Often, we try too hard to be creative or clever with our headlines that we ignore better ones that are quite often right under our noses.
If your headline is too confusing, people are forced to scan subheads to get context or understand your point. But that's rare. They will often skip it entirely if they feel they have to work for it.
Subheadlines and headers throughout your copy often include a more attractive idea, provide better context, arouse greater curiosity, or offer more clarity.
Try this: swap subheads with your headline and test it. See if it pulls better.
For example, a headline might be “how to start a profitable online business.” A header might be “follow these 11 tips that can turn any hobby into an online empire.”
Swapping the subhead with the headline in this case will likely pull a greater response.
Michel Fortin is a senior marketing specialist, renowned copywriter, and digital marketing expert. For the better part of 30 years, he's produced countless successful marketing communications and profitable campaigns that generated in excess of $300 million in sales. He's broken many industry sales records, including being instrumental behind the first ever “million-dollar day” online marketing campaign in 2004. He's worked with thousands of businesses and entrepreneurs around the world in a wide variety of industries on building their businesses, improving their marketing, and increasing their profits. He's a published author and often speaks at industry events. To connect with him, visit his LinkedIn profile where he is most active.