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June 30, 2009 at 08:00 PM
In part one of this article, we discussed creating a great headline to drive readers into reading the rest of the text. Now learn how to continue to drive readers further into the copy of your postcard, and to fulfill your postcard’s objective.
The headline. So, at a glance, your reader reads your headline. Bam. Kapow. Zzzip. OK, don’t lose him now–to sustain readership, use subheads. Your postcard’s subheadlines create a fascinating but short storyline of brief bits, bullets and bites of boundless bulleted beauty … er, information. Sorry, I got caught up in my own
alliteration.
The subheads, as we call them in the business, will continue to fascinate your audience and make that final push to get readers to read the rest of the copy, the dreaded “tiny type,” the meat of your postcard.
The tiny type. That’s the last holdout, the final frontier for selling on your postcard. And do you sell anything here? No. This is still NOT the place to sell your product.
