Keep readers reading, skimmers scanning
What if I told you there was a magic wand that kept readers reading and skimmers scanning — even after their attention begins to wane?
Friends, there is such a tool, and it’s called a subhead. Problem is, most communicators leave this essential element out of their messages. Many others write subheads that suck.
So why subheads? And how can you write compelling ones?
Subheads are those short headings that appear within the body copy. For example, in this piece, “Why subheads?” is a subhead. “Keep readers reading, skimmers scanning” is known as the deck.
Subheads can help you:
- Say something: Avoid label subheads
- Format subheads for clarity: Think contrast, hierarchy
- Quotes on subheads: What writers & others say
Because, too often, that’s all they read
By the time you’ve written your headline, David Ogilvy famously said, you’ve spent 80 cents of your advertising dollar.
No kidding: Display copy — headlines, decks, subheads, captions, links and so forth — get the most readership of all of the copy we write. So why not put your message where your readers are: in the display copy?
At Catch Your Readers — a two-day writing Master Class on June 28-29 in San Diego — you’ll learn how to get your message across to flippers, skimmers and other nonreaders with display copy.
You’ll find out how make your copy 47% more usable just by adding a few simple elements. You’ll discover how to multiply readership by passing The Palm Test. And you’ll walk away with a tool you can use to get the word out about your key messages — even to those who spend just 10 seconds on your piece.
Our discounted early bird tickets are long gone. But you can still nab a seat if you act fact. Don’t miss out. Register now.
Learn to Catch Your Readers, Get Clicked, Cut Through the Clutter and more