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Copywriting: The Final Frontier in Using the "Written Word" to Speak To Your Potential Customer

Part 2 of 5

by Kevin Hogan

Make a Hook with Your Sub Headline

It's what stops you from walking by the new release shelf and over to the nonfiction rack, because it has not only captured your attention but gotten your full attention...you are CURIOUS. You are enticed.

Sub headlines are often one of the most effective ways to keep readers reading. They introduce each section of your writing, letting the reader know what they are about to find out. The sub headlines do not have to be as bold as the headline, but they should still grab the reader's attention.

...and, they are the key to keeping the reader reading.

Your goal is to get a reader to read all the way to the end of your copy, so they can order. With well written sub headlines you can do this easily.

Your sub headlines can be catchy and even bold. You can use them as highlighted notes that give a hint that there is much more to come if the reader just keeps reading.

KEYPOINT: To write a good sub headline you need to think of it as a headline with a very specific point.

Your headline is basically introducing the whole, general copy. Your sub headline, on the other hand, is introducing a specific part of your copy.

Where headlines can be very generic and broad in scope, a sub headline can not. A sub headline needs to be specific and pointed. It should be relevant to the following section of text.

"Incredible new handicapping system picks 57% winners against the spread in pro football"

Write EVERYTHING down.

When I was at the big marketing event this weekend, I watched people in the audience.

As always, there were a lot of people who didn't take voracious notes.

Idiots.

Pay $5000 and you go home with________________________

Yup.

Me? I'm not on the agenda til Monday but I'm writing damn near every word that Jay Conrad Levinson says.

There is NO WAY, I will remember what he said and definitely no way I'll ever remember what creative thoughts he gave me...that is...had I not written them down. I had an almost verbatim transcript of what he said because I just write and write and write and write.

(I wish I would have brought my computer down...)

Back to Sub headlines...

Continue: Page | 1 | 2 | 3 | 4 | 5 |

Kevin Hogan
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
(612) 616-0732

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