Hi there,
You're spot-on that outside of your undergrad GPA and GMAT score, your essays are where you can truly differentiate yourself and show the admissions committee why you deserve a spot in their class. Different schools take different approaches to the essay topics but overall, the trend is moving towards more open-ended questions (i.e. Introduce Yourself, Why You?) vs. more specific and pointed questions. To maximize the opportunity presented by the more open-ended questions you'll want to authentically and sincerely tell the story of you - instead of simply laying out the facts, discuss the why? and how? behind each decision and goal, emphasizing the aspects of your profile that set you apart.
If you'd like to discuss this in more detail, my firm offers a free 30-minute consultation - you can sign-up here:
https://www.vantagepointadmissions.com/#!free-consultation/cjta. We have experience working with a wide diversity of clients across countries, industries, ages, etc. who have gained admission to their dream schools and we offer a number of different packages to suit different needs - we'd love to discuss how we can help you!
-Melody