How Creative Subheadings Can Make or Break Your Content

How Creative Subheadings Can Make or Break Your Content

“The headline is the most important element in most advertisements. It is the telegram which decides whether the reader will read the copy.” –David Ogilvy

Ask any copywriter and they’ll likely agree with Ogilvy.

The headline is what hooks the reader’s attention. If you fail to write a gripping headline, you’ve failed your assignment — no matter how captivating the rest of your copy.

But attention isn’t enough — especially in today’s cluttered digital world where attention spans are shorter and newsfeeds longer. Now more than ever, writers are challenged to compel readers to stick around beyond the headline. But how?

Subheadings (also known as subheadlines).

The headline is like a highly-anticipated first date, full of excitement and intrigue. But the subheadline is the follow-up call that makes or breaks the deal. A lackluster follow-up can diminish the chances of an ongoing courtship — and no follow-up at all quickly negates those chances.

Too often, subheads are overshadowed by headlines, poorly executed or neglected altogether.

To craft compelling subheadlines that convert browsers into readers, it’s important to first have a functional understanding what defines a subhead. Let’s take a look.

What’s a subheading?

To clarify, subheadlines come in two common forms depending on what type of content you’re writing. The rules are more or less the same, but the location and function varies.  

1. The short-form subheadline

If you’re writing short-form content, such as a web page or advertisement, your subheadline will appear directly below a prominent headline at the top of the page or ad. The purpose is to expand on your headline and drive the reader to your call-to-action (CTA).

Contently has a great example on the homepage of their website. The bold headline is eye-catching and gives a high-level explanation of what Contently offers and to whom. Meanwhile, the subheadline offers a more detailed explanation before asking the reader to take action by watching a video.

Image: www.contently.com

2. The long-form subheadline

If you’re writing long-form content, such as blogs, editorials or whitepapers, you’ll likely use multiple subheadlines.

For example, you might include a subheadline directly below the title — similar to the web page example. You can also use subheads throughout your body copy to clearly divide sections, as I’ve done in this article. Using multiple subheads throughout your writing serves to outline your main points and draw your reader’s attention to each section.

Nicole Dieker’s article, The 3 Biggest Pitch Mistakes This Editor Sees Every Day, also exemplifies editorial subheads in action. Her title alerts the reader there are three pitch mistakes while the three subheads throughout the article expand on what those mistakes are so the reader can quickly identify what each section is about.

Think of subheadlines like supporting characters. They’re not the star of the story, but without them the plot lacks context and development. Just as every great protagonist has a great supporting character, every great headline has a great subheadline.

What’s in a subheadline?

Now that you have a solid understanding of what a subhead is and where it appears in various types of written content, it’s time to put your pen to paper — or fingers to keyboard.

The most effective subheadlines pack a punch by answering your target readers’ questions with concise, benefit-oriented copy.

Here are a few tips for crafting successful subheads.

1. Answer questions before they’re asked

Whether you’re writing about a product, service or idea — make it clear upfront who you’re writing for and what you’re writing about.

Recall the Contently headline. It states what’s being offered (storytelling) and for whom (the modern marketer). Although interesting, the headline alone leaves room for questions like: What does this storytelling help the modern marketer do? Enter: the subheadline, which further explains who uses Contently (the world’s best brands) and what they use it for (engaging audiences and driving measurable business outcomes). Now the target audience has a broader understanding and is more likely to take action.

Apply this thought process to your own writing.

Once you’ve nailed down your headline, make a list of every outstanding question your audience might have. Then, write down answers to your hypothetical questions. This exercise will help you refine your subheadlines and ensure you’re answering the right questions.

2. Choose your words carefully

You have roughly seven seconds to make a first impression. This is about the time it takes to read a headline and subhead.

In an ideal world, a perfect headline would inspire readers to carefully comb through every sentence you write. In reality, today’s readers are toggling between social feeds, email inboxes, text messages and internet browsers — and writers must vie for their attention.

Don’t waste readers’ time with superfluous words. Keep your headlines and subheads concise, without sparing clarity.

Take this subheadline for example: “Researchers recommend leveraging high intensity interval cardio training to optimize fat-burn and increase overall workout effectiveness.” (Are you still with me? Okay, good.) Now let’s simplify. By removing unnecessary words, we get a more engaging subheadline: “Researchers recommend HIIT workouts to boost fat-burn and effectiveness.”

