To get my funded PhD place though, I REALLY had to fight for it as it was an advertised PhD studentship. I got there by;
1)Really researching the background of the project
2)Talked at great detail about how my experience will be of some benefit to the post
3)Talked about my publications (were slightly relevant to PhD)
4) Talked about my academic merits at MSc level (ie distinctions in relevant module material. By the way, I haven't got distinctions in either of my MScs, but I did average in the high 60s
5) Got a good reference from UCL (where i did my 2nd MSc)
6) Showed by enthuasism for the PhD by grilling them (the interviewers-now my supervisors) about the PhD and relevant PhD type questions, ie supervision, networking for PhDs etc. etc.