By Natalie J. Armstrong,
www.MarketingMediation.com

Every business needs some kind of written material or print collateral to communicate what they offer and the advantages of doing business with them. An executive summary is the first page of your brochure or web site. It should communicate the essence of what your offer. Below is an example of an executive summary that came across my desk not long ago.

We continually exist to globally coordinate prospective deliverables such that we may continue to authoritatively utilize market-driven opportunities because that is what the customer expects. I was, to say the least, a little confused about this company does, let alone the advantage of working with them. If you have print or Internet media and you should then you probably have some form of an executive summary. In order to write an effective executive summary you need to answer the following six simple questions.

HOW TO WRITE AN EXECUTIVE SUMMARY:

Solution statement simple phrase that communicates the essence of your solution.
“We help arbitrators and mediators increase their client base.”

Problem discuss the predicament faced by the majority of your target market to make it clear that you both understand the problem and you understand their industry.
???These days the biggest challenge for ADR providers is finding the time to promote themselves and knowing how to go about an effective promotion”

Solution discuss what’s possible if you solve this problem.
“Our clients are able to concentrate on providing the services at which they excel, without having to worry about marketing and promoting their practice.”

Why discuss why companies are stuck in #1 and #2.
???ADR providers are frequently sole-proprietors who, though very competent practitioners, have little or no background in marketing.”

What you need to do discuss the steps necessary to resolve this issue?
“The best investment a business owner can make is in increasing their visibility and establishing themselves as an authority through effective marketing and promoting. Why us? A statement of why you are qualified to provide the above solution. Our experience shows that our clients, when promoted and marketed actively by our staff, have increased their client base up to 800% over two years.”
Natalie J. Armstrong is the Founder and Managing Director of Golden Media, a marketing and consulting firm dedicated to promoting the resolution industry. She is the author of The Essential Guide to Marketing Your ADR Practice and speaks internationally on business development and the successful marketing strategies of the conflict resolution industry. More ADR Practice Development articles and information about Ms. Armstrong and Golden Media can be found at www.MarketingMediation.com.