8 ways to improve subheads

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8 ways to improve subheads

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.

EDITOR’S NOTE:

Let me write powerful direct response copy for your direct mail or website. I’ll turn your features into benefits and you’ll dramatically increase your response. Call me at 1-310-212-5727 today. Or email me at craig@cdmginc.com.

I’ll be glad to talk to you about these powerful marketing tools. One of them could provide you with the marketing breakthrough you’ve been looking for. Please call me at 1-310-212-5727 or email me at craig@cdmginc.com.

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Craig Huey

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Don't pay for paper that's wasted during printing

Most print buyers don’t have any idea about how much money printers are charging them for paper that’s wasted during printing jobs.

This can be deadly if you don’t know anything about paper waste during printing. It’s actually a number you can negotiate with your printers.

The actual amount of paper waste depends upon the type of printing press used for your jobs.

You know that a certain amount of paper will be wasted when it goes through the press.

First of all, there’s trim. Then, there’s the part on the core of the roll because the rolls don’t run to the last inch.

Finally, there’s the outer core that gets torn off, plus the bindery waste and running waste.

When quoting your jobs, most printers add a certain percentage of waste charge for the paper regardless of whether or not they actually waste it.

Don’t be a “passive” print buyer. Save a lot of money by becoming an “active” print buyer.

Tell your printers something like this: “I cannot live with 13% waste. I want no more than 11%.”

This is one of the first items about printing you should negotiate. But, there are print buyers who never negotiate at all, and they are losing and wasting tons of money!

Don’t be a careless print buyer…SAVE MONEY!

Bob Moseley, Editor
Folio: PLUS
PO Box 4272
Stamford, CT 06907
Volume 29, Number 11

21171 S. Western Ave., Suite 260, Torrance, CA 90501
Tel: 310-212-5727 • Fax: 310-212-5773
craig@cdmginc.com

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