"Hammer what you can do for them and your edge. Make that edge explicit. And, don't emphasize your personality." That's what I recommended to a neighbor who had been out of work 18 months. She had finally asked for help and I gave it. Until then she had been playing the great-personality card. Obviously, that didn't pan it.
In selling, whether ourselves for work, a product, a cause or an idea, we can't pitch any more via charisma or what we assume that to be. The force field of personality drains others. And in such an iffy economy with so much social change we're all protecing ourselves from energy robbers.
That's exactly why successful public speakers like Pope Francis are inclusive. Instead of hogging the stage they create rhetorical magnets drawing in the audience. Consequently, listeners are energized, not drained. And they buy the notion of compassion or tolerance that the Pope is selling. The media gush about his so-called personality because he has gone way beyond self.
Winners in the new economy ignore the Promote Yourself meme. They know no one wants them. What others do want is their cooking lesson, song, contract written or eight hours manning the check-out in retail. Losers persist in the 20th century cult of personality.