What catches your eye in a sea of Google text listings? A differentiated value proposition aka a unique selling proposition (USP). Google has very strict guidelines about what you can say in your ad. Following their rules can help you craft your USP. No marketing asset better typifies the USP than a slogan. A slogan is your brand promise. I’ve set up a blog at GoodSloganBadSlogan.com to evaluate – you guessed it! – good and bad slogans. Make sure your USP is succinct, focused on benefits, and relevant. Chapter 12: Your Unique Selling Proposition is Critical QUOTABLE: “ Find your brand promise and live it every day!” – Aaron Magness, Director of Brand Marketing and Business Development, Zappos GET GOOGLEY: Do your customers and prospects see your brand as unique? If not, you reek.