Research
Before putting anything down on paper, you must do your research. First to address is the school's own requirements for Personal Statement content. Go to their website or look through their catalog or other literature for clues to those requirements. Secondly, go through your program's list of courses and read what the course objectives are. Know their criteria.
Dig a Little Deeper
Put yourself in the school's position. Ask what you would want to know if you were choosing candidates for acceptance. Remember that the student population's ultimate success is reflective upon the school's reputation.
Here are some examples:
1) Is the candidate likely to complete the program successfully? Is the candidate committed to the time, effort, and resolve it takes?
2) Does the candidate know what the program requires? Can he/she communicate his/her ability and experience in terms that reflect this knowledge?
3) Does the candidate exhibit the ability to contribute to the program and the university in positive ways?
4) Does the candidate show independent thinking?
Brainstorm
Take your paper and pen and start brainstorming using the information you have learned so far. Pull up your resume and examine the jobs, organizations, or volunteer activities you have experienced to find proof of the claims you plan to make. Think how you can make your statement unique. Link your chosen field of study to the event that triggered your interest in the program. Reflect on what in your life will make you irresistible to the school. Write down your notes.
Think about the qualities that you have. Why did you decide on this particular college? Where do you see yourself in the future? This will be your only chance to convey your character strengths.
Write Your Statement
You've done your research. You're acquainted with what you want to say. Now is the time to put your essay to paper.
When writing, show your passion for the subject, your enthusiasm for the program, and your unique personality.
Write from your heart, but sound natural. Write clearly and concisely. Don't forget the basics: good grammar, complete sentences, etc. in a typed or word-processed final product.
Finalize Your Statement
Make sure you proofread your document. Give it to several people you trust to look it over for errors or awkward phrasing.