Awards Aren’t Just a Trophy. They’re a Visibility Strategy. An Interview with Awards Advisor Emma Hewitt on the Class Business Podcast
If you run a class-based business, chances are you’ve thought about entering an award at some point.
But many business owners hesitate.
Sometimes it’s because they feel their business isn’t “big enough”. Sometimes it’s because awards feel intimidating. And sometimes it’s simply because they’re not sure whether it’s actually worth the time.
I’ve heard all of these concerns over the years.
That’s exactly why I wanted to sit down with Emma Hewitt, award strategist, on the Class Business Podcast. Emma helps small business owners use awards as a strategic tool to grow visibility, credibility and opportunity.
And our conversation confirmed something I see all the time in this sector.
Most business owners are thinking about awards the wrong way.
The moment your visibility starts
Many people believe awards only matter if you win.
But Emma shared a really important perspective. The value of awards begins the moment you enter.
Submitting an award application immediately gives you a reason to talk about your business. You start reflecting on the impact you’re having. You begin sharing your story publicly.
When someone sees a business nominated for an award, something subtle happens in their mind. They immediately assume a level of credibility and success.
That simple nomination badge becomes a powerful signal. It shifts how people perceive your work.
Why awards are really a marketing tool
Emma described awards in a way I loved. She reframes them as a marketing strategy rather than simply recognition.
Think about what happens when you apply.
You are asked to explain what your business does well. You have to show evidence of your impact. You need to demonstrate results, testimonials and achievements.
For many business owners, this is the first time they’ve properly stepped back and looked at everything they’ve accomplished.
Most class providers are busy running sessions, supporting families and building their businesses day by day. Reflection rarely makes it onto the to do list.
Awards force you to pause and recognise the value of what you’re building.
That process alone can transform how you talk about your business.
The trap of entering everything
During the podcast, Emma and I talked about something we both see often. We jokingly called it badge collecting.
Some business owners enter every award they come across without a clear strategy. They share the badge once or twice, then move on to the next one.
The problem is that this approach misses the real opportunity.
Emma’s advice was simple. Choose fewer awards and maximise them properly.
Engage with the process. Connect with other nominees. Speak to the sponsors. Build relationships with organisers.
Awards are not just about the final announcement.
They are about the visibility, conversations and connections that happen throughout the journey.
What judges are really looking for
Emma has years of experience organising and judging awards behind the scenes. One insight she shared is something every business owner should understand.
Judges can only score what they see in your application.
They cannot assume anything about your business. Even if your work is incredible, if it isn’t clearly explained and supported with evidence, the judges simply cannot award the points.
This is where many applications fall short.
People rush their answers. They skip examples. They don’t fully explain the impact they’re making.
Emma’s advice is simple. Start early and give yourself time to reflect properly.
A thoughtful application will always stand out compared to something written quickly the night before the deadline.
Why recognition matters for class businesses
One of the reasons I am so passionate about creating the Class Business Awards is because class providers are often overlooked in traditional business awards.
Yet the impact of this sector is enormous.
Class businesses help children build confidence. They support wellbeing and learning. They create safe spaces for families and communities to connect.
They also provide meaningful work for thousands of business owners across the UK.
These stories deserve recognition.
Awards give us a platform to highlight the incredible work happening in this sector and to celebrate the people behind it.
A final thought from Emma
Emma shared a piece of advice that really stayed with me.
Entering an award forces you to reflect on everything you have already achieved. That reflection alone can be a powerful confidence boost.
As business owners, we spend so much time focusing on the next goal that we rarely stop and recognise how far we’ve come.
Awards give you permission to do exactly that.
And sometimes that shift in confidence is the biggest reward of all.
Watch the full conversation
If you’ve ever wondered whether entering awards is worth it, this episode of the Class Business Podcast is well worth a watch.
Emma shares practical insights on:
- choosing the right awards
- building an award strategy
- writing stronger applications
- and using awards to increase visibility in your business
You can watch the full interview on our YouTube channel.
And if you are thinking about entering an award this year, start by asking yourself one question.
What story about your business deserves to be told?
Because chances are, it’s more powerful than you think.
