Sales and marketing

How to win awards - Page 2

How to write a winning application

Put at least the best part of an afternoon away to fill out your application, plus a couple of hours the next day to look at what you've written with fresh eyes and tweak and double-check it. Look carefully at the judging criteria - the info should be up on the awards' website, or available if you call the organisers. (But don't worry, the application process isn't always so time-consuming. Scarth says after the first application, they get quicker - 'Each award follows a similar template. It's essentially the same steps you follow'.)

The judges don't want a mathematical battle, they want to be able to grasp what you're saying immediately.

Want to know what the judges are looking for?

Lorraine Agnew, programme director of The National Business Awards, says: "What's got to come through from the entry form is that these guys are really passionate about the business and taking it forward, that they're passionate about customer focus and employee engagement, and to sustaining and improving their results year on year."

She says when it comes to financials, 'It's important that small businesses are ambitious, but also realistic.'

Sara Rizk, a judge of the Startups Awards, says the innovativeness and originality of a business idea is important. She also points to the business story, which she says should be included after an initial description of the business and product. "It just helps make it more personal."

When it comes to actually writing the application, she says to 'cut all jargon'. "And be succinct - make every sentence matter and explain your business within the first couple of lines."

Karen Hanton, a judge for the Nectar Small Business Awards and founder of Toptable, says: "Opening with a bold statement can make it interesting for the judge. And presentation is everything - you'd be amazed at how many entries come in, dog eared, misspelt and in very poor shape. A nice folder, consistent typeface and accuracy go a long way."

Including extra material with your application is a good idea: client testimonials, simple graphs and photos of products or samples make an application much livelier. Just be careful to keep it all simple - the judges don't want a mathematical battle, they want to be able to grasp what you're saying immediately.

The awards ceremony

If you make it to the finals, congratulations - but don't forget, the hard work starts now.

You need to look super-sharp. Find out the dress code from the organisers, stick to it, and don't go overboard with eccentric accessories or novelty black tie. You need to look professional.

That extends your behaviour. Don't, whatever happens, get drunk. This is a fantastic networking opportunity, and while you deserve to enjoy your success in getting this far, you owe it to your business and your staff to make the most of the money you've invested in being there.

This is no time to be shy. Network like mad, of course, and get in photos. Go to the loos regularly enough to make sure you're not sweating profusely and your make-up and hair are still neat.

It's well worth looking up anyone you want to speak to on Google Images before you go - with hundreds of business people and journalists vying for the top CEO's attention, you're going to need to focus your attentions carefully. Make time to befriend journalists - they're your own personal PR machines.

Finally, if you've got this far - good luck! We wish you every success!