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Drafting Powerful Headlines & Subheads

by | Nov 29, 2022

In the never-ending clamor for readers’ eyeballs, effective headlines and subheads are your best bet for getting someone to stop and pay attention to your content. The best headlines also double as a TL;DR for your readers and allow them to take a quick glance and come away with your CTA or main nugget of info.

Here are some good basics to consider when drafting headlines and subheads.

Tips for Headlines—Don’ts

  • Don’t state the obvious or use bland “so what” content.

  • Don’t use super long sentences that require a lot of qualification.

  • Don’t use this valuable real estate for inconsequential information.

Tips for Headlines—Do’s

  • Copy the newspapers and condense copy so it’s easy to digest and easy to scan.

  • Draft a few options; don’t settle on the first headline you write.

  • Take SEO into consideration.

  • Use compelling snippets of quotes or heart-tugging/unique instances from your story—specific is always better.

Good Ideas for Subheads

  • Consider subheads within copy to be “mini headlines” of the paragraphs they lead into—ask yourself if your subheads do this work for your readers.

  • Amplify the emotion or tease of the headline to draw readers into your blog, article or email.

  • Use them within longer pieces of content to break things up and guide readers through (and allow them to scan or even jump through to certain sections).

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