Use numbers in your promotional package, preferably statistics, particularly those from a believable source. For instance, "According to the Small Business Administration, only 13.5 percent of small firms in the U.S. invest anything in research and development. This hurts their ability to keep pace with economic changes." Or, "Of 256 clients in the program last year, 63 percent lost at least 20 pounds and kept it off through the end of the year." Naturally, these must be real data. Fake data would make you guilty of false advertising.