Someone PM'd me the other day asking to review their sales page. It reminded me of a situation I had a couple years ago. This topic probably has been covered already or better examples have been given, but I'll share mine. When you're trying to earn business from a company or even attaining employment, you should always try to stand out above the rest. Do not fall into the norm with how you approach a company. Being average will get you average results. Quick Back-Story In 2002 I didn't know how to "put on the show" so I went to straight lying on my resume. Back then it was very easy to do, not so much nowadays for obvious reasons. I was 22, without a high-school diploma and had no management experience. However, was offered a few management jobs because I forged my resume to make it look like I was qualified and had enough business lingo at the time to bolster my resume. So that's one way of standing out, but it's not recommended. Fast forward to 2014. My brother moves to Arizona and is trying to find employment, unsuccessfully. He's been searching but most places require a bachelor's degree in his field (he only has experience). He's not even able to get a first interview since companies are only looking at him on paper. After hearing about his frustrations I set-off to run a test myself. I wanted to see if I, a high-school dropout with ZERO experience in a traditional job setting can attain at least an interview. I wasn't looking to actually take the job, only to see if it was possible. Standing-Out I wanted to keep my situation similar to his so I only looked for jobs that I had experience in (marketing) and positions that required at least a bachelor's degree (which I didn't have). I found a company looking to hire a Director of Marketing to lead the sales and marketing team. The job was out of my league on paper, but, does that always matter? They required all resumes to be submitted a certain way and had the position open for a set period of time. I knew there was an opportunity here to stand-out. First, I didn't submit a resume. Instead, created a few promo videos showing where improvement could be done with banner and PPC ads (theirs were pretty bland). Here's 1 video as an example (blurred/blacked out company name): I also sent them a pitch letter with dice to weigh it down (per 7878's thread to increase open rate) and a $100 bill inside, saying lunch was on me today (just because what applicant does that?). Although they initially had set criteria on resume submissions, my whole approach ended up being my resume. A few days later I get an email from the office secretary saying they wanted me to come in and have an interview with the 2 owners. The position wasn't near being closed yet for resume submissions but I was able to secure that interview in a matter of days. I explained to them it was only a test I was after and I actually exploit companies for a living (yes, they were confused and probably annoyed). This wasn't about trying to show my brother up or have him do the same thing, but merely an example of not adhering to every word a job description might have and just GO FOR IT! Same goes with soliciting businesses. Don't pitch them the same way everyone else is. Surprise them. Make them pause for a second before realizing it's a pitch. If they know you're pitching them before they even read your copy, odds are they won't even start to.