When I ask clients about the key messages they want their audience to read, they often talk in superlatives. ‘We are the best, quickest, latest, largest, etc, etc.’
Fair enough. These are important (especially if they’re accurate!), but do they tell the whole story? People buy from people so, in my experience, they want to know not just ‘what you do’, but ‘who you are’.
Qualities such as trust and belief are particularly valued by a web/social media audience who initially seek engagement as much as a transaction. So you need to tell them your story, and you need to make it compelling.