Maybe you need to do your homework and work out what the company does and how, and what its values and goals are – and also get a reasonable understanding of the job in question – you could do that by research, talking to the contact person from the ad etc. Then, work out how you can demonstrate your skills and knowledge for the particular job (that is, that you have the abilities and how, and also shows that you understand what abilities are required and to what skill/knowledge level for this job). This could include formal studies and projects done as part of that, work experience, on the job training etc. Good luck.