Tell the truth, don't misrepresent, answer questions, never disparage other institutions of higher learning, listen actively, get to know your perspective students, their needs wants and desires, dig deep as it pertains to what their real motivation is. It's old school and it still works. Follow up, follow up, Follow up. Be an encourager and source of honest ethical motivation. Treat them like you would want to be treated if it were you on the other side of the desk. Let them talk and listen!