Headlines grab the reader’s attention and make them want to read more. But once they’re willing to read past the headline, it should continue to capture and hold their attention throughout the sales letter. We achieve this with subtitles and pre-titles.
Subheadings and preheadings are written to get your reader closer to your sales copy. When you start your subtitles with phrases like “what if,” “imagine what if,” or “think about it,” people begin to imagine themselves living the story in their own imaginations. Your imagination is more powerful and more personal than anything we can imagine.
When you’re first writing your web copy, start writing as many headlines as you can think of. There are many good books out there that give examples of headlines that you might find appealing. Think about what is important to the person you are writing to. What will happen if they use your product or service? What will happen if they don’t? Are you appealing to something that is painful for them, like the need to lose weight or not have enough business? Or are you going to give them a pleasant experience with your product or service, like helping them find a new job? Put yourself in their shoes and write anything you think might catch their attention. Then, put everything you’ve written aside for a day or so.
When you go back to your list of headlines, see which one catches your eye and grabs your attention. That will be your headline. Now check out the others and see which ones don’t address the needs of your readers. Throw them. The rest of the headlines you have written will become your pre-heads and sub-heads. They will be used throughout your sales copy to keep bringing your reader closer to your product or service.
