The idea of selling your product or service with pure facts seems so old-fashioned as to be inconceivable. But it depends on the facts. For example, if you’re an accounting firm, what if your fact was that last year, you saved your clients a total of $______? Or perhaps you’re a pediatric practice, and last year your patients grew a total of _______ inches (or feet or miles). Or you’re a cosmetic surgeon, and you added a total of ____ inches to busts or removed a total of ____ inches from other locations. Of course, you have to decide on the benefit you want to promote (reducing tax bills, helping kids grow, etc.). But a giant fact can be a shortcut to positioning your brand as the market leader — even if it isn’t yet. What’s yours?