Award submissions that work – write for the judges, not for yourself

What your audience wants to hear and what you want to say are often different things, and in the world of award submissions, this is especially true.  

One of the core principles of effective writing is understanding your audience, then shaping your copy or campaigns to deliver the information they want and need to hear. Writing an award submission takes this to another level: where marketing campaigns are written to promote the desired perception of the business, award entries must focus on specific criteria.  

Telling a compelling story still matters but you need to provide the judges with clear details and supporting evidence if you want to score points. And what do points make? Prizes! 

Common award entry mistakes – and how to avoid them 

With years of experience shaping up award entries for businesses across the UK and Europe, we’ve learned what it takes to create a successful entry. Here are some of the most common mistakes entrants make… 

Focusing on the business instead of the criteria 

Judges don’t want to read marketing copy; they want you to help them do their job easily. Instead of giving loads of irrelevant background information and sales patter, pitch based on the exact criteria of the award.  

Awards often use scoring frameworks that require judges to allocate points for specific elements, such as innovation, results, strategy or impact. Submissions should be structured according to the criteria, so rather than thinking about what you’d like to say, ask yourself what evidence the judges need to see to award points. 

Research into evaluation processes shows that structured scoring rubrics are widely used to help judges compare entries consistently. Aligning submissions with these frameworks makes judging easier and improves the likelihood that your achievements are recognised. 

Failing to research the award judges 

When it comes to award submissions, writing for your audience means writing for the judging panel, which may include: 

• Senior industry professionals 

• Technical specialists 

• Journalists or analysts 

• Previous award winners 

Understanding their backgrounds will help you work towards or around any special opinions or strong interests, decide what evidence will have the strongest impact, and how to contextualise it. 

Ignoring wider industry themes 

Award entries don’t exist in isolation and are often assessed within the context of wider trends and challenges, so try to connect your achievements to broader themes affecting your industry. 

Depending on the award, these could include: 

• Equality, diversity and inclusion (EDI) 

• Sustainability or environmental impact 

• The cost-of-living crisis 

• Technological transformation 

• Customer experience or accessibility 

Acknowledging wider issues can strengthen entries by demonstrating that the work is relevant not only to your organisation but also to the industry as a whole. Entries that clearly show how you respond to current sector challenges can stand out to the judges. 

What your audience really wants  

With a large number of submissions to review in a limited timeframe, entries that bury key information in long narratives or overly promotional language make the judges’ job harder. 

Research into evaluation behaviour suggests that presentation and organisation can influence how judges perceive quality, so make sure you highlight achievements and back them up clearly. Business awards can be highly competitive, with entries often separated by small scoring differences, so keep things easy and accessible for the judges. 

The goal of an award submission isn’t to describe your business at its best, but to present clear, relevant evidence that allows judges to confidently award points. 

When submissions are written with that perspective in mind, they move from being promotional narratives to becoming compelling, judge-friendly cases for recognition. 

If you need help, we can offer training to your internal teams, edit your award submissions or write your entry on your behalf – get in touch to arrange a meeting.