Rocket Proposals: The Write Stuff for the Executive Summary

Most people who respond to a Request for Proposal–an RFP–are under the delusion that they are writing fascinating stuff that will seriously interest all the readers of their proposal. They couldn’t be more wrong.

The reality is that none of your stuff will interest all readers. Some stuff will interest some readers. Specific stuff will be of  interest to specific readers. The good news is that the Executive Summary is of interest to everyone.

A good Executive Summary provides a context and a bottom line, so readers can then skip to their specific area of interest and plunge into the matter of serious interest to them. Got it? Nobody reads from cover to cover. Everyone reads the Executive Summary before turning to their own particular area of interest–which makes your Executive Summary your most important sales piece. In fact, if your reader is impressed on the very first page, the rest of what you write is merely proof that their initial reaction was smart.

From the executives’ point of view, a summary provides all the information they need, should they have neither the time nor the inclination to read further. From your point of view, the summary begins the process of persuasion.

If it is to be effective, your summary must actually summarize the proposal. That means telling the reader exactly what the proposal suggests–succinctly, clearly, and enthusiastically. Eliminate the marketing bumph and cliches. Customize. Specifically mention the product or service or improvement you recommend in the proposal. If there is a cost savings, mention that too. (If not, leave it for the financial section.)

Now, I’ve seen perhaps thousands of sales proposals over the years and while they all have something called “Executive Summary”, few of them actually summarize anything.  In my business writing workshops, participants often show me a current proposal and ask for feedback. They are stunned when I tell them they don’t have an Executive Summary no matter what their page says. What many people have, in fact, might be called “Company History” or “Background” or even “Introduction.” Whatever you call them, they are not a summary of the proposal and are of no value to the busy executive who needs a compressed version of your proposal. A summary summarizes the whole document. Surprise!

Here are 5 tips for writing a killer Executive Summary.

1. Write it in plain, everyday language–so even a non-technical executive can understand it and be excited by it.

2. Write it with warmth–so you and your company strike the reader as friendly and helpful.

3. Include bullet points–to highlight key benefits you’ve addressed more fully inside the document.

4. Open with a statement that resonates emotionally and intellectually with the executive reader. Find something in their mission statement you can use in your opening lines.

5. Close with action. Say something about the timeline or kick-off date for implementation or purchase–so the reader has a sense of urgency in following up on what happens next.

Writing a rocket proposal requires serious attention to the decision-makers–and that takes an Executive Summary that thrusts the reader into your orbit. The rest of the document–all the technical stuff–is proof that the Executive Summary is out-of-this-world terrific.

……………………………………………………………………………………………………….