This note started as a message to a student.  I thought it might be useful to publish here.

The student asked, "I was wondering which aspects of me should be emphasized when I am applying for this article, the personality or the academic performance? Should I delve into the website of this university and to find the common ground between this school and me ?"

Here is my response.

The school knows who they are but they don't know who you are, so concentrate on you.  It might be good to match up your goals with the University but that is much less important.  What are your life goals?  Why do you want to study abroad?  Why did you choose your major?  What things have you done (volunteer work?)?

For example, knowing what I know now, I would have said the following about myself on a personal statement when I was 18 years old and applying to the University of Arkansas.  This is written VERY quickly, so don't take it too seriously; only the topics are important as an example

"My family has always been the "outdoor type" in that we went camping 13 weekends in a row one summer, and my youngest sister went camping with us for the first time when she was two weeks old.  I always loved the outdoors and at age 14 was fascinated by a naturalist in one park who could identify birds by their songs.  I've developed a strong interest in ecology and environmental protection.  I see myself as a future avian ecologist. Dr. Douglas James in the Zoology Department has already become my idol and mentor and has been helping me choose my future career.  I definitely hope to work under him to help me achieve my life goals.  I feel excited about reporting new records of birds in Arkansas, when I find migrating birds arriving in early spring or late fall.  I don't know where live will take me, but I want to control the adventure."

This type of writing is what will get you into a university because it shows you have life goals and a plan for your life.  I've given several example from real life (mine) to show you how you might prepare your statement.