Whether it’s a prestigious industry accolade or a local business award, mastering the art of writing a winning entry can significantly enhance your chances of success.
Preparation
Before you start getting into the nitty-gritty of crafting your entry, carefully review the provided submission requirements. Download or print the guidelines and read them thoroughly.
Pay attention to details such as the required entry format, word count, inclusion of supporting materials (videos, pictures, etc) and acceptance of testimonials. You need to know the deadline – extensions are sometimes granted but often not for more than a few days.
Check if your submitted information remains confidential and if not, specify which parts are not for public consumption.
Understand what’s required
Begin by closely examining the category descriptions and criteria, as each will have specific requirements and judging standards – you’d be surprised how many entries are rejected as the incorrect categories have been entered!
If possible, study past winners and analyse what made their entries successful.
Tip: Create a checklist based on the criteria to ensure your entry addresses all the necessary points.
Gather the relevant evidence
Awards often require quantifiable results. Support your story with hard evidence. Judges look for tangible proof of success and impact, so compile facts, figures, testimonials, case studies and other applicable metrics. Ensure it all directly supports your points, but more importantly, is relevant and supplementary, rather than forming the basis of the entry. Adding every report and PowerPoint presentation you can think of doesn’t go down too well with the judges!
If you don’t have all the evidence, it may be better to delay your entry and enter the following year.
Tip: Use visual aids like charts, infographics and images to complement your written evidence.
Tell a story
A winning entry tells a compelling story. Whether describing a project, product or individual/team achievement (either your own or nominating someone else), be passionate, positive and personable. You need to excite the judges and make them care. Use a story arc – introduce the problem, build up with challenges and conclude with a resolution. Compare your work to industry standards or competitors to illustrate how it breaks the mould and deserves to win.
Provide specific examples and data to back up your claims. Highlight any unique approaches or solutions and quantify results where possible. Explain the significance of the achievements beyond just stating them – explain how they helped your business move into new markets, expand the product line, safeguard the environment or save the company a bundle of cash.
Judges are looking for creativity and originality, so highlight any unique strategies or approaches; was it a revolutionary product or service, new or a creative way to solve a common industry problem? Emphasise these elements and connect all the dots.
If entering several categories, a little overlap between entries can be overlooked, but it’s vital to tweak the information to suit the specific category criteria following all the advice above. In other words, don’t cut and paste the same information into different categories – it will seem like you’re simply hedging your bets in the hopes of just winning anything!
Tip: Start your entry with a powerful anecdote, impressive statistic or customer testimony that grabs the judges’ attention. You need to stand out from the get-go.
Clear and concise
Remember, although the judges are likely to be experts in the respective categories, avoid overly complex technical jargon and language. They review numerous entries, so clarity and brevity are your friends; ensure every sentence serves a purpose and contributes to your story. Would someone outside your industry understand why your campaign/product etc is worthy of an award just from reading your entry? If not, redo it.
Make your entry easy to scan and understand and get creative with subheadings and bullet points to break up long text blocks. Rather than reusing existing and readily available information (looking at you here, marketing), tailor the text and supporting materials specifically for the award category– it comes across as lazy if you don’t.
Circulate the draft copy to appropriate colleagues to gain as much feedback as possible, as they often spot important details that could enhance the entry.
Tip: After writing the draft, go through it and remove unnecessary words or redundant points. Aim for maximum impact with minimum words and think about the tone and personality of the entry to ensure it reflects your company/brand.
Polish and perfect
First impressions count. Ensure the entry is polished to perfection. Check for grammatical errors, typos and formatting issues. A well-presented entry reflects professionalism and attention to detail. Stick to the word count – this is especially important for online entries as you may cut off half the information by accident. Do not repeat the same points several times throughout the entry.
Double-check the format of supporting materials and ensure size limits are adhered to. For videos, ensure judges can easily watch them (consider using a YouTube channel for accessible URLs, for example). Include high-res images and logos for the organiser’s use – this will be appreciated. When naming your company’s contact person, warn them they are the contact person for the awards!
Tip: Have at least one person review the entry. A fresh pair of eyes can catch errors you might have missed and provide valuable feedback.
Follow instructions to the letter
Stick to the submission guidelines. Just before you send your entry, double-check (hell, triple-check) that it complies with all requested instructions.
Writing an entry is both an art and a science. It requires a blend of storytelling, evidence and meticulous attention to detail. By understanding the criteria, telling a compelling story, and presenting your work clearly and concisely, you can significantly increase your chances of standing out. Good luck!
