Personal Statement
Plan to write several discovery drafts.
“Show, don’t tell.”
Write the statement that only you can write.
Things to Keep in Mind
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Create a schedule for writing and polishing that allows your statement to evolve (seriously, can't emphasize this enough).
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Get feedback from people who know you well and people who don't know you well. Take their feedback without letting them overpower your voice.
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Watch your adverbs and adjectives. Are they all necessary? Is there a better way to say what you're thinking?
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Provide a few in-depth examples of your work and how it applies to the work you'll do in their program and in your career
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Remember, graduate programs are not looking for the next best dissertation in their applicants. They are looking for potential. You should have an idea of what you want to study, but give yourself room to grow and be shaped by the program.
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Briefly include a statement about why you think they program is a good fit for you. Sometimes this includes listing specific professors you want to work with (though you have to be careful not to come across as too tied to only those professors because they may not be available and then they don't admit you). You can also state characteristics of the program that you appreciate.
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Make sure to pay attention to the little details, like the name of the school. Be sure you send the right statement to the right school.
My Two Cents
I wrote several drafts of my personal statement (sometimes called the 'statement of purpose') and was grateful that I did. Each draft got closer to the version I imagined.
Part of the frustration with writing in this genre is that it is so easy to fall into cliches because you feel them so strongly. I am a hard worker, dedicated to my studies, and eager to learn everything I can possibly learn. Like many applicants, I knew from a young age that I loved reading, writing, talking, teaching, and researching. These things may be true and may be the major reasons you're applpying to graduate school, but they are also true of your competition.
Writing multiple drafts helps you personalize these ideas.