In economic times like these, you have to set yourself apart from everyone else. You forget that there are 100 applications that are nearly identical to yours. Here are a few things you should be doing if you aren't already:
1) Tailor your resume to the company and job you are applying for. If they say they want good Excel skills, make sure to highlight what you know about Excel.
2) Always have a cover letter, customized to the company and job. Include specifics about the company that excite you (or pretend they excite you).
3) Always offer references.
4) Look into the company environment and play off that. Say it's the kind of environment that you thrive in, regardless
5) Say you've heard a lot of positive things about the company. If they pressure you from where, it's either a friend or someone you were chatting with at the bus stop/restraunt/etc while you were waiting for whatever.
I've always gone the route of telling them from the start that I'm really interested in looking for a cultural fit for somewhere that I could enjoy coming to work at. Try to be as frank as possible. While some things you'll be pulling out of your ass, you have to make sure to put some perfume on it and pretend it doesn't smell like ass. That's much easier to do with the less complete shit you tell them.
TLDR: You have to make your resume stand out and match the job you are applying for. Over-sell yourself, and catch up to what you sold yourself as, so you don't look like a liar and get blacklisted from the company.