You need an opener that's compelling. Focus on the issue and the result, but be direct, concise, and evocative.
Before a client hires you, they want to know that you get them. This section of the executive summary is where you demonstrate your grasp of the situation. You could include a bit of your own research or a brief reference to your agency's experience dealing with a similar situation. You should also talk about how the client will benefit from solving the problem - what will change, the positive outcomes, the results.
But remember, this is just an overview. 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.
This section should start to provide the client with a sense of relief and get them excited about the result. It's time to show your stuff. Talk about why your company, your team, or your product is not only willing to take this challenge on, but you're qualified to do so.
Importance of a Good Executive Summary
Maybe this is your niche market and you have lots of experience helping other companies with a similar issue. Talk about WHY you can make this a successful project and deliver results, but broken record keep it brief. Make the client feel like they have no other chance for happiness than to hire you because of X and Y that differentiate you from the competition and proves your solution is the one that will make their dreams come true.
Talk about why you want to work with them — a little flattery goes a long way — and about how, as partners, you will be successful. Here's an example of an executive summary I wrote using a customizable proposal template from Proposify's gallery. Of course every executive summary needs to be tailored to your specific project, your client's needs, and your brand voice.
But if you're looking for more inspiration, we have many other business proposal templates that you can customize yourself. This rule applies to everything but especially when writing proposals. Of course in some situations you may need to reference certain details but remember that this is a persuasive document—sell the benefits, not the features.
Save the tech stuff for the proposal. Think about what they want to know, not what you want to tell them. It is thus best suited to descriptions of primary sources that you plan to analyze.
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If you put an interpretive spin on a critical source when you initially address it, you risk distorting it in the eyes of your reader: a form of academic dishonesty. The interpretive summary below comes from an essay examining a Civil War photograph in light of Lincoln's Gettysburg Address. The essayist, Dara Horn, knew she needed to describe the photo but that simply "walking through" its details would bewilder and bore her readers.
So she revealed the point of her description in a pair of topic sentences solid underline , summarized the details of the photo double underline , and gave the description some interpretive "spin" throughout. As skeptical moderns, we often have trouble accepting drawings or paintings as historical records, but we tend to believe in photographs the way that we believe in mirrors; we simply accept them as the truth.
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Yet this straightforward, almost innocent perspective sets the viewer up for the photograph's stealthy horror. What must have happened to topple twelve nine-hundred-pound horses, and where are the people who rode them? Crushed underneath? The viewer doesn't know, because Gardner's picture doesn't tell us. Some Cautions.
Remember that an essay that argues rather than simply describes uses summary only sparingly, to remind readers periodically of crucial points. Summary should always help build your argument.
When teachers write "too much summary—more analysis needed" in the margin, generally they mean that the essay reports what you've studied rather than argues something about it. Two linked problems give rise to this situation. The first is a thesis that isn't really a thesis but rather a statement of something obvious about your subject—a description.
The obvious cannot be argued. A statement of the obvious tends to force further description, which leads to the second problem, a structure that either follows the chronology of the source text from beginning to end or simply lists examples from the source. Types of Essays. How to Write an Article Critique. To Kill a Mockingbird Essay. Impromptu Speech. How To Write Eulogy. How to Write an Autobiography. Personal Narrative Ideas. Debate Topics. Free Online Plagiarism Checker. How to Format a Literature Review.
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