He and his staff do a great a job of selling the culture, style of play, location, everything that makes up "Clemson football" to recruits. Certain personality types aren't really going to resonate with whatever your message is, so you have to also do a good job in identifying the folks who will, and won't, and spend your efforts accordingly. For example, Virginia Tech isn't going to win over many recruits who are strongly into the flash, glitz, and glam of the culture surrounding a school like Southern Cal (never mind the geographic distance for this example). If you want that kind of player, you either have to change the culture of your program, which takes a lot of time and is often met with friction by boosters, or you have to identify the kids who might be willing to buy what you're selling, and go after them.