I’m Steph, I am Head of Copywriting at Coconut Marketing, and I’ve written what feels like millions of words in award entries over the last 7 years.

Let’s cut to the chase… Writing awards is not everyone’s idea of fun! They can take so long to do, especially when you consider you’ll pull together an average 1,000 words – or in the case of one award type, more like 5,000 words by the time you’ve answered all the questions! And who can remember what they did last week, never mind last year?!

And in the middle of everything you have going on right now… who has time to do all that?! I’ve been writing award entries for about 7 years now… so I get it.

So, let me tell you 5 reasons why you should definitely enter them – but to commit time to really focusing on writing for the categories you enter. Because if something is worth doing, it’s worth doing properly!

1. Giving yourself time to reflect is rewarding

If you’re someone who likes to start your year by reflecting on life, then it may be helpful to think of entering awards as a really good way to reflect on your franchise: how far you’ve come, how far your network and staff have grown, and what’s been accomplished over the year.

According to psychology, humans tend to have a bias toward negativity. Not only do we focus more on the negative stuff that happens, but we’re more likely to dwell on it too. So, to make the most of entering any kind of award:

• Take time out – with or without your team…
  • why not make it a lunch or breakfast meeting so you’re more relaxed?
• Don’t rush the process
• Give yourself more time than you think you’ll need – this means you can really dig down and reflect on your network performance over the last year.

 

2. It’s a powerful tool for bringing clarity and focus

By setting aside a block of time to really reflect on the past year for your entry, things you’d forgotten will come to the surface, leaving you feeling better about what you’re doing, even if you’re facing more challenges at the time of writing!

Use the award’s category criteria to shape your questions and reflections, as well as drawing upon your business goal attainment. By creating a sense of cognitive diffusion –looking at the past, rather than being in it – writing your entry can become a powerful tool to bring clarity for the future of your business.

As someone who’s judged awards, as well as written them, it’s clear when someone’s taken the time to not just read the criteria, but to reflect on their franchise and network.

And I know from experience of when I’ve done this with clients, you’ll always remember something you’d forgotten about, which brings a smile of satisfaction. The world needs more smiles, right now!

3. It’s cause for personal celebration – even if you’re not shortlisted

You know what – by having enough content to have made the judging process so hard to finalise, is phenomenal!

This is why you can also use the shortlist of finalists – or just the winner – as a benchmark for growing and improving your brand, where needed.

But don’t feel deflated about not being shortlisted. Use what you’d written in your entry to tell your brand and network’s stories. Celebrate the people who are helping you grow your franchise or business, based on your reflections. Pull out elements you’d identified within your entry or evidence, which you know would make a good Blog, PR piece, or Social Media post – such as quotes from franchisees or customers; you could even build a case study to help tell your story.

Celebrate in-house, as much as you may have done if you had been shortlisted – your network and team could do with the emotional boost as much as you did.

4. It’s time to dance on the table – if you are shortlisted

(not literally?!)

I say this because as a finalist, whether you win or not isn’t relevant… you have been recognised as one of the top achievers for that category. And that’s something to sing, dance, and shout about.

Your success comes down to several things:

1. Your vision
2. Your model
3. Your franchisees
4. Your customers
5. Your team

By tapping into the additional PR opportunities being shortlisted for an award offers you, I’d encourage you to get quotes / comments / case studies for those in each category, to help you tell the story of your success. Tying it always back to the award you’re a finalist for. People buy from people – so use the people who are helping your brand to help you shout about what your brand/or business is doing well.

And the badge you’ve earned will look good in your content – especially if it’s a legitimate award. So, use it wherever and whenever you can between the shortlist announcement and the day of the award. It’s a boost to your credibility.

5. The credibility is great for building brand awareness

Not all awards are created equal. Depending on what you’ve entered, and the category you’ve chosen – some awards will carry more weight than others. Choosing the right ones and entering the right categories could lead you to attracting people who want to know more about your brand: Both customers and prospective franchisees.

As a finalist, you’ll have tons of content you can use, leading up to the Awards event. And tons more you can do on the day or night itself. Don’t be shy about your success.

However, as there can only be one winner, you’d also better start practicing your Joey “Gracious Loser” face, just in case!! Although, within franchising, I tend to see genuine appreciation for the winners from the other finalists who lost out to them.

 

I remember one BFA Award’s night, I had 2 finalists from different clients in one category and then I was sat at the table with the 3^rd finalist. Awkward!!! Thankfully, one of my guys won… but I could see the admiration on the face of the one who didn’t win as he watched the video of the winner. My other guy who didn’t win became friends with the winner, and then bought his son a franchise within the winning network!

