Everyone knows, in theory, that you need to fill your applications with colorful and interesting examples. But if everyone knows, why is the number one comment I make upon reading essays and letters of recommendation and conducting mock interviews - “Where are the examples?”

An essay that claims that you are a great leader, innovator or team player may sound interesting. But it also sounds like you read the “how to get into b-school” book. Unless you can back up all of these claims, they are just empty claims. The best way to convey your excellence is not through stating it, but through proving it with examples.

Many of my clients start out thinking that they have not done anything that will really stand out. They have read friends’ essays and do not think that they have material that is nearly as impressive. However, as we discuss their background, we inevitably find interesting examples. Last year, one of my clients was stumped. He needed a good story for HBS question 1: “Describe a significant change that you brought about in an organization and its impact on your development as a leader. ” The example that we came up with was about revamping a monthly report at work. Not exactly a “save the world” kind of example. However, once written, it showed initiative, a desire to challenge the status quo and an ability to execute and infuence others. He also was able to articulate very specifically how it impacted the organization and helped him grow personally. Result - he is going to HBS this year.

So, as you brainstorm examples for this year’s apps, remember that even a simple example can be extremely effective. And without an example, it is almost worth not making a claim.

Many schools will ask you or your recommenders, or both, to discuss weaknesses or areas for improvement. This can be difficult because you are walking the fine line between being honest and exposing too much. Here, as in the rest of the application, honest introspection can lead to the best answers. There are as many valid weaknesses and developmental needs as there are people. However, there are some approaches that are overused and ineffective, and just don’t work. The following summarizes the top four “bad ways to address the weakness question.”:

1) A weakness that is really a strength: “I am a perfectionist who works too hard to get everything right.”
2) A weakness that you have already addressed: “Jason was a poor public speaker, but after discussing this with him, he joined a public speaking club, read several books on the subject, and worked hard to improve. Since then, he has become one of the strongest speakers in the company”.
3) A claim that you have no weaknesses.
4) A weakness that will be cured with an MBA: “My biggest weakness is my need for formal finance training. An MBA from Stanford will definitely resolve this issue.”

While claiming that the weakness is cured does not answer the question effectively, showing that you are aware of it and working to address it is fair. Returning to the public speaing example above: “Jason’s public speaking skills can be improved upon. He and I discussed this a couple of months ago and I was impressed that his response was to join a public speaking club. He is now President of the Club and his skills are steadily improving.”

This is one of the most difficult questions to answer because of a fear of being too honest, but true self awareness is critical to success in MBA admissions. Trying to come off as perfect may actually be a window to your greatest flaw.

Round 1 or Round 2 - that is the question…
There is definitely a frenzy around trying to submit applications in round 1. So much so that you might wonder what the other rounds are for. If everyone needs to submit applications in round 1, who exactly is being admitted in round 2? The answer: a lot of people are admitted in round 2, and if your application is not ready this October, you should not be afraid to slide to round 2.

All things being equal, round 1 may be a bit of a smarter strategy. At the beginning of round 1, all of the seats in the class are available. At the beginning of round 2, a bunch of seats have already been given away, and you are also competing with those on the waitlist. But then of course, there are those who say that all of the top candidates are applying in round 1 - and you are up against the toughest competition. So then, maybe it is best to apply round 2. Hmmm…this is confusing…

The truth is that the admissions committees know what they are looking for. They have become pretty good at estimating numbers, and evaluating and accepting applicants that fit their criteria. The best strategy is not to play the game of which round, but to submit your application as soon as, but not until, it is ready. Earlier today, I spoke with a client who believes she can raise her GMAT from 650 to 700, but it will mean waiting until round 2 to submit applications. My advice? Go for the 700 in round 2. Always make sure all aspects of your application are the strongest they can possibly be, and then submit. Never sacrifice quality just to get in to round 1.

And with all of that said…I would never recommend round 3. But that is a topic for another day.

As I often state, the MBA application process is very much about marketing yourself to the admissions committees. Some of my clients find it helpful to actually create a Marketing Plan, consisting of the four P’s: Positioning, Product, Place and Promotion. A Marketing Plan is designed to launch a product thoughtfully and effectively. Here, the product is you. This will help you focus your strategy by articulating several key elements outlined below. Once these elements have been clarified, you can more effectively put your strategy into action. You may want to try this exercise yourself before diving into your essays. Below is a sample using Wharton as the target school.

Positioning Statement:
General Statement - Inside and outside the office, I am known as a key contributor to every team. I am a self starter who not only takes initiative, but also energizes those around me. I bring strong communication, an open mind and respect for others to every setting and work with diligence and focus to bring about strong, positive outcomes.

Specific Background - I have a strong background in strategy consulting, primarily in the technology industry, where I have been involved with all stages of the product lifecycle – from market research and development through to product launch. Most recently, I was part of a team that advised a high profile security firm on a new product launch into a competitive space. I also serve on the boards of the Stanford Alumni Club and Nature Support, where I initiate positive change for causes about which I am passionate. I want to combine my current knowledge and skill set with an MBA to successfully manage my own brand after business school.

Goals - I am pursuing an MBA to facilitate a transition into a brand manager position with a large consumer products company, and to enhance my personal growth. Ten years from now, I plan to be CEO of an innovative consumer products company, focused on environmentally friendly products.

Product = Key Competencies (Skills, Knowledge, Traits):
Skills - leadership, teamwork, analytics
Knowledge - client services, non-profit, technology industry
Traits - compassionate, self-starter, strong communicator

Place = Characteristics of Target School:
Values - Leadership, diversity, initiative and focus
Teaching Methods - Case and theory
Geography - East
Size - Largest program
Culture - Collaborative, innovative, creative, team based

Promotion:
1) Apply first round
2) Campus visit
3) Side letter from current student
4) Attend local presentation
5) Highlight accelerated career progression
6) Highlight board positions, especially Nature Support
7) Clearly link personal and professional experiences to future goals
Demonstrate passion for Wharton curriculum, culture and non-traditional programs