How to write an Executive Summary for Business Plans www.KLARITI.com
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How to write an
Executive Summary for Business Plans
www.KLARITI.com
Do you find it difficult to write your executive summary?
This tutorialwill help
Hi, I’m Ivan Walshwww.Klariti.com
How to write an
Executive Summary
3 goals
Be interestingBe logical
Build trust & credibility
What’s the difference between theExecutive Summary
and the Introduction?
The Executive Summary ‘sells’ the main document
When do I need it?
Business planAcademic, studies
Grant proposals
Who reads them?
experts (not technical)Decision makers
Journalists
Write the executive summary AFTER the main document
writing tips
Don’t copy introductionSummarize key points
Make sales pitches
Generate enthusiasmMirror main document
Be interesting
Use the executive summary to establish authority
More writing tips
Avoid jargon, clichésNo emotional language
Consider your readers
1 idea per paragraphStand over everything
Use sub-headings
Where does it go?
Before IntroductionAfter table of contents
Bridge both chapters
Don’t forget – Your executive summary is for decision-makers
How to structure
Define scope (in/out)Provide context
Explain approach
You’re recommending?In a nutshell…
It stands alone
the executive summary
goes from big to small
Write the executive summary so it can be read independently of the main document.
How long?
Can I make a decision?1-2 pages but..
Or 5-10% of document
Writing tactics:how to summarize the executive summary
1. Short sentences2. Link ideas3. Build interest4. Be inclusive5. Watch the tone
Paragraph structure
One idea per paragraphShort paragraphs
Make it scannable
Font
At least size 12Same as report
Double spaced
Review three times
Print out, read from endRead aloud
Reduce word count
No one reads the business plan
if the executive summary sucks
How to test your executive summary…
1. Ask others to read it2. Sounds right?3. Would you buy it?4. Explain in 1 sentence5. Every revision helps
Takeaways
1. Write several drafts2. Be interesting3. Make connections4. Revise in waves5. Work to the finish line
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