It is your marketing, your advertisement. It is an opportunity to succinctly highlight your value.
What is your monetary value? Not the salary you are requesting, how much are you going to save or make the company? Highlight metrics. If you helped generate $2M profit in 2014, make sure that stands out like a big flashing beacon. Or if you were the #1 seller in the company, then be specific and say that.
Do not be arrogant. Be confident in your value. It shows you are worth the $10,000 more you are asking for, the #10,000 more you deserve.