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I think that the idea of adding the extra essay was to keep people from just lightly clicking off another copy of the Common Application. Williams wants to be accepting people who want to come to Williams, not people who are gaming the admissions process and who are applying because it's easy to add one more college.
Use the essay as an opportunity. Don't be trying to give them what you think they want. Give them, instead, a better view of who you are and what you care about.
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