As we explore this issue of Copy Critique I’d like you to realize the importance subheads hold in your copy.

I know several writers who don’t seem to give much value or thought to their subheads. And that’s the wrong way to approach your copy.

Let’s break this down.

First, your subheads should act as mini-headlines in your copy. They’re there to grab your audience and bring them back into the letter. Think of it this way. If you’re skimming and catch a curiosity subhead that is bold and stands out you’ll want to read on to find out what it’s about.

Maybe it’s a certain word that caught your attention. Something you were specifically looking for, the reason you were on the site. It grabs you and pulls you back in. The purpose of your copy is to get people to read it and take action. If they’re skimming they’re not reading. Get their attention, keep their attention and get them to buy.

Second, when you’re critiquing your own copy and you’re evaluating your subheads, think about them as connectors between paragraphs. They act as the glue that keeps people on the page. You can potentially stop a thought in one paragraph…

Make a point with your subhead

And drop into your next paragraph with precision. You already know what your prospect wants and when you give it to them with power between paragraphs you will hold their attention and keep them reading.

Third, your subheads act as a break from a bunch of text. It gets your prospect thinking they can read in chunks. People don’t read long letters of text without subheads.

But when you break it up, they don’t feel so overwhelmed with information. You’re giving their eyes a break, regaining their attention, and building up curiosity again.

When you’re writing your letter remember to always approach your subheads with the same intensity as you would your headline or your offer.

They do matter.

Jay Simcic

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