Winning an industry award is really great for business. Not only will you enjoy the status and kudos of being best in class, but you’ll also enjoy these added benefits:
- Customer loyalty – Everyone likes to be on the winning side. Customers feel validated that they’ve had the good judgement to choose your business. They’re more likely to continue to buy from you and to tell others about you.
- Employee engagement – Most people want to work in a dynamic workplace where they can learn from the best. When they see their efforts paying off, their commitment strengthens and productivity increases. You’re also more likely to attract quality candidates.
- Publicity – An award win is a great marketing tool. You may be able to use decals on your business premises or award insignia on your website, social media, email signatures and more. Local media may also be interested in your story. Public acclaim provides a great platform for bringing new customers to your company.
- Networking – Most award programs culminate in a gala award night. This presents a prized opportunity to meet others in your industry or locality – perhaps opening up new opportunities for sales, collaboration or mentorship. Mixing with the best in the field boosts your personal and business brand.
It’s not easy!
The only problem is, the entry process is rarely easy. It takes a lot of time, effort and commitment to pull together a submission. And for no sure outcome. The trick is to tell a story because that’s what people connect with emotionally and intellectually. But the typical question and answer format can make this problematic.
Each question has specific criteria that the judges want addressed. Therefore, to score well you need to give them what they’re looking for, but you also need to tell your story – what you’ve achieved and what sets you apart. With responses usually having strict word/character limits, it often takes a skilled writer to tell the story in a concise and compelling way within the framework provided.
Get a head start
The secret to success is preparation. It’s worth looking ahead and researching what award programs are available to you over the coming year. Think about your chances of success -and the showcase a particular award program would offer – to decide whether an entry is worth the effort.
Each award entry needs supporting evidence. This could be year-on-year sales increases, customer satisfaction survey results, feedback/testimonials from clients and staff, engagement on social media or many other metrics relevant to your business. Ideally make this type of measurement a part of your regular practice, so you always have the data to hand.
The final tip is to engage a busines copywriter; they will save you time and ensure your entry is as brilliant as it can be. The upside if you win is of course significant, but even coming out as a finalist will earn you many of the same benefits as winning. You may also be able to re-use some of the writer’s words for other marketing purposes, increasing your return on investment.
For help writing award entries, contact Caroline Roberts on 0404 960 908 or caroline@luminous-copy.com
Luminous Copy 