Enterprise Nation

Enterprise Nation member, Melissa Talago, could not have known how timely her note was, when she wrote in offering advice on entering Awards. ‘Tis the eve before we launch our 2008 Home Business Awards so perfect timing to take on board this advice.

Why to apply

There are numerous awards out there - some focusing on business generally, others specific to women and mums, several dedicated exclusively to products and some that are specific to your local area or industry. Entering awards takes time and in some cases cost money. Many of the awards require an 'administration' fee. Others are entirely free. So what's the benefit in entering awards?

1. Insight into your business: Taking the time to answer the questions posed on the entry forms can help you identify areas of weakness or strength in your business. If it uncovers a weakness, you can add it to your business plan and start to address it. If it's a strength, flaunt it and use it in your marketing and PR.
2. Copy you can re-use: You'll find the copy you have to write for award submissions can be used again and again with press pitches, marketing collateral or just as an elevator pitch when talking to new prospects or suppliers.
3. You can't win it if you're not in it: There's no point feeling envious of your competitors' glowing accolades if you haven't made the effort to enter awards yourself. The first step is to enter.
4. Marketing mileage: Winning or even being a runner up in an award gives you huge marketing potential. You can display the award logo on your website, add it to your email autosignatures, include it in all marketing materials, use it as a differentiator, create a press story out of it, use it to build your credentials as an expert which in turn opens doors for you as a speaker at events. The press are more likely to view you as an industry expert if you've won some awards. You can claim to be 'an award-winning product or company' - making you stand out from the crowd.
5. You'll feel fab! If you sometimes wonder why you're killing yourself working 25 hours a day, winning an award will restore your faith and make you feel proud of everything you've achieved. And we all need that from time to time, don't we?

How to apply

So now you know why you should do it. The next question is How?

No matter how incredible your business is, if the award entry is done poorly, you don't stand a chance. Here's how to do it:

1. Read the rules: and stick to them: They will clearly explain what you should or shouldn't include. Do as they ask. Now's not the time to do your own thing.
2. Customise your entry: If you're entering multiple awards, don't think you can simply write one entry and send it off to all of them. You need to customise your submission so that it directly answers the questions they ask. One size does not fit all.
3. Get the mix right: You need to supply all the facts - often including things like financials or significant milestones. But you also need to inject some colour and personality into it. It should make good, interesting reading peppered with the key facts required.
4. Think about your audience: Who is running the award? Why are they doing it? Think about it. BT for example is running the Essence of the Entrepreneur awards. Why do you suppose they are doing this? Because they're kind and generous? It's far more likely that their own PR team wants to push the message that BT is helping small businesses and has the very technology small businesses need. So, when entering those awards, demonstrate how technology is critical to your business. Similarly, if you're entering awards run by your local business council, show how your business gives something back to the local community or why it's a homegrown success story. If you're entering something focused on women or mums, emphasise that element specifically challenges you've had to overcome or how you've helped out other women.
5. Add good supporting evidence: If it's allowed, add compelling supporting evidence to your award submission. Samples of press coverage, testimonials or financial documents add colour and impact to your submission.

Good luck! And if you do win, don't forget to shout about it.

• Melissa Talago is founder of Peekaboo Communications