A successful ad needs an action step. The action step for a Google ad is simple: click the link. This takes the reader to a landing page. If you understand advertising, the landing page is filled with benefits and proof. It then asks for another action step of some kind.

    There is no description of the most recent position that he held, written in terms of this strategy: "I did this for the company, and here are the benefits that the company enjoyed as a direct result of my work."

This is why you should have a daily notebook, and there should be a section in that notebook describing successes. I can think of few better uses for Evernote. Every major success you have, with numerical/statistical proof, should be entered in Evernote, where it is easily retrievable in a matter of seconds. But this is not how people go about their documenting their lives. They do not understand that they will at some point go looking for a better job, if they have basic talent. But they do not prove their basic talent to a prospective employer. They do not have the numerical proof, and they do not have the benefits spelled out.