On the content marketing team, we write many award submissions for clients, executives and for the team at Walker Sands Digital. Why do award submissions matter? Because a well-written award submission can earn third-party industry recognition for your company, resulting in enhanced credibility, shortened sales cycles and stronger relationships with existing clients.
Award submission writing is part art and part science, and it’s different than the other kinds of writing we do as content marketers. To help you get started, here are five tips you can use to write a compelling award submission:
- Follow Instructions: Sounds like a no-brainer, right? Yet, it’s surprising how many people fail to follow simple instructions on an award submission, such as word counts, revenue ranges or required information. In many cases, your ability to follow the strict guidelines of award submissions can make or break your ranking.
- Research Past Winners: If you want your award to stand out from the competition, be sure to incorporate lessons learned from previous award winners. You can usually find a list of winners from the previous year on the award website. Dig a little deeper by exploring the winners’ websites and award press releases to find out what information or projects made their submissions stand out to the judges.
- Remember Your Audience: In an award submission, the judges are your audience. But judges’ backgrounds and expertise vary greatly from one award to the next. For example, when submitting for Ad Age’s Agency of the Year awards, the judges typically come from an ad agency background. However, other industry-specific awards will employ judges from other relevant backgrounds. As with any writing piece, it’s critical to tailor your writing to appeal to your target audience.
- Highlight Results: The most important component of an award submission is the real-world results generated from your company or project. You should be sure to use very specific metrics and growth numbers achieved as a result of your campaign. This will set your award submission apart from other, more vague entries.
- Use Big-Name Clients Whenever Possible: This is especially important when submitting for company or executive of the year awards. If your company doesn’t have any well-known clients, it’s not a deal breaker. Just be sure to focus on the real-world business results generated.
When writing award submissions, keep in mind that quality is more important than the quantity of information. Double check for typos and make sure your writing is clear and concise.
Obviously, there are no guarantees when it comes to award submissions. But with a handful of common sense writing tips, you can improve the likelihood that your entry will rise to the top of the heap.
Do you have any other tips for writing compelling award submissions? If so, please share in the comments section!