If you’re relying on your school’s guidance counselor to help your son or daughter get into a top college and figure out how to get financial aid… you’re making a BIG mistake.

I’m not bashing school counselors.  They’re well-intentioned. But they’re undertrained and overworked, juggling hundreds of students.

They don’t have the time or the wherewithal to give you the "hidden," real playbook.

But I’ve got great news for you…

In tomorrow afternoon’s brand new free webinar, The College Admissions “Cheat Code”, you will discover rarely-disclosed tips and strategies to multiply your child’s odds of acceptance to her Dream School…

…and five plus “hacks” and “loopholes” that will help you SLASH college costs, even if you (mistakenly) think you’d get BUPKIS if you applied for aid!

Here are some of the “burning” questions and topics on tap tomorrow afternoon:

The shocking percentage of families who pay full price for college—and how to avoid becoming one of them
Why students with weake...

You may have heard the whispers:  the college admissions system isn’t fair.

Perfect grades? High SAT scores? Hard work? That’s NOT what gets students into top schools.

It's not a meritocracy. Colleges have their own agenda. They don’t care how much you think your child deserves a spot.

And when it comes to financial aid? The families who saved responsibly and lived within their means get punished the most.

But here’s the good news...

You can level the playing field.

I’m busting out a brand new training class, “The College Admissions Cheat Code” just for you.  You will discover rarely-to-never discussed strategies, tips and tactics that your guidance counselor is not permitted to share...

...or doesn’t even know about in the first place, including:

Why “Test-Optional” isn’t always optional—and how to decide whether to submit scores
The oddball reason why students with lower GPAs and weaker SAT and ACT scores get into elite schools, while stronger students get rejected
How to a...

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:

A case study where my little feisty Pearl went up against the advice of a school counselor at an elite NYC high school.  

This one's good, you won't want to miss it!

Tune In!

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

- Andy Lockwood

Hi, I'll be quicker than a squirrel after a double espresso.

Tonight, our head tutor Marissa and I are doing a short, live, "Town Hall" on the recent changes to the SAT and ACT, and what they mean for you and your kiddos.

The SAT and ACT matter much, much more than last year or the year before, so if you have an 11th or 10th grader, definitely do whatever it takes to tune in.  Here's the information you need:

SAT/ACT Town Hall

See you later!

- Andy "Townie" Lockwood

P.S. Feel free to pass this around to your friends like the latest flu (Influenza A or B),  norovirus or whatever. 

P.P.S. On the signup page, you can pre-submit your "burning question," in order to get it answered, live, tonight!

Last Thursday I conducted a college admissions and financial aid workshop at a local library.  Among the (small) audience:

A mom. And her 2nd grader. 

Her only child.

(Insert punch line here.)

Obviously, I told her she was late to the party and should have started planning for college while her daughter was in utero.

No, I didn't.  But I did attempt to keep a straight face the entire night, which is typically not in my skill set. 

On a serious note, even though I'm the guy who sends emails like "Don't start too late" or "You better do this now, or else," I have my limits. 

God, that was hard to write. 

Yet, therapeutic, because sometimes Pearl and I can't believe what we actually do for a living.  Thursday night was one of those times.   

If you're worried about being That Mom or That Dad, this should help.  

If your kid tells you that you're nuts, neurotic or taking the college thing too seriously, feel free to share this example with them. 

You'll be able to point out that...

Two quickie college admissions and financial aid announcements for you:

We still have seats left at the Bryant Library (Roslyn) tonight, 6pm, for my presentation, How to Get The Edge in Admission to an Ivy League or Other Elite College...and win boatloads of scholarships.

As of yesterday, they told me 16 were signed up, and I believe the room holds 25.

More details are here (if the link doesn't work that means the room is full and registration closed out):

Bryant Library 1/16/25

Proclamation Two:

Our head tutor Marissa and I just agreed to do a short, live, "Town Hall" on the recent changes to the SAT and ACT, and what they mean for you and your kiddos.

It's Sunday at 7pm, online.   

The SAT and ACT matter waaaay more than last year or the year before, so if you have an 11th or 10th grader, definitely do whatever it takes to tune in.  Here's the information you need:

Sunday 1/19/25 SAT/ACT Town Hall

That's it - over and out!

- Andy "Back to Your Regular Programming" Lockw...

I wanted to give you a heads up that this year, like virtually every year past, we've had multiple students get into multiple Ivy League and other elite colleges.  Even two of my own four kiddos cracked the Ivy code in the past couple of years.

They've all used what I call the Admissions Edge Method, to stand out on their applications, answering the Invisible Question that's technically not on the Common Application...

Why Should We Choose YOU Compared to 20,000 Near-Identical Competitors?

The Admissions Edge draws heavily on marketing principles (like this email. I eat my own cooking).  Because college admissions is largely about marketing, not a meritocracy.

I wish that weren't the case, but I calls 'em like I sees 'em.

It takes more than high (inflated) grades and near-perfect SAT or ACT scores to be a contender at a top college today.  Some factors are in your control, many are not.

I'll be sharing these fact, theories and strategies tonight, Wednesday,January 15 and tomorrow...

We stuck a new "text us" thingy on our website the other week, and some of the incoming messages have been heart breakers.

The sad ones are from parents with kids who either 1. got into their top choice college, but didn't get anywhere near the financial aid or merit aid they needed, or 2. got denied from colleges they thought were slam dunks.

Here's the thing about these situations....

They're Avoidable.  Easily Avoidable.

I'm polishing off the notes for my upcoming new, local presentations this week (Wednesday,January 15 and Thursday, January 16) and thinking through which mistakes I want to share, and how.

There are two types of mistakes:  those of commission -- where you do something wrong, and omission -- where you fail to do something.

Examples of the former:  applying to the wrong colleges.  Writing the wrong essay. Submitting your SAT or ACT when you shouldn't.

Examples of the latter:  failing to learn strategies to get merit and need-based aid. Not applying for aid beca...

Good morning!

Today at 10:00am EST on College Coffee Talk, join us for a discussion of how to appeal your financial aid award due to natural disaster.

This episode will be recorded if you can't make it live.  Here's the page for both the live and recorded versions:

College Coffee Talk

 - Andy Lockwood

The College Board reported that college tuition isn't as expensive as we think, which I'm betting is surprising to you.  It sure doesn't feel right to me (we have three kids in college), but why shouldn't we trust everything in the news these days?

According to a recent study, in-state public university tuition dropped 40% in the last decade, accounting for inflation (hmmm). And private college tuition increased by only 4%, inflation-adjusted, compared to 58% two decades ago.

What does this mean for you (families with college-bound teens?

The short answer:  Maybe nothing.  

Costs at competitive private universities are in the mid 90K per year range. And out-of-state public universities still charge a hefty amount to non-residents, overall.

If you're looking for merit aid or other financial aid, it's critically important to fish in the right pond.  Not to rely on some academic study that contradicts common sense.

That means focusing on 1. colleges that are historically generous an...