| How to virtually guarantee that once the prospect reads your ad’s headline they will read the rest of the ad. |
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It’s called a sub-head. It goes directly under your ad’s headline. It acts as a segue from the headline to the rest of the ad. The Ad Headline Gives A Major Benefit & Tells You What You Will Get. The sub-head builds the momentum of readership to the rest of the ad. Here’s how…… Alex Giftos was kind enough to send a headline. The headline is “Heat Up To 800 Sq. Ft. For Less Than $1.50 A Day” That headline gives a great benefit, but doesn’t explain how the reader can get that benefit. The next line reads; “Save Hundreds In Heating Costs With Our Solar Comfort Infrared Furnace”. See how it strengthens the headline? Many sub-heads actually make good headlines themselves. Here are a few examples of headlines & then the subhead. The subhead will be in italics. “Don’t Buy A New ___Until You Read This Ad” If your ____doesn’t have these 3 features, it’s just so much junk. “Dust Allergies? Pet Hair Problems?” Have we got a vacuum cleaner for you!” I use that one in my own ads. I can even take it a step further & give it more involvement. Are you a sufferer? “Dust Allergies? Pet Hair Problems?” Here are the 3 key things to look for in your next vacuum cleaner… Notice I used a pre-headline? There are a lot of people out there who have bad allergies (or think they do). Asking them if they are a sufferer is an involvement question. “Here are the 3 key things..” is worded so that “here” draws you into the ad and “the 3 key things” gives a strong impression that the secrets are about to be revealed. Very hard not to read the rest of the ad. “How To Get Rid Of Household Odors For Good” Which of these 7 smelly problems are hiding in your home? The words “which” and “these” are words that pull you into the body of the ad. A very good thing to put after your sub-headline is your list of bullet points. I call it the “You get” list. Alex’s ad says “Some of what you get;” which I think is pretty strong. |