What Makes an Application Stand Out? Richard Hewitt on Standing Out, Being Specific and Getting It Right on Paper

When you’re building a class-based business, it’s natural to focus most of your energy on what you deliver – the quality of your sessions, the experience you create and the results your customers walk away with.

But when it comes to opportunities like awards, funding or growth, there’s another skill that becomes just as important, and that’s your ability to clearly communicate what you do and why it matters.

That was one of the strongest themes in my conversation with Richard Hewitt, who brings over 20 years of experience in higher education across marketing, recruitment and admissions, and now joins the Class Business Awards as a judge, because reviewing applications isn’t something new to him, it’s something he has been doing consistently throughout his career at a high level.

And what he shared is something every business owner needs to understand.

The Reality of Being Judged on Paper

One of the biggest challenges with any application process is that you are being assessed by someone who hasn’t met you, hasn’t experienced your sessions and hasn’t seen your impact firsthand, which means the only thing they have to work with is what you choose to put in front of them.

That makes your application far more than a formality.

It becomes the full representation of your business in that moment, which is why it needs to do more than just answer the questions, it needs to communicate your value clearly, confidently and with intention.

“You’re only reading an application… it’s an opportunity for somebody to sell themselves and promote what they do.”

And this is where many strong businesses fall short, not because they lack quality or results, but because they haven’t taken the time to fully articulate what makes them stand out.

No Two Applications Are the Same

Something Richard emphasised throughout our conversation is that no two applications are ever the same, because each one represents a completely different journey, background and motivation, which is exactly what makes the process both interesting and challenging from a judging perspective.

Having worked on admissions for competitive programmes such as MBAs, and managing international scholarship schemes with applicants from all over the world, he has seen first-hand just how varied and high-quality submissions can be.

“Each application is different… that’s what I found most interesting.”

But that variety also means there is no simple formula for success, because it’s not about ticking boxes or replicating what someone else has done, it’s about identifying what genuinely stands out and communicates something meaningful.

What Judges Are Really Looking For

There is often an assumption that winning comes down to being the “best” business, but in reality, it’s far more about how effectively you communicate what you’ve done and why it matters, particularly when judges are comparing multiple strong applications side by side.

Richard described it simply.

“It’s like comparing apples and pears… no two candidates are the same.”

So instead of trying to sound like everyone else or cover everything at surface level, the focus needs to be on clarity, depth and specificity, making sure your application shows not just what you’ve achieved, but how you’ve achieved it and the thinking behind it.

Strong applications tend to demonstrate:

• Clear motivation – why you do what you do and what drives the business
• Defined impact – the difference your work is making and who it’s for
• Thoughtful detail – not just outcomes, but the process behind them
• Direction – where the business is going and what comes next

Because judges aren’t only assessing what exists today, they are also looking at the strength of the thinking behind it and the potential for what comes next.

Why Good Businesses Don’t Always Win

One of the most important and often overlooked realities of any application-based process is that you can have an incredible business and still not progress, simply because the strength of your work hasn’t been fully communicated on paper.

“You’ve got to spend some time writing these applications.”

That is often the difference.

The strongest businesses don’t rush this part or treat it as a tick-box exercise, they take the time to reflect properly, structure their responses and ensure that what they are saying truly represents the level they are operating at.

The Detail That Makes the Difference

A key takeaway from Richard’s experience is that detail matters far more than most people realise, particularly when it comes to how you approach each question, because it’s not enough to rely on previous answers or reuse content that feels similar.

“It’s really important to adapt and target your answers to that particular question.”

That means taking the time to:

• Read the question carefully and understand what is being asked
• Answer it directly rather than broadly
• Include specific examples that bring your work to life
• Avoid generic responses that could apply to anyone

And just as importantly, stepping back before submitting.

“You’re so close to it… it’s important to get somebody else to read through.”

Because when you’re deeply involved in your own business, it becomes much harder to see what’s missing or unclear, and fresh eyes can often make a significant difference.

The Emotional Reality of the Process

What also came through in our conversation is just how competitive these processes can be, particularly when the standard of applications is consistently high and there are only a limited number of places or awards available.

“The quality of applications are really high… and there’s only a small amount of awards.”

That means small details carry weight, clarity becomes essential and preparation can make all the difference, because when multiple applications are strong, it is often the most clearly communicated and well thought through that stand out.

What Richard Is Looking for as a Judge

As a judge for the Class Business Awards, Richard brings a perspective shaped by years of reviewing applications in high-pressure, competitive environments, and he isn’t just looking at what you’ve achieved, but how you present it.

He’s looking at the clarity of your answers, the thought behind your decisions and the way your story is communicated, because at this stage, before the event, before the celebration and before the recognition, everything comes down to what is written on the page.

Watch the Full Interview

If you are planning to enter the Class Business Awards, or any application-based opportunity, this conversation will give you a very different perspective on how to approach the process, particularly if you want to make sure your business is represented at the level it deserves.

In the full interview, Richard shares more on:

• What makes an application stand out immediately
• The common mistakes people make when applying
• How to structure your answers for maximum impact
• Why detail and specificity matter more than you think

Richard will also be part of the judging panel for this year’s awards, helping to spotlight businesses that not only deliver great work, but can clearly communicate the value of what they do.

🎥 Watch the full interview on the Class Business Academy YouTube channel and start looking at your application through a judge’s eyes.