How do I write a good 'Experience,Skills, Abilities & Personal Statement'?

I know this...I should know this...but my mind is going blank.

It's asking on the application form for the following:

Please use the following section to explain why you are interested in the post, how your experience, skills and abilities are relevant and please details how you meet the requirements of the job using the criteria in the person specification. The information you provide will largely determine whether or not you are selected for interview.

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