** The Incredible, Edible Subhead **

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

ENGAGING SUBHEADS: "Five Clients Who Saved $10K With
Us," "The Most Creative Solutions in the Industry,"
"Let Us Do All the Work for You!"

BONUS TIP: These types of subheads also work
wonderfully for *sales letters* and *proposals*.
Experiment the next time you compose a long letter ---
try looking at it both with and without subheads.
You'll definitely see the difference!

<< Subheads Rule on the Net! >>

When you're writing copy to be posted online ---
either in an e-mail or on a Web site --- it's even
more crucial to use subheads! People don't like to
spend a lot of time reading online --- it strains the
eyes. Subheads help readers skim over your main points
and pick up your ideas quickly. And if they're looking
for a particular piece of information, subheads help
them locate it faster.

If you're writing an e-mail that's longer than one
screen length, try inserting subheads every two or
three paragraphs, if appropriate. It only takes a
minute, it helps you organize your information, and
your readers will love you for it!

<< Subheads Add Interest >>

Even if your document is a white paper that's about as
exciting as white rice, don't be afraid of using
"sum-it-all-up" subheads to retain the reader's
interest and break up the copy. Remember, you want
people to be drawn to reading your master- piece ---
especially when it's a formal document!

Examples: "Great Forecasts for Next Quarter,"
"Improvements Needed in Management," and "30% Sales
Increase Forecasted."

So consider subheads your new best friend --- whether
you're writing an e-mail, Web copy, brochure, or
report!