Scholarships are a very popular way to finance the education of most college students. As they are very popular it is often hard to get into these programs. You really need to impress and convince the donor that you are the right person for their financial support. With a great application essay that is well written and thought out you can achieve just that.
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The popular "topic of your choice" option had been removed from the Common Application between 2013 and 2016, but it's now back again for the 2017-18 admissions cycle. Use this option if you have a story to share that doesn't quite fit into any of the options above. However, the first six topics are extremely broad with a lot of flexibility, so make sure your topic really can't be identified with one of them. Also, don't equate "topic of your choice" with a license to write a comedy routine or poem (you can submit such things via the "Additional Info" option). Essays written for this prompt still need to have substance and tell your reader something about you. Cleverness is fine, but don't be clever at the expense of meaningful content.
Apr 3, 2017 - Writing an essay for your grad school application
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Budget your time accordingly. Most employers allot a certain amount of time for an application essay, such as 30 minutes. In this case, you might want to allocate 5 minutes to reading the directions and your essay choices, 20 minutes to writing and 5 minutes to proofreading and editing.