How to Write Subheads that Hook (and Re-hook) Your Readers

Have you heard about RADD?

(I doubt it, because I just invented it.)

RADD refers to a purely made-up syndrome called Reader Attention Deficit Disorder, and almost every adult I know suffers from it.

The symptoms of RADD are:

• Inability to read one page of a book or magazine without the urge to “look something up real quick” on a digital device
• Extreme fidgeting whenever several pages of text must be read in one sitting
• Aversion to fully reading and absorbing any content longer than 500 words

RADD is a result, I believe, of the excessive time we spend reading on screens and devices. Even …read more