I.  Purpose

A.  To Distinguish you from 100s or 1000s

B.  Demonstrate Your Potential Contributions

C.  Demonstrate Knowledge of Institution and Field

1.  Demonstrate you know what you're getting into and why
2.  Demonstrate why you chose this institution

D.  Demonstrate Interests and Intellectual and Personal Attributes

E.  Turn Problems into Assets

F.  All in 250 Words!!!

II.  Strategies

A.  Finding a Hook

1.  No Gimmicks
2.  A Symbol, an Image, an Anecdote

a.  Reveals Something of You
b.  Provides Unifying Theme for Statement

B.  Tone:  Confident but not Arrogant, Excitement

C.  Style:  Mixed

1.  Literary Elements
2.  But not dense--busy reader problem

D.  Clear Beginning, Middle, and End