I love to use "seamless subheads."
I learned it simply by observation. Reading John Carlton letters, Gary Halbert letters, etc.
And I want to share the technique with you here.
Basically, a seamless subhead creates a visual break in the copy (to stop scanners) without hurting the flow of the copy (for those who are reading all the way through).
Seamless subheads have another advantage. They work to grease your copy so readers slide right through it.
Joseph Sugarman says that the purpose of each line of copy is to get your reader to read the next line. Seamless subheads do this amazingly well.
Let me give you an example from some copy I just wrote:
Are you beginning to see how profitable it could be for you to purchase your retail space? It’s literally like taking one business...
...And Transforming It Into Two!
Instead of just your retail business, you’ll now have a commercial real estate business running in the background.
This business will require very little of your time and energy... yet it will produce amazing financial benefits over the course of your business’s life.
Can you see how the copy flows right into the subhead and just keeps on rolling after that? Let me give you another example from the same letter:
What’s more, McDonalds is quickly becoming...
The Largest Landowner in Russia!
The Agribusiness Examiner calls McDonalds land ownership in Russia a “real estate empire.”
You see, the guys running McDonalds are no dummies. They know the real money isn’t in hamburgers... it’s in real estate.
I can't say this technique was easy to learn. It simply took practice. Every time I write a letter, I try to "stitch" the body copy and subheads together so they become seamless.
Not every subhead can be a seamless subhead. Some have to be like islands that float between two sections of body copy.
Yet, as much as possible, I encourage you to write seamless subheads. Your copy will be so much smoother... so "slippery"... that it will be easier for your prospects to keep reading than it will be for them to bail out!