Repeat the process with other words that can be connected with the interests of the target Repeat the process with words that identify the benefit of your product or service to the target. Finally, repeat the process with words that identify the desired response of the target The resulting list will often spawn a creative approach and an accompanying headline. If the headline is too long or complicated, work to simplify and refine it. Try ways to say it in just three to five words. The role of subheads and body copy Subheads accompany headlines, providing additional information that would make the headline too lengthy.
Subheads support the headline and set up the desire for the reader to seek further information.
Subheads should be succinct and should not compete with headlines. Sometimes very brief subheads are used to identify and organize sections of body copy. If the reader has made it to the body copy, your ad has at least succeeded in capturing the attention of the target. Make your copy comprehensive, yet concise. Hone the copy to deliver your message and your call to action in its simplest and strongest form.