Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: “Got any good pointers on writing great sub-heads?” Yes, I do. Here they are.

Use subheads to draw attention to your copy

Why do we use subheads anyway? Because you can’t just cover the important points in your copy. You’ve got to highlight key points using graphic devices, such as bold type, italics, underlining, bullets and subheads. If a key point is your guarantee, then put the word “guarantee” in one of your subheads. If your copy says somewhere that subheads help skimming readers, then put that vital point in a subhead, like this:

Use subheads to help skimming readers

Readers like to skim. So use subheads to show readers what each section of your direct mail piece discusses. Look at this article, for example. A glance from top to bottom tells you this article has four tips on writing effective subheads. You discovered that by skimming. Subheads lead your readers point by point through your sales pitch. This way, readers who only skim your copy still learn, in outline form, what you are selling.

Use subheads to break up large blocks of text

Page after page of uninterrupted type is monotonous to look at (unless you are reading a novel). But if you break up your copy with a subhead here and there, you show your readers that there is some respite along the way. Subheads make your copy more inviting to read.