A short line above the main headline, often called an eyebrow or pre-headline, can qualify the reader or add context that makes the headline land harder.
Use It to Qualify Your Reader
A pre-headline like "Attention: Homeowners Over 50" filters in the right reader before the main promise is even made.
Use It to Add Credibility Before the Claim
Referencing a relevant statistic or source in the pre-headline can prime the reader to take the following headline more seriously.
Keep It Short and Purposeful
A pre-headline that runs too long competes with the main headline instead of supporting it.
Next step: Use the Sales Letter Writer to draft pre-headline and headline combinations that work together.