How to win awards (by writing better awards entries)

I've recently had the pleasure of being an awards judge. Prior to that I was just a hungry entrant, filled with hope that my efforts would be rewarded with a trophy or curved piece of glass. Often I didn't mind if my name was misspelled on the award.

Previously, buoyed by my enthusiasm and self-belief, I would enter awards, but blinded by the same enthusiasm and self-belief I made some errors. Now that I've judged other people’s entries I can see what I'd change in my early efforts.

So here's my unofficial guide to writing an awards entry that has a better chance of winning.

1. I and We

If you're going for a personal award write the entry as "I", if it's for a company use "We". Don't use third person, like "Peter smashed his annual targets on day one", or "Fantastic Corp increased revenues". If your mum or PR company is writing it for you then ask her/them to use "I/We". And by the way, it's ok if someone else writes your entry, as long as it's all true.

2. Bullets, being brief is fine

Use your words sparingly. Make it easy for the judges to get to the good stuff. Unless it's for a literary award you don't get points for expanding a simple fact out into two paragraphs. Bullets are a good foil for removing filler words.

3. Stick to the entry brief, headline your sections

When a judge has to cross reference each scoring question against the entire entry things can get missed (and scoring is usually based on specific criteria that are referenced in the brief, and judges are usually pushed for time, and angry about the last badly worded entry that they had to read). The best entries are sectioned up to cover each key point in the brief. Reword the question (e.g. "How have you impacted on your companies bottom line" to "My impact on profitability"), put it in bold so that tired, over-worked judges will notice it, and then answer that headline.

4. Read the entry brief, reference it while you write, then re-read it at the end

Judges can't give marks for things that aren't in the entry, keep re-reading the brief so you don't miss anything out. Entrants generally like to hear "And the winner is [insert your name]" more than "Oh we really liked your entry, but you missed out a key part so we had to mark you down"

5. No to hyperbole

It's ok to say "significant value", "positive campaign results", but not "incredible, CFO-adoring value", "world-record-beating campaign results". If a client/colleague thinks you're outrageously talented and you smash every target then use their quote. Let them take the hit for the hyperbole. Every batch of entries includes someone who goes way over the top. Don't be that guy/girl.

6. A bit of colour is ok

You (or your business) have personality and character but unless the entry form asks about this don't waste too much time on it. If you're a seasoned awards-entry veteran then you'll be obsessed with word count anyways, and you'll know that personality doesn't matter zip when you're going for Best International Banking PPC Campaign Manager. And your childhood probably doesn't matter, nor your hobbies. Unless the award is for best childhood and hobbies.

7. Stick to word count or video length.

A few words or seconds over the limit is ok. If the brief is for 300 words and you file 600 words then that doesn’t double your chances of being shortlisted, it's just a sign that you can't stick to the brief. No one likes non-brief-sticker-to-ers, especially judges.

8. Spellcheck and grammar check.

You don't lose points for spelling, but as you're a high quality individual who deserves an award (ok, many awards) you should carry out a re-read and a spellcheck. If you really want to nail it, get someone else to read it (see 11).

9. Optional = Do it

If the brief includes an option to upload a video, deck, screenshot or similar then take the time to put something together. Half of your competition won't bother, which makes you look better. If the extra words/pictures/audio/video will help the judges understand you, your company, your success, your campaigns better then make time for it. If your video is crap then make it less crap. If you can't be bothered to make it less crap then do you really want to waste your time going for an award? (Answer: probably not).

10. Re-read the brief

(See 4)

11. First timer? Get an old hand to help

Do you know someone who's entered for an award before? And won one? And who likes you? Ask them to take a look. They'll probably reference all the points above, and if they're smarter than me then they'll have other ways for you to improve it.

12. Save the date

People miss deadlines all the time. Even people running for the leadership of a political party. These awards things always extend their submission deadline don't they? Usually. Get it in a few days early, feel slightly aggrieved that the extension does get extended, and sit back and relax.

Good luck!