I'm quite confused.

My USP for an upcoming project is, in a word: HONESTY.

Without revealing too much, I'll say that it's generally honesty
and integrity regarding "what works" in Internet marketing.
Like, "behind the scenes", no holds barred type stuff. Now...

People say the above all the time, and it hardly ever turns
out to be true. And of course, honesty isn't something people
are going to believe you offer just because you've made it a
point to tell them you do.

Like Mike said in the current/August issue of the 'zine (which
I'm reading now), I DON'T want people to get to the site, read
the headline, and be like, "Not another one!"

Because the PRODUCT isn't like most others.

(And I'm not just yanking my own chain, here. *Every single
person* I've showed the prototype to has said the same thing.)

So aside from *complete* image branding (which I know how
to do already), how would you convey honesty and integrity
in a USP -- and in a headline -- without ... *saying* it? :-\

And obviously, also not in ways that other people have done
it to death (and revived it again)?

I hope what I'm asking makes sense.