Acquiring players and building teams in college football is different than in the pros. Draft prospects must sell themselves to NFL teams, while college coaches must sell themselves and their programs to recruits.
Like every salesman, each college coach has a sales pitch. Whether it is based on winning tradition, location, academics, playing for a specific coach or the chance to receive early playing time, every school has a dependable recruiting pitch it gives to prospects.
A program that does not have a great location pitches its mystique and tradition, among other things. A Pac-12 program sells recruits on its facilities and style of football, while a school in a large state can pitch to recruits the idea of staying in their native state while still playing in the top conference in the country.