Consider the audience: someone whose job it is to read hundreds of these things. The vast majority of the other applicants, creative types who are trying to stand out in the crowd, will load their essays up with gimmicks, trying to sound clever but employing clichés.
Be refreshingly straightforward in your statement. Stand out in the reviewer's mind with your clarity instead of complicated language that tries to sound smart. Be honest; bare your actual self instead of the image that you'd want your critics to see. Stick with the truth, avoid complicating the matter, and make sure to edit out phrases where you may tend to overelaborate, over complicate, or use too many impressive words.