Common app essay - College specific?

<p>I'm applying ED, so my common app essay is basically taylored to that college (Swarthmore). I heard that Swat likes people who express a lot of interest in them. I was wondering if this would be a help or a hindrance (other than the fact that if I don't get in, I have to write a completely new essay).</p>

<p>In retrospect, this paragraph doesn't seem very clear. My question is: is it a good or bad thing to write a common app essay specifically for a certain college (i.e. having multiple references to visits, college specifics, etc..)?</p>