Subheads are a vital—and sometimes overlooked—part of any mailing piece or space ad. If written correctly and effectively, they can get the
reader’s attention, improve overall appearance and boost sales. Here are 8 recommendations for more powerful subheads.

1. Use “you” copy in subheads. “You get” or “you’ll save” or “you’ll learn” can help the reader perceive benefits for himself.

2. Make subheads benefit-oriented whenever possible. For example, to pump timesaving benefits use, “In just 10 minutes a week…” or “Master in minutes…”

3. Remember, subheads are mini-headlines. They must keep the reader’s attention, move the reader on and stimulate action.

4. Make sure subheads stand out. Use capitals, underlines, color, bold type, arrows, etc. And make sure there is white space above and below the subheads.

5. Subheads that are specific are more powerful. “Save 50% now” is better than “Save now.”

6. The use of action words in subheads keeps the reader moving—right to the order certificate. Use “discover,” “produce” or “get.”

7. Urgency can be paired with the action words to motivate the reader now. Examples are “right now,” “quickly” and “today.”

8.Finally, tie in the first subhead with the headline. Then the strong points in the headline can be reemphasized in the subhead.