I get asked pretty frequently to review resumes, by strangers and friends alike. I wrote a bit about this on CareerCup (my other website - technical interview questions and such).
When I was in high school, a teacher returned an essay of mine with the following written on the top of the paper: "Know your audience." The task was to write a persuasive essay on any topic of our choosing. I just so happened to pick a topic on which the teacher had extensive knowledge and strong feelings. I hadn't been thinking about this at the time I chose the topic, but he was right - I should have known this wasn't a good topic. Lesson learned.
Writing a resume is no different. Tailor what you're writing to the specific company and position.
[more on Cosmetics, Content, Software Engineering Resumes, Wording & Proofing, Customization, etc]
Read the rest... CareerCup: Preparing Effective Resumes
Next Topic on CareerCup: How to Choose a Company