Crafting a strong business awards entry
Although quite marmite, awards entries remain a helpful marketing tactic, and there are an ever increasing list of company, product & service or individual awards to be entered in the Financial & Professional Services sectors. Whilst some awards remain as ‘pay to play’ there are others, for which an expertly crafted award entry is the only way to success.
I’ve been writing winning awards entries for 15 years and share a few tips below as to what makes a successful entry. Alternatively, if you’d like my support with writing a submission, then please don’t hesitate to contact me.
Selecting the awards to enter
Choosing the right awards to enter can feel like a feat and it can end up a costly and timely exercise if you are not strategic with how you select them. Carefully research each award you enter. Have your competitors won in previous years? Is the award well recognised in the industry? Keep an eye out for new awards that are being set up by well-respected publishers or networking groups as you may find you will have less competition for the winning spot when they have just launched and benefit from greater publicity.
Creating an awards calendar is always a useful tool to help you stay on top of the deadlines for submission.
Crafting the awards entry
I always start by pasting the questions/headings into a word document and then start adding the appropriate information.
Consider what the judges are looking for in a successful submission? Do you need to supply specific data across a definitive time bracket? If you start by collating this, it will ensure that your entry includes all the detail and information required.
An awards entry needs to be well written, but isn’t a piece of creative writing. Throughout your entry you should aim to use clear examples and evidence what is being said with facts, figures or appropriate graphs and imagery. Clarity and brevity are important throughout, but in terms of assessing the entry, some answers maybe more important than others, so do check the maximum possible score for each question.
To start, I’d recommend adding as much information as possible to the relevant section of your document. It may feel excessive, but you can then organise further and edit later.
Consider which colleagues or stakeholders may be the most helpful when collating information or data. Arrange a call with them, or email them clear questions with a strict deadline.
What format of submission is required?
Before you start your submission check the format required. Some awards require just an online form submission and do not allow supporting materials. Others request a PDF or may even allow video, which can therefore allow for a more visual approach. Ensure you check this early, to allow sufficient design time if required.
The judges
Many awards publish the list of judges, and it is helpful to think about what they may be looking for in an entry, this can help you understand your audience as you research their background and the previous shortlists and winners.
If there is an optional section to include background information, then use this to frame the context for the market or industry that you are operating in. I would particularly encourage this if you work in a niche that may not be familiar to all on the judging panel.
Final edits
Ensure you’ve allowed sufficient time for internal stakeholder sign off and that you’ve asked a colleague to proof read, as well as making sure that you’ve thoroughly reviewed and edited the document. Checking that you’ve attached any required documentation or imagery.
If the entry requires a pdf file, this does give the opportunity to make the submission more visual for the judges, including additional imagery and ensuring it reflects your corporate brand.
Finally, ensure that you’ve adhered to the format requested, the word count and make sure that you submit before the deadline!
If you are a successful winner, then take the time to leverage the award using all your content channels, both internal and external. Internally it’s great to share with all colleagues via a newsletter or intranet post, encouraging them to like and share a LinkedIn post. For clients and prospects ensure the award is featured in a news article on your website, build an awards page and include them on social media & even potentially email footers. Whilst the awards organisers will publicise the winners, ensure that you leverage this win to create maximum brand awareness by working with your own PR contacts and network.
Good luck!
