The purpose of the subheadline is two-fold. Standing out to a reader is its first purpose. The second purpose is a little more complex.
Imagine your average reader. She has fallen in love with your headline. It’s a good one. It’s a humdinger.
And now she is scrolling down the page, evaluating whether or not she wants to invest time in reading this article of yours.
As she scrolls, she sees a subheadline and thinks, “Oh, now that’s interesting.” So she stops scanning, and she reads that section.
Sound simple enough? But not so fast. How you write a subheadline so she stops and reads is not as easy as you might think.
There are tactics you have to master.
In this roughly 10-minute episode of Rough Draft with Demian Farnworth, you’ll discover:
- The two (or three) purposes behind every subheadline
- The backwards way in which some people read online articles (and how to capitalize on this behavior)
- How you should use the similarities between a headline and subheadline to your advantage
- What steps to take when you don’t know how to arrange your copy
- Why your subheadlines don’t feel connected
- Where you should never position your best subheadline on the page
Rough Draft on iTunes