The Application Process

Hi guys,

I'm writing my motivation letter to some business schools and really need your help.
The schools don't give a topic for the essay, just state a motivation letter.
Therefore, I structure my essay as bellow:

Introduction to my field of interest
State my short-term and long-term goals
Describe how schools can help me achieve my goals
Describe how my past experience reflects my potential in future

Well, my problems are: I don't know how to use my experience to reflect my potential. So far, I just state what I've learnt from my experience. And how can I connect it to the school that I apply for?
Would you please give me some advises? Examples are very much welcome.

Also, I have an other problem with the essay scholarship (it doesn't have a topic, too). Because I've already mentioned my experience and competency in the motivation letter, I don't know what to talk about in the essay scholarship, should I talk about how my financial difficulties? I don't know whether it is a good idea because I think everybody will say that.
Thank you very much for your help!!!