<< 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 throughout 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 summarize ideas as subheads. This way your readers absorb your main points in just a few seconds by skimming through all 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 in Business," "Our Department's Success"

In a face-to-face sales presentation you have 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 in buyer's shoes and research products' offerings along with what competition is offering, I'll then say to myself, "If I was in 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 throughout 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 have 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 have track record to make me feel confident that they will generate results for me?

5. Are you well-versed regarding 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 not biggest fish in 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?