Central's headline "Payroll, benefits and government bullsh*t for startups" is a bold and refreshingly honest marketing headline.

The use of "bullsh*t" is deliberately provocative and authentic. It stands out and stops the scroll immediately. It acknowledges what many startup founders and operators truly feel about administrative tasks. They're bullsh*t. This honesty can create an immediate connection with the target audience.

By listing "Payroll, benefits and government" before the expletive, the headline establishes credibility first before adding personality. This structure shows they understand the serious nature of these services while empathizing with their customers' frustrations.

Targeting "for startups" immediately identifies their core audience. There's no confusion here.

This headline is effective because it strikes a delicate balance between professionalism and personality. It clearly communicates what Central does while using language that resonates with their target audience. The bold word choice makes the headline memorable and helps position Central as a company that understands startup culture and pain points.

However, like any headline using strong or edgy language, it does risk alienating some potential customers who might prefer more traditional corporate communication.

Pros and cons… but in this case the pros likely outweigh the cons.