When I wrote yesterday’s piece, I thought it was Tactical Tuesday. Today it actually is!
Yes, and this is decidedly tactical—it even has an example!
When you’re writing subheads, the trick is to make them tell a story on their own. (Without needing to read any of the copy/content under them.)
That way, even if a reader only scans your webpage (or blog post or email), they’ll still get the gist.
Imagine you’ve already hooked the reader with a clear, compelling headline, title, or subject line. Something that lets them know, “yes, this is for me.”
Now you do this with your subheads:
You can stop worrying about X
{copy addressing pain points}
While doing Y harder/better/faster/stronger
{copy addressing features}
Without having to do Z (unlike with the other guys)
{copy addressing what makes you different}
Like company A, who we helped get to point B
{case study/customer story}
Do you need Y (without X and Z), so you can get to B like A?
{copy future-pacing their success}
Start today with a free consultation to see if you’re a fit
{call to action copy and button}
Not actual copy (obviously), but you can see the point.
Even if a reader is scrolling fast, the subheads will stand out. By the end of the page, they’ll understand what you’re offering. They’ll know what you can help them solve, why you’re a better choice, and what they need to do next.
Thinking of the scanners,
James
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