Depending on the nature of your product or service, the more you can relate it to the majority of your prospects, the higher the chances you can hook your readers to read your sales letter, and then hopefully purchase from you.
5. Your sub headline serves as a hook to make your readers continue reading.The sub headline goes on to explore other benefits for your reader to continue reading, which are not shared in the headline.
The sub headline is generally smaller than the headline in font size (by 1), and is often differently colored, too. Black is a matching color for the sub headline. In short, you want to make your prospects feel that they owe it to themselves to read every line of your letter.
6. Don’t use too many words in the headline.As a general rule of thumb, use in between 20 to 25 words for your headline, and 4-6 lines.
Don’t make your headline too long to read otherwise your prospect would just get lazy immediately and leave your sales page without knowing the full benefit of your offer.