Tips for engaging C-suite readers
Think about the times you glanced at a restaurant menu, or toggled across Netflix categories, or flipped through airbnb for a weekend getaway.
In each of these situations, you’re skimming for something interesting. Once you’ve found it, you dive deeper for more information.
The same is true in business communication. We skim emails and documents before deciding where to dive. That’s why subject lines, headings and subheadings are crucial pieces of writing real estate. They create the reader’s first impression of your content.
C-suite audiences often decide whether to read a document immediately, later – or never – based on its subject line or heading. These pieces of writing are key checkpoints for time-poor executives.
This blog helps you craft action-oriented subject lines and headings that will engage the C-suite and other readers.
Most subject lines and headings are lame
Routinely, people write these content headings before they write the content. Do you? It’s a sure way for your headings to miss the mark. They won’t “hook” the reader.
Writing a heading before you’ve drafted your content leads to generic, functional headings that are formal, vague, confusing and routinely dull and unhelpful.
Craft headings after writing the body copy, not before – just as you write an executive summary last, not first. Follow this practice and your headings and body copy will work in sync. Your readers will thank you because it boosts their understanding and responsiveness.
Sharpen your subject lines
Email services including Apple Mail, Gmail, and Outlook prompt users to write a subject line before body content. And when you click reply to an email, it’s often difficult to see the original subject line.
Both these practices lead to less impactful subject lines. With a little effort, all subject lines should be reader-centred not writer-centred.
These steps help you craft reader-centred subject lines.
Identify what you want the reader to think, feel and do as a result of your email
Draft and edit the body copy
Draft and edit the subject line based on these principles:
write a complete thought or call-to-action
include a strong verb
limit to six words where possible.
Follow this approach and you’ll transform subject lines from dull and passive to engaging and active.
When replying to an email, check the subject line reflects your body copy. If it needs adjusting, follow the steps above. Doing this makes it easier for your reader to quickly tune into your reply.
Bolster your headings
Too often, busy writers unquestioningly follow document templates. This leads to headings and subheadings that label rather than engage.
Remember, as the messenger, you often know more than the receiver. This sets up a knowledge gap. Your headings and subheadings are key tools in helping bridge this gap.
Look at the example report content lists below. Which headings are more engaging, more reader-centred?
Column 1 headings are functional, rational, and don’t help skimming readers.
Apply these tips for reader-centred headings and subheadings.
Summarise the body copy as a complete thought
Include a strong verb
Apply a consistent structure in all headings.
The third tip makes your headings easy to scan and retain essential messages. It means being consistent in each heading style, wherever possible. If your first heading starts with a verb, continue that practice in other headings. Similarly, if you prefer verbs with the “ing” ending then use them in all headings.
What’s the best ratio of headings to body copy words?
University of Washington researchers found breaking up copy with headings every 200 words creates the best cadence – for online and hard copy documents.
Invest in these key pieces of writing real estate
Well-written headings ultimately boost audience engagement through:
● lifting readability and comprehension
● showing your logic and competency
● making documents easier to action.
Good communicators know a reader’s attention is earned not assumed.
Communicate For Impact can help you and your team develop active writing skills to better connect with senior executives. Contact us here for individual coaching and team workshops.