As I have already said, this is about product sales and marketing. And the
product is you. Therefore it is appropriate and necessary that you analyse your
main selling points and use them at every opportunity.
Every waking moment you think, you speak, you listen (hopfully), you read, you write, you make decisions, you motivate - yourself and others. All intangible skills but which have the most profound effect on your prospects in life.
For instance two people can possess an identical qualification but have a completely different manner - one might be shy and retiring, the other brash and outgoing. No matter how similar you may appear to someone else you are uniquely YOU.
Everyone has strengths and weaknesses. Nothing wrong with strengths but also nothing wrong with weaknesses either - provided they don't hamper your job prospects! The key is to list your strengths and make sure that they are appropriately highlighted. Then list your weaknesses. And everyone, has weaknesses. Some people are just better are camouflaging them.
If you're applying for a specific jiob you must tailor your selling points to the candidate requirements as stated. In my experience when asked what their selling points are most candidates have some degree of difficulty - simply because they haven't thought about them never mind analysing them!
Selling points can be powerfully used in your Covering Letter which then becomes a positive selling tool instead of just an accompanying document.
And it is attention to detail, putting in the extra effort and time that will make you stand out from the rest of the pack. Remember, employers want people who make things happen. They want people who are effective. They want you.
They just don't know it yet!