Sometimes it's hard to answer this without seeming like a "wool over the eyes" type fan but, come on, it's Tennessee.
The NFL is littered with former UT players. Pick a position. UT has a high profile player there currently or in the past. Except really CB.
PMS151 is God's color.
Neyland is huge and newly renovated. If you've ever been on field of another stadium, there is nothing like it. Neyland just goes up higher and higher. Neyland is also very loud due to it's construction and 100,000+ fans. Combine this with it being one of only 2 stadium settings so close to water and the Smokies and it's a hell of a place to show out.
Facilities are top-notch. This is the only thing we can thank Dooley for. There is no arguing that. It doesn't matter if we've gone 7-6, 6-7, 5-7, 5-7 and 5-7 over the last 5 years. Our facilities are 2nd to none. Oregon has nice ones but, IMO, they're tacky looking.
Smokey greys. The kids obviously love them. Uniforms matter to these kids and that one is a hit.
The VFL support system. The feeling of family.
Chance to play in the SEC and help rebuild one of the all time great programs.
These are just the tangible things they're selling. Factor in playing time and specific examples of how they'll be used and that's that.
Dooley endlessly whined and complained about recruiting difficulties. Jones is proving that he was a liar. Jones is also proving you can recruit to Tennessee without being a total jackass like Kiffin was.