Strictly Ration Personal Pronouns Don't overwhelm the reader with personal pronouns. But when you have completed the statement review it to see whether some personal pronouns might be deleted for the purpose of conveying fewer self-centered thoughts. This is a difficult task but at least worth the effort. In this wonderful age of computers it is easy to tailor your statement to each application. Don't try to make one size fit all.
Nobody likes form letters.
Cookie cutters should be reserved for cookies. Be imaginative with each application, not cute, but tailor each, as much as possible to fit the situation. Even a little bit of personalization will make a big impact on the reader. And cross your fingers.