How to Use Subheads in Sales Letters, Part 2

After I wrote my post about Seamless Subheads, I received a few comments. One was from Robert Lehrer:

Ryan, your blog on HOW to write subheads was helpful. I'm still not sure however, WHEN subheads should be used. When is it optimal to create the visual break that you mentioned? Is a subhead to just create a visual break or is it to stress a point as well? At what point is it optimal to add a subhead?

I use subheads at least once on every page of copy I write. If the letter is 12 pages, that means a minimum of 12 subheads, and probably more like 18 or 20.

The first page usually has a subhead underneath the headline, and often another subhead before the second page of copy...

Although This Isn't Always the Case!

As you mentioned, subheads create a visual break. This does two things:

1. It divides the copy into bite-sized chunks so it feels easier to read.
2. It stops scanners and hooks them into reading the copy.

I try to make my subheads juicy, unexpected, and interesting. Basically, as tantalizing as possible. Many times, they stress a key point I don't want my reader to overlook. Other times, they employ curiosity to...

Keep the Reader Reading!

I find that opportunities for subheads pop up naturally as I write. When I edit, I often have to add only one or two subheads.

Also, keep in mind that there is no hard-and-fast rule for how often you should use subheads. Mostly, you don't want to be overly predictable.

For instance, you wouldn't want to put one subhead every five paragraphs. Vary the spacing between subheads. I have on ocassion put two subheads very close together, with only a few lines of copy between them, just to mix things up.

Sometimes a visual break can be created by something else... like an image or on-page audio file. So you don't always have to rely on subheads for visual breaks.

P.S. As a general rule, I use more subheads in online copy than I do in print copy. That's because you typically have more of a person's attention when they're reading a printed letter.

Comments

[Joseph Ratliff]

Ryan,

Nicely done.

Two of the scenarios where I use sub - heads:

1) To transition between new ideas.

2) To emphasize a BIG selling point.

3) To create excitement.

Oops, that was three. :)

Joseph Ratliff
http://www.profitpartnersconsulting.com

[JP Maroney]

Great post Ryan!

Don't you find that subheads work really well when they're MEGA-STOPPERS?

Like the one I recently used...

"HE DIED!"

Hard to resist stopping to read that.

[Robert Lehrer]

Fabulous blog, Ryan! I now have a much better feel for the use of subheads.

After I read your May 4 blog, I also asked Michel Fortin about when to use subheads. He said much of what is covered here and added some valuable details.

One of the valuable points that he mentioned was that he uses subheads for people that scan articles when they read them.

Michel explained that people read copy differently than they do a book, making the subheads a great way to break up the copy.