When in doubt, make your subheadlines easily digestible in order to connect with distracted, on-the-go readers.

3. Give your readers what they need  

If you’re writing on behalf of a company, client or publication, you’re not writing for yourself. You’re writing for their audience.

Know the audience and determine how your writing can improve their lives in some way.

With this in mind, use your subheadlines to provide a snapshot of the benefits they’ll receive by reading on. Benefit-focused subheads are a powerful tool for persuading readers to care.

For example, if you’re writing an article titled, What 10 Minutes of Exercise Each Day Does to Your Brain, your subhead can emphasize the benefit by saying, “Adding these three activities to your daily routine can sharpen your mental wit.” The subhead doesn’t reveal everything — but does hint that the reader will benefit by learning about three specific activities.

Readers need a reason to care — whether it be to gain useful information or enjoyment. Use your subheadline to make your reason clear.

Yes, headlines are often the most important element in any content piece. But a compelling headline paired with an impactful subheadline is a powerful combination that can greatly increase the clarity and effectiveness of your writing.

What have been some of your most effective headline and subheadline combos? Share them below.

Filed Under: Blogging, Craft
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13 comments

  • Good points! I’m a direct response copywriter, so subheads are a regular part of my life. In addition to what you wrote, they do a couple of other things I really like…

    1) Subheads break up the copy into easy-to-read sections.

    2) Subheads catch the attention of scanners — making them stop and read the copy.

    But, for me, the main purpose of subheads is to get the prospect to keep reading. I make sure they contain benefits and/or surprising facts to keep prospects engaged until they’re ready to pull out their wallets!

  • McAfee says:

    Great focuses! I’m an immediate reaction marketing specialist, so subheads are a consistent piece of my life. Notwithstanding what you composed, they do two or three different things…

    Be that as it may, for me, the principle motivation behind subheads is to get the prospect to continue perusing. I ensure they contain benefits as well as amazing actualities to keep prospects connected with until the point when they’re prepared to haul out their wallets!

  • Rhea says:

    How do I find a writer to write my story? I find I am not much of a writer and some parts have actually made me depressed for a week or more so I stop. I need support and a writer that might be interested in my story. Two books have been written on my Dad but none on my point of view.

    • Hi, Rhea! If you’re looking for a freelance writer to tell your story, you might be able to find someone through editorial sites (like this one). A lot of contributors are also freelancers. Just keep an eye out for someone whose style resonates with you. Best of luck!

    • Judy says:

      Hi Rhea,

      Should you wish to discuss your plight, I’d be happy to chat with you. I’ve ghost written two eBooks for a client in Dubai and have published several articles in The Australia Times.

      To ensure I’m real, I’m leaving you with my email and website, both of which will give you a little more information.

      Kind Regards
      Judy

    • Cheryl says:

      Good writing is done from the heart. It is possible to find someone who can correct grammar and spelling. But the point of writing is to tell the story. A reader can tell if someone is engaged in a story or just writing words. Write your story without considering grammar, etc. Get the words out there. Then, go back and edit. Having written much for many different topics, I do that all the time. I do find that the more I know about a topic, the less I have to edit it. It just flows out. This story, your story, will probably flow and you can correct it later. Writing is first of all self-honesty. If we can face our facts or issues, we can write about them.

    • Christopher Gwom says:

      There are so many aspiring writers out there who are eager to find ‘good work’.

      I am one of them and I will be glad to have this gig.

      How do we proceed?

  • Alexandria D. says:

    Thanks for this helpful article. Whenever I create a new post on my WordPress blog, Yoast SEO always reminds me to create sub headlines for a better post.

  • Judy says:

    Hi Erika,
    A very informative write and I found the pertinent nuggets memorable. i.e. subheadings throughout the article need to expand the main points. They attract the reader to finish the article which is what we’re all aiming for.

    And writing down the questions before your audience asks them is a perfect approach that indicates that you’re informed and aware of what they want and they know it.

    One more that hit me between the eyes; lose the high definition words that have people like me chasing a dictionary.

    Chock full of sage advice and I thank you for sharing. I enjoyed every sentence. Yes, I read every word. 🙂

  • 999drugs says:

    You are right, a subheading is an important part of the content, since it represents the idea of what is written in the whole body. Choosing the subheading wisely will attract more readers to your content.

  • @Erika
    In fact subheadings are generally neglected. But you are right. A good subheading decreases bounce rate.
    Thanks for the great post

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