Headlines grab the attention of the reader and make them want to read more. But once they are willing to read past the headline you must continue to grab and hold their attention throughout the sales letter. We accomplish this with sub-headlines and pre-headlines.
Sub-headlines and pre-headlines are written so that your reader will be drawn further into your sales copy. When you start your sub-headings with phrases like "what if", "imagine what would happen if", or "think back" - people begin to envision themselves living out the story in their own imagination. Their imagination is more powerful and more personal than anything we could ever come up with.
When you are first writing your web copy, start writing down as many headlines as you can think of. There are many good books that give examples of headlines that may appeal to you. Think about what is important to the person you are writing to. What will happen if they use your product or service? What will happen if they don't? Are you appealing to something that is painful for them, such as needing to lose weight or not having enough business? Or are you going to provide a pleasurable experience for them with your product or service, like helping them to find a new job? Put yourself in their position and write down anything you think of that would get their attention. Then put everything you have written aside for a day or so.
When you come back to your list of headlines see which one jumps out at you and gets your attention. That one will be your headline. Now look over the other ones and see which ones do not address the needs of your readers. Toss them out. The rest of the headlines you have written will become your pre-headlines and sub-headlines. They will be used throughout your sales copy to keep pulling your reader in closer to your product or service.
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