Keys to awards success
Many have come to discover the significant benefits of business awards. Benefits that can fast-track a business’s value, reputation and enable new-start or SME companies to compete with Corporate giants. Whichever way you look at it, awards offer a real and significant advantage, but only when approached correctly.
As an experienced and successful awards writer, I have helped many companies to achieve awards success, helping them avoid the common mistakes made by others and build an enviable reputation for their businesses. Irrespective of the individual award many mistakes made are surprisingly common, here are some of the most frequent ones to avoid.
Selecting the wrong award or category. By letting your emotions about your business overcome reality. Time needs to be taken at the very outset to understand the nature of any award, its categories, criteria and what is best suited to the realities of your business.
Not reading the rules. Awards have rules, so take time to read and understand them. These will cover key elements such as deadlines, qualification and judging criteria, wordcount, submission format and more. Something that will save you time and prevent you entering an award which you don’t actually qualify for or invalidate by not adhering to the rules.
Not writing for the specific questions and award. Your entry must directly cover the questions posed and in the context of the awards being entered. Taking care to avoid ‘fluffy’ meaningless and irrelevant content that simply takes you off-topic.
Avoid jargon. Whilst some industry specific awards may have a technical expert, it is wrong to assume individual judges will understand your specific technical jargon. Whilst jargon can’t always be avoided it is a good idea to keep it to a minimum and where appropriate explain its meaning.
Lack of evidence to back up claims. Statements needs to be backed up by clear and robust evidence. Using objective data such as survey information, financial statements, customer and employee feedback to demonstrate to judges that you are outstanding in that category.
Not getting approval from 3rd parties. Your award may include important content and references from strategic partners and key customers. It is therefore important to involve them and gain their approval, especially if any of the details used may be commercially sensitive.
Leaving your awards writing too close to the deadline. Which leads to a lack of planning, research, evidencing, writing and refinement, in addition to adding to stress levels for you and your team. With most awards announced well in advance of deadline time is on your side, so plan and use that time wisely.
Attachments. A great way to support your entry but need to be kept relevant and concise, so as to add value and not become too large or complex to review.
Proof reading. Checking spelling, grammar and consistency across your entry improves overall quality and reflects the attention to detail of an award-winning entry.
Finally, don’t try to do it all yourself. Awards are improved and add even greater value as a team undertaking. So, get others to contribute, consider using an expert to avoid all the pitfalls above and significantly increase your chances of awards success.
