Want to raise your profile, attract investment or boost team morale? Winning awards can help you do all that and more. But if you want to get on the shortlist, you need to craft a compelling story that stands out, connects with judges, and shows exactly why your business deserves the spotlight.
I’ve judged several awards and written many winning entries for my own business and others. Here are my top tips on what works.
- Be choosy, not just busy
Research the awards that matter most to your business. Who are the previous winners? What do judges value? Read comments and criteria carefully. Every insight counts. It’s better to go all-in on one strong submission than to scatter your chances across five. - No copy and paste jobs
Judges can spot a generic submission a mile off, so be sure to tailor every entry. Speak to the specific award’s focus, whether it’s innovation, sustainability, or impact. Use their language, mirror their values, and show that you understand precisely what they’re looking for. Use the criteria as a guide to map out ideas for content before you even write a word. You’ll be grateful later in the process. - Tell a story that sticks
Facts matter but on their own they won’t win hearts and minds. Combine your data with a compelling narrative. What problem are you solving? Why does it matter? What has characterised your journey? What obstacles did you overcome? The best entries strike a fine balance between logic and emotion, appealing to both the head and the heart. Or put another way: Facts fade, data gets dumped, stories stick! Be clear what your story is and tell it skilfully. - Hook them early
Your headline, first sentence and opening paragraph are everything. Judges are time-poor, just like you. Grab their attention from the get-go. Be bold. Be clear. Make them want to keep reading. Don’t write a detective story. Research the inverted pyramid, which is a great model for structuring award entries. - Let others do the talking
Don’t just say you’re brilliant; let customers, clients, staff members or partners say it for you. Testimonials are gold dust in award entries. A strong quote with real-world impact provides that all-important third-party endorsement, adding credibility and trust to your submission. - AI can help, but don’t let it write for you
Yes, tools like ChatGPT, CoPilot and Gemini can help spark ideas or structure your thinking. But judges can sniff out AI-generated waffle at ten paces. Giveaways include long em dashes dotted all over your copy, words like ‘elevate’, ‘foster’ and ‘delve’. Use tech to support your process, not to replace your brand voice. A human touch always wins. And all AI copy can benefit from an expert human editor. - Keep it clear and real
Ditch the buzzwords. Avoid ‘synergy’, ‘disruption’, and ‘game-changer’ unless they truly apply. Write like a person, not a pitch deck. Clear, human language will always land better than corporate jargon. - Add visual punch
A powerful image or infographic can bring your story to life. If the awards platform allows it, use visuals strategically to support your message, not distract from it. - Answer every question fully
Sounds simple, but it’s so often missed. Answer what’s being asked clearly and thoroughly. Don’t fudge a vague answer to stay under the word count. If the application form asks about impact, show it with real results. - Proofread like a pro
Sloppy typos and grammatical errors scream carelessness. A polished, well-edited entry shows respect for the process and for the judges’ time. Better still, get someone objective to read it through and ask, ‘Does this make sense?’ Is it compelling? If you’re short on time, free proofreading tools or software, such as Grammarly, are your friend. - Show growth and momentum
Awards often go to businesses on an upward trajectory. Highlight your momentum. What milestones have you hit? What’s next? Make judges feel excited about your direction of travel. - Show, don’t tell
It’s not enough to say “we’re innovative” or “our team is passionate”.Back every claim with proof. Whether that’s a customer outcome, revenue growth, employee survey results, media coverage or industry endorsement, make sure you include the evidence for any claims. Showing is much more powerful than telling.
Winning awards can open doors to funding, talent, partnerships and press. But great entries can’t be rushed. Take the time to ensure yours are strategic, tailored and always feel human. It’s worth the effort.
Need support to refine or amplify your story? The Accelerated Growth Programme (AGP) is here to help. From tailored communications coaching to strategic storytelling support, we’ve helped many Welsh businesses turn achievement into awards, and awards into growth. For more information, contact your Relationship Manager today.