Imagine that you are the person doing the hiring.. Ask yourself: What would make someone the perfect candidate? What does the employer really want? What special abilities would this person have? What would set a truly exceptional candidate apart from a merely good one? If you are seeking a job in a field you know well, you probably already know what would make someone a superior candidate. If you are not sure, you can gather hints from the help-wanted ad you are answering, from asking other people who work in the same company or the same field. You could even call the prospective employer and ask them what they want. Don't make wild guesses unless you have to. It is very important to do this step well. If you are not addressing their real needs, they will not respond to your resume.