SOP

To customize your SOP or Personal Statement for a specific university, research the university and programme first. You can then list out which specific features of the programme and the university suit your interests and how would they help you achieve your goals. You can also describe how the university would be the ideal lauchpad for you, given the curriculum, faculty or in-house amenities it provides. 

A personal statement is a document that should include your motivations and interests, mentioning in detail about goals and aspirations. Meanwhile, an SOP focuses more on why you want to pursue the programme you're applying to and your academic abilities and relevant experiences.

The introduction for an SOP should demonstrate your passion/ interest in this field. You may share an anecdote in this regard or may choose to state how pursuing this programme will help you attain your future goals. The introduction sets the tone of the narrative, which is to come later. Therefore, it should be catchy and authentic.