• By Paul M. Jerard Jr.
• Published 03/23/2008
• Copywriting

Your headline, and the following sub-headline, will make or break your web sales copy, but let’s take a closer look at the sub-headline’s purpose. It can differ, depending upon the writing approach you choose; the sub-headline might be a supporting statement, a claim, or a question. Below are some examples for you to analyze and develop your own ideas for Internet sales copy. Let’s say you had a headline in relation to a weight loss product such as: “Discover How to Lose 10 Pounds per Week, without any Effort.” This headline, whether it is believable, or not, promises results within a specific time frame. Now, you want to follow it up with a sub-headline, so we’ll look at three different methods for a successful sub-headline. Here’s a supporting sub-headline: “Stop Feeling Fat and Start Living.” This supporting statement agitates the reader, if the reader is obese; but it also creates a mental picture, and the reader can envision a solution to being over weight.

Here’s an example of the claim approach to a sub-headline. “If you have only One Opportunity to Loose Weight – This is it!” This kind of a sub-headline accomplishes three tasks. It makes a claim

that your product will work, addresses people who have tried other weight loss methods, and it subtly implies that your product might be the only one that works. The last of these three sub-headline methods mentioned is the question. Here’s an example: “Who else wants to Drop some Excess Weight?” I’m not too fond of this sub-headline, or this approach, but it is a fairly common practice. Sub-headlines can be used to break up paragraphs and to “air out” web sales copy. This is a great technique for Internet “surfers,” who commonly scan through the content you are working so hard to create. The fact is – scanning has existed since the first newspaper was printed. Isn’t that the way we all read a newspaper? – But now, the same behavior is occurring on the Internet. A sub-headline has the option to preview your strongest point about the following paragraph. Your paragraph will support the sub-headline, but it won’t work if the sub-headline doesn’t draw the attention of scanners. Here’s a way to develop powerful sub-headlines. When you are deciding which phrase or sentence to use for your headline, save the unused headlines – they may come in handy as strategic sub-headlines.

© Copyright 2006 – Paul Jerard / Aura Publications

Paul Jerard is director of Yoga teacher training at Aura in RI. He’s a master instructor of martial arts and Yoga. He teaches that along with fitness. He wrote: Is Running a Yoga Business Right for You? For Yoga students who want to be a teacher. http://www.yoga-teacher-training.org/index.html

by Paul M. Jerard Jr.