Uncover the secrets to crafting executive summaries and brochures that captivate and convince your audience.
You only get one chance to make a first impression and in bids and proposals that can mean the difference between winning and losing. A well-written and well-designed executive summary or brochure is like a handshake that tells your story and influences the evaluators to mark you high.
A recent comment about winning proposals having a 'fancy executive summary' sparked a reflection on the language we use and its impact. The term 'fancy' might conjure images of aesthetic appeal, but what truly makes an executive summary or brochure compelling is its strategic focus.
Let's talk about visual design. Great design sets the stage for a positive first impression. It's not merely about looking 'pretty'; it's about visual communication that aligns with the strategic message you've designed for your customer. The design should serve as an inviting gateway, leading the reader into the narrative of the proposal.
Adding animation brings another layer of engagement. It's not just a visual treat; it's a storytelling tool that draws the reader in, guiding them through the proposal's narrative and highlighting key points in a dynamic, memorable way.
Beyond design and animation lies the core of the executive summary - the content. This is where the story unfolds, telling the reader why your proposition will outshine the competition through your solution and the value that you'll deliver. It's about clarity, persuasion, and customer focus, distilled into a narrative that resonates with the evaluator's needs and aspirations.
A compelling executive summary or brochure is customer-focused, clearly written, and attractively designed. It should:
- Address the client's key issues and how your proposal resolves them
- Highlight the benefits and value proposition succinctly
- Be structured in a way that guides the reader through the narrative logically
- Reflect the themes of the proposal that cascade from here into the rest of the submission.
For more insights read our executive brochure:
Done well, executive brochures help you win more - here's an example of one of ours.
