Be sure to be truthful at any time. If you bs, it will likely work to your disadvantage. The reviewing faculty are not idiots and have seen it all, trust me.
Preparing a strong application is not easy. Think about what your interests are and how going to the particular institution works to their advantage. Faculty wants to see competence, drive, and interest in what they have to offer. Writing something generic will put you in a big bin with the rest of the lazy bums. Do something to stand out in a good way. Show familiarity with the best the particular department can offer. Show particular interest in the research areas of several prominent faculty.
Whatever you do, be consistent, honest, proactive, and intelligent. Be sure to write clearly, concisely, and effectively. If your writing skills are bad, get somebody to help you with formatting.