Do you view executive summaries as an old fogey marketing technique?

Maybe your business is just you. So, why would you need to know how to create an executive summary? One of the following may fit your business.

• Executive summaries offer an overview of your business plan.
• Entrepreneurs use an executive summary to entice investors.
• Or you can add one to an analysis report you are presenting to a client or prospect.

Still not convinced? Even if you never use one, the framework helps you zero in on what’s important about your business or product.

Executive Summaries Invite

What if you gave a dinner party and no one came?

• You bought plenty of food and drink.
• You spent hours preparing.
• And no one came to the party.

Head slap. You forgot to send the invitations.

C-suite executives invented short attention spans long before social media hit the internet. They have little patience for long-winded presentations.

Delivering a report/white paper/or proposal without an executive summary is like forgetting to send the invitations.

Executive summaries are invitations to the main event.

Announcing the Event

Think about an invitation to a party. It offers enough information to help guests decide about accepting the invitation.

• Imagine the consequences if the invitations had the date wrong.
• Or neglected to let guests know it was a costume party (awkward).

Your summary is like that – essential information and an enticement to learn more.

Enough Information

Picture that busy executive when creating your summary – the one who demands just the highlights. Then focus on achieving five key goals.

 

Let’s look at an example of incorporating the first four elements.

In the analysis report example in a prior post, Genius Consulting analyzed Best Manufacturing’s payroll system. The conclusion was a replacement of the current system.

The following is an example of a possible Executive Summary for this scenario.

 

 

Getting to the point quickly and incorporating bullet points help achieve the fifth goal –  conciseness.

Invitation for More

First impressions are lasting. So, too, are last impressions.

You could start out great with your Executive Summary, but a weak ending dampens the reader’s enthusiasm. Leave them wanting more.

• Wrap up with a conclusion that makes your point.
• Make sure your readers buy into it.
• Entice your reader to act.

So, using the above example, the following is a sample conclusion.

After our analysis, Genius Consulting discovered Best Manufacturing’s payroll system fails to meet business and financial needs. However, we are confident the following actions will elevate payroll performance.  

• Replace current system with a web-based, automated application for lower costs.
• Integrate the new system with existing HR applications for greater productivity and efficiency.
• Establish a timeline and process for implementation and training on the new system.

One in four employees start looking for a new job after the first payroll mistake. An additional twenty-five percent do the same after the second error. The transition to a web-based system will help protect your business reputation and create a happier workplace environment. We are here to help.

You presented the problem, the solutions, and provided the proof. Now, you’re inviting the reader to act.

And that invites success – for your business and your services.

Do you use executive summaries? What would you add? Please share your ideas in Comments.

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Note: This post originally published on May 9, 2012. This October 22, 2022 version updates it.

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