Personalizing SOP for each program
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I am a bit stuck on how I can personalize my SOPs for each program. I mostly use the program site for my research but I think if I mention things from what unis list on their “Why us” Section, it may come off as too generic, indicating I did not put in time to get to know the program. What different approaches can I take to demonstrate a good fit? I would really appreciate detailed and precise feedback!
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I recommend you tailor them based on your type of program. As Muttahar mentioned, for PHD and thesis based master programs it needs to be research direction oriented, especially in top programs which outshine their competition in most of the other factors like faculty or course quality etc. For a professional masters program, citing employment outcomes, curriculum quality and specific facilities and services that will help you achieve your goals (Like Fatima mentioned) will probably define a better fit.
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I personally mentioned the specific professors I would love to work with and showcased how their research work matches or provides a future direction for my past work. That neatly establishes a tight fit between me and the program. With PHD applications it is absolutely essential to mention PIs you want to work with and then reach them out personally through emails to develop personal points of connection and gain their support in the admissions committee.
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I don’t think mentioning things from their website will sound too generic. After all this is what the program is trying to market. They know best what sets them apart and probably capitalize on that on the face of their website. Maybe it is a clue they leave you to decipher after all!
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The ideal approach in my opinion is demonstrating high-level fit first and then narrowing down to the specifics. A blend of the two may be necessary to showcase flexibility. For example, a program may have multiple professors conducting research in the same area. If you stick to just one professor and demonstrate a precise fit with them in your SOP, it may seem like you are a bit too stringent with your goals. Mention some special elements of the program after talking to the alumni there and getting information not publicly available. This showcases your deep interest and commitment to the program. Another way to do this is to read up on a professor’s work from Google Scholar (don't just stick to the first work of each professor listed on the Uni’s site, do a deep dive!) and demonstrate some future direction/ fit with their work. Remember to list some elements of the program that excited you besides the professor as well! This will show the flexibility of your fit and goals in the long term. Hope it helps.
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A format I followed was to link an element/feature of the program the SOP was for with each of my project/research interests, mentioning it immediately after I explained my interest. For example, when I wrote about building a tool which I eventually want to launch as a startup in the near future, I followed it up by mentioning the entrepreneurial classes and venture lab in that university to show that I have a charted trajectory for this program and that I can build on my specific goals and aims using program facilities.