The purpose of the subheadline is two-fold. Standing out to a reader is its first purpose. The second purpose is a little more complex.
Imagine your average reader. She has fallen in love with your headline. It’s a good one. It’s a humdinger.
And now she is scrolling down the page, evaluating whether or not she wants to invest time in reading this article of yours.
As she scrolls, she sees a subheadline and thinks, “Oh, now that’s interesting.” So she stops scanning, and she reads that section.
Sound simple enough? But not so fast. How you write a subheadline so she stops and reads is not as easy as you might think.
There are tactics you have to master.