No problem. And again, this was just my experience, n=1 so not statistically significant but still. My letters were short, but they all had the same format. 1st paragraph: Jeff is my #1, I will matriculate if accepted. 2nd: One reason I love Jeff specifically is...(fill in some unique program/affiliate/whatever that clearly jived well with my personality that I found after digging insanely deep in the site). 3rd: I'd contribute XYZ to the class and improve my classmates education as well.
For me, some of the reasons I loved Jeff were their very strong LGBT health activitism, being very geographically close to my family my significant other's family and having my childhood best friend already at Jeff would mean I had a support system already in place here, and this won't apply soon but for me I love the block schedule and am not a fan of TBL curriculums (which are quickly becoming a thing at all schools) because I study most comfortably and learn best by myself. Also being literally in the heart of Center City is amazing because of the diversity in culture, in and out of school opportunities and I grew up in a suburb with nothing to do ever so I hate being in quiet/slow paced environments and being in Center City is the exact opposite. If you hate where you live, you'll be miserable and won't perform well. Most smart people I know who did poorly in undergrad/grad/med school did so because being somewhere they geographically hated made them borderline depressed/full on clinically depressed, even if they liked their school.
But yeah. All simple reasons, all genuine and personalized to me, but all unique to Jeff (or at least more so than other schools in the area).