How to Tailor ‘Why Us?’ Essays Without Sounding Like a Brochure

The “Why Us?” essay is your opportunity to demonstrate that you’ve done your homework—and I mean real homework, not just a superficial Google search. Colleges aren’t looking for fluff or generic praise; they want to know why you are a perfect fit for their specific programs, community, and intellectual ethos. And to do that, you need to show how their offerings will help you grow and how you, in turn, will contribute to their environment.

So, how do you craft a compelling “Why Us?” essay that doesn’t read like a brochure? It’s about diving deep into the school’s specific programs, professors, and research opportunities that align with your intellectual interests and goals.

Here’s how to take a thematic approach and build an argument that makes your fit undeniable.

1. Start with the Big Picture: Your Thematic Interests

Forget about how impressive a campus is. Instead, start with why you’re passionate about the themes that drive you. What intellectual questions or challenges keep you up at night? These thematic interests can be much more compelling than simply saying you’re interested in a particular field.

For example, if you’re passionate about sustainable urban development, don’t just say you want to study architecture. Instead, discuss why you’re deeply interested in how cities can evolve to meet the climate challenges of the future. Maybe you’ve spent time volunteering with urban gardens or researching how cities can build green infrastructure to combat climate change. Start there!

By framing your interests thematically, you make the reader more invested in your journey. Let’s look at how to follow through with specifics.

2. Get Specific: Mention Professors, Departments, and Research Opportunities

Here’s where you make it clear that you’ve done your homework and you understand exactly how the school’s offerings will help you pursue your academic interests. Name professors, research institutes, and specific programs you’re excited to engage with.

Let’s say you’re applying to the University of California, Berkeley, for a major in environmental science. You could reference the Berkeley Energy and Climate Institute (BECI) and discuss how its focus on both technological and policy solutions to climate change aligns with your passion for sustainable urban design. You might also mention Professor John Harte, whose research on the ecological impacts of urban sprawl directly connects to your thematic interest in balancing environmental preservation with urban expansion.

At Harvard University, if you're passionate about global health and policy, mention the Harvard T.H. Chan School of Public Health and how its cutting-edge research on epidemiology and social determinants of health excites you. Refer to specific professors such as Dr. David Cutler, who studies healthcare economics, and how his work aligns with your interest in improving healthcare access in underserved communities.

You could even talk about projects and specific studies that you want to contribute to. “Professor Harte’s work on carbon capture technology and urban sprawl is exactly what I want to work on, combining political policy and engineering smarts for climate change solutions. At Berkeley, I'll be active at BECI, especially in their efforts to implement large-scale sustainable urban development strategies.”

3. Include Specific Classes You Want to Take

Don’t just list the courses—tell them why they matter. The key is showing how those courses will deepen your understanding of your thematic interest and how you will actively apply that knowledge.

At Stanford University, if you're interested in exploring the intersection of technology and social justice, you could mention the class “Technology and the Public Interest,” offered by Professor Jennifer Roberts, which examines the ethical implications of emerging technologies. Highlight how this course aligns with your passion for using tech innovation to improve public policy.

At Columbia University, you could reference their Urban Studies Program and mention specific courses like “Theories of City Development” and “Global Cities: Politics, Economy, and Culture,” explaining how you see them supporting your interest in urban planning. You could discuss how Columbia’s interdepartmental approach to urban studies will allow you to explore the social, environmental, and political complexities of city development.

4. Connect to Institutes and Research Centers

Colleges often have specialized institutes or centers focusing on particular fields or issues. Mentioning these gives you a chance to demonstrate your serious interest and the research potential you see at the university.

For instance, Princeton University has the Julis-Rabinowitz Center for Public Policy and Finance, which focuses on economic policy and financial services. If you’re interested in financial policy, you could reference how this center’s projects, like analyzing financial markets to increase transparency in global finance, would help you pursue your goal of reforming financial systems for underserved communities.

At MIT, the Media Lab is a goldmine of cutting-edge innovation. If you’re interested in the intersection of artificial intelligence and human behavior, you could reference the Social Computing Group at the Media Lab, which explores how technology impacts communication and social interaction. You could tie that to your personal interests, like exploring how AI could be used to solve mental health issues in urban populations.

5. How Will You Grow and Contribute to the Community?

This isn’t just about what you will get from the school—it’s about what you will give to it. Colleges love students who are thinking about how they can contribute to the broader community. Make sure you discuss what you can bring to the table.

If you’re applying to a school like Yale University, with its strong focus on interdisciplinary learning, you might discuss how your passion for global health and policy can contribute to the broader discussions at the Yale School of Public Health. “At Yale’s I'll combine my background in anthropology with my obsession with healthcare policy at the Health and Humanities Initiative.”

6. How You Learn Best: Fit with the College’s Learning Environment

Colleges want to know how you thrive academically and intellectually. Do you prefer a collaborative learning environment? Are you someone who excels in a classroom where debate and discussion are encouraged? Or do you shine in small, focused seminars where you can work independently on projects?

At Brown University, known for its open curriculum, you could say, “I thrive in customization, where I can put intellectual pineapples on my pizza and argue if it's an abomination. Brown’s open curriculum allows me the flexibility to design a course of study that pulls from both the School of Public Health and the Department of Environmental Studies, customizing my weird questions about whether urban gardening can actually shift poverty and crime rates.”

7. Make It About You, Not Just the College

Finally, remember that the “Why Us?” essay is all about you. Don't just list features of the school—explain why they matter to you specifically. Don’t write a love letter to the school. Write a love letter to how the school will help you become who you want to be.

In short: a “Why Us?” essay should be specific, thoughtful, and show you’ve put in the work to understand the school. Don’t just scratch the surface—dig deeper into the specific opportunities, people, and resources the school offers. And always bring it back to you: how these elements align with your intellectual journey and personal aspirations. The more tailored and specific your essay is, the stronger your application will be.