Talk about competitors to give them a quick understanding of what your product may be, they will be able to quickly see how you are different without trying to understand brand new idea.
Don't use buzzwords because those tend to make everything ambiguous
And the last thing I found out was, sometimes you just have to get lucky or know someone who can help put in a good word for you. FanPulse was able to get mentioned because we were launching right before the superbowl, mostly because the timing was perfect and we had some popular techie people using and promoting us.
It's realyy hard, i don't believe there is that one golden ticket that will for sure get you covered. It's going to be a combination of features, relevance, and outright popularity as an individual.