How to write an award entry comes down to one thing, and no, it isn’t practising your acceptance speech in the bathroom mirror with a shampoo bottle. (We’ve all done it. Mine runs to four minutes and thanks the dog.)
The real secret is making it easy for people to see why your programme deserves to win. Judges and voters read a lot of nominations. The ones that stand out are short, specific and written for people, not for a committee.
[Puts the shampoo bottle down] Here’s how to write yours, using the Online Loyalty Awards as the example.
1. Pick the right category first
A strong entry in the wrong category struggles, like a penguin at a pool party. Read each category description and choose the one where your programme is a natural fit. A café chain’s app belongs in Café, Restaurant & QSR. If the same business has fewer than 50 staff, it could also enter Best Small Business Programme. You can send up to three entries a year, each in a different category, so you don’t have to choose just one.
2. Lead with what makes you different
Your first sentence matters most. Say what your programme does that others don’t, in plain words. Compare these two openings.
- Vague. “An innovative, customer-centric loyalty solution that drives engagement.”
- Clear. “Every tenth coffee is free, and on your birthday the whole table eats on us.”
The second tells people exactly what members get. It’s also the only one of the two I’d say out loud without blushing.
3. Show, don’t tell
Words like “best-in-class” and “award-winning” don’t persuade anyone. Specific details do. Share what you can.
- How many members you have, or how quickly people joined.
- What changed after you launched, such as more repeat visits or members spending more.
- A short quote from a member or a member of staff.
- One story that sums it up, like the regular who brought their whole office in.
If you can’t share figures, that’s fine. A clear description of what members get and why they like it can be just as convincing.
4. Write for members as well as judges
In the Online Loyalty Awards, the People’s Choice is decided by public vote, so your voting page is read by your own customers. Write the way you’d talk to a regular. No jargon, no acronyms, short sentences. If a member wouldn’t recognise your programme from the description, rewrite it.
5. Use a simple structure
Our nomination form asks for a short summary of up to 600 characters and a longer “why it works” section of around 300 words. This structure works well for the longer part.
- The idea. What the programme is and who it’s for.
- What members get. The rewards and how quickly they reach them.
- What makes it different. The one or two things you’d want a judge to remember.
- Results. What has happened since it started.
- What’s next. A line on where you’re taking it.
The form also has an optional “At a glance” section, covering things like how people join and what members get. Filling it in gives your voting page a tidy fact box that helps voters and search engines understand your programme.
6. Be accurate
Only claim what you can stand behind. Nominations are checked before they go live, and the information you send must be accurate and yours to share. If a figure is an estimate, say so. Honest entries are more convincing anyway.
7. Get the details right
- Use the programme’s name exactly as members know it.
- Send a square logo, ideally 1024 × 1024 pixels and at least 500 × 500.
- Link to the page where people can find out about the programme or join it.
- Read it through once out loud. If you stumble, your readers will too. The bathroom mirror is perfect for this.
8. Enter early
In the Online Loyalty Awards, votes count from the day your nomination is approved, so an early entry has longer to collect votes. And if two entries tie, the one that received its first vote earlier goes ahead. See the rules and key dates.
Mistakes to avoid
- Writing a sales brochure instead of describing what members get.
- Burying the best part in the last paragraph.
- Using internal names or jargon that customers wouldn’t know.
- Claiming results you can’t back up.
- Forgetting to tell anyone once you’ve entered.
A quick checklist
- Right category, with a programme that clearly fits it.
- A first sentence that says what’s different.
- At least one specific detail, figure or story.
- Plain English a member would understand.
- A square logo and the right website link.
- Sent early, with a plan to share your voting page.
Once your entry is live, the next job is gathering support. Our guide on how to get votes for an award covers that. As for the acceptance speech, keep practising. Just maybe leave the dog out.
Ready to nominate your programme? The Online Loyalty Awards are free to enter, and your customers decide.