In my experience reading hundreds of these over the years as a faculty member, what we were usually looking for was something very personal. The applicant's personal story. Taking care of a sick relative. Climbing Mt. Everest. Riding a bicycle across Nepal. Volunteering at the puppy dog shelter. Anything personal to you that tells your true story and what matters to you, personally. And it has to be legit. Meaning, it has to be you. That's what we were looking for. It has nothing to do with grades.