Be humble. Don't sell yourself in a cocky way but in a confident way. Put a lot of work and effort into your resume. Clean it up. If your resume is too lengthy from a ton of work experience, clean it up and leave the most relevant work experience in there. Flooding your resume with "work study library worker," "dining center associate," "residence dorm mail sorter," just to make your resume longer is not a smart idea. For those who haven't worked many jobs in your life, instead of writing "work experience," (and showing little work history) write "related employment." It does several things. It doesn't necessarily reveal that you haven't had any other jobs [by using the word related] yet shows that you're keeping it clean by cutting the fluff for them, which they probably don't care about anyway unless it's in your favor to show you're well rounded. See what I mean? Small things like this add up. Anyway, that's only one of many examples.

As stated above, I think many people have the potential to get interviews. However, most don't put nearly as much effort into their first impressions, which are usually the cover letter and resume.

edit: Also, like mentioned already...you probably don't want to sell yourself by being honest and listing your negatives. That's just plain silly.