If you're too careful about how you phrase things, it can backfire and seem dishonest. People will interpret it similar to "you call is important to us". Technically true perhaps, but intended to deflect.

You have to mean it, and you have to follow through on your words with actions.

Otherwise, even if you are a good actor, to initially make people think you are being sincere, people will eventually realize you aren't being straight with them.