Some job seekers have problems selling their skills. They list their basic duties, which most job seekers have in common. You can stand out in a job search by positioning those skills so they set you apart.
Think of how a salesperson sells a car. He doesn't tout the fact that the car has four wheels, windows and functioning lights, because you'd expect that from every car. Instead, he sells the unique points of the car -- design, safety, mileage -- all of which make the car appealing to a potential buyer.