If that was the case, students would be admitted or denied solely on their numerical grades and test scores.
If you’re e-mailing or attaching a file, be sure it’s named appropriately, and keep the formatting simple (or as directed). Admission folks will not be impressed by a litany of 14-syllable words or Shakespearean quotes, unless there is a reason why they tie into your story.
Use conversational language and a consistent, friendly tone.
Even if the topics are similar, you still want to tailor your writing so that each university your applying to feels like you’re writing it for them.
For instance, you might take a different approach for a small Christian university like Olivet Nazarene in Illinois as opposed to a large, urban public institution like New York University or a more specialized program like at the Rhode Island School of Design.