For the most part, I agree with Marvin in terms of the essay. Keep in mind, there needs to be “fit” between the college and the applicant. Sometimes a denial or deferral is in the kid’s best interest.
In terms of demonstrating the kid has what college wants, I think its important to look at the application as a whole. If the kid has been captain of their sport and president of their class, they don’t need to write about leadership in their essay. The essay needs to tell the broader story, fill in the gaps and show things about the kid that aren’t obvious from class choices, extracurriculars and other parts of the application (such as the short answers.)