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When to use it
When headline or offer copy is vague about terms ('Free trial', 'Start your account') and states no concrete number.
How to run it
State the specific terms in the headline. 37signals replaced 'Start a Highrise Account' with '30-Day Free Trial on All Accounts'.
Why it works
Make the offer instantly understood
A specific number makes an offer feel real and bounded. In 37signals' Highrise signup-page headline tests (Signal v. Noise), the concrete '30-Day Free Trial on All Accounts' beat the original generic headline by 30%.
Source: 37signals: Highrise headline test
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