I agree knowledge is power. Communication with a potential student must remain unbiased. While I believe 100% we have the best program for students that is not how to approach a potential student. It is important to listen first. What does this student expect from a program, what does the student need from a program. Then help the student understand if, and how the program can meet these requirements. We will likely not meet every requirement on every student's wish list for the perfect progrm. The student needs to know this in advance. Time and money are precious to a new student, and both need to be spent wisely.