Someone has to hear it, want it, need it, miss it, remember it. Never use corporate marketing-speak. Be a real person. Sound like one person speaking to one person. This is a big reason why it's COOL to be indie instead of corporate.
Real people respond better to the weird fun stuff.
This is my only regret about my own album release a couple years ago. I did a great job at the dirty work described above, but no one was workin' the inside of the industry to get us onto higher-profile tours, press, movies, or distribution. To move up in the world, SOMEone needs to be connecting with the gatekeepers to the next level. It's not just about getting a record deal. Please please don't get so caught up inspecting the roots, that you forget to pick the fruit.