You have a great headline, so of course the prospect reads further.

But the sub-headline falls flat, and they leave.

Here's why while a powerful headline will get your prospect to look, the sub-headline is what really hooks their curiosity and gets them to stay.

Your revenue growth requires keeping your prospects' attention.

Your profit margins improve when your prospects stay engaged.

What this means for your specific situation:

the headline gets attention.

The sub-headline keeps it and builds interest.

Most business owners skip the crucial step of perfecting their sub-headline when creating their ads, but they shouldn't.

The sub-headline's purpose is to expand on the headline, add detail, build curiosity, and promise the solution your prospect is seeking.

Here's an example of a bad headline + sub-headline:

Headline: "Premium Service Available"

Sub-Headline: "Call us today for details"

Nobody cares.

Here's an example of a powerful headline + sub-headline:

Headline: "Stop losing money on ads that fail"

Sub-Headline: "Discover the exact 3-step system that gets 40% of prospects to respond"

Now you've got attention AND curiosity.

Your business efficiency improves from structured messaging.

Your financial performance benefits from engagement progression.

Powerful sub-headline formula:

 * Expand on problem (add specificity)

 * Introduce solution (tease the answer)

 * Create intrigue (why should they care)

 * Promise benefit (what they gain)

Example:

Headline: "What if you could double the amount of business you do without adding more staff?"

Sub-headline: "The owner who went from making $2M to making $5M in 18 months reveals her secret system"

See how it works?

The headline asks the question.

The sub-headline hooks the prospect with the story and the promise.

Your earnings improvement comes from prospects reading your full ad.

Your profitability strategies require use of the fascination technique.

Cost reduction happens when more ads work (the more work, the fewer are needed).

Your cash flow management improves from conversion.

Your business optimization needs to treat your sub-headlines as critical to the over all structure of your ads.

The Bricks and Mortar principle: sub-headlines answer the question, "Is this interesting?" The fascination technique ensures yes.

Your bottom line growth depends on complete formula execution.

Most business owners skip sub-headlines.

You're mastering the art of fascination.

Business Owners hire Next Step CFO to double and triple their profit using business and financial strategies that their competition isn't doing.