Pitching the right tone in your CV: get the balance right

'It's not what you say, it's how you say it'. This old adage is as true for CV writing as it is for any other form of communication. We are programmed to respond to emotions and of course in a CV we are trying to elicit a positive emotional response from the reader: to pick up the phone and call you to interview. So you want your CV to be the equivalent of your smartest outfit and shoes. But just what does this outfit look like?