Sales Letter Subhead and Prehead
The sales letter subhead and prehead are a primary part of an effective marketing copy. A prehead is actually a type of headline that is written on top or before the main headline. Think of it as some sort of introduction for the main banner or heading. A prehead typically sets the stage or mood for the big idea that will be brought out into the open in the main heading. Meanwhile, a subhead is a text line that immediately follows the headline. The role of the subhead in a sales letter is to entice the reader to continue reading on to the rest of the letter. Basically, copywriters add one or two subheads to reinforce the idea or the message that the main headline aims to get across the reader.
Because of their close proximity to the main headline, the sales letter subhead and prehead are obviously the next two lines that get noticed immediately after the main heading. But more than that, your subhead and prehead also act as the ties that bind the headline and the rest of the letter or article. Needless to say, as important parts of the letter - conspicuous at that, they can make or break the effectiveness of a sales letter.
When it comes to sales letter subhead and prehead, experts believe that a more personal tone is more effective than a very formal approach. The readers of today want to feel that there is a closer, more personal bond between them and the marketer or writer of the sales letter. As a marketer, make sure that your subhead and prehead lines should sound as if you were speaking to a reader who is just across the table from you.
Indeed, if you want your message to be understood by your target audience, you do not want to bombard them with one huge and lengthy concept or notion all at once. This style can easily turn reader’s interest into confusion. Try to divide your message into smaller bits and sections, while maintaining one big idea in the headline and providing support copies in the prehead and subhead. Just ask yourself what could be more interesting, one headline that runs three lines long or three short headings that bolster each other’s main idea? Of course, readers will only pay attention to the items that grab their eyes. And that’s possible only if you have a striking sales letter subhead and prehead.
Michael Wright is a software developer and internet entrepreneur owning a network of domains and websites. For specialized information on sales letter creation, visit his website at
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