Your personal statement is your first opportunity to do just that. It is perhaps the single most important part of you CV. Get it wrong and your chances of being invited to interview are drastically reduced.

Its aim is to highlight your professional attributes and goals, emphasising why they should continue reading the rest of your CV.

Aim to use no more than 50 words, making each sentence a key selling point.
Unfortunately, too many people follow the tradition of using stock phrases and ‘key' words that they think will help them stand out from the crowd. Many phrases are tired and clichéd and don't; have the impact employers need.

Phrases such as “Looking for a challenging opportunity…” should be avoided because they're only focused on ‘me, me, me'. Employers want to know what you will do for them. How will you help their business? It should be clear from the job description what they need you to do, so tell them straight that you can help them do it.

It is important that your statement doesn't simply tell a potential new employer what you have done or what you would like to do and why you are applying for the advertised position. That's what your education and work history sections are for.
Advertising agencies are paid large sums of money by brands to create headlines that grab their audience's attention. They use language that explains the benefits that you, as consumer, will have if you purchase their product.

Similarly, a list of unquantifiable skills such as ‘team player’ or ‘good communicator’ doesn’t actually tell the reader anything about why you're the right person for the job. Link these to a tangible skill wherever possible such as “Use my excellent communication skills to attract and retain high profile clients."