Headline writing tips - part 3

Hopefully you now have a couple of headlines you are happy with. If not go back to parts 1 and 2.

It's not a lot of use on its own. It needs some support and confirmation.

This is sometimes called a sub-head or value statement. But before we consider words, don't forget design and imagery.

Words often need design to shine

Your headline can be significantly enhanced with the use of the right font, and the use of sizing, position, shadow, outlining, colours etc.

In addition an image can add so much. If your headline is focussed on a large discount then having a large "sale starts on the 4th" flash can be very effective.

So hopefully you now have a headline and creative theme that works.

And we have captured someone,s attention.

Now what?

The next few moments are critical and depending on the headline all can be won or lost. This is where the sub-head is useful.

Think of it as 10 to 20 words which explain, justify, enhance, expand, clarify, promote, endorse and promote your headline.

This can be make or break for  the few moments your headline has won for you.

I like to make sure the sub-head confirms the offer, and leads into the next stage of the ad. It's all about taking the reader on a journey. You have raised awareness or peeked interest with your headline and the sub-head has continued to the process. Your headline still needs help.

Tomorrow is all about credibility and preparing for action - to deliver what your headline was designed to do.

Image courtesy of Stuart Miles at FreeDigitalPhotos.net