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