The difference between Executive Summary & Introduction Between an... · Write the executive...
Transcript of The difference between Executive Summary & Introduction Between an... · Write the executive...
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The difference between
Executive Summary & Introduction
www.KLARITI.com
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Hi, I’m Ivan
www.Klariti.com
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Introduction
v
executive
summary
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The Executive Summary
‘sells’the main document
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3 goals
Be interestingBe logical
Build trust & credibility
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When do I need it?
Business planAcademic, studies
Grant proposals
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Write the executive
summary AFTER the
main document
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writing tips
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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bridge the
executive
summary to the
introduction
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More writing tips
Avoid jargon, clichésNo 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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the
executive
summary
goes from
big to small
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the
Introduction
goes from
small to big
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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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Business writing
tactics
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1. Short sentences
2. Link ideas
3. Build interest
4. Be inclusive
5. Watch the tone
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Paragraph structure
One idea per paragraphShort paragraphs
Make it scannable
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No one reads the
business proposal
ifthe executive
summary sucks
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Takeaways
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1. Write several drafts
2. Be interesting
3. Make connections
4. Revise in waves
5. Work to the finish line
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