Winning a business award, whether it’s for an individual, a team, a product, or a client partnership, can make all the difference to your business. It can help build your reputation among current and prospective clients in key markets, boost your brand, and grow your sales, make you more attractive as an employer, aid retention and boost morale. And that’s not just if you win. Securing a place on the shortlist yields these benefits too.
Yet, many businesses don’t take award writing seriously. All too often, the process is rushed, fragmented, or treated as an afterthought with a half-hearted approach.
Writing an award entry is a specialist skill that requires planning, good communication, and specific knowledge of what it takes to win. Time doesn’t come for free. If you’re going to spend time and money entering an award, you should plan properly and produce the best entry you can.
With various awards running throughout the year, it’s always worth thinking about which parts of your business, initiatives or your people you want to shout about. And which awards programmes you want to enter.
How to write an award worthy entry
Read our eight essential tips below:
1 / Choose the right award
Do your homework. There are countless awards programmes out there, so it’s important to enter where your content will stand out and where recognition aligns with your business goals. For example, if you want to raise your profile in a specific industry, consider awards tailored to that sector, such as healthcare, education, or financial services.
2 / Enter the right category
When choosing the category, it’s crucial that you read the requirements carefully. Many awards have specific timeframes or criteria you must meet. Check that your entry is eligible. Are there any new categories in that particular programme? Newer categories are always less popular than more established ones.
3 / Choose the right project, team or individual
Don’t opt simply for your latest or biggest project. Think carefully about whether you have a good relationship with your client for a case study, access to meaningful data, and whether the project aligns with the award’s criteria. If innovation is a key factor, have you genuinely broken new ground? Can you demonstrate collaboration for a partnership award? If site visits are part of the entry process, make sure this is feasible and well prepared. If testimonials are required, are you confident that your client thinks as highly of your performance as you do? Make sure you have the hard data to back up any claims you’re making about the success of your delivery.
4 / Engage your customer
If your client or nominated colleague is part of the entry, ensure they are as enthusiastic about the award as you are. Explaining how winning could benefit them will make it easier to get cooperation when it comes to putting the entry together and getting it signed off. Ensure that you not only have permission from your employee or client, or contactor, but also their corporate communications team as they will have the ultimate say.
5 / Tell a compelling story
Awards judges read lots of submissions, so yours needs to stand out. Create a narrative with a clear beginning, middle and an end. Facts are crucial but you need a compelling narrative too. Provide some context by tying your project into your client’s mission or objectives. Take the reader along the timeline, from conception to implementation and make it personal. And use quotes or feedback from staff, customers, or stakeholders to bring the story to life. Above all, make it engaging.
6 / Provide solid evidence
Many awards entries fail to score well because they don’t back up their claims. Too many make assertions but don’t produce the evidence. If your new helpdesk system resulted in a “major improvement in customer service”, it’s vital that you back it up with specific KPIs or survey results. If you achieved “significant cost savings”, provide figures or percentages. Include simple graphics where appropriate to illustrate your points clearly and effectively.
7 / Paint a picture
Even if the submission doesn’t require images, you’ll almost certainly need them should you make the shortlist or win, and strong visuals can make all the difference. Many submissions are let down by poor photography. Professional photography is ideal, but modern phone cameras can also produce excellent high-quality results if used correctly.
8 / Celebrate your success
Finally, if you are lucky enough to be shortlisted or even win, make the most of your success. Share the good news with a press release, publicise it internally, on your website, through social media and in newsletters. Many awards schemes provide media kits with logos and branding you can use in marketing materials and email signatures. Be proud of your win.
To save time, consider drafting your winner’s press release in advance so it’s ready to go. Then you can fully enjoy the celebrations without scrambling to write it the morning after.
Award writing support
Magenta has written numerous winning award entries since we were founded in 2011 supporting businesses in gaining the recognition they deserve. We’ve helped clients with submissions for the IWFM awards, PFM awards, European Cleaning & Hygiene Awards, Security and Fire Excellence awards, British Security awards, Contract Catering Awards, Edie Awards, UK Business Awards, UK Green Business Awards, Great British Businesswoman Awards, The Workplace Leaders Top 50, Inspiring Women in Property, National Rail Awards, Princess Royal Training Awards and the Inspiring Leaders Awards, to name but a few.
We can help your business write an outstanding award entry and maximise your chances of success.
Read our guide on ‘How to write a winning award entry‘ for more details, visit our award writing page or get in touch to discuss how we can support your award ambitions.
