This is a very informative and just rendering of what is needed in todays resume writing world. One section above reminded me of a person I assisted that was “using keywords”. What they(ridiculously) did was to covertly hide keywords within the body of the resume by disguising the font(by the way much more work than actually writing a resume with the keywords used honestly and appropriately.) The net effect, over which he was puzzled, was that he was still never invited in for Interviews. The lesson is as you say write an honest yet powerful marketing piece that “sells” you to the employer.