Page 154 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

How to find the right cover teacher . . . and have them in
school by 8.30 a.m.

Which was enough to get the head teacher to whom the letter was
sent reading on, if not actually salivating. But knowing that most
people see reading letters from strangers as a chore, I used lots of
cross-heads to break up the text and make it look more inviting.
Here they are . . .

• Teachers available for all Key Stages.
• Our three-point test for good cover teachers.
• Working in partnership with schools.
• 24-hour hotline answered by one of our team.
• Please call us today to find your cover teacher.

You can see that even without the body copy they do a pretty good
job of describing the service and its advantages. There’s a hint of a
“secret sauce” in the second head—you’d definitely have to read on
if you wanted to know what exactly this three-point test consisted of.
But their most important job isn’t to outline the pitch at all. It is just
to make the text look easier to read. More user-friendly.

In practice

• For print DM copywriting, aim for three to four cross-heads per

A4 page (letter in America). For an email or web page three to
four per screen. For ads, one every two or three paragraphs.

• Keep cross-heads short; one line is best.

100 GREAT COPYWRITING IDEAS • 145