5 Reasons Your Business Award Application Didn’t Win – And How to Fix It
Applying for a business award takes time, effort, and a lot of hope. So when you don’t get shortlisted, let alone win, it’s easy to feel frustrated.
But here’s the truth: most business award applications fail not because the business isn’t good enough, but because the application doesn't do the business justice.
If you’ve recently missed out, don’t give up just yet.
As a previous judge for the UnLTD Business Awards and having won awards myself, I’m sharing five common reasons business award entries fall short and what you can do to improve your chances next time.
1. Your Story Lacked Impact
Judges aren’t just reading facts, they’re looking for stories. Your entry needs to paint a clear, compelling picture of your business journey: the problem you solve, the value you bring, and the impact you’ve made. A dry, technical summary won’t cut through.
Fix it: Start with why your business exists. Then build your story around the challenge, the solution, and the results. Make it personal. Make it real. Show growth, struggle, and success.
2. You Didn’t Answer the Questions Properly
Award criteria can be deceptively simple but if you’re not addressing exactly what’s being asked, you’ll lose marks fast. Many entries go off-topic, ramble, or try to answer every question with the same vague achievements.
Fix it: Break down each question. Ask yourself:
What is the judge really asking here?
What evidence can I provide?
Tailor every answer to match the criteria, not just promote your business in general.
3. There Was No Evidence
You might say your company is innovative, impactful, or successful but where’s the proof? Without numbers, testimonials, case studies or stats, even the best claims fall flat.
Fix it: Back everything up.
Use:
Revenue growth figures
Customer satisfaction data
Case studies
Quotes from clients
Awards, accreditations, and milestones
If you can’t prove it, leave it out or find a way to quantify it.
4. You Sounded Too Generic
If your application reads like it could apply to any business in your sector, it’s not memorable. Judges read dozens, sometimes hundreds of entries. They remember the ones that feel human, specific, and different.
Fix it: Avoid buzzwords and clichés. Be bold in what makes you unique, your approach, your people, your values, or your outcomes. Tell them what only you can offer.
5. You Didn’t Get an Outside Perspective
It’s hard to see the flaws in your own application, especially when you’re so close to the business. A common pitfall Thinking you’ve nailed it when key messages or evidence are missing entirely.
Fix it: Get someone who understands business awards to review your application. A second set of expert eyes can spot what you’ve missed, sharpen your message, and help turn a “no” into a “yes.”
At Adam Bradley Business Growth Consultancy, I offer Business Award Consultancy. A smart, risk-free service where I review your award application, give you tailored feedback, and you only pay if you get shortlisted or win.
I don’t write the application for you but I’ll help you craft a submission that stands out and gets noticed, because every great business deserves recognition.
Ready to Turn Your Next Award Application Into a Winner? Get started now!
