Advice on what not to do:

1. Avoid using empty compliments. Don’t comment on the “beautiful campus,” mention the “distinguished faculty,” or gush over the “state-of-the-art facilities.” If it’s something you could read on their website or brochure, it’s something that any kid could write, and it’s going to sound canned.
2. Also avoid writing about how much you love the city this school is located in. Especially in a big city like Boston or New York (where there are literally dozens of campuses), answering a “why our school” essay with an ode to big city living isn’t going to be specific enough. Dig a little deeper on this one.
3. Don’t copy and paste the same essay for every school. For it to even be possible means your only essay is mediocre and vague. Do yourself and the colleges a favor and actually think about why you’re applying there in the first place. Something must have made that school land on your short list out of the 3500 possibilities. What was it? P.S., This counts double for your top 3-4 choices.

Some students might find this advice helpful:

1. Think hard. Why THIS school and not any other school with a great campus and smart professors?
2. Why does living in that particular city appeal to you? Are there great job and internship opportunities, do you love the social activism, is the city close to the beach? Do your research and find out how the college integrates itself with the city. Consider pointing your essay towards aspects of the school that are unique because of its location.