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Subheadings are often underused in any copy, and it's particularly important to make the most of them when you're writing for businesses.
Direct mail letters benefit from them, as discussed. But subheadings have uses far beyond that. They make a lot of difference to any copy longer than a few sentences, including brochures, ads, web sites and more.
Make the subheading relevant
Avoid 'clever' subheadings. The idea here is to give the reader a shorthand summary of what they can find in a particular paragraph. If this paragraph had a 'clever' subheading like Keep it simple, stupid then you might feel you had earned your marketing merit badge, but the reader would not be any wiser about what the paragraph contained. Subheads are there to push simple ideas with clarity.
Give the reader bite-sized ideas
Simply the process of breaking your text into paragraphs with subheadings will help you clarify your own thinking and avoid mixing up propositions. More importantly, subheads mean that your reader can gain a rapid idea of what you're saying, choosing to read the sections that are of particular interest.
Make the last subheading a call to action
This is marketing copy we're talking about, so the last paragraph needs to tell the reader what they should do next. Say something like Call for your free quote in the heading and then explain why, with contact details, in the paragraph that follows.
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