The 40/40/20 Rule for College Applications

In advertising, there’s a rule.

It’s called the 40/40/20 principle.

Direct marketing pioneer Ed Mayer coined it, and it says that every campaign’s success depends on:

•  40% the product

• 40% the audience

• 20% the creative

Let’s apply that to college applications.

Same principle.

Just a different kind of sale.

40% is you.

Your grades.

Your test scores.

Your activities.

This is the product.

40% is the school.

Some schools are highly competitive.

Some are not.

The more competitive the audience, the harder the pitch.

20% is your essay.

This is where you create the story.

Where you frame the product.

Where you persuade the reader.

The essay is your creative.

It’s the one part of the application where you speak directly.

Where you connect.

Where you leave a mark.

You might think 20% isn’t much.

But it can tip the scale.

Especially if your numbers aren't perfect.

Especially if your school is a reach.

This is how marketing works.

A brilliant ad can sell a simple product.

A weak ad can bury a great one.

Creativity matters.

So write like it matters.

Because it does.

If your story is clear, vivid, and real—

You’ve just given yourself an edge.

And in college admissions, every edge counts.