Reliable information on college essays -- why it matters, how to write it, etc. -- is hard to find. Rarer still is reliable information from a reliable source. Parke Muth, who spent decades working in the University of Virginia's Office of Admission and now runs his own college admissions consulting firm, had both the info and the cred. Add a knack for public speaking and a wonderful sense of humor, and this hour-long talk on the college admission essay is a must-watch for anyone who wants to know how to write an essay that will make a difference.