We all get bored with politely explaining the benefits of knockdown to people with their own agenda. You know, the RBSD boys who pour scorn on 'no face punches' or the ones who only talk about 'perfection of character'.
So my selling point is always 'Controlled aggression'. The type of aggression that lets you switch on the ferocity to knock an opponent out, without red misting and ending up in court. The type of control that lets you follow rules but doesn't leave you naively thinking you can neatly block and counter a maniac in the street.