When to Introduce Your Company in the Executive Summary (It’s later than you think!)
Of all the most common proposal sections, the one that I’m asked about again and again is the Executive Summary.
Most Executive Summaries are only 1-2 pages long, yet they seem to strike fear in the heart of any writer, stalling typing and bringing up a new round of writer’s block. The reasons for hesitation vary–some people ask what exactly should be included. Others want to make sure they’re starting the proposal off with the right tone. I’ve heard concerns that this is the only section the client will read, making it even more overwhelming and difficult to craft.
While we have several posts on Executive Summaries, it’s a topic that comes up often enough that I want to share one of my most common tips.
When I open a client’s Executive Summary, within seconds I can spot if they’re making this very common mistake. It’s an easy mistake to make, and one that feels right but can actually hurt your proposal.
Here’s how to avoid it:
Do not start your Executive Summary talking about your company.
Too many times I start reading an Executive Summary, and the very first sentence starts with the company’s name before diving into services, history, or even the company team. While it’s an understandable approach–this is a sales document after all–this writing strategy will actually make the buyer less likely to connect with your proposal.
The reason for this is that they will immediately start skimming when the first information they see is about your company. Buyers want to know that you can solve their problems. They’re reading every word of your proposal with this in mind, asking the question “How will this help me?”. Your goal with your Executive Summary is to start out by addressing that question and building a connection right from the beginning.
Instead of introducing your company, start your Executive Summary with a quick summary of the buyer’s challenge and the current landscape. This shows that you understand why they need to purchase your product or service, which helps to establish authority for your company while also making you appear more trustworthy.
Aim to introduce your company no earlier than the final sentence of your first paragraph, but ideally it won’t be until the second paragraph (or third for complex projects). Your goal is to establish a conversation with the buyer where their side is present, even though they can’t speak since your proposal is a written document. This makes understanding the buyer’s goals critical, but the more you can do that, the more powerful your Executive Summary will be.
An extra tip: Once you introduce your company, continue to connect your content back to the buyer and their goals, not just your company. Outside of introducing your organization too early, another very common mistake I see is focusing too much on the company, not the buyer. One easy way to see this mistake is to skim your Executive Summary for mentions of your company. It’s surprising how many companies will start most (or even all) paragraphs with their company name and barely mention the buyer. If you’re doing this, it’s a sign you need to go back and tweak your Executive Summary (and maybe your entire proposal).
Once you put this into practice, your Executive Summaries will be stronger and more compelling–and maybe even a little less scary.