Headlines get all the attention in any discussion of writing that reaches out and grabs the audience. No question, headlines are important; the first step to grabbing eyeballs. But subheads are the redheaded stepchild that will keep your reader’s attention after they click; subheads are the mileposts that pull your reader through to the end.
That our culture has moved from reading to scanning makes subheads more important than ever before. Confronting a headline and a page of text OR a headline and text divided by subheads, which would you rather read? It’s not even a question.
The always-engaging Brian Clark at CopyBlogger has posted a manifesto celebrating the subhead and the vital role it plays in forging connections with your audience (i.e., more sales, more customers, more clients, etc.).
Clark’s three top-level principles for subheads:
- Express a clear and complete benefit.
- Use Parallelism That Advocates Action
- Try Writing Your Subheads First
These three points merely scratch the surface of Clark’s in-depth treatise, “How to Write Exquisite Subheads.” Visit CopyBlogger to read the complete post.