Not feeling cranky this am, but I disagree with the basics in the link.
Starts with, “present all your significant accomplishments and new activities since…”
Foremost, you need to understand what’s significant to those adcoms. It’s not a novel (unless you receive broad acclaim.) Not some new pie club you founded, etc… Not, hey, I play guitar better than 2 months ago. And raising your grade to an A- highlights it wasn’t any A before.
Be careful.
It’s not how perfect you think the match is, for your wants. It’s what matches theirs. Nor is it magic to make 3 contacts with the rep. It’s the quality of what you do share and the picture that presents.
One needs to pull this off right.