Yeah, I feel you! I saw one tip that's been super helpful. Connect your reason for applying directly to your writing samples or vision. You want the school to see how their program, specifically, will help you grow as a writer. So, for example, if your work has strong ties to cultures in non-English-speaking countries, you might say you're interested in the school's robust language/translation courses (supposing they have them). Or if you're applying to a program that encourages students to experiment, mention a few specific forms you're hoping to experiment with while you're in the program.
I've heard a good general SOP structure is something like:
Your literary vision, what you write, why you write it, what you hope to improve in your writing
Literary influences, authors you feel your work is in conversation with
Writing background, where you are in your writing career, which workshops you've taken, ways you're already engaging with the community
Program specifics, what you hope you get and bring to the program, tie this part into your writing vision by calling out a few specific things the program offers that would make your work stronger
Goals for what you want to happen after graduation. Keep this focused on internal goals instead of external ones (like getting an agent or getting published, since you have no direct control over that)
As for personal statements, take a look at Cornell's Admissions page. They have some guidelines on what belongs in an SOP vs. a personal statement. Basically, your SOP should focus on your writing, program specifics, and goals, while the personal statement should give insight into your life experiences outside of writing and how these life experiences will help you foster a healthy workshop environment with your cohort.
This ended up being longer than I expected! Hope this was helpful!