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The Tagline or Unique Selling Proposition (USP)

We instantly associate a phrase next to a logo as the tagline, or USP (Unique Selling Proposition). It should state the single most important benefit that the visitor will gain from using your site. Taglines are used to support your marketing message.

Here are some well-known taglines:

• "Earth's Biggest Bookstore" - Amazon.com
  Amazon.com's tagline is to let you know that they offer the widest selection of books. Amazon.com used this tagline before they expanded into other product areas.
  
  
• "The Ultimate Driving Machine" - BMW.com
  This tagline says you will get the ultimate driving experience with a BMW.
  
  
• "We Love To See You Smile" - McDonald's
  This tagline says you will smile, after the satisfaction of eating at McDonald's

As you can see, one of the benefits of the tagline is that it doesn't necessarily have to be 'true', in the purest form of the word. Is a BMW really the 'ultimate' driving machine? That's arguable, but ultimately unprovable since it's an opinion.

Here are some tips on constructing your own taglines:

• Examine other people's taglines to see what makes them work. Then apply that learning to the creation of your tagline
• Your tagline must be simple, concise, clear, understandable and convey your marketing message
• Make sure your tagline can be understood by an international audience
• Include words or phrases that connect with your logo or the visual you are using
• Use active verbs
• Once you create a tagline to support your marketing message, stick with it. Don't change it just because you're tired of it. Some of the most well known taglines have been used for years
• Use a dictionary and thesaurus to find words to use

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