7. Include feedback and endorsements
Independent feedback, especially from customers, can be very persuasive. Including a positive sourced quote or two from a client or an adviser cannot really do any harm and could be the difference between two strong entries. Do make sure it’s a really good quote though. Quotes such as “The Company was very quick and efficient” is not particularly outstanding.
8. Don’t forget the basics
• Put your company name on the actual entry: a high proportion forget to do this and judges often need to get half way through the entry before knowing who the company is.
• Don’t copy and paste a sales aid: insurers are of course guiltier of this than advisers, but advisers and other judges can often quickly spot it.
• Don’t send in an old entry that was written for a different set of awards: while entries for different awards might be similar the criteria and word count will often be different.
• Stick to the word count: some judges might be ok with an entry that goes slightly over but many will automatically discount entries that ignore the word count, likewise any entries that are woefully short are likely to be dismissed.
• Don’t miss the deadline: try your best to be on time and if you ask for an extension be aware that if the judging is close an entry which was late is likely to be marked down.
• Don’t waffle and don’t waste your words: telling judges where you are based or saying things like “We are proud to be nominated and thank the judges for their time”, is often just a waste of words that could be used to say something really important.
• Avoid excessive punctuation: try to avoid putting words in bold, capitals, italics, different colours, using exclamation marks and so on. Keep it simple and let your business and your ethos do the talking
9. Yes, but I don’t have time…
Writing award entries is often one of those jobs that ends up on the ‘too difficult’ pile.
Other firms might have big marketing departments and you might be too busy to enter any awards. But if you don’t agree with who has won, and if your competitors can make time, herein may lie your motivation.
Generally speaking everyone is busy, including larger firms, and you either want to win the award or you do not. So regardless of whether you have two staff or 2,000, take it seriously if you want to win.
Big marketing departments do not always help. Sometimes entries can be way too slick, a case of too much style over substance. Judges can often spot this and may favour the underdog.
