After the headline come the sub-heads

The Baby Book: Everything You Need to Know About Your Baby from Birth to Age TwoIf the headline has already rightly suggested the product’s value to the consumers, the job of the sub-head is easier. Sub-heads should further carry the idea of theme and should help readers to have more knowledge of the product and services, for they (subheads) generally expand or amplify the headline idea. One of the ads of FAREX, a baby food item, has its headline: “Your baby is born with a 3-months’ gift of iron.” The supportive sub-heads say; “After 3 months, milk alone cannot give him the iron he needs.Give him Farex enriched with iron.”

The headline has highlighted the problem of necessarily giving iron to the baby 3 months after its birth; and the sub-head suggests that the product, Farex, which is enriched with iron, is the right solution of the problem. Several such examples may be given of the headline and its supportive subheads.