What Exactly Is a Subheadline and Why Does It Matter?
A subheadline is the line of text that appears directly below the main headline in an ad, landing page, email, or any piece of marketing copy. While the headline's job is to grab attention and deliver the core promise or hook, the subheadline's role is to expand on that promise, add context, or clarify the offer. It acts as a bridge between the headline and the body copy, keeping the reader engaged and moving them further down the page.
In the creative process, the subheadline is a critical element of the message hierarchy. It often contains the value proposition or a key benefit that supports the headline. For example, if the headline is a bold statement or a curiosity gap, the subheadline might explain what the reader will get or why they should care. Without a strong subheadline, readers may bounce because the headline alone didn't provide enough reason to continue.
How to Write an Effective Subheadline (With Examples)
Writing a subheadline is not just about summarizing the headline. It should add new information or reinforce the benefit. Here are common approaches:
- Expand on the promise: If the headline says "Lose Weight Fast," the subheadline could be "Without giving up your favorite foods."
- Add specificity: "Get 50% off your first order" under a headline like "The Best Coffee You'll Ever Taste."
- Address a pain point: "Tired of counting calories?" under a headline about a new diet plan.
- Create urgency or scarcity: "Only 100 units available" under a headline about a limited edition product.
A concrete example: For a D2C brand selling eco-friendly cleaning products, the headline might be "Clean Your Home Without the Guilt." The subheadline could be "Our plant-based formulas are tough on dirt, gentle on the planet." This subheadline clarifies the benefit (plant-based, effective) and the value (eco-friendly).
Common Mistakes to Avoid
One of the biggest mistakes copywriters make is treating the subheadline as an afterthought. A weak or generic subheadline can kill the momentum created by a great headline. Other mistakes include:
- Repeating the headline: The subheadline should add something new, not just rephrase.
- Being too vague: Phrases like "Learn more" or "Click here" waste the opportunity.
- Ignoring the reader's perspective: The subheadline must speak to the reader's needs, not just the brand's features.
- Making it too long: While there's no strict rule, subheadlines should be concise—typically 10-20 words—to maintain readability.
In the context of the creative process, the subheadline is often tested alongside the headline. A/B testing can reveal which subheadline drives more conversions. Tools like CO8 can help automate these tests, but the core principle remains: the subheadline must earn the next click.