Discuss some of the writing techniques that will help distinguish your application message from the competition.

Answers will vary. The following writing techniques will help distinguish your application message from the competition:
Substitute fresh, original expressions that reflect contemporary language. Observe caution in choosing overused words such as applicant, application, opening, position, vacancy, and interview.
Avoid overuse of I and writer-focused statements. Restrict the number of times I is used, especially as the first word in a paragraph. Focus on providing specific evidence that you can meet the company's needs.
Avoid unconvincing generalizations that could sound boastful. Instead of labeling your performance as "superior" or "excellent," or describing yourself as "an efficient, technically skilled team player," give supporting facts that show the interviewer you can deliver on what you're selling.
Tailor your message to the employer's need. To impress the interviewer that your message is not a generic one sent to everyone, provide requested information, and communicate an understanding of the particular company, job requirements, and field.
Provide requested information. Job listings often request certain information: "Must provide own transportation and be willing to travel. Give educational background, work experience, and salary expected." Discuss these points in your application message.
Communicate knowledge of the company, job requirements, and language of the field. However, phrase these statements carefully to avoid the perception of insincere flattery.
Focus on strengths and portray a positive attitude. Apologizing for a shortcoming or admitting failure only weakens your case and raises questions about your self-esteem.