As I mentioned in last week’s blog, over the next few weeks, we’re going to look at commonly asked application essay questions among the nation’s top b-schools, and I’ll give you my take on what admissions committees really want to see in your response.

This week’s question: “What matters most to you, and why?”

This question, long used by Stanford GSB, is the ultimate values question. Extremely open-ended by B-school essay standards, this question allows the candidate to go in any direction. Compounding the challenge is that the length guidelines have historically been as open ended as the question itself.

Admissions officers readily talk about how they want to get to know you through the admissions process. Beyond learning about your strengths and accomplishments, they really do want to understand what’s important to you. Stanford just happens to ask more directly than most. So give a lot of thought to what you want to communicate. The adage that there’s no right answer is especially apt here. Is it your family that matters most? That’s great. Is it your desire to change the world? Awesome. Your passion about something? That’s good, too.

Once you’ve decided which direction you want to go, your next step is figuring out how to make it genuine and compelling. What evidence can you provide to back up your assertion? What stories or anecdotes can you share? Keep in mind that being a good storyteller is very much a part of writing effective essays.

One potential pitfall to steer clear of is the outlier essay. All of your essays should fit nicely together in a consistent fashion, with each response building on the others. When any essay, even in response to the question posed here, comes across as out of sync with the others, it strikes a discordant note and can raise questions about the genuineness of the entire application package.

What are the five most common mistakes applicants make in their essays/personal statements?

1.  They fail to distinguish themselves. Often, candidates approach essays from the vantage point of “what do the admissions officers want me to say?” This approach leads you down a path of sounding too much like all the other applicants.  Rather, you should be thinking, “What makes me unique, and what stories can I share to highlight that uniqueness?”  Think of every essay as an opportunity to communicate your personal brand.

2.  They fail to answer the questions. There’s nothing inherently wrong with “re-purposing” essays from one school’s application to another, but be sure that you are in fact answering the question being asked.  Admissions officers are familiar with each other’s essay questions, and they’ll react badly if they suspect you’re recycling your essay from another application.  The more you research your target schools, and the more you’re answering the question being asked of you, the less “recycled” material will show up in your essays.

3.  They fail to make the essays/personal statements compelling. You certainly don’t want your essays to be seen as boring.  Essays that simply list accomplishments, restate the resume, or are just plain poorly written are foolproof ways to do just that.  Keep in mind that the quality of your writing is extremely important.  Try sharing your story with a friend or colleague – if it’s not compelling when spoken out loud, it’s probably not compelling on paper.

4.  They fail to demonstrate their strengths. Instead, they simply assert them.  Declaring yourself  smart and talented, while perhaps true, isn’t very compelling.  Rather, you need to demonstrate your skills and intellect through evidence as communicated through stories and anecdotes.

5.   They fail to follow the guidelines. If a school asks for a 500 word personal statement, how long do you suppose it should be?…..yes, about 500 words.  Anyone who has ever heard me speak on admissions knows what I consider to be Rule #1 of the admissions process: Never aggravate irritate the admissions officer!  Failure to follow guidelines is as good a way as any to violate this rule.  And the easiest way to break the guidelines?  Accidentally mentioning another school in your essays.  Every year, applicants say, “I would never make that mistake,” but some of them do – and their applications are promptly discarded.