Entering business awards can be a powerful way to elevate your brand, attract new customers, and open doors to exciting opportunities. But what does it really take to impress the judges and come out on top? We went straight to the source, speaking with seasoned award judge Matt Alderton and business award expert Lauren Clemett, to uncover their insider tips.
Matt Alderton is a business coach and strategist, and the Founder of Bx, Australia’s premier provider of business events and education.
“The biggest failing I see is when people don’t fully answer the questions,” shares Matt, who has judged prestigious awards like the Telstra Business Awards and Australian Small Business Champion Awards. “You might think you’re giving a great answer, but if you haven’t read the question properly and addressed all the key points, you’re already at a disadvantage.”
Matt emphasises the importance of thoroughly reviewing the award criteria and highlighting how your business ticks each box. “Don’t just skim the questions. Really take the time to understand what the judges are looking for and structure your responses accordingly,” he advises. “And don’t let your answers get shorter and less detailed as you go. Keep that level of substance throughout.”
Personal branding expert Lauren is an award-winning entrepreneur who helps clients to prepare award entries. She agrees that quality of content is paramount. “The difference between winning and not winning often comes down to a single answer,” she says. “The judges are allocating points for each question, so you need to make sure you’re giving them the information they need to award those points.”
Lauren also cautions against relying too heavily on AI writing tools like ChatGPT. “Yes, they can be helpful for generating ideas and structuring your responses. But the judges can spot generic, AI-generated content a mile away. Make sure you’re putting your own unique spin on things.”
Beyond the written entry, both Matt and Lauren emphasise the importance of making the most of the awards experience, win or lose. “Even if you don’t take home the top prize, being a finalist is still an incredible achievement,” says Lauren. “Make sure you leverage that by sharing it across your marketing channels, getting dolled up to attend the awards ceremony , connecting with other finalists and winners, and taking lots of photos to share on social media.”
Matt adds that the real power of awards often lies in the long-term benefits. “I’ve seen businesses completely transform their reputations and attract new clients just by consistently entering and promoting their award successes, even if they don’t win every time,” he explains. “It’s about building that credibility and authority over time.”
Seven tips for entering and leveraging business awards
- If you win an award, add a graphic with the name of the award and some laurel leaves around it to your website and marketing materials. This kind of branding is immediately recognisable.
- Most people don’t notice the difference between being a finalist and winning so don’t be afraid to leverage your finalist position by sharing on social media.
- Don’t wait until you are ‘ready’ to start entering awards. It’s not necessarily the best business that wins, it’s the one that answers every question well and appeals to the judges.
- Share your stories of challenges and adversity in your entry, and explain how you have overcome them.
- The answers you create for one award can often be repurposed for another entry. Keep your entries in a folder and don’t be afraid to reuse them!
- If the entry form says ‘Optional attachment’… it’s not optional. Add evidence to back up your answers and you’ll give yourself a better chance of winning.
- Back up your entry with metrics. How many books did you sell, how many clients do you have, what has your growth been like by the numbers?
Your next big break could be just an award submission away! Craft your entries with care, embrace the process and watch as the doors start to open.
FREE TRAINING! Want to know how to submit and win business awards? Take a look at Matt Alderton’s free webinar, brought to you by Business Blueprint.
