A Simple Trick for Writing Winning Headlines and Sub-headlines

Headlines and sub-headlines are incredibly important. For starters, it’s the first thing most prospects and potential customers read before even getting into the bulk of your copy. This is your one shot to grab their attention and compel them to keep reading. You want to make sure you get this right. A bad headline and subhead will turn a reader away even before you get a chance to communicate the benefits of your product.

To help you make the process of writing a headline and subhead complex easier, here is my favorite formula for producing a captivating, effective, and winning headline and subhead.

A Simple Approach

This formula keeps things simple. Instead of wracking your brain trying to decide what it is you want to put in your headline and subhead, this formula makes it easy.

It focuses on the most important elements needed to capture your prospect’s attention, ignite their curiosity, and get their desire burning before you even dive into the meat of your sales letter.

The Big Promise

Right off the bat, your headline should present the big promise or claim that is the driving force behind the promotion. This is a surefire way to capitalize on your reader’s main burning desire. If they are your target audience, their attention and interest will be captured immediately.

You can further strengthen your headline by introducing a unique mechanism. All the best promotions, especially in the health supplement industry, have a unique mechanism. Why? Because it acts as a differentiator. A unique mechanism will help your product come across as fresh, new, and exciting — ensuring that your product stands out from the crowd.

Once you’ve presented a promise that creates desire, pair it with a unique mechanism that cranks up curiosity to create a show-stopping headline.

On to the Subhead

One of the most common techniques most copywriters use when writing the subhead is to double down on the main claim of the headline. The subhead, more often than not, simply elaborates on the big promise.

This is an effective technique when done correctly.

However…

Embellishing your main claim can work against you due to the skepticism of your audience. If the promise in your headline is so big that it has the potential of coming across as unbelievable, elaborating and doubling down on it can actually hurt response and scare people away.

Keep in Mind

If you’re writing copy for a health supplement, it is important to remember that some of these consumers have ultra-sensitive BS meters. Especially in saturated markets with a bunch of gimmicks, such as weight loss.

A big portion of your audience is jaded and skeptical after being burned many times before.

Do This Instead

If you make a big, grandiose promise in your headline, your subhead needs to back it up with a strong proof element.

You can expand and elaborate on the headline if necessary, but providing a very strong proof element in the subhead will maintain the attention of skeptics, getting them to stick around to keep reading your sales message.

There are many types of proof elements at your disposal, such as quotes or endorsements from celebrities, experts in the space, statistics, or compelling study results.

If you want to kick things up a notch, use the names of recognizable and reputable universities (Yale, Harvard, any of the Ivy League schools). Nobel prize winners are another irresistible proof element that give instant credibility. If you take the time to do this research, it’s usually easy to find a link between one of these proof elements and an ingredient in your supplement. If this turns up nothing, look for a connection with your unique mechanism.

Simplicity Wins Again

Sometimes, the shortest body of text can be the hardest to write. Headlines and subheads do a lot of heavy lifting but can be tricky to write when you have so many options.

By sticking to this simple formula, you’ll eliminate a lot of time spent trying to decide how to craft a winning headline and subhead. This formula will ensure that your prospects are intrigued while minimizing skepticism.

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