Money by itself has little meaning for most people. Here's how you decide. Get out a handful of your business cards. Write each criteria word on the back of a separate business card. Hold one in each hand and hold your hands out at arm's length.
Some neighborhoods value a college education, others value military service.
Some people value participation in sports, others value participation in arts. Some people value books and academics, others value the school of hard knocks. The idea is to highlight aspects of yourself that your target market wants to see. Give people what they want, but make sure it's the truth. If being in the Marines taught you the value of family, and you share that value with your target market, make note of it.