Your CV or application is your chance to promote your achievements, experiences and skills to potential employers. The aim is to be shortlisted for the next stage of the selection process, which is usually an interview.
You should try to make connections between what you have done (at university, in a club/society or in work) and their description of the ideal applicant. So, if they want a good communicator, give real examples of how you have used your communication skills.
Reflect on what you bring to the job or course you are applying for. Which of your strengths, skills and experience are relevant? Have a look at the CV Checklist [PDF 23.03KB] which will help you identify these, and help you prepare evidence and examples to show that you have those skills (or have potential to develop them further).