Being real will. One size does not fit all Writing one set of essays and then with some slight modifications, using them for subsequent applications is not a good idea. Directors look for candidates who match up well with their programs, so candidates must speak to the strengths of individual schools. Each program occupies its own niche. Essays should note how that program fits their personal goals.
Individual programs warrant unique essays.
Wynne agrees that anything you can do to make it clear that you appreciate that program's specific strengths enhances the impression that you know what you're doing and why you're applying. Go to open houses and receptions. Articulate to anyone who reads your application that you have a strong feeling for the school. You know what it's about and want it. You're not just duplicating what's in the catalog.