Take a step back.
Look to see what people actually get from your service.
The old adage of sell the sizzle not the sausage has never been more true. Listen for what the end user will find interesting rather then the bit you want to talk about. Yes the yield to cost ratio of a blah blah blah may get you excited but having enough money in 2-3 years to pay for a child’s university education is what someone is more likely to be searching for when they find you. (If you do it right)
Once you understand what people are willing to listen to you can then ensure you talk about what interests them. Including all the correct keyword hooks that tehy want to hear.
As soon as someone is interested they will actually listen to what you have to offer, and how it will help them at that point your message will actually be heard.
References and Inspiration in 7 Habits of Highly Social Media – Intro