2. Think about the customer
Try not to focus too much on internal developments and instead think about what your business has done that has helped your customers. Whether it is outstanding advice, paying claims, providing a service or anything else an entry that doesn’t mention the customer won’t impress many judges.
3. Be outstanding
If you have not got much to say you might not want to bother entering. But if you do try not to promote ‘the average’. Sometimes entries make a big play about something that everyone should be doing every day as part of their normal job.
‘We expect our advisers to pass the necessary qualifications’; ‘We trawl the market to find the very best solution.’ Well done, but isn’t that just the basics? Think about what else you have done to differentiate and add value.
4. Get off to a good start
Write an exciting intro and make your best points first. Judges will often have dozens (if not sometimes hundreds) of entries to read. While they are all read it can be a time consuming process so building up to your killer point, which might take a thousand words to get to, may not be the best strategy.
5. Back it up
Back up your claims with evidence and detail. It is baffling how many entries talk about a firm’s good intentions without actually including any facts to back it up. Not every firm can be a ‘leader in social media’, and every company apparently ‘puts the customer at the heart of its proposition’. But saying it doesn’t really mean anything, the trick is to prove it.
Be aware that entries will be read and that judges may check out your claims. I’ve often sat in judging sessions where we’ve looked up a company’s website, online tools or social media account to see if the claims are genuine.
Use statistics where possible and always source the research. It is disappointing how many entries for areas such as customer service rarely include any information on service standards or how a company’s service is measured.
6. Stick to the truth
Judges will often know if you’re telling a few porkies. “We are a leader in social media.” Really? “We regularly attend XYZ industry event.” Do you really? “We regularly contribute to ABC working party.” Honestly? “We regularly feature in the press.” If so, back it up.
If you do these things then do say so because any work that benefits the wider industry as well as your business is likely to be very well received. But back it up and do not stretch the truth too far.
