Promote your products but stick to general terms of leadership, quality, or other advantages. Promote service and warranty if that is important. Include a brief company history. It establishes credentials and credibility. Include testimonials or a client list.
Good references work wonders.
Promote your unique and special expertise or leadership in your industry. Avoid cliches and trendy jargon. Speak plain English if you want people to read your material. Give them some good hard information about your company and services. Real Estate Agents are the worst offenders in this area.