Dozens of techniques can be used to improve the impact of your executive summary. Here is a small selection.
Rather than a general, cool, and distant style, make it personal, and compelling.
For example, rather than talking about what you generally do for all of your clients, make specific commitments to what you will do for this prospective client once they entrust you with their work.
Use specific examples.
Rather than “it is important for law firms to work in partnership with their clients” try the more specific and personal approach of “as your chosen legal advisers, we recognise the importance of working in partnership with you and will ensure that this is achieved by …”
Make your text interesting, lively, easy to read, and “light”.
First step: eliminate superfluous definite articles - JMA consultants often find that we can eliminate scores of unnecessary “the” s to make text vastly more readable and lighter.
Make it client-centric.
Changing the subject of each paragraph or statement to the prospective client, rather than your firm, it will make it far livelier from their point of view.
End strongly: “why buy us and why entrust us with your business”.
Truly summarise the reasons for the prospective client to buy and the reasons they have to trust you. Make a clear promise or commitment to be worthy of that trust.
These are just a few of the techniques which can improve outcomes for you - see other eTips for lots more ideas.
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