But in fact, the purpose of the executive summary is to sell your solution to the client’s problem.It should be persuasive, outlining why the client should choose your company. The executive summary needs to be persuasive and highlight the benefits of your company/product/service, rather than being descriptive and focusing on the features.Here’s how to write an executive summary that seals the deal.
Or maybe you’ve won 27 Academy Awards for best picture, and you know you can make this a hit.Sometimes new ideas rose to the top as we worked through the proposal, or early ideas turned out to be impossible to execute due to the client budget or timeline.I used to leave writing the executive summary to the end, and since inevitably we were always in a time crunch to deliver the proposal to the client, I would feel anxious and rushed to get it done.You should also talk about how the client will benefit from solving the problem - what will change, the positive outcomes, the results.Again, the focus here is on the client and their challenge, not on you and your company. This section is where you talk about the brilliant solution you’re proposing and why it will work. They can read all the delicious details in the proposal so keep it high level but still provide enough detail to convince them you have something specific and well thought out for them.But nothing compared to the feeling of writing an executive summary.There is so much dissent about the function of the executive summary — what it should say, what it should do, how long it should be, and whether it be written before or after the body of the proposal — that it can add to the already stressful task of getting a winning proposal written, designed, and out the door to the client on time. The executive summary is arguably the most valuable component of any proposal.Before a client hires you, they want to know that you get them.You can’t solve a problem that you don’t understand.Hopefully, it will make the proposal process less painful, and help you convince anyone on your team who might disagree to follow your lead. First of all, the executive summary needs a rebrand.To me, the name itself speaks of stuffy suits, boring, jargon-filled reports, and boardrooms filled with cigar smoke and people ready to say no. In all seriousness, the word “summary” can be misleading, and this is the first mistake people often make when it comes to writing their executive summary.