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Rule #13: Tell Your Story with Sub-Headlines

Written by: Brad Sugars

Article Overview: This is Rule #13 in a series of articles on "21 ways to Increase the Power and Profit of Your Advertising Without Spending an Extra Cent," by Brad Sugars.

Rule #13: Tell Your Story with Sub-Headlines

Your third chance to involve the reader is with subheads.

Subheads serve to break up long columns of copy, to make the ad more visually appealing, and to let the reader "breathe. (Next time you read a magazine, notice how much more enticing a page is when there are a few subheads breaking up the text - and giving you "directions.")

As mini-headlines, each subhead is another opportunity to spark a reader's interest.

What's more, with half-a-dozen subheads (depending on the length of the ad of course) you can actually tell a big part of your story in just subheads.

Naturally, as a mini-headline, the main purpose of a subhead is to excite the reader to keep reading. Keeps his mouth watering about what's coming up next!

At the same time, people will tend to skim an ad's subheads first, so give them extra reasons to read it. How often has a subhead in an ad or an article drawn your attention and compelled you to start reading in the middle?

It doesn't matter where the reader starts. All that matters is whether he starts.

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Article Tags: half a dozen, headlines, subhead, third chance



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