German to English Marketing Marketing / Market Research Marketing brochure

The context in which this sentence appears is a marketing brochure describing a company's products (filters). This phrase appears at the end of the brochure cover page, after the title "Eine Starke Marke" and some pictures of the products. Subsequent pages then describe the different products they sell. I'm obviously trying to come up with a non-literal translation, and don't particularly want to use "arguments" because it has slightly negative connotations, where it could sound as though the company has to "justify" why its products are worth buying. I found a similar entry in proz at http://www.proz.com/kudoz/german_to_english/business_commerc... so I'm wondering if perhaps "Convincing selling points" might work here? Admittedly, I'm concerned about the use of "selling points" here in case they might be misconstrued as something else besides "Argumente". Are there any marketing experts out there, who might be able to help?