With twenty years of experience, I have one essential piece of advice: Apply to programs that fit. Meaning, faculty members reading graduate applications in any department--from the sciences and social sciences to engineering, education, and the arts--are going to ask themselves who you will work with as your advisor. They are pairing up students with faculty members. (Much horse-trading can happen when the final cut is made as advising loads are balanced.) You need to research the department to which you are applying; unlike college, the name of the faculty member in your field carries at least as much weight (and arguably more) than the name of the institution. You are writing a statement of purpose to appeal to that faculty member who works in your area of interest while also attracting the interest of professors in other areas who will teach you in seminars. 

Most important (and related to the matter of matching with an advisor), faculty members are reading your statement asking, “Why is this program right for you?” Your answer should show that you know the discipline or field, have researched the department and the program plus read up about the professors and can demonstrate how their scholarship aligns with your research interests. Different departments have different strengths. You will need to figure out what these are and play to them. Do not look at rankings online, and never ever mention rankings in your statement. Read the description of the department on its website carefully, and ask your faculty members for advice. Look at the program requirements to see if certain approaches are emphasized.

from “Kisses of Death in the Graduate School Application Process”

 “Applicants must ‘do homework on each program,’ one professor explained. ‘Statements from applicants that state the program is just perfect for them, without evidence they know much about the program other than its specialty name’ will not impress.”

You need to show that you know the program to which you are applying and explain why that program excites you. What’s notable about it? What kinds of approaches does it emphasize? What distinguishes the curriculum? (Not the university: the department or program specifically.) Never mention rankings (these are meaningless at the graduate level) and don’t focus on what the program can do for you. Instead, try to be gently self-effacing in expressing your admiration for the program and its faculty. Likewise, you should name specific faculty members you hope to work with, again in humble terms: 

I hope to study with… because...

The prospect of working with Professor X appeals because...

Professor Y’s work in Z has inspired my interest in…

Don’t praise or flatter faculty members. They don’t need or want your approval. Express interest in their work, revealing that you’ve read their scholarship and want to engage with their ideas.

Yes, you are going to need to tweak your statement for each program to which you apply. The easiest way to do this is to have a “fit” paragraph that can be swapped out for each school.

Although this passage is available on the web as a sample statement to emulate, it’s terrible. Don’t do this.

Why USC? I believe USC would provide me with excellent training in my profession. After finding its high ranking in the Gourman Report, I visited the school’s Web site for more information. The idea of receiving hands-on training from L.A.’s PR professionals is extremely attractive. I contacted Alan MacDonald, who earned his master’s degree in PR from USC, and current journalism graduate student Jennifer Prosser, to ask about their experiences. Both gave the school and the professors high marks.

Where to begin in describing how awful this is? First, don’t ever ask a question in your statement of purpose. Explain your questions, yes. Describe in detail your research motivations, yes. But don’t ask questions, especially not “Why USC?” or “Why Michigan?” Ick. Of course, USC or Michigan or whatever school you are applying to will “provide” (also a poor word choice) you with excellent training. Looking up the school and going to the website? That’s the bare minimum due diligence, so don’t write about it in your statement. Finding rankings online, name dropping your contacts, then trying to tell the school, hey, you’re good enough for me because my friends said you are? Everything about this paragraph is cringe-worthy. This approach and tone will turn off faculty members reading your application. This applicant comes across, from this one paragraph, as unpleasant to teach, completely careerist, and lacking in self-awareness.

Here’s a much better example. I don’t endorse this statement of purpose as a whole (it could be improved) but find the “fit” paragraph comes across as appropriately specific yet open-minded. 

“Great University is an ideal place for me to continue my research training. It is equipped with the technology, expertise, and resources in the methods I hope to explore.  My interests are an excellent fit for So-and-So’s lab, but I would also be interested in working with Smart Woman, Interesting Man, or Great Guy. Over e-mail or in person, each of these faculty members informed me that Great University fosters an intimate, friendly, and collaborative environment within its Psychology program. As someone who wishes to develop skills in several methods and who enjoys interdisciplinary study and group work, it is of utmost importance that I find myself in such an environment. Most importantly, Great University places an emphasis on student research, a top priority for me. For these reasons, I am eager about the possibility of continuing my research and education at Great University.”

The writing, however, could be improved. I’d revise some of the subjects here: Rather than “Great University is an ideal place for me,” say instead “I am drawn to study at Great University because.” Don’t tell faculty members about their institution; the focus should be on you and why you are attracted to the university. Likewise the wording of the sentence that includes “As someone who . . . it is . . .” desperately needs to feel less passive. Be concise. “Because I wish to develop skills . . . I am eager to be in an environment that. . . .” Likewise “such an environment” proves problematic. Define exactly what “such” means here. An environment that what? “Informed me that” should be “explained that.” Remember that your statement of purpose is also a writing sample.

In general, if your statement includes more than a couple of sentences with “it is,” revise.