First, ranking well for a keyword is not always a good thing, especially if no one out there is searching for your keyword! (Think sinking the eight-ball in the wrong pocket.)

Secondly, when you're brainstorming key phrases, consider terms that represent:

1. problems your prospects are suffering from

2. benefits your products or services offer

3. competition your product or service competes against (although be careful of copyright laws!)

4. outcomes your prospects want to achieve