Regarding the initial intent of this post....
Your slogan....
I am going to give you my opinion on what you had down originally. Feel free to value my opinion for what you are paying for it
I am not a fan of terms like: honest, ethical, christian, etc. Have you ever been buying a used car from someone and you are asking them if it ever has any problems, and they keep responding, "No, it always runs great! Trust me, I'd never lie to anyone. I always try and be honest with people, you've got my word." Personally, when I hear someone saying this it throws up a big red flag. I believe that if you truly are an honest, genuine person, you don't have to tell it to people.
I see a lot of company's around here with names like, "Jesus Loves You Drywalling" and other names signifying that they are Christians. And you know what?? They may be the finest Christians in the world, but for me as a consumer, I see red flags.
This is not directed at you Mike, but rather the concept in general. And I am not saying my view is correct, I am just saying it is an alternate viewpoint that you may want to consider since you are in the position of trying to win over as many customers as possible. Look at the alternative-----do you think people would NOT trust you if you said nothing about being honest and reliable?? Nobody would care. But by USING those terms, I believe you could possibly turn some potential customers away.
jon