If you want a job or more customers/clients for your business you tell them the story they want to hear. No, you do not tell them your story. They have very specific objectives to accomplish. What they are looking for is the perfect professional to carry the ball to the finish line. That's the only thing they care about.
That means you custom-make your cover letters, resumes (yes, plural), and interviews to that specific employer's/prospect's unique need. Usually this only involves minor modifications of your pattern material.
So, how do figure out what they want? You read between the lines of the help-wanted. If the name of the organization is given, you research the corporate culture. Glassdoor might provide some insight. If the name is not given you do a deep dive on the Internet into the opportunities and pain points in that industry.
And you experiment. If your approaches aren't getting you interviews or if the interviews aren't getting you offers, you try other tactics. Soon enough, you got a handle on the new game. You will get what you want in terms of work sooner and maybe for more compensation.