sweaty and your stomach churn, let me assure you… launching isn’t all that complicated.”
Build credibility:
“Bottom line:
I decided to stretch myself and figure out how to pull off a big payday launch without making myself miserable.”
These subheads are also conversational; they convey the fun, energetic personality of the person making the offer.
Notice! If you read just the subheads and nothing else on this page, you still get the gist of what the page is about… and you can quickly decide whether or not you’re interested.
Short, Punchy Subheads
You can use subheads to not only draw attention to a big block of copy but to add punch and personality to smaller snippets of copy and bulleted lists.
For example, on this same sales page we’ve been looking at, there’s a block of copy that starts with the subhead:
“Here’s why Launch Your Money Maker is going to work for you and your business… even if other launch systems have let you down.
As you keep reading, you’ll notice that each little bit of copy under that subhead also has a subhead!
Proven, Polished and Pretty Damned Near Perfect
Your Launch, Your Way
I’ve Got Your Back
Your Inner Game… Elevated
Bite-Sized Steps for Super-Sized Success
Big-Time Fun Factor
Again, notice that each of these tiny subheads spotlights a benefit or unique feature of the offer.
So, when you’re writing your own subheads, think of them as mini-headlines, each one designed to:
- Spotlight a big benefit or unique feature of your offer, or…
- Boost credibility or believability (stats and social proof are good for this), or…
- Soothe objections and doubts, and…
- Communicate the energy, intention and personality of the person making the offer.
Big Tip! Write your subheads (and even your headline) last.
Sometimes, the perfect subhead will come to you as you’re writing the body of your copy. But if it doesn’t, then write the bulk and body of your copy. Then, go back and create your subheads for each section using the above guidelines.
Okay, now it’s your turn!
If you’re writing a longer piece of copy (like a sales page), start each section, block, new idea, or bulleted list with a subhead that boosts a benefit or soothes an objection or builds credibility in some way. Let your language reflect your personality and energy!
Or if you’ve already got a sales page that could use some spicing up, go through it and see if you can rewrite some of your subheads to make it more compelling and engaging.
Hey, and if you leave a link to your sales page or web page in the comments below, I’ll review it and offer some suggestions on how to give your subheads more pull and pizzazz. Give it a go!