Every business plan book tells you how the Executive Summary is your opportunity to provide a brief overview of your business plan; capture your readers' attention and imagination; and, summarize the plan's highlights and key selling points.
So, why am I telling you these 3 things when you probably already know them?
Because it's useless advice unless you employ one, not so obvious, age old marketing technique to make these points come alive.
This one technique is the key to the ultimate success of your business plan and its ability to attract potential investors. More importantly, it will help you raise money for your business?potentially a lot of it.
Best of all, it costs nothing to "do" and can save time finding serious investors.
The not so great news is it's rarely found in "business plan" books or on most business plan websites.
It's one thing David Galdstone doesn't tell you how to do in his popular "Venture Capital Handbook."
You won't find it in David E. Gumpert's book, "Burn Your Business Plan."
In fact, the Small Business Administration, Business Plan Pro, and other popular business plan web sites never mention it.
A Wall Street Favorite
This ONE marketing technique is used by the most prestigious investment bankers on Wall Street to raise millions of dollars in equity and debt financing for their clients.
It's how major newspaper publishers trigger the public's curiosity and sell newspapers.
So, what exactly is this powerful marketing technique that single handily can unleash the value in your business plan? It's writing interrupting and engaging headlines.
See, I told you it was simple.
Marketers and news people have always understood how effective, well-written headlines make it easier for readers to scan for information. Through experience and testing, they've learned that the public reads little else when deciding whether or not they are interested. And, I'm telling you that busy investors are no different.
Why Isn't Everybody Using It?
Good question... see, most people providing advice about business plans are lawyers and accountants. People who get marred in legalese and make their money by making things complicated. They also tend to confuse headlines with hype.
The truth is that you can use headlines to provide a more powerful overview of your business plan, capture your readers' attention and imagination, and better summarize the plan's highlights and key selling points -- all the things they say your Executive Summary must do, without resorting to hype.
Moreover, well thought out headlines, when taken collectively, succinctly tell your business plan story. Just by scanning the headlines in your Executive Summary, your readers will be able to know exactly what your business plan is all about and whether or not it fits their investment strategy.
The success of your entire business plan may stand or fall on what is said in the headlines of the plan's individual sections. These headlines must arouse the investor's curiosity and self-interest.
I have seen time and again, cases where business plan writers, both professionals and do-it-yourselfers, struggle writing content for hours, for days-fixing it, polishing it, rearranging it. Yet, when it comes to headlines, they put in no thought or effort, often resorting to the same old "information-less" sub-headings used in every sample business plan or template.
So let me ask you this: What good is all the painstaking work on content if there are no headlines to first stop investors and make them want to read your plan?
How To Give Investors A Reason To Want To Read!
Absent any previous knowledge of your business venture or plan, investors have little else to spark their curiosity and self-interest. In the absence of headlines or the presence of poor ones, the best writers in the world can't write content that will sell the venture. They haven't a chance. Because if the headlines are poor or lacking, the business plan will not be read. And business plans that are not read do not get funded.
Before starting on possible headlines, review the content in your Executive Summary. Somewhere in this content you are likely to find the four or five key selling points of your plan on which to base your headlines -- not the exact words for the headline, but the concept on which your headlines will be based. Now spend all the time you need to get the best headlines possible, then rewrite and polish your content till it flows naturally from headline to headline.
Remember, headlines decide whether or not investors stop a moment and look at your business plan, or even read a little of it. And, headlines that appeal to investors' self-interest, give news, or arouse curiosity in this order are often the most successful headlines.
Go take a look at the Executive Summary in your business plan. Do you use headlines to capture your readers' attention and imagination and better summarize your plan's highlights and key selling points? If not, you're missing a great opportunity. Go ahead, step away from crowd and write headlines that offer investors something they want. When you do, they will take time to read the content in your business plan.
Mike Elia is a chief financial officer and an advisor to venture capitalists and leverage buyout specialists. His business plan ebook "business plan secrets revealed" shows how to make your business the most appealing investment choice to venture capitalist, bankers, and other business investors. For his free business plan guide "business plan secrets revealed"
bmw rental chicago Westchester .. Lockport Chicago limo O’HareIf you plan to upgrade your workshop into an Authorized... Read More
I ran a franchise company for many years, a car... Read More
If you're anything like me then you dislike with a... Read More
Setting priorities in your business? Your first job is to... Read More
In my 18 years of consulting I have heard it... Read More
A janitorial cleaning service is one of the best businesses... Read More
$37.4 million funded from venture capital today. $86.4 million funded... Read More
A solopreneur I know