I am a MSc Marketing student at Durham University. Here is a step-by-step breakdown of the personal statement I wrote as an American to get accepted into the Russell Group University with my full example at the bottom.

Step 1: Introduce Yourself

State your first and last name and your current title
State any credentials you have (i.e., your university degree)
State why you believe you would be a good fit for your programme

Purpose: The credentials in this section build authority and set the tone for the rest of the essay.

Step 2: Your Personal Anecdote

Select a personal anecdote that is somehow related to your programme
State how your passion for this area of study began

Purpose: This is your opportunity to tell the admissions panel why you are passionate about the degree beyond academics.

My Example: I talked about how my grandma, who is a retired foreign language teacher in a rural community, inspired her students to see the world and has a remarkable local legacy. I pulled her legacy into my own studies overseas and how I enjoy being an American representative abroad.

Step 3: Connect Your Personal Anecdote to Your Professional Purpose

State how your personal anecdote connects to your dream profession
State your ideal future job role and career goals with an emphasis on how you will create impact

Purpose: This section paints the vision of your future to the panel if they accept you into the programme.

My Example: I combined my experience abroad with my grandma as my inspiration to state how the two inspired me to make a difference in tourism development through marketing. I also stated a specific role I want in an organisation.

Step 4. Prove that You Have Done Your Research on the Programme and the University

Select 3-4 classes from the programme’s brochure, and state how each class will help you on your career path
State your dissertation interest
State what you like about the university holistically (the community, class sizes, etc.)
State how you will become involved within the community (part-time jobs, activities, etc.)

Purpose: This section proves that you have taken the time to do your research and that you are serious about the programme, that you have tailored your statement for this programme carefully, and that you respect your readers’ time.

My Example: For my dissertation, I mentioned research I am familiar with and how I want to expand on that research, giving concrete examples.

Step 5: Prove Your Talent with Major-Relevant and Thorough Examples

State 3-5 examples of your past success in either your area of studies and/or future career path (internships, grades, employment, activities, volunteering, leadership, etc.)

Purpose: This section argues why you deserve to study there. This is not the time to be humble, but rather your time to make the case for yourself and that you deserve a spot in the programme.

My Example: I included five examples: two marketing-related assignments I received high scores on at university, two tourism marketing internships, and my previous leadership role as editor-in-chief for a high-school newspaper.

Step 6: Conclude and Weave in Your Personal Anecdote

Conclude with 3-4 sentences that tie in your personal anecdote.

Purpose: This section wraps up your essay into a finished product and is your final chance to demonstrate your writing prowess.
My example: I concluded by stating how the programme will help me continue my grandma’s legacy of international relationship building and leadership.

Additional Advice:

There is a key cultural difference to note as an American. In the US, they like to see the “jack of all trades”: an engineer who is captain of the football team, an artisan carpenter and does musicals, etc.. British universities prefer a “master of one” : one subject you're really passionate about and how your future career paths connects to your personal life to paint one cohesive picture.

Masters in UK: Step-by-Step UK Personal Statement Example