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The difference between Executive Summary & Introduction www.KLARITI.com

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Page 1: Executive Summary v Introduction

The difference between

Executive Summary & Introduction

www.KLARITI.com

Page 2: Executive Summary v Introduction

Hi, I’m Ivanwww.Klariti.com

Page 3: Executive Summary v Introduction

Introduction v

executive summary

Page 4: Executive Summary v Introduction
Page 5: Executive Summary v Introduction

The Executive Summary ‘sells’ the main document

Page 6: Executive Summary v Introduction

3 goals

Be interestingBe logical

Build trust & credibil i ty

Page 7: Executive Summary v Introduction

When do I need it?

Business planAcademic, studies

Grant proposals

Page 8: Executive Summary v Introduction
Page 9: Executive Summary v Introduction

Write the executive summary AFTER the main document

Page 10: Executive Summary v Introduction

writ ing t ips

Don’t copy introductionSummarize key points

Make sales pitches

Generate enthusiasmMirror main document

Be interesting

Page 11: Executive Summary v Introduction
Page 12: Executive Summary v Introduction

Use the executive summary to establish authority

Page 13: Executive Summary v Introduction
Page 14: Executive Summary v Introduction

bridge the executive summary to the introduction

Page 15: Executive Summary v Introduction
Page 16: Executive Summary v Introduction
Page 17: Executive Summary v Introduction

More writ ing t ips

Avoid jargon, cl ichésNo emotional language

Consider your readers

1 idea per paragraphStand over everything

Use sub-headings

Page 18: Executive Summary v Introduction
Page 19: Executive Summary v Introduction

Where does it go?

Before IntroductionAfter table of contents

Bridge both chapters

Page 20: Executive Summary v Introduction

Don’t forget – Your executive summary is for decision-makers

Page 21: Executive Summary v Introduction

the executive summary

goes from big to small

Page 22: Executive Summary v Introduction

the Introductiongoes from

small to big

Page 23: Executive Summary v Introduction
Page 24: Executive Summary v Introduction

Write the executive summary so it can be read independently of the main document.

Page 25: Executive Summary v Introduction

How long?

Can I make a decision?1-2 pages but..

Or 5-10% of document

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Business writing tactics

Page 27: Executive Summary v Introduction

1. Short sentences2. Link ideas3. Build interest4. Be inclusive5. Watch the tone

Page 28: Executive Summary v Introduction

Paragraph structure

One idea per paragraphShort paragraphs

Make it scannable

Page 29: Executive Summary v Introduction

No one reads the business proposal

if the executive summary sucks

Page 30: Executive Summary v Introduction

Takeaways

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1. Write several drafts2. Be interesting3. Make connections4. Revise in waves5. Work to the finish line

Page 32: Executive Summary v Introduction

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