when schools ask why us

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Dig around, use google creatively. If you go off just the website (superficially), you might not come off as knowing the program. Youtube can be really helpful. Look up the dean. Look for alumni newsletters. Align your app/experience with the program.

And in your interview, don't say "because I'm hard-working." That sucks.
 
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On your website, you have a really hot girl who apparently got accepted into your program... so i was hoping i'd get to meet her and see how things go.