Some people read sales letters looking for very specific information. Maybe they want to find the price. Maybe they are looking for your guarantee, or answers to specific concern. For readers like this, you want to make it as easy as possible for them to find the information they want. What's the solution?

Subheads.

A subhead is like a mini headline in the middle of your copy.

Subheads announce important sections of your copy, and draw attention to key details. They are like signs on the road, telling your prospects where to go for specific information.

There are three very important words that you should use in your subheads:

• What
• Why
• How

These are useful because the create interest and point to the part of your sales letter that answers the questions. Here are some examples.

Here’s what it’s all about

Here’s what your package contains

Here’s what others have to say about this product

Here’s why you should believe me

Here’s how you can try this without risking a cent

Here’s how we set this bargain price and why it’s such a great deal for you

Here’s how you can grab this product, right now! Heres how this works

But those are not the only ways to write subheadings.

You can use the words and techniques for headline writing in you subheads as well. For example.

Now you're probably thinking this will cost an arm and a leg

Act fast and you will get these valuable early bird bonuses as well!

You'll love this - I guarantee it!

Do it now - while it's still fresh in your mind

If you are still undecided...

See what these are doing? They describe the content of the next section of the sales letter, while simultaneously building interest and excitement.

If the reader strays from the main text of you sales letter, and starts skimming subheads, they may be pulled back into the text.