Winning with Words: How to Write a Gold Standard Award Entry

Author: Stuart P Turner

I’ve had my judging boots on again this year, so I thought I might share some advice with you bright-eyed, hopeful award entrants of the future. To put your best foot forward and ensure that your entry accurately reflects the excellent work you are doing, heed my words or taste my wrath – in score form. 

My Top Frustrations with Entries

Nothing is more frustrating than reading an entry that doesn’t do justice to the work behind it. I can see the vague shape of an awesome campaign or agency, knowing that this will not be a winning entry because the submission lacks the basics to score highly enough. 

Here are my biggest rage inducing items when I’m in Judge Mode:

1. RTFM – Read the – ahem – Full Manual

Every awards submission comes with detailed criteria and guidelines. Yet, too often, entries leave out required information or place key details in the wrong sections. If I have to search for your answers, you’re already at a disadvantage and I’m already annoyed with your entry. 

2. Creative Writing Over Quantifiable Content

Yes, storytelling matters, but it should be backed by substance. If it comes down to it, injecting some personality can make a difference but this is incredibly rare. Instead, focus on clear, evidence-backed results. If your campaign was “game-changing,” prove it with numbers and measurable impact.

3. Burying Key Information in Supporting Documents

Supporting materials should support your submission, not replace it. I shouldn’t have to hunt for crucial information buried in attachments. And more than likely, I won’t. Keep the most important details front and center in your main entry.

Common Mistakes

So now you know specifically how to annoy me, stop doing it. 

But wait, there’s more. I also see some very easy to address mistakes from so many who have smashed into that first hurdle frustration – RTFM. 

1. No specific targets, or objectives without key results. How can I judge your results if I don’t know what you were aiming for in the first place? Saying “We aimed to improve X” is not good enough – I need quantified targets to assess your success. 
2. Challenges need to be, you know, actually challenging. Go beyond the basics of “budget was tight” or “it was a competitive period”. I’d rather read about one significant issue you addressed than a laundry list of the day to day of managing client campaigns. 
3. Inconsistency through the entry. This seems like an obvious one, but make sure you stick to the point. Deviation wastes previous space and distracts from the core of your submission, keep focused, I do not like to be confused. 

A Five-Point Checklist for a Winning Submission

Before you hit submit, make sure your entry ticks these boxes:

1. Answer Every Question Properly – Stick to the format and provide all required details and ONLY the required details. 
2. Demonstrate Impact with Data – Show measurable results and real-world outcomes wherever you can. 
3. Tell a Clear, Engaging Story – Structure your entry logically with a compelling narrative. It can help to write “backwards” from the results to nail this. 
4. Use Supporting Materials Wisely – Supplement your case without hiding critical info. Pull any key information out of supporting docs and into your submission. 
5. Proofread, Then Proofread Again – Typos, errors, or unclear writing can undermine your credibility. Get the basics right yeah?

Bonus #6 – don’t leave it til the last minute! You’re paying to enter these awards, and you are supposed to be showcasing you and your team at your best. Don’t scrabble it down at the 11th hour while you power drink your millionth coffee of the day. 

Don’t Panic – Help is Available

If you’re feeling overwhelmed, you don’t have to go it alone. One of the many reasons I love working with Don’t Panic is their support.  

• Free Support & Advice – Expert guidance on structuring your entry. Obviously, they won’t tell you what to write to win, but the team see *a lot* of entries so I would take full advantage of their experience.  
• Detailed Guidance in the Forms – Follow the built-in prompts to stay on track. Just like back in school, read the question carefully and you won’t go far wrong. Unlike school, you can get people to check your answers and help you before you hand in your paper. 
• Previous Winners on the Site – Learn from successful submissions – do your research! In case that isn’t obvious enough – winners are there, they have websites, those websites might have case studies… you catch my drift? 

Writing a gold standard award entry isn’t about gimmicks or fluff. It’s about presenting your work in the best possible light within the constraints of the submission format.

Follow these tips, talk to the legends at Don’t Panic (call + 44 1706 828855 or email awards@dontpanicprojects.com), and you’ll be well on your way to earning your next trophy.

Good luck!

Stuart P. Turner / LinkedIn

Lead Consultant / MD – Flow State Marketing