Headlines grab the reader’s attention and make them want to read more. But once they’re willing to read past the headline, you should continue to grab and hold their attention throughout the sales letter. We accomplish this with subtitles and pre-headlines.
The subheadings and pre-headlines are written so that your reader will be attracted to your sales copy. When you start captions with phrases like “what if,” “imagine what if,” or “think backwards,” people begin to imagine themselves living the story in their own imagination. Your imagination is more powerful and more personal than anything we can think of.
When you are writing your web copy for the first time, start writing as many headlines as you can think of. There are many good books that offer sample headlines that may appeal to you. 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 having enough business? Or will you give them a pleasant experience with your product or service, like helping them find a new job? Put yourself in their position and write down whatever you think might get their attention. Then put everything you’ve written aside for a day or two.
When you get back to your list of headlines, see which one catches your eye and catches your eye. That will be your headline. Now check out the others and see which ones don’t meet the needs of your readers. Throw them. The rest of the headlines you have written will become your pre-headlines and subtitles. They will be used throughout your sales copy to continue to bring your reader closer to your product or service.