In his Build a Better Box blog, Steve Lovelace makes a point about marketing/advertising/promotion that easily applies to job-seekers:
When a company says, “We provide an excellent product at a reasonable price with expert-level service”, they are talking about things that should almost go without saying. Would we buy from anyone who didn’t offer these things? And who among those companies would ever claim otherwise? “At ABC Company, we make the worst products on the market. Our service blows, and our prices will kill your bottom line.” How long would these companies stay in business? Promoting things that should be a given – such as good service and products – is a waste of breath.
Similarly, resume writers (and I know because I was one) frequently write phrases like “exceptional communication skills” and “superlative work ethic.” But just as with products and services, why would the customer (employer) choose a candidate without these qualities?
Lovelace goes on:
As you market yourself to the world, consider telling your story and promoting your brand essence. In a world where everyone competes with the same menu of “stuff”, it is your story and brand that will set you apart from the competition, and ultimately give you stability and longevity in the marketplace. As the laundry listing, commodity-based competition comes and goes, awash in a sea of relative obscurity and anonymity, your company will be known for who you are – not merely what you are.
Substitute “you” for “your company” in the above and tell stories that illustrate the marketable skills you possess that employers want.