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Often they are the make-or-break factor for kids on the fence. Common essays can be used for any school; pay another app fee and off goes another app. Adcoms are very interested in who really wants to attend their school. And supplements are a great way to infer it. A kid who blows off an optional supplemental is telling you something, so is one that has done a mediocre job compared to the common essay. By contrast a kid who wants nothing more than to get in will spend all the time they can to make the supplement shine, welcoming one more chance to put their case forward.
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