I've got a new podcast up - the first in our series dealing with credentials in-depth. First out of the gate is the goal statement (also known as the essay, or statement of purpose). I can tell you without shame that there have been podcasts I've gone into doing kinda blind, because the person I'm interviewing is the expert on the subject and I am totally not. The interview notes on credentials....well the problem there is keeping it to a reasonable length. There are so many things to say about each part of the application packet, and many areas where things can go awry. Eventually you have to say "this should cover most people, and even the exceptions fall in these broad areas."
You might think the goal statement would be easy, right? You just have to talk about yourself.
Not so much. Yes, you talk about yourself - your strengths, your perceived weaknesses (and what you have to say about them), why you want to be in a program, why now is a good time for you to pursue graduate education, why the program is right for you and what you bring to it...and try to get it done in about a page or two. That's a lot of ground to cover concisely, and students will often leave it to the last minute.
JR talks about what makes a good goal statement, what the problems are we see in goal statements, and how we use them (I promise, it's not just a hoop to jump through). I recommend checking it out.