Like with all marketing it's hard work and common sense. Inappropriate style for your industry. Many industries have evolved their own distinctive resume style. If you don't want to look like an outsider, you need the right resume for your area of expertise. Resumes in some professions may be credentials based, while other professions may have higher regard for hands-on experience.
Professions frequently have their own jargon and set of buzz words.
While I can certainly understand being open to a variety of positions, you can not come across as is you haven't a clue about what kind of job you want. Resumes that give no direction at all are generally useless. Failure to let loose. If you have a hard time writing good things about yourself, get some help. Your resume needs to be as persuasive as you can possibly make it.