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Page 52 JULY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

2. Don't just tell, when facts can sell. Vague

descriptions produce vague feelings. Vague

doesn't win awards. Describe results in specific

terms.

A writer entering a local awards program submitted an

article, published by a major magazine, about

a plastic surgeon's work to correct

a little girl's congenital deformity. That's a nice

coup, but what impact did that have on the

subject of the story? The writer revealed that

since the story was published, the physician

had received a dozen calls from others afflicted

by the defect. He went

on to perform 3 more

similar surgeries that

turned around others'

lives as a result of her

article.

3. Look for flip quality. Be sure your presentation has

the "flip quality" of a great magazine.

The New Yorker is a magazine with excellent

flip quality. Between the great cartoons and

dramatic ads, you can enjoy the magazine immensely

just by flipping through the pages.

Your award entry should do the same.

When writing your justification, use bold headlines and

bulleted points so that the judges can

see important points quickly. Time is limited;

don't make them wade through gray matter to

find out why you are deserving of recognition.

Whenever possible, use originals of your work

- not photocopies - in your presentation. Spice

up one or two color entries with colored backgrounds.

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