We don't get traction with many top-100 recruits because they are not idiots. They know exactly what they'll get from places like OSU, Clemson, and Bama - multiple chances to win a title and a pathway to the NFL. And they know exactly what they'll get from ND - one or two chances to be embarrassed in a meaningful bowl and a possible path, largely depending on position (WR, TE, OL, yes; QB, no) to the NFL.
Based on our results and Kelly's leadership, we basically have to hope that the best football players in the country come to our school for non-football reasons. Maybe it would be more accurate to say that we hope to hope the best football players in the country value their educations and post-grad networks more than they value their football futures. Occasionally, that works out, and it's great. It's true that a Notre Dame player (1) will graduate, (2) with a meaningful degree, and (3) will leave with a national network of potential employers if football doesn't work out. OSU, Clemson, and Bama aren't competing on that front. Their players are less likely to graduate, more likely to have less meaningful degrees, and will, at best, have strong regional networks post-graduation.
But the top-100 guys are likely thinking about college as a springboard to the NFL. I'm not saying we shouldn't sell what makes us unique. We should. It adds a ton of value. But we have to be able to sell some football success too. Not just a 10-win season, but a big bowl win, a real chance to be the best.
Right now, we can't. So it's really hard to convince a top-100 player that his best shot at a title or the NFL is Notre Dame. It's especially hard when the coach doesn't think his time is best spent making that pitch.