13. Creating a Buzz

It’s almost taken for granted, no matter who you are, that you’re going to get some kind of discount.

—Bruce G. Hammond, director of college counseling, Sandia Preparatory School in Albuquerque

When a Certified Public Accountant from upstate New York, contemplated how he was going to pay for his son’s college, he knew he didn’t want to pay the sticker price. The son was a good student though he wasn’t brilliant. But the CPA, who advises his own clients about their college options, figured that if he proceeded strategically, his son would win a tuition discount.

As the father and son started searching for colleges, they made sure the list contained good academic fits that were located in different regions. He ultimately applied ...

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