How to Win Business Awards: Denise O’Leary MBE Launches Updated 2026 Edition of WINNER

Award-winning business expert, award judge and professional bid writer Denise O’Leary MBE has released the fully updated second edition of WINNER: How to Win Business Awards, giving business owners practical advice on writing stronger award entries, using AI responsibly and turning awards into long-term business growth.

Winning a business award is about much more than adding a trophy to your shelf. For businesses of every size, awards can increase credibility, generate valuable PR, attract new customers, boost employee morale and create opportunities that may never have happened otherwise.

Now, award-winning entrepreneur, award judge and professional bid writer Denise O’Leary MBE has released the updated second edition of her acclaimed book, WINNER: How to Win Business Awards, helping businesses understand exactly what judges are looking for and how to maximise their chances of success.

Originally published in 2020 and fully revised for 2026, the book provides a practical, step-by-step guide for entrepreneurs, SMEs, charities and growing organisations looking to enter business awards with confidence.

Drawing on more than a decade of experience judging and winning awards, Denise shares the strategies she has developed through her own success and while helping clients secure opportunities worth more than £4.8 billion.

Buy the book: https://www.amazon.co.uk/WINNER-How-Win-Business-Awards/dp/1781339996

Why Business Awards Matter

Business awards have become one of the most effective ways to build trust with customers, suppliers, investors and potential employees.

Winning—or even being shortlisted—can help businesses:

• Increase brand awareness and credibility.
• Generate local, regional and national PR.
• Stand out from competitors.
• Build customer trust.
• Improve employee motivation and retention.
• Attract new clients and partnerships.
• Strengthen marketing campaigns.
• Open doors to speaking opportunities and collaborations.

However, many businesses either never enter awards or submit weak applications because they simply don’t know where to begin.

That’s exactly the challenge Denise set out to solve.

A Practical Guide to Winning Awards

Rather than focusing on theory, WINNER: How to Win Business Awards is designed to be a practical workbook that readers can use throughout their awards journey.

The updated edition explains how to:

• Choose the right business awards for your organisation.
• Decide which categories offer the greatest chance of success.
• Gather strong evidence to support every claim.
• Understand what judges really want to see.
• Avoid the common mistakes that cost businesses awards.
• Write compelling, evidence-based entries.
• Prepare supporting documents.
• Make the most of award wins through PR and marketing.

Whether you’re entering your very first award or looking to improve your success rate, the book offers practical advice that businesses can immediately put into action.

New for the 2026 Edition: AI and Award Writing

One of the biggest additions to the second edition is guidance on the growing role of artificial intelligence in award writing.

As AI tools become increasingly popular, many businesses are turning to technology to help draft applications. While AI can save time and improve productivity, Denise explains why businesses should never rely solely on automated content.

Award judges are looking for authentic stories, genuine evidence and measurable achievements—not generic marketing language.

The book explores how AI can support research, structure and planning while ensuring submissions remain personal, credible and backed by real evidence.

The updated edition also introduces WINNER AI®, Denise’s purpose-built AI award entry coach, created specifically to help businesses prepare stronger, more effective award submissions.

Advice from Both Sides of the Judging Table

One of the unique strengths of WINNER is that it combines Denise’s experience as both an award winner and an award judge.

Readers gain valuable insight into what happens behind the scenes during judging, including:

• How judges assess entries.
• What makes one submission stand out from another.
• The importance of measurable evidence.
• Why storytelling matters.
• Common mistakes judges see repeatedly.
• How small improvements can significantly increase scoring.

The book also includes insights from fellow award winners, organisers and judges, giving readers a well-rounded understanding of the entire awards process.

Denise O’Leary MBE

Denise O’Leary MBE is the founder of Purpol Marketing, a strategic brand, marketing and bid consultancy specialising in manufacturing and construction.

She is a multi-award-winning entrepreneur, experienced award judge, keynote speaker and professional bid writer who has spent years helping organisations improve their visibility, credibility and commercial success.

Throughout her career she has supported businesses in securing contracts and opportunities worth more than £4.8 billion, while becoming one of the UK’s leading voices on business awards and strategic award writing.

Her practical approach has helped businesses across a wide range of sectors gain recognition through local, national and international awards.

Praise from the Business Community

The updated edition has already received praise from respected figures within the awards industry.

Tessa Day, Founder and Director of Club Hub UK, also recommends the book.

Club Hub UK has won numerous national business awards and has experienced first-hand the positive impact awards can have on business growth.

Tessa said:

“Winning awards has helped showcase our impact, build credibility and reach more families across the UK. Awards are about far more than recognition—they’ve played a significant role in the growth of Club Hub UK, opened new partnership opportunities and strengthened trust in our brand. Denise’s knowledge of what judges are looking for makes this book an invaluable resource for any business wanting to write stronger award entries and maximise the benefits of winning.”

Debbie Gilbert, Founder of the Best Businesswomen Awards and Best SME Awards, describes the book as:

“A must-read for anyone wanting to win awards.”

More Than Winning a Trophy

One of the key messages throughout the book is that entering awards should form part of a wider marketing strategy.

A successful award entry doesn’t just create an opportunity to win—it also helps businesses:

• Review their achievements.
• Measure business growth.
• Gather customer testimonials.
• Collect meaningful business data.
• Improve marketing messages.
• Build stronger evidence for future bids and funding applications.

Even businesses that don’t win immediately often find the process valuable because it encourages them to document successes and better communicate their impact.

Available Now

WINNER: How to Win Business Awards – Updated Second Edition is published by Rethink Press and is available now with an RRP of £17.99.

Whether you’re an entrepreneur entering your first award, an established business looking to improve your success rate or a marketing professional responsible for award submissions, WINNER provides a practical roadmap to help you achieve greater recognition.

For anyone wondering where to begin—or how to finally turn shortlisted into winner—this updated edition offers expert guidance from someone who has experienced every stage of the awards journey.

Buy the book: https://www.amazon.co.uk/WINNER-How-Win-Business-Awards/dp/1781339996

For more information, media enquiries or interview requests, visit www.winnerhowtowin.com.