They say
it’s an honour just to be nominated.
Although,
it’s usually said through clenched teeth.
But let me
tell you, it’s also an honour to be asked to judge.
As a result,
I’ve spent a few very happy few months sitting on judging panels for various
industry awards.
But while
it’s great to be asked, and I’m happy to play a part, the truth is I didn’t
fully appreciate the work involved.
I know, I
know.
Working hard or hardly working?
But honestly,
judging other people’s work is a tough job.
I guess all
those years on the other side of the process have given me an appreciation for
where the entries are coming from.
I’ve slaved
over those entry forms.
I’ve
gathered the data.
I’ve written
the summaries.
So I owe it
to the entrants to give their submissions the time they deserve.
But when the
standard is so very high (and it really is) judging becomes increasingly
difficult.
In that
spirit, I’d like to share the benefit of my experience.
You’re going
to be 1 of 20 or 30 in a category.
You need to
stand out, be memorable.
Tell a
story, but make it short, because wading through an ocean of text is hard.
Wading
through 30 is downright impossible.
Make the key
take-outs stand out.
Bold,
colour, highlights – it’s your choice.
Think about
what is background information, and what was key to your success.
Videos and
images all help tell your story.
Yes, I know
some awards give you forms to fill in and ask you to stick to a format.
But here’s a
little secret - everyone sticks to the format, but some think to add appendices.
Judges are
(sort of) duty bound to see everything, I know I did.
Results,
results, results.
The more
impressive the better.
And don’t
underestimate the value of a great client endorsement.
(I know
clients don’t want to go overboard but try and make them energetic)
And finally…
Sorry to be that guy, but check your spelling,
punctuation and grammar.
Individually,
it’s not vital, but when reading entry after entry it can become wearying.
So good luck.
Be
brilliant.
And remember
me in your acceptance speech.
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