Most candidates unconsciously, or deliberately, convey an attitude of trying to get companies to interview them so they can "sell" themselves. How do you feel about salespeople trying to book a meeting with you to sell you something? Would you rather be informed concisely about the actual value (to you) of a product and be allowed to buy?
You can allow readers of your resume to "buy" your skills by presenting your full value. This means changing subjective statements to show actual experience.
For example, the following statement is subjective:
"I have strong knowledge of X and a passion to learn."
This is nice, but companies select candidates based on their actual experience. For entry-level positions, a few months of experience is ideal. For more senior positions, five years of experience may be required.
A statement of value for the above skill may be written in this form:
"1-year experience in X for developing API interfaces in a C# .NET environment"
By changing subjective statements to definite statements of value (i.e., the length of time the skill was used and how it was applied), a candidate can allow an employer to see their value over competing candidates.