Think you make too much for financial aid?  Most six and seven figure-earning families just blindly assume that they can't qualify for any type of financial assistance for college.

Think again.

The dirty little secret that colleges don't tell is that most scholarships and aid actually go to high-income families.

They’d rather avoid negative press for this non-politically correct reality. Can you imagine if word got out?

Actually, colleges would strongly prefer that you shut up and write the check.

Here's the simple truth that you won't hear at your high school's College Night (waste of time):

You don't have to pay "retail" for college, even if colleges consider you affluent.

This coming Monday, I'm running a new webinar, “How to Print Scholarships on Demand.”

You'll discover how to slash your tuition bill by 56% or more, even if you think you can't possibly qualify for any type of aid.

It's free and there's nothing to buy. (Obviously I teach these classes to help get the ...

Tonight, Wednesday, August 20, our head tutor Marissa U is conducting a brief walk-through of each part of the new ACT and recently updated SAT.

If you have a young test-taker slash college-bound kiddo, I wholeheartedly recommend that you attend this brief presentation.   Especially if you have questions like:

*What's the deal with the new digital ACT format?  Is the change good, bad or "other"? 

*Should my kid take the science section on the ACT?

*Which test -- SAT or ACT -- is better for weaker math students?

*Which test is better for slower test takers?

*More, including your questions in the Q&A

Here's how to login and join us tonight:

Get Started >>

- Andy "Testing, Testing" Lockwood

For Marissa U, Head Tutor

P.S.  Please share this with anyone who could use this info!

The ACT bid adieu to paper testing and now has embraced an all digital format.

Strangely, despite their Dumb Phone-addictive behaviors, many students preferred the analog, or paper version.

And of course many other kiddos are better suited for the SAT, in lieu of the ACT.

How to figure out Which Test is Best, for your young 'un?

This coming Wednesday, August 20, our head tutor is holding a brief walk-through of each part of the ACT and SAT.

"Riveting" is the first word that came to mind.

Although not Golden Globe-worthy, Wednesday's class will be much more valuable if you have a child about to grapple with the standardized tests, but you're a babe lost in the woods about where to start.

If that sounds like you, you won't want ot miss this free online class.

Here's where to get all details and sign up...

...and discover Which Test is Best for your child:

Get Started >>

- Andy "At the Movies" Lockwood

For Marissa U, Head Tutor

P.S.  Please share this with anyone wh...

Good morning!

We're hitting the airwaves this morning -- 10:00am EST --  for College Coffee Talk, our live show about college admissions and financial aid news that you can use!  

Here's what's on tap for today:

Confessions of a College Advisor -- "eavesdrop" on a conversation I had with a class of 2026 prospective client this weekend.  It was going along swimmingly...until it didn't.

Tune In!

Grab a cup of joe and we'll see you at 10am EST (recorded if you can't make it)

- Andy Lockwood

For 2026 families:

You're invited to a brand new webinar tomorrow night, How to Make Your Common Application Uncommonly Great.

August 1 marked the release of this year's "refreshed" Common App...

...but what I do not find refreshing are all of the god-awful admission-crushing mistakes that kids make each year, often egged on by Reddit, Tik Tok, other know-it-all parents or misguided, hapless guidance counselors.

Applying to college today is about how you market yourself, it's not a meritocracy.

How good is your guidance counselor at marketing?

I'll answer that one for you:  about as competent as your average DMV employee.  

I've been called a marketing consultant trapped in a college advisor's body.  Yeah, I know how creepy that is, but it's accurate.

I'm always thinking in New York Post-style headlines.  I can't help it, it's just the way I'm wired.

Here's  what I told a prospective client yesterday:  "You're not Madeline, random kid applying to colleges versus 50,000 ident...

The may have escaped your attention somehow with all the news about tariffs and controversial ads for jeans, but yesterday the new Common Application -- with a "refreshed" look and feel! -- became available.

Sadly, each year, college applicants commit numerous errors.  Some of these unforced errors are more significant than others. 

I want to highlight a short, non-comprehensive list, to help if you have a class of 2026 kiddo about to tackle his or her college applications.

1. Completing last year's application.  A bunch of kids have "already filled out" the Common App in school, during 11th grade.  But that was last year's application. All of their information will not port over to this year's, the correct one for students headed to college in August 2026.
2. Unbalanced list.  Too many "reach" or highly rejective colleges, not enough safeties and target schools.
3. Blowing deadlines.  The Common App has a built in application tracker doohickey so that you never miss deadlines or get b
...

College Essay/Activities Workshop

Did you hear about the Long Island kid who had a 30M business, a straight A average and 34 on his ACT...

...But failed to get into 80% of his colleges?

That was a head scratcher for a lot of folks. I me-self was slightly curious.

Then I saw his essay.

(He posted it on X/Twitter, it wasn't buried like the Epstein files.)

Before I tell you what I think about the essay, permit me to make a few comments:

It's never ONE THING that gets a kid into, or keeps him out of, his top choice colleges.

Second, the essay is important, but perhaps not as critical as you might think.  My best guess is that it accounts for about 10, maybe 15% tops, of the application.    

It's just that that 10% becomes more important if your kid is one of the on-the-fence applicants.

Now, brace yourself for my professional, insightful analysis of this kid's essay:

SUCKY.

Really, it was SO BAD.  

Pretentious, lacking insight and, sadly, obviously co-authored (best case sc...

 Good morning!

As I write this, Pearl is on the phone with a reporter, talking about the new financial aid rules for New York residents, among other topics (both NY and non NY-related).

Join is in a few minutes,-- 10:00am EST --  for College Coffee Talk, our live show about college admissions and financial aid news that you can use!

Tune In!

Grab a cup of joe and we'll see you at 10am EST (recorded if you can't make it)

- Andy Lockwood

 GM, two quickies for you today!

First, to celebrate the amazing, 17 to 31 (and counting) success of one of our ACT prep students, we're running an unprecedented $125 off instant "scholarship" (discount) for our upcoming SAT and ACT Prep courses!

Details (and a recording of our case study) are here on this page. (SAT prep starts tomorrow July 15, it's recorded and guaranteed.)

Announcement Deux:

Pearl and I are going live for our weekly show/podcast, College Coffee Talk, at 10AM.

Today's topics:

"Inside Baseball" look at the three biggest essay mistakes, based on yesterday's College Application Edge Bootcamp;  and

Behind the scenes of a financial aid appeal.  

Here's where to join us at 10am EST, recorded if you can't make it.

That's all I got, over and out!

-Andy

Test Prep Classes

- Andy Lockwood

P.S.  You can also listen to our show on our podcast, The College Application Edge.  

You should definitely like and subscribe, because, apparently,  we're the number 2 or 5 ...

OK, fine, there's no such thing as a score boost guarantee.  

If you see or hear one, you should run -- not walk -- away as quickly as if you were offered a ticket to the new Superman movie (SO BAD).

But there is a "secret sauce" to crushing the SAT and ACT.  Spoiler alert, it involves doing the W-O-R-K.

The way we tutor kids, it also involves:

*Content - the bare-bones, FOCUSED amount necessary to conquer the tests.  We don't teach the whole semester of content like your math teacher who tutors on the side, and wants to go over the entire year of Algebra II in order for you to get six questions right. That's a big waste of time.

Our motto:  "Highest scores, least amount of time."

*Strategy - including which questions to answer when, now much time to spend on them, when to make an educated guess, process of elimination

*"Tricks" - meaning the tricks and traps that lay waiting for hapless victims on the exams, created by sneaky, diabolical exam writers

*Time management - a su...