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How to write a great awards entry

To help you with your B2B Awards submission, here’s a compilation of top tips from regular judges and marketing superstars Heidi Cohen and Jay Baer.
 
Here are their nine dos and don’ts for a bulletproof submission: 

1.     Take it seriously if you want results. 


Don’t leave it till the last minute, and get the right team on the job. “Most of the time, awards seekers lose the trophy before the entry leaves the office, when they delegate the assignment to the least experienced person on the team.” Jay Baer

 

2.    Put your submission in the right category.

 
It sounds simple but you’d be surprised at how many people get this wrong. Veteran judge Heidi Cohen says that she’s judged awards where half the entries are in the wrong category. Remember, if it doesn’t fit the category, you’re out.

 

3.    Don’t give the judges any reason to cut your submission. 


Judges go through the initial tranche quickly. Make it easy to see why your entry qualifies and don’t give them any reason to cut your submission.

 

4.    Make a clear case as to why you should win. 


The information you provide is the ONLY information the judges have to go on. Full stop. Answer each question completely, adding appendices and explanations wherever necessary.

 

5.    Provide the big picture as well as the details. 


Make sure you explain WHY this particular approach was selected and how it fits into the big picture business objectives. Jay Baer says this is missing from most awards entry submissions. Make sure it’s in yours.

 

6.    Don’t sell, just tell it how it is. 


Judges don’t like to be sold to. They’d much rather you told the truth. A clear and thorough entry based on good work will sell itself.

 

7.    Explain the results. 


What did you achieve and how did this impact the business? Be clear, coherent and concise.

 

8.    Check your submission makes sense. 


It’s easy to get so close you can’t see the flaws. Ask a friend or family member outside your business to read your submission to see if they understand it. If they can’t understand what you did, how or why, the judges probably won’t either.

 

9.    Decide how you’ll use your win. 


It’s not all about the sparkly trophy – some organisations can get more traction from being shortlisted than others do from a win. Start planning how you’ll make the most of your triumph now – whether it’s getting shortlisted, a runner’s up prize, or a win.

 

Entries for the B2B Awards close 9 June, find out more information here. 

To help you with your B2B Awards submission, here’s a compilation of top tips from regular judges and marketing superstars Heidi Cohen and Jay Baer.
 
Here are their nine dos and don’ts for a bulletproof submission: