Get Your Marketing Letters & Sales Emails Read By Doing This!

Your subheadline is the second aspect of your sales letter that you must focus on. Again this section is to compel your audience to read further and should continue on from your headline. It should entice and excite your readers and make them want to continue reading.

The main subheadline and all subsequent or connecting subheadlines throughout your sales copy should be written in larger font and is usually a statement type sentence. It should expand on and support your main headline so you should avoid discussing your product or service here unless you are supporting a feature of the main headline. In this case saying something like: “Just One Pill Per Day Can Extend Your Life By Up To 30%” would be appropriate.

There are a number of different phrases you can incorporate into your subheading to keep your readers intrigued. Phrases like “what if”or “imagine how you’d feel if” are a great way of pulling your reader in and getting their imagination flowing. They will want to continue reading to see what you have to offer. These phrases can be termed hypnotic phrases as they suggest something to you reader and as everyone knows, the imagination is very powerful and also very personal.

You can use subheadlines throughout your sales copy to keep your audience captivated and to help move them along through your sales letter. These are called connecting subheadlines. Your connecting subheadlines should be shorter than your main headlines but they should also be attention grabbing.

It is common knowledge that people tend to scan through sales copy so your subheadlines should stand out and make them want to stop and read. You should avoid connecting subheadlines that are too short and too simple. If you have a subheadline that says for example “Here’s Why”, would it make you stop and take note?

Remember when writing sales copy you need to become the reader too. A connecting subheadline like the one above is not compelling nor does it entice you to stop and read. You need to make a better statement and something like “Here’s Why This System Is A No Brainer”. This statement stands out a lot more.

You can also use question statements in your subheadings which can work really well. Examples of this would be:

Are these the benefits you want?

Can you handle ... ?

Can you imagine ... ?

Haven't you ever imagined ... ?

Haven't you ever dreamed about ... ?

Haven't you ever daydreamed about ... ?

How much would it be worth to you?

How will having ... improve your life?

Is the lack of ... your biggest problem right now?

There are of course so many more and by reading other sales letters and analysing the way subheadlines are used you will become more aware and more familiar of the importance of a good subheadline. The key ingredient should be to include emotional triggers as this is how to connect with your audience.