And of course, winning feels so good!

Anyone who’s felt the cold hard metal or glass of an award, knows how amazing that feeling is on the day! Who doesn’t want to keep chasing that high?!

So, now you know the power of entering awards, here are a couple of my top tips to maximise your opportunity:

1. Select which awards you’re going to enter, carefully. How do they align with your business / franchise goals, and what benefit will they offer your brand/network?
2. Select the right category for you/your franchisee. Don’t enter just because you think it sounds good but because you know you have what it takes to win. I remember reading a franchise award entry once, for a business that wasn’t a franchise.
3. Treat it like an assignment… scrutinise what the judges will be looking for, answer the criteria, then back up what you say with the right evidence and data – especially from your franchisees’ perspective. Give the judges something to judge!
4. Stand out from the crowd… especially if you’re entering a “businesswoman” type award or category… chances are a lot of entrants will be balancing business with motherhood, so find your true USP.
5. Don’t bore the judges… Connect them with your story… They’re people too.

In our Whiteboard Weekly #44, Adam highlighted the trends we’re seeing in Google for franchise recruitment. To help focus your content, Steph offers insight into how to aim it at what audiences want.

When thinking about what content to create it would be great – though a bit weird – if we could read audiences’ minds to know what they actually want! Sometimes, it can feel discouraging to create what you think is amazing content, to then check the post’s performance and realise literally no one has engaged with it. Am I right?!

However, by observing consumer trends, we gain valuable insight into what’s important enough to people for them to engage with. It’s important to be aware of these things, rather than sticking rigidly to a content plan you developed at the start of the year. If you can hit a “hot topic” whilst staying on brand – hit it hard, with passion, and gusto!

Reading your audience

In Coconut’s workshop at the bfa conference, I shared details about what consumers are currently attentive to. It determines the kind of content are search for and look at, because it’s forefront in their minds. It comes as no surprise to know we’ve seen a massive shift, likely a result of the pandemic. Right now, people are most attentive to content around:

1. Health: Protective of their health (& family’s), choosing to be safe, and minimise risk
2. Planet: Seeking to minimize their impact on environment
3. Society: Working together for the greater good
4. Experience:Living in the moment to make the most of life

What this means, as you think about content for your recruitment and core marketing, is how you can create content people will want to see. It’s not quite mind-reading, but it’s the next best thing.

So, because we know people are more protective over their health – physical and mental – focus content within this framework. Because we know people long to have a positive impact on the planet and their communities, use this angle to highlight how they can. And because we know, people want to enjoy life after lockdowns, by living more in the moment, show them how it’s possible.

Is your creative mind thinking, yet?

When I first saw this list, my brain started thinking about the what we could create for our clients. Maybe, yours is firing off left, right and centre in the same way?

If not, here are some ideas for the kind of content you could produce:

1. For a number of years, franchising was unique because franchisees could enjoy work-life balance. This hasn’t changed, but it’s no longer unique. Use case studies, vlogs, photos etc. to show this isn’t just words; talk about the real life health and wellbeing benefits your franchisees and/or customers experience.
2. Businesses are encouraged to aim for net zero. For some individuals, it’s also about being a responsible person, and doing “my bit for the environment”. Within your brand, you’re likely using systems, strategies, services etc for greener, cleaner living. Talk about them. Talk about the benefit to the environment. Talk about what running a business with you achieves.
3. During the pandemic, stories emerged of the kindness of humanity. Delivery drivers checked on isolated customers, pausing to have a chat, companies and individuals made-up care packages for those in isolation, and people donated food parcels. But, these stories aren’t restricted to the pandemic. In January, one of our clients connected me with five of their franchisees, all giving back to others. These stories hit a chord with people, inspiring them to do the same. Share them.
4. Living in the moment can be hindered by employment, sometimes! Talk about the kind of experiences you and your network have. Working from a campervan whilst touring the UK? Working from a beach in the middle of winter? Dreamt of racing a yacht around the Greek Islands? These are real stories I’d written for clients. Tell yours; inspire your audience.

Show, not just tell

I love words – I love writing them, I love reading them… but I’m conscious of the fact a picture is worth a thousand of them. Your content should include all mediums on your social media channels. Photos and videos “in the moment” shared to stories and reels, as well as pre-recorded, scripted videos, and photoshoot images.

They should be real, they should be vivid, and they should demonstrate the reality of you, your brand, and your network. Authenticity has become more than an online buzzword, it’s become the key to engaging your audience.

Curious about where to find your stories in your network? Speak to us about a Coconut strategy day.