Why you deserve X award?

[Hugo85]

'Please provide us your personal statement why you think you deserve the X Award. Please limit your statement to 500 words'

No where does it ask for a Statement of Purpose, so I assume this is it. However I simply cannot only talk about my interests and future perspectives as I have to prove that I deserve the award. I should obviously explain how my interests, past publications and experiences tie-in with the proposed subject, but how do I tie this in to why I deserve this award? I am really not sure how and to what extent I should be selling myself.

I'd appreciate some guidance as I don't want to sound like a shamwow advertisement, yet I don't want to undersell myself.

Hugo