BRAD’S RULE #13 Tell Your Story with Sub-Headlines
the main purpose of a subhead is to excite the reader to keep reading.
Your third chance to involve the reader is with subheads.
Subheads serve to break up long columns of copy, to make the ad more visually appealing, and to let the reader “breathe. (Next time you read a magazine, notice how much more enticing a page is when there are a few subheads breaking up the text – and giving you “directions.”)
As mini-headlines, each subhead is another opportunity to spark a reader’s interest.
What’s more, with half-a-dozen subheads (depending on the length of the ad of course) you can actually tell a big part of your story in just subheads.
Naturally, as a mini-headline, the main purpose of a subhead is to excite the reader to keep reading. Keeps his mouth watering about what’s coming up next!
– Brad Sugars –
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