All The Reasons NOT To Enter Business Awards

There’s lots of reasons in life and business to NOT do things.  Too busy. Don’t know enough. Not enough money. You believe the naysayers who poo poo everything. Or you’re not confident enough to put yourself out there.

That’s ok. That’s human.

One of the amazing things about being human is our ability to grow and challenge ourselves to do the hard things.  When you’re in business, especially a small business, and the buck stops with you, you have to be discerning about where you invest your time and money.

When things get tough, like they are at the moment, one of those things small business people stop investing in is marketing.  It’s the easiest thing to cut from line items. But it’s the most important thing in business. Without marketing and profile building, how do people know who you are and what you do?

With our already overwhelmed human brains being hit by over 73gb of information EVERY day, pulling back on marketing is a great way to dwindle into obscurity.  People need to see and hear from you regularly. Even if you think no one is listening or paying attention, those little breadcrumbs of marketing you drop get picked up by people and stored in their subconscious, building a relationship with you until the time they go “I really need this product or service…”  Because you have invested in your profile, chances are they think of you.

But there are many reasons not to enter… maybe you’ve said these things…

"I'm too small; I don't stand a chance" - many awards have categories specifically for small businesses, startups, or niche industries. These categories level the playing field and give smaller players a fair shot at recognition. Judges look for innovation, creativity, and impact, regardless of company size.

Never underestimate your unique value - a close-knit team, loyal customer base, or nimble approach to problem-solving that larger companies lack. Strengths you can highlight in an award submission.

Judges love underdog stories. Showcasing how you’ve overcome challenges, disrupted the market, or made a significant impact with limited resources, is compelling.

"It's too much work; I don't have time" - instead of seeing the application process as a chore, consider it a valuable exercise in self-reflection and strategic planning. The process of gathering information, analysing data, and crafting a compelling story can be a valuable opportunity to assess your business's strengths, weaknesses, and future goals.

You don’t have to do it all yourself. Involve your team in the process. Assign different tasks to different people, leverage their expertise, and make it a collaborative effort to lighten the workload. Break down the application process into smaller, manageable tasks. Set deadlines for each step and allocate specific time slots to work on it. Or get someone with strategic awards writing experience to help - outsourcing is a good time saving tool.

"It's too expensive; I can't afford it" - there are plenty of reputable awards with no entry fees. Look for industry-specific awards, local business awards, or awards sponsored by organisations that support small businesses, like the Australian Small Business Champion Awards, with a women’s and trades program.

Even if there's an entry fee, weigh the potential benefits against the cost. Look at it as an investment in your marketing. Winning or being shortlisted for an award can lead to increased brand awareness, media coverage, new business leads, and even improved employee morale – all of which can have a significant impact on your bottom line.

"I don't want to brag; it's not my style" - it’s not about bragging. Awards share your story, celebrate your achievements, and showcase the hard work, dedication, and innovation that have gone into building your business.

Sharing your success can inspire other entrepreneurs, particularly those just starting out. Your story is a reminder that anything is possible with hard work and perseverance.

“I don't know where to start; it's overwhelming" - you don't have to aim for the biggest and most prestigious awards right away. Start with local or niche awards that are easier to enter and have less competition to gain experience, build confidence, and refine your approach.

Talk to other business owners who have entered awards, or to people who specialise in the awards process. People who have been there and done have experiences they can share, offer tips and tricks, and recommend specific awards to consider. Most awards organisers gave guidelines to give you information about the process. 

"I'm not ready; I need to improve first" - embracing progress, not perfection. There’s no such thing as perfect.  There's always room for improvement. Don't let the pursuit of perfection hold you back from celebrating your achievements. Entering an award can be a valuable opportunity to assess your strengths and weaknesses, identify areas for growth, and set new goals.

Even if you're not the "best" in every category, you might have innovative ideas, a unique approach, or a compelling growth trajectory that deserves recognition. Judges look for businesses with potential, not just those who have already reached the pinnacle of success.

If you don't win, don't see it as a failure. Use the feedback (if available) to identify areas where you can improve and come back stronger next time. The experience itself can be a catalyst for growth and innovation.

"I'm scared of rejection; what if I don't win?" - rejection is part of life, and certainly part of business. It's not the end of the world. It’s a valuable learning experience, helping you identify areas for improvement, and refine your strategy.

Winning is not the only measure of success. The process of entering an award gives valuable insights, refines your messaging, connects with others in your industry, and builds confidence in your business.

Even if you don't win the top gong, you might still receive recognition in other ways. Maybe you get shortlisted, make the finals, receive positive feedback from the judges, or get media attention.

The powerful tool of leverage can help drop those valuable profile building breadcrumbs that connect with your audience, and build a connection you don’t even realise is powerful until an email drops in your inbox…

”Hi, I’ve been following you for ages. I love what you do. It’s now time for me to get your help.”