** The Incredible, Edible Subhead **

Written by Alexandria K. Brown

Of course you're familiar with using *headlines* to call attention to Web copy, brochures, articles, or documents. But *subheads* can be just as effective in bringing out key points for your readers. And they also help make any document easier to read, because they break up long blocks of text into easy-to-digest bits. (Hence my "edible" title. Hmm.)

<< Subheads Break It Up >>

Subheads are generally viewed as goodwill gestures toward your readers, since they're most often used to divide lengthy articles into logical breaks. They may indicate a change of topic or simply break up a mass of type. Placing subheads every four paragraphs or so allows readers to skim through your article or document and skip sections without losing their train of thought.

The next time you flip through any magazine, notice how its editors use subheads throughoutrepparttar longer articles. Readers are very averse to reading large blocks of text, so subheads break it all up into bite-size chunks.

<< Subheads Have "Idea Power" >>

Because subheads catch readers' eyes, you should use them to your benefit! Read through your document or article for your main promotional points, then summarizerepparttar 129604 ideas as subheads. This way your readers absorb your main points in just a few seconds by skimming through allrepparttar 129605 copy.

For best results, subheads should *not* read like a table of contents. To make your subheads engaging, it's important to include action or selling elements.

BORING SUBHEADS: "Our Story," "50 Years inrepparttar 129606 Business," "Our Department's Success"

ENGAGING SUBHEADS: "Five Clients Who Saved $10K With Us," "The Most Creative Solutions inrepparttar 129607 Industry," "Let Us Do Allrepparttar 129608 Work for You!"

The Art of Reading Your Buyer's Mind

Written by Kris Mills

Wouldn't it be fantastic if you had a crystal ball and you could read your prospects' minds you knew what they were thinking when you were making your sales presentation. You knew why there were consideringrepparttar product inrepparttar 129602 first place. You knew what they thought about your product in comparison with others. You knew what questions and objections were going through their mind.

In a face-to-face sales presentation you haverepparttar 129603 ability to gauge their body language and to ask feedback. With direct mail you simply don't have that luxury.

So, how do you know what they're thinking? And how do you write copy that addresses their questions and turns those objections into buying signals?

This is what I do.

After going through a special process where I put myself inrepparttar 129604 buyer's shoes and researchrepparttar 129605 products' offerings along with whatrepparttar 129606 competition is offering, I'll then say to myself, "If I was inrepparttar 129607 market for xyz product what additional information do I need and what would prevent me from buying it?"

I'll then write down a list of questions and address each of these questions in order of priority throughoutrepparttar 129608 communications piece.

Here are some typical questions that I will address when writing copy that sells B-2-B services?

1. My situation/business is unique, do you haverepparttar 129609 experience and/or intelligence to deliver a solution that meets my unique needs?

2. Do you understand my industry?

3. Do you understand my clients?

4. Do you haverepparttar 129610 track record to make me feel confident that they will generate results for me?

5. Are you well-versed regardingrepparttar 129611 most cutting-edge techniques

6. I've always performed this service internally, why should I outsource now?

7. How can an external company understand my business as well as I do?

8. What do your clients think about you?

9. The competitors are cheaper so why should I go with you?

10. Are your services appropriate for my size of business or my level of expertise?

11. I'm notrepparttar 129612 biggest fish inrepparttar 129613 sea, so how do I know that you won't treat me like a number?

12. Your competitors have been around a lot longer so why should I go with you?

13. I've always done okay doing what I'm doing, why should I change tack and use your type of service now?

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