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When to use it
When the headline is a slogan, pun or tagline ('Businesses grow faster online!') instead of a plain statement of what the visitor can do here.
How to run it
Write a literal headline that says what the visitor gets. CityCliq replaced 'Businesses grow faster online!' with 'Create a webpage for your business'.
Why it works
Make the offer instantly understood
Visitors from ads already want the thing and only need to confirm they're in the right place. CityCliq's plain-description headline beat the benefit slogan and every other 'pitch the advantages' variant, improving click-through by ~90% in two weeks (VWO case study).
Source: VWO case: CityCliq
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