July 30, 2020

Annette Densham

It is business awards season. The perfect tool to use to get the ultimate in publicity. If used the right way, a business award win can provide ongoing promotion opportunities that won’t cost you a stack of money or time.


The most obvious is media attention. Getting your story in the media certainly adds to your street cred – there is nothing more powerful than being featured by a journalist. Add to that a story about you winning (even being nominated) for an award – you have a double banger of third party credibility.

But this is not the only way to tell people about your achievement. There is this wonderful tool called ‘leverage’. It is a powerful verb - to use (a quality or advantage) to obtain a desired effect or result: to exert power or influence on. To use the power of one point to influence people.

Leverage is so powerful. Promoting your business is not a one-off job. You have to keep doing stuff over and over. Like telling people you are a winner.

Here are three ways to do it.

If you want to build a relationship with the media, you can’t stop at one media release.

If you want to connect with your target audience, you have to provide useful and helpful info on a regular basis.

If you want to establish your expertise and showcase your knowledge, you have to blog EVERY week about different topics.

Bottom line is marketing and promoting your business is not as simple as we’d like it to be. Leverage means you can take one piece of content and repurpose it for multiple uses or one achievement and share across multiple platforms for greater coverage.

Once you have announced your win or nomination to the media, here a few other ways to leverage your win for ongoing publicity.

E-mail marketing: Include the news of the award in your e-mail newsletters. Share the story behind your award and why you won. You can even include a link back to your award press release.

Use the award logo: Put the award logo on your website, email signature, business cards and social media profiles. Also make sure you update your bio to include your win. Use "award-winning" in your marketing – online and offline.

Social sharing: Spread the news on your Facebook, Twitter, Instagram, LinkedIn with info about your win or nomination. This could like posting your media release, writing a blog about your win and then repurposing into some social media posts. Remember to post the links to the awards site so people can see you name officially listed as a winner. 

Marketing guff: You've done what so many don't, make your win/nomination the centrepiece of your marketing. Mention it everywhere you can - brochures, back of your book, in your newsletter footer, guest blogs, in your bio. Do not be shy.

Blog about it: Share with industry or guest blogs. A great way to spread the word and highlight your talents. Also blog about it on your own blog - why you entered, what it means for your business, how you went about it, what it was like going to the presentation night … and then share on social media.

Say thanks: Send an email or special newsletter to your network of colleagues, partners, friends, family and customers to let them know about your win.

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Annette Densham

Annette Densham is an international award-winning publicity expert with a 30 plus year career in newspapers – The Australian, Financial Review, and Daily Telegraph, magazines (print and digital) and corporate communications. She uses her expertise to teach small business people how to use their stories to connect with the world and build influential brands.

Annette is also a stand-up comedian, and as an author, trainer, mentor and speaker, she weaves her story magic everywhere.

annette densham

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