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How To Develop an
Effective Executive Summary
An Article by Stephen R. Clark
If you write business proposals, you’re familiar with Executive Summaries. An
Executive Summary is a condensed version of the proposal with a sales or
marketing focus. It captures the essence of the proposal and sets the theme for
what is to follow.
If the main point of the Executive Summary is how to save millions of dollars on
a project, the rest of the proposal or grant should elaborate and expand on the
how, why, when, where, etc..
The objective of the Executive Summary is to make the recipient say, "Here at
last is a company or organization that understands our problems or needs and
knows exactly what to do to resolve or satsify them."
Rule #1 of a good Executive Summary is
to understand that you are not writing an advertising campaign. It is needless
to overwhelm your customer with flash and dazzle where a technical solution is
what the customer wants. Stick to the facts. Weave them into a story where the
point is a successful response to the client's problem, challenge, or need.
Rule #2 is to think of the Executive
Summary as a resume. Give enough information to whet the client's appetite and
make them want to know more. The Executive Summary should be dynamic, terse, and
designed to capture and hold the interest of the non-technical reader. It
shouldn't be bogged down in detail or terms that the average reader will not
understand. Keep it simple, direct, and to the point. Choose words carefully.
Use words that have impact, such as action verbs. Avoid cliches and trite
phrases. Define every acronym.
Another element of a good Executive Summary is revealing the important
information up front right away. From the very first paragraph tell the reader
the solution and greatest benefit of the proposal. Don't hint around or create
suspense since doing so will cause more irritation than interest.
An effective Executive Summary communicates to the client individually. Identify
critical areas (special needs, "hot buttons") of the client and concentrate on
meeting them in the proposal. Show the client the advantages of your solution,
don't just tell. Outline the unique, innovative features of your approach to the
client's problem or need.
The worst mistake to make in an Executive Summary is to merely copy material
from sales brochures, technical publications, and boilerplate, rather than
writing to the specific client's special and unique needs.
A
good Executive Summary is a blending of a summary of technical facts presented
in laymen's terms and the sales pitch. Once again, begin with the best point up
front in the first few paragraphs, and then work down the list of advantages and
discriminators as detailed in the proposal, and end with your qualifications,
experience.
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