I know the "lie like a weasel on your resume" was joking (I hope) but NEVER lie about anything on your resume. I leave some things off my resume if I don't want to do it ever again, but I never list something I haven't done.
A resume is a marketing tool. It will never get someone a job but can keep you from getting a job. Think of it as an advertisement of yourself and what you are trying to sell.
Coca-Cola owns Powerade, but their commercials only point to Coke and leave a good impression of their product but they don't mention Powerade.
A new Levi's commercial starts with a crook running through a neighborhood on cam with the local TV helicopter crew, cuts to a guy laying on the couch with his hot girlfriend wathcing TV. The TV is showing the cam of the crook running through the neighorhood. The guy watching TV notices the cam is showing their backyard where the crook is stealing his Levi's that are drying on the clothesline. So he abruptly gets off the couch and goes outside and tackles the crook and the cops arrest the crook.
The story there is Levi jeans are that good that you will do anything to keep them or in the case of the crook, do anything to get them. Your resume should have the same appeal to a company; "I'll do anything to get that guy or gal because they are good!" or "I am that good you better snatch me before somebody else does."
Again the resume is a marketing tool and you have to know what you want before you can write it. It can't just have a bunch of "stuff" that was plagarized from other resumes that magically creates yours.
They are not easy but they are effective in getting an interview, which then becomes another marketing tool - selling yourself!
With selling you focus on the benefits and what they can do for someone. If a soccer mom is shopping for a car you don't want to sell her a Mini Cooper because that isn't what she wants. You need to foucs on safety and space, then probably comfort and economy and price. But you could probably sell the higher priced vehicle to her if it has a higher safety rating and is more protective than another model that may be a couple thousand less. Same thing in an interview. What can you do for them. Anyone applying for the job can use sendmail and administer company email; what else can you do for them? Maybe qmail would be a better alternative, and maybe you can replace the server it is running on with a newer model that has higher throughput that will increase the amount of emails they can send out, which in turn may generate a higher response rate from their customers, which in turn will increase sales that impacts the bottom line of the company. You just increased their revenue 12% buying a new computer and software that set them back $5000, but that 12% is $100,000 in revenue.
Good Luck!