I've only been through informal rush on the other side once, and formal not at all, but I think it's definitely a good idea to have some of what AXOKatie called "follow-up anecdotes" prepared for a lot of the more common questions. For example, when I was talking to a girl during spring rush and I asked her what dorm she lived in, I'd talk about one of my friends who lived there and their crazy roommate, which would get us onto the "crazy roommate" story track, or I'd talk about my experience living in the only all-girls' dorm on campus and how I thought I'd hate it but I ended up loving it. Or if I asked about their brothers and sisters, I'd start talking about how my 16-year-old sister just started driving, and that would get us talking about their family or about some crazy driving stories. Basically, any anecdote that can get you off the "What's your major?/What dorm do you live in?/How do you like rush so far?" path and onto more interesting conversation is good -- it'll make your house stand out to the rushees and it'll let you get to know the rushee better.
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