How To Write An Executive Summary For A Proposal
How To Write An Executive Summary For A Proposal By Beverly Bird Eh
A proposal is a sales pitch intended to convince your reader to do something or, in some cases, to select you to do something. You might be invited to submit a proposal for a job or project, and the request for proposal will most likely state whether the recipient wants you to include an executive summary. If so, you must write a brief overview of your proposal—typically no more than a few pages—capturing its high points. Your reader won’t have to wade through the details of your entire report to find what he needs to make a decision.
When to write the executive summary is subject to differing perspectives. Some suggest writing it after completing the full proposal, as this allows for easier summarization because you can draw from the completed document. However, you should avoid merely parroting your proposal’s details word for word in your summary. If you experience a brainstorm that leads to new ideas, ensure you update both your summary and the full proposal accordingly. Alternatively, some believe writing the summary first can help formulate ideas for your proposal, but expect to revise it after completing the full document.
What to Include in Your Executive Summary
Begin by clearly identifying the issue you are addressing. If you are pitching an idea, explicitly explain why it’s compelling or beneficial. If your goal is to be selected for a job, highlight why you are the best candidate. Avoid listing all your credentials in detail; those will be presented in the proposal itself. However, if you have received a major award or recognition relevant to the proposal, mention it early to catch the reader’s attention. If your proposal involves research, briefly mention it and explain how you plan to reach your goals.
When requesting funding, consider whether to mention the monetary amount in the summary—this depends on whether the request explicitly requires it. If not, reserve detailed financial discussions for the full proposal and instead conclude your summary with a polite yet assertive statement urging the reader to choose your solution or idea.
Structuring the Executive Summary
Organize the highlights of your summary in the same order as they appear in your proposal. This sequential matching helps guide the reader in locating detailed information within the full document. Keep in mind that the purpose of the summary is to make it easy for the reader to grasp the main points quickly.
Writing Tips for an Effective Executive Summary
Start with a strong, engaging first paragraph, particularly the first sentence, to immediately capture attention. Focus on why your idea or solution is ideal for the situation rather than emphasizing your company’s accomplishments at this stage. The reader wants to understand what you can do for them, not just what you have achieved elsewhere. Avoid unnecessary self-promotion early on; instead, highlight how your proposal benefits the reader or addresses their needs effectively.
Conclusion
Crafting an effective executive summary involves a strategic balance of clarity, persuasion, and conciseness. By focusing on the core issue, highlighting unique benefits, and organizing information logically, you can create a compelling overview that persuades decision-makers to delve deeper into your proposal. Remember, the executive summary is often the first impression of your proposal; making it engaging and succinct can significantly influence the overall success of your submission.
References
- Baker, M. (2018). How to Write an Executive Summary: Tips and Examples. Harvard Business Review.
- Gopalan, N. (2020). Effective Business Proposals and Executive Summaries. Journal of Business Communication.
- Johnson, S. (2019). Mastering Proposal Writing. Business Expert Press.
- Rosborough, S. (2021). The Art of Persuasive Proposals. Oxford University Press.
- Smith, T. (2017). Proposal Writing Skills for Success. University of California Press.
- Thompson, R. (2019). Winning Business Proposals. McGraw-Hill Education.
- Walker, P. (2016). Successful Proposal Writing. Routledge.
- Williams, J. (2022). Business Communication: Strategies for Success. Sage Publications.
- Young, K. (2020). How to Craft a Winning Executive Summary. Entrepreneur & Innovation Journal.
- Zhang, Y. (2018). Proposal and Report Writing. Springer Publishing.