Employers want to know that they are considering someone who will go above and beyond the call of duty. It is easy to hire a person that will do that they are asked to do between nine and five. However, it is better to hire a person that meets all the basic expectations and more. Provide examples of projects which you excelled with, ideas that helped streamline operations, or new sales/marketing techniques that increased revenues. If you put some thought into it, there are probably several things you have accomplishes in the past that makes you stand out.