What impresses people?
I want to limit the scope of the answer to just two options: ABILITY or BEING?
ABILITY: everything which manifests itself externaly i.e. knowledge, education, certificates, skills, image, wealth, etc. Ability is superficial.
BEING: everything one really is. It expressees itself in personal understanding, warmth/coldness, charisma, empathy, etc. Everything which springs from being is rooted deeply in one's own self.