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Slogans used to be important because you could put them in TV commercials and get your message across in just a few seconds. Today, that same conciseness is important but for a different reason. A slogan that accurately conveys the essence of your Purple Cow is a script. A script for the sneezer to use when she talks with her friends. The slogan reminds the user, "Here's why it's worth recommending us; here's why your friends and colleagues will be glad you told them about us." And best of all, the script guarantees that the word of mouth is passed on properly - that the prospect is coming to you for the right reason.

Step 4: Keep it Short, Clear, and Concise The best USPs are short, clear, and powerful. Long phrases get skipped over. Step 5: Integrate Your USP into ALL Marketing Materials A USP is worthless if it isn't conveyed throughout every aspect of your business. Include your USP on all your public communications: => Your trucks, vehicles, and buildings => Your advertising, promotional materials, and social media accounts => Business cards, letterheads, signs, brochures, and flyers => Your website and your email signature => Your voice mail system, receptionist/sales scripts, etc.