Have you ever considered that you actually downplay your knowledge? Saying "I'm a generalist, I don't have in depth knowledge with technology XYZ" might be kill

Have you ever considered that you actually downplay your knowledge? Saying "I'm a generalist, I don't have in depth knowledge with technology XYZ" might be killing you right out of the gates. If you're proficient in PHP, then just take that as a positive. Doesn't matter if you know 10 other languages just as well. You say you're not "the guy" on techology XYZ. Who is? If you were a consultant, you should have enough experience to get shit done. What else would most companies want? Also, be aware that while most companies say "We want an XYZ ninja with 5 years of experience", that's in hope of scaring off the really worthless people. Get in there, tell them all of the things you're good at. Leave all of the negativity out of it. Instead of "I'm a generalist, I don't have that in depth of knowledge with PHP" say "Yes, I've done some PHP projects. I did [whatever] for company [whoever], which was a great experience and they were really happy with it".