This question is applied mostly in interviews for other than social form of scholarship.
You need to realize one thing. There will be many applicants like you. Many people want to get a scholarship, even some that do not need it. What more, the background and the profile of every candidate is pretty similar. Just thing about it. You all graduated from the high school, none of you have any working experience, you all are trying to make a career in the same field/sport.
It is not easy at all for the committee to decide whom to grant a scholarship. What would you do sitting on their seats? The best thing they can do is to ask what makes you special,or said in other words, why you should get a scholarship and not someone else.
Focus on something that distinguishes you from other applicants
To say that you are an excellent student or a sport talent (depending on the form of scholarship you want to get) would not help you. All the people who apply share the same characteristic. You need to bet on other qualities. Either you can write down all your achievements and try to present yourself as the greatest talent of all (what I would not recommend, but it can work in some instances), or you can talk about other qualities you have, or alternatively about something you can do for their institution. Or, you can bet on humility, saying that nothing makes you special, that you are just another kid from the block. Let me show you some examples.
I know that you meet here many great athletes and that similarly to me, they all have the desire to become professional and represent the school, as well as our country later, on the world scene of sport. However, not all of us can make it and will make it. While I hope to be the one who can make it, I do not want to underestimate anything, and have also a plan B. I plan to study really hard and do my best to obtain a trainer qualification. If get injured or for any other reason can not progress in my sporting career, I would love to stay at the school and teach or train later. So if fact, your investment into my scholarship would be an investment into your own institution, doesn’t matter if i become professional at the end or not.
Please, see here the list of my achievements. As you can see, I always strive to be the best and am winning a lot of competitions. Also, as you can see on these pictures, I always run in a school jersey and in my speeches for local media always appraise the institution and the trainers. I believe that I can really help to spread a good name of your school, if I get a chance to study here of course.