The title of this article usually pertains to selling, yet it has much meaning for getting a job. The first item an employer might see is a cover letter. Many job seekers start off by talking about their qualifications. This is wrong. What you need to start off is by talking about the company. Discuss something about what you know about the company and their strategy. Don't start off with a lot of flattery like, "you are an execellent company." That doesn't pull them in. The next paragraph should contain how your skills could help that organization in reaching their goals. The story you tell should be compelling. Go over it with friends. Does the message grab them or is it ho hum?
The next thing the employer sees is the resume. Is the resume a laundry list of your experience with an objective tacked on it or does does it firmly establish the value added that you can give to a company. Does it firmly establish your credentials to perform a specific role? Is it loaded with buzz words instead of specific skills? Are you core competencies clearly listed near the top of the resume so that they are picked up in searches?
Finally once you get the interview, are you prepared to tell the organization waht you can offer them? Have you reviewed the job description and prepared evidence to show your competencies and how they match the needs of the organization?
On all these three areas, if you can't tell, you can't sell it.