Following 2011’s awards I thought it would be useful to provide some guidelines on what judges typically look for in an awards entry.
Ultimately it’s about focus, and answering questions in a clear and concise way. It’s about accuracy. And it’s about standing out.
Here are a few tips to keep in mind when compiling your awards entries…
Answer the questions properly
Read the questions very carefully, and write answers that are targeted. In our case, you need to explain how you have been innovative.
Be concise
Our judges read the equivalent of half a dozen novels. It takes a long time to do this in a considered way, and you shouldn’t extend the process by writing 1,000 words if 500 will do. Judges are on a deadline too.
Banish all PR jargon
Always write in plain English. You didn’t leverage that thing. Synergies were not created. Integration is rarely seamless. Your company might be brilliant, but it probably isn’t leading, whatever that means. Just tell it like it is, and nothing will be lost in translation.
Write persuasively
Use compelling words and an active voice. Write with verve and you’ll stand out from the copy and paste brigade.
Make it easy to access web sites and files
If you do include files and links to further reading then use short URLs (eg. Bit.ly, which allows you to track clicks) and avoid things like 16-digit passwords. Inviting judges to download heavyweight files in proprietary formats is another no-no.
Leave yourself enough time
Most of us tend to wait until the deadline is imminent before rushing through the entry process. That’s human nature for you. But you need to allocate sufficient time to create a compelling awards entry.
Assign somebody to the job
Someone in your company should be responsible for awards entries. This person isn’t necessarily going to be the closest to the projects that you’re submitting, nor the finest copywriter, but will take ownership of your awards calendar. Co-ordination is essential, otherwise you wind up missing deadlines and rushing through your submissions.
Consult colleagues
In-house crowdsourcing might be the best way to create a standout awards entry. If you appoint an awards co-ordinator then they can become a curator, extracting the right information from the right people, while making sure that your entry is submitted on time.
Proofread
Whoever writes the awards entry needs to push it in front of the best writers in your organisation. It needs to be thoroughly checked before it is submitted.
Avoid lame typos
Clean, easy-to-digest copy should be mandatory for all forms of written communication. More so when you know you’re being judged. Typos never help you make a good impression.
Make sure clients give you the thumbs up
If you’re submitting an entry on behalf of a client – or one that references a client project in any kind of detail – then be sure to seek approval in advance, especially if it contains commercially sensitive information.
Be passionate
It goes without saying that real passion can help your words to jump off the page. Don’t hide your light under a bushel!