my biggest advice: this is the one place where you can truly stand out from everyone else in the committee's pile. It's always a dispute about how much weight they put on those, but I think it can be a very important factor. It's the one interesting part of an application and can definitely bring up topics of conversation in an interview. DO schools really like conversational interviews from what I can tell.
So, the bottom line is, make yourself seem different--tell about your crazy hobbies, amazing volunteer work, or interesting childhood. Be unique.
Good luck.