Make subheads earn their keep - pack benefits into them
Marketers know that a headline should promise benefits and draw in readers. But many completely forget that when it comes to subheads.
They break up their copy with lazy, neutral labels.
Your subheads - and your writer - should work harder than that.
Choose three to four key benefits you want your readers to remember. Then have the subheads draw attention to each of those benefits.
Notice the drab labels in place of benefit-oriented subheads. Is there nothing positive worth noting about research and design? Can't we say anything good about implementation?
Just for Fun
Norwegian Eye Test
Somebody put one over on this Norwegian news team. (Click photo to enlarge.)
In a Word
"Enables" vs. "allows" vs. "lets"
What's the best way to say your product helps customers do ... whatever it helps them do?
One common phrase is "enables you to." That's okay, but a bit wordy. So is "allows you to," which adds a condescending hint of giving readers permission to do their job.
I usually go with "lets you." It conveys the same meaning with a little more punch.
Lively Writing, on Time and on Target
When your message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.