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[canonicalkumquat]

The "formula" that worked for me (my statement was cited as a key factor by every department that accepted me) was rougly 30% academic background/preparation, 60% future plans (questions you want to explore/methods you want to use), 10% fit with the department.  

Mine was particularly non-biographical, but departments seemed to appreciate that after piles of "I love history because I did renn faire..." applications.

I'm happy to share my SoP since it would be almost impossible to plagiarize but might serve as a useful model.  PM me if so.