Equals' marketing headline "The spreadsheet you've always wanted" stands out and works well for a handful of reasons:

• Uses "The" rather than "A" to position itself as the definitive solution to spreadsheet needs

• "You've always wanted" implies that existing spreadsheet solutions have left users wanting more

• Creates curiosity about what makes this spreadsheet different from others

• Simple and direct in a way that makes the value proposition immediately clear

• Speaks to both existing spreadsheet users and those who've avoided them due to limitations (big market)

• The personal address makes users feel seen and understood