That something extra, I believe, is a certain humanity that comes from upbeat and positive human interest letters and success stories. Advertisers like to be associated with those qualities.
“I'm not good at future planning. I don't plan at all. I don't know what I'm doing tomorrow. I don't have a day planner and I don't have a diary. I completely live in the now, not in the past, not in the future.”
“I praise the Lord here today. I know that all my talent and all my ability comes from him, and without him I'm nothing and I thank him for his great blessing.”