Published 24/05/2026 by Compaigns
If you've spent any time in the Australian competition scene, you'll know that the "25 words or less" (or sometimes "50 words or less") entry format is everywhere. It's one of the most popular competition formats in Australia — and for good reason. It's simple to run, easy to judge, and gives everyone a fair shot. But writing a great answer isn't as easy as it sounds.
The good news? There's a formula — and once you know it, you'll have a serious advantage over the thousands of other entrants submitting bland, forgettable answers.
What judges are actually looking for
Before you can write a great answer, you need to understand what the judge wants. In most Australian competitions, entries are judged by an employee of the promoter. They're reading through potentially thousands of answers, often on their lunch break. They want to be entertained, surprised, or genuinely moved — not bored.
The winning answer needs to:
- Be relevant to the product or brand
- Be positive and enthusiastic
- Stand out from the crowd
- Fit within the word limit
- Be easy to read quickly
The AIDA formula
Professional copywriters use a formula called AIDA — Attention, Interest, Desire, Action. You can adapt this to 25-word competition answers:
- Attention — Start with a hook. Something that makes the judge pause instead of skimming past.
- Interest — Draw them in with a personal connection to the product or prize.
- Desire — Show why you specifically deserve to win, or why the product is perfect for you.
- Action — End with energy or impact. A punchline, a clever twist, or a memorable phrase.
For example, if the question is "In 25 words or less, tell us why you'd love to win our new coffee machine," a weak answer would be: "I love coffee and would use it every morning before work." A stronger answer: "Our household has three teens, two jobs and one coffee machine from 2011. Your new model is the daily miracle our mornings desperately need!"
Use the brand name
Judges are humans who work for the brand running the competition. Mentioning the brand name positively in your answer makes it feel more personal and relevant. Don't overdo it — once is enough — but it shows you're engaged with their product specifically, not just any prize.
Be specific, not generic
Generic answers like "I would love to win because it would make my life better" are instantly forgettable. Specific, visual answers stick in the mind. Paint a picture: who will benefit, when will you use it, what exact problem will it solve?
Instead of: "I'd love to win the holiday because I need a break."
Try: "After 18 months of caring for my mum through chemo, I've forgotten what sunshine tastes like. This trip would remind me."
Rhyme and wordplay — use sparingly
A clever rhyme or bit of wordplay can make an answer memorable. But it needs to feel natural, not forced. If a rhyme fits your answer perfectly, use it. If you're contorting your meaning to make words rhyme, drop it and go back to being genuine.
Count every word carefully
Different competitions count words differently. Some count numbers as words, some don't. Some count hyphenated words as one, some as two. When in doubt, count conservatively — going over the word limit is an automatic disqualification in many competitions, so err on the side of fewer words.
Edit ruthlessly
Write your answer, then cut it down. Remove every word that doesn't add meaning. "I really truly love coffee" becomes "I love coffee." The tighter the writing, the more punch each word carries — and in 25 words, every single word has to earn its place.
Enter multiple times? Only if the rules allow it
Some competitions allow one entry per person per day for skill-based competitions. If that's the case, don't submit the same answer twice — write a fresh one. Judges often see repeated entries and it doesn't reflect well.
Practice makes perfect
The more 25-word entries you write, the better you get at it. Keep a note on your phone of your favourite answers so you can revisit and improve them over time. Many experienced compers keep a swipe file of their best entries as inspiration for future competitions.
Ready to put your new skills to work? Check out today's competitions on Compaigns — there are always new skill competitions to enter.
