If you’re a UK business owner looking for help with entering business awards, you’ve probably already had the thought: “I should enter that.” Followed almost immediately by: “But I don’t have time to fill all that gubbins in.”
You’re not wrong about the second bit.
But the businesses that do enter (and do it properly) are doing something you’re missing out on.
And with how hard it is to get a sale in any industry these days, that something could have massive impact on your business.
What entering business awards can do for your business
Oh, I know what you’re thinking.
You’re thinking, “Business awards are just vanity projects for companies with too much shelf space.”
Big heads.
Butdone right, they’re one of the BEST ways to build trust and attract clients.
And that’s just entering, not even winning (read the next section as to why that is).
What can actually winning a business award do, then?
Well, think about it from your customer’s point of view.
You’ve got two businesses doing similar things, at similar prices.
One has a row of award logos on their website.
The other doesn’t.
Which one you trusting more?
Awards give you validation that no amount of self-promotion can do. You can tell people you’re brilliant till a cow turns into a sheep, but a panel of judges saying you’re flippin’ immense carries a different kind of weight.
Then there’s the PR angle.
Short listings and wins are genuinely newsworthy for local press, LinkedIn and your email list.
Just just entering puts you in rooms (and inboxes) you might not otherwise reach. Networking events, industry roundups, shared press coverage, it all looks impressive when you’re in the running for or have won an award.
And internally?
It can give your team a boost. Being recognised publicly, (regionally or nationally), reminds everyone that the work they’re doing actually matters.
It all sounds great.
But actually filling in an award entry?
Ugh…
Why business award applications take so long
Award applications are a right pain in the arse.
You think they’re gonna be dead straightforward until you actually open look at one. .
You’ve got multiple categories with different criteria, word counts that are tighter than a Nun’s chuff, supporting evidence to pull together and questions that seem simple until you try answering them.
Stuff like: “Describe your impact on the industry”
Suddenly you’re staring at a blank box wondering where the hell to start.
Most business owners know what makes them good at what they do, they just don’t know how to write it so judges will take notice. There’s a real skill in taking what you know about your own business and turning it into a compelling, evidence-based case that hits the criteria and reads like it was gone with love and car, not at 11pm the night before in a sweat-soaked blind panic.
Which, if we’re being honest, is how most entries get written!
What a strong business award application looks like
A strong entry isn’t just a list of things your business has done.
It’s got to be a story built around evidence and criteria of the awarding body, and it’s got to be told in a way that makes the judges want to tick your box, stand up and shout, “THEM! THEM! FOR GOD’S SAKE IT’S GOT TO BE THEM!”
That means knowing which category gives you the best shot, pulling together data, testimonials and case studies rather than relying on opinion. It means understanding what the judging panel is looking for, which is usually measurable impact, not just “we work really hard.”
It also means making every single word count.
Award entries aren’t the place for warm-up paragraphs.
The strongest ones get to the point fast, back it up with proof and leave the judges with no reason to doubt you.
Need someone to write your award entry?
Look, I’m a copywriter.
Writing words that get people licking their lips is what I do. And award entries sit right in that sweet spot between storytelling and strategy.
So, if you’re thinking about entering business awards this yet, I can help.
I work with UK businesses to take everything that makes them good:
- The results
- The client wins
- the things they’re quietly chuffed about
And turn it into a submission that’s confident, evidence-led and written to the brief.
If you’ve been putting off entering business awards because you don’t have the time or you’re not sure where to start, check out my Award Entry Writing service. Or just get in touch if you’ve seen enough and want me to get cracking!
Until next time,
Matt
PS. If you like what I do here on socials and want more, then make sure you subscribe to my newsletter, Think About It.
