Can a good resume sell you?

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I have been working on a resume for my cousin. I happened to just browse through his resume while forwarding it to a fewckonsultants and realized that it needs a complete make-over. Though very experienced in his field of work, i felt that it lacked the sizzle that would get the recruiter's attention. what do you think? is your resume interesting enough for recruiters to go beyond the first paragraph?