Have you heard about RADD?
(I doubt it, because I just invented it.)
RADD refers to a purely made-up syndrome called Reader Attention Deficit Disorder, and almost every adult I know suffers from it.
The symptoms of RADD are:
- Inability to read one page of a book or magazine without the urge to “look something up real quick” on a digital device
- Extreme fidgeting whenever several pages of text must be read in one sitting
- Aversion to fully reading and absorbing any content longer than 500 words
RADD is a result, I believe, of the excessive time we spend reading on screens and devices. Even though RADD is a made-up syndrome, the struggle to read better online is real.
As content creators, we can help make online reading easier. And one of the most powerful tools of our trade is the humble subhead.
Subheads: big results from a little line of text
In the grand scheme of your piece of content, a single subhead might not seem very important. After all, it represents a tiny percentage of your overall word count.
But I like to think of subheads as signposts.
When you’re on a long road trip, it’s comforting to see signs along the way that confirm you’re driving in the right direction.
Subheads do this for your reader. They draw them down the page and through your content, letting them know they’re moving toward a conclusion.
If you’re not currently using subheads in your online content, it’s time to start adding these signposts that will help make your content easier to read.
There’s more — subheads actually have three jobs to do at the same time. Read on to learn how to make them work for you.
1. Subheads invite skimmers to read your content
Readers suffering from RADD appreciate well-crafted subheads because they help them decide whether they should commit their precious attention to reading your information.
To get distracted online skimmers to engage, write subheads that shamelessly promote your piece of content.
For example, let’s say you’re writing an article about how to design a perennial garden.
Instead of this subhead:
There are thousands of perennial plants available today
Write this subhead:
How to save money and choose the right perennials for your garden plot
And instead of this subhead:
Available colors for perennial flowers
Write this subhead:
3 tips to easily pick the perfect perennial color scheme
In the examples above, the second subheads promote the content better because they explain how the reader will benefit from consuming it.
If the distracted skimmer is about to start a perennial garden and she’s looking for help, these subheads will convince her that this content will deliver the information she needs right now.
2. Subheads that โsellโ? each section keep readers engaged
Congratulations: you’ve hooked a reader on your piece of content.
Now use compelling subheads to “re-hook” them all the way down the page they’re reading.
It’s no wonder readers feel distracted while reading online. Between links that invite them to click away and read something else, to ads, notifications, and invitations to check out another part of a website, readers have to force themselves to stay on track all the way down the page and through your content.
Well-written subheads can help.
If you write them carefully, your subheads will “sell” the section they’re sitting above. They serve as “ads” for each section that convince the reader to consume it.
To write subheads that invite your reader to consume each section of your content, remember to:
- Highlight the benefit of the knowledge offered in each section.
- Use your best headline writing skills to craft compelling subheads that inform and intrigue.
- Focus your reader’s attention on how she’ll use the information that follows.
There’s one more thing to remember about subheads — an extra layer of information to consider.
Read on to discover how to write subheads that become their own standalone content.
3. Subheads that tell a story make non-readers want to share
Let’s face the ugly truth: sometimes trying to get RADD-afflicted readers to consume your entire piece of content is a losing battle.
Some readers simply won’t read all the way through your content, despite all your best efforts to make it easy to read and to write subheads that pull them down the page.
But all is not lost. Even non-readers are valuable.
You see, even non-readers share your content. And compelling subheads that tell a story all by themselves will help convince those non-readers to spread your content to others who will read it and act on it.
The key here is to have established natural authority with your content. If these non-readers trust your site and perceive it as a reliable resource, they will share your content without even consuming it themselves.
After you’ve written your subheads, go back through and look at them again. Ask yourself:
If I only read the subheads, would I think this content is valuable?
If you can’t answer “yes” to that question, edit your subheads until you can.
Eradicate RADD with subheads that hook your readers
If you’re interested in improving your subhead-writing skills, you’re in the right place.
We have a wealth of information here on Copyblogger that will help you polish your subheads until they hook those distracted readers and encourage them to read, consume, and share your content.
Here are my favorites:
- Sonia Simone’s The Deceptively Simple Steps to Persuasive Writing That Works is an ode to the humble subhead and a great read to inspire you to use this powerful tool to make your content easier to write and read.
- For more about how you can adapt your writing style to fit the new reality of online reading, take a look at my post 6 Easy Ways to Adapt Your Writing Style to the New World of Content Consumption.
- Stefanie Flaxman’s post How to Spot the Weakest Part of Your Blog Post (and What to Do About It) will give you an overview of how subheads fit into your larger content plan. It shares concrete tips for making your article look and sound more compelling.
What’s your favorite subhead advice?
What’s the best advice you’ve heard about writing compelling subheads? Enrich the information on this page by sharing your best subhead-writing techniques below.
Reader Comments (26)
Bill Achola says
Hey Pamela
This is a great insight, i did not know subheads can have a big impact on our content.
I’ll implement it and see how it goes.
Thanks for highlighting.
Best
Bill
Pamela Wilson says
You’re welcome, Bill. Thanks for stopping by.
Christine says
Pamela,
Love it – RADD! It’s so true! Thanks for the reminder and the subhead examples!
Pamela Wilson says
It’s always fun to invent a new word. ๐
Bill Burniece says
Great stuff Pamela! I love your Reader Attention Deficit Disorder mantra. So true. It’s so difficult for writers and bloggers to hold someone’s attention all the way to completion. Riveting subheads are just as vital and titles and headlines.
Thanks Pamela. ๐
Sincerely – Bill
Linda says
I shall go straight to my latest posts and improve the subheads. Hadn’t realised the strong impact and role they have. Thanks for this, Pamela!
Pamela Wilson says
Good luck with your tweaking, Linda. ๐
Anthony Selvaggi says
Great article, Pamela. And a real problem for most. I catch myself experiencing this syndrome as well at times. Part of the problems, as I see it… we are overloaded with information today. In one article, there can be several hyperlinks that can pull the reader off into many different directions. One needs to exercise discipline to avoid clicking a link and moving off on a tangent. In my own writing, I try to keep links to a minimum or include a suggested reading list at the end of the article. Thanks for the post…
Pamela Wilson says
Screens are distracting places! Anything we can do to encourage the reader get through our information will help it get consumed (and acted on).
Love the suggested reading list idea (as you can see above). ๐
Melissa Caballero says
Thank you Pamela! Great content and probably one of the most valuable posts I have read by far. And I had no idea I suffered from RADD lol.
I never knew subheads could have such an impact, I am very excited to start using this technique.
Jayne says
This is a gem! Such simple advice yet so important. I plan to go through my post and add some sub-headings. And thank you for putting the resources at the end of the post so we won’t get distracted to leave what we’re reading. ๐
Sue-Ann says
Oh, Pamela:
So RADD! Lol
I’m adding this as a link to something I’m writing right now! I spend time on making interesting, meaningful subheads all the time. And recently, Ann Handley commented on one of mine, letting me know she liked it! WoW. Made me feel the importance of subheads, lending some “juice” to your work, right? Thanks for another useful article. Sue-Ann
Pamela Wilson says
Thanks, Sue-Ann. And what a badge of honor to have Ann drop in and like a subhead! Very cool.
Ryan Cook says
Maybe somewhat ironically, I shared this article based on the subheads before I even read the whole thing. You’ve definitely got this down to a science, Pamela. ๐ I’m looking forward to using these tips myself. ๐
Pamela Wilson says
Thank you for proving my point, Ryan! And for owning up to it, too. ๐
Bob Marconi says
Hi,
Thanks for this article on subheads.
Question: Does your use of the word ‘RADD’ cause any problems? There
is an organization called – radd.org, so just wondered about something
like this…
Thanks again
Bob
Pamela Wilson says
Bob, thanks for bringing the real RADD to my attention! It looks like they do great work in the world, so let’s give them a live link here: http://radd.org
Tom Tortorici says
Absolutely, subheads are important in content like blog posts. But, I find, they’re even more important in conversion-oriented marketing copy. If the buyer is simply skimming the home page or product page, then putting the main product benefits in the subheads can draw them in to read further. Or they can walk away, but at least they’ll walk away with those benefits stuck in their heads.
Pamela Wilson says
Great point, Tom. Subheads on sales page (or in sales emails) are super important. They don’t just keep attention, they change minds!
Rohan Bhardwaj says
Wow…
For me, I have grown from a college amateur writer to somewhat-okay writer.
I am here for two reasons – Improve my writing. I love Copyblogger a whole company.
Sub-head’s. As of now, mine are vague, non-hook type and boring. I occasionally try something different though. Notes taken.
No advice from me. I am glad to shower in the depth of writing and apply it to my own writing.
Awesome post. You ROCK!!!
Gina Morrison says
Thanks for this great advice. I’m trying to increase readership and I can be a little long-winded, so subheads might be just the thing. Ready to give it a try!
Jennie says
This is just the great stuff I’ve been racking my brain over, how to be less boring.
I mean how to make the content more interesting for the average reader. My site and blog is not about selling anything but doing audio book reviews. I want to make it easier to read, more eye appealing and make readers return.
Thanks for the excellent suggestion. You do rock.
Robbie says
Great advice Pamela. I’d say the best advice I’ve heard about sub-heads is to start them with a verb.
Natalie Eastman says
Great help. Thank you. Sharing with my writers guild immediately.
Dee says
As a sufferer of RADD I can completely relate to this post. In fact, I scroll independently of reading and if I cant catch up I tend to abandon a post.
I find the headings extremely helpful. Only new to blogging and trying to keep my posts readable. Thanks for the tips.
Olami says
i have been trying to get a tutorial/article like that fully talk about sub head, this a very good and great article, i must confess, going to share with my people on social media and thanks alot.
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