Most people skim. They don’t read every word—you know this because you do it too.

So, what makes them stop, pay attention, and actually read?

Subheadings.

Good subheadings act like signposts, guiding readers through your copy and keeping them engaged. Bad subheadings? They’re just filler—dead weight that makes your writing harder to scan and less compelling.

If you’ve ever wondered how to write a subheading that hooks attention and keeps readers locked in, this post is for you.

In this guide, I’ll break down:

• What a subheading in copywriting is (and why it matters)

• How top copywriters use subheadings to make their writing irresistible

• The 9 best types of sub headlines in advertising (so you can steal them for yourself)

By the end, you’ll know exactly how to craft subheadings that not only make your copy easier to read—but actually boost conversions.

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A subheading (or subhead) is a smaller, secondary headline that breaks up your content and makes it easier to read. In copywriting, subheadings serve two main purposes:

1. They guide the reader – Think of them as mini-headlines that keep people moving through your content.

2. They keep attention locked in – If your main headline hooks them, subheadings make sure they don’t drift away.

In advertising, a sub headline is often used right under the main headline to reinforce the message, clarify the offer, or create curiosity. For example, in an ad for a weight loss program, the headline might say:

"Lose 20 Pounds in 30 Days—Guaranteed."

And the sub headline in advertising could say:

"Discover the simple 3-step system that’s helped thousands shed weight without starving or exercising for hours."

In blog posts, sales pages, and emails, subheadings also serve as a powerful tool for skimmers. If someone is scrolling through your content, well-crafted subheadings can pull them in and convince them to start reading.

Done right, a subheading in copywriting isn't just a formatting tool—it’s a persuasion tool.

People are naturally curious. When you hint at something intriguing but don’t give away the full story, they feel compelled to keep reading.

Example:

• “The One Copywriting Trick That Doubled My Conversions Overnight”

• “What Most Copywriters Get Wrong About Sales (And How to Fix It)”

This type of sub headline in advertising works because it sparks curiosity while promising valuable insight. Just make sure you actually deliver on that promise—nobody likes clickbait.

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If you want people to keep reading, show them what’s in it for them—fast. A benefit-driven subheadline tells the reader exactly how they’ll gain something valuable by continuing.

Instead of:

❌ “More About Subheadings”

Try:

✅ “How to Write a Subheading That Instantly Hooks Readers”

✅ “The Simple Copy Trick That Boosts Sales in Minutes”

The best subheadings in copywriting don’t just introduce a new section—they sell the reader on why it matters.

Sometimes, readers need a little push to believe what you’re saying. A reason why subheadline gives them a logical explanation, making your content more persuasive.

Notice how these examples add credibility and spark curiosity:

• Why Subheadings Are the Secret to Higher Conversions

• The Real Reason Most Copywriters Struggle With Engagement

• Why This Simple Sub Headline in Advertising Outperforms the Rest

This type of subheading works because it positions your point as something backed by logic, data, or experience—rather than just an opinion. It’s especially useful when you’re making a bold claim or challenging common beliefs.

Use it when you need to explain why something works (or doesn’t) so your readers buy into your message.

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Ever noticed how some of the most clicked-on articles and ads start with “How to…”? That’s because people are always looking for solutions. A how-to subheadline tells them right away that they’re about to learn something valuable.

Let’s say you’re teaching copywriters how to write a subheading that grabs attention. Which of these sounds more compelling?

❌ “Writing Better Subheadings” (Boring. No clear takeaway.)

✅ “How to Write a Subheading That Instantly Hooks Readers” (Clear promise, immediate value.)

This format works especially well for tutorials, guides, and step-by-step instructions. If your content teaches something practical, a how-to subheadline is a no-brainer.