At my school, we didnt have the option of "telling" them what to write about us. They use a prefabricated format for every student.
They wanted us to fill out a mini application (i.e. extracurrics, essays, transcript, interview, letters of rec) and they wrote out a couple pages of narrative evaluation, stuck in parts of the letters of rec, and did a numeric score in different areas as well as an overall score (ranked from 1 to 7 in terms of desirability)