I got a lot of nice e-mail about my previous post, What’s the Copywriter’s Most Powerful Psychological Tool – see http://StreetGuideToCopywriting.com/blog/conversions/most-powerful-tool, thanks.

This time I want to look at an important topic that you don’t read a lot about and that I call the “neglected little sister, the sub-headline; fortunately, it builds directly upon the Most Powerful Psychological Tool!

Even the term is confusing because it is used for 2 entirely different things in a sales letter.

First, it is used for the secondary headline under the primary headline. You know…

“Buy My Wonderful Product So That YOU Can Become a Trillionaire,
Live Forever and Sleep with Every Beautiful Women on the Planet”

And You Won’t Believe Why I Will Pay You For the Privilege

The second part, “And You Won’t Believe Why I Will Pay You For the Privilege”, is the sub-headline.

The other use is to break up the sales copy into sections to keep it interesting, be informative, and as a “skimmer magnet” — to stop and capture the attention of skim readers.

Both are important but this time I’ll be talking about how your can use sneaky techniques to…

Click here to read more on Sub-headlines: The Neglected Little Sister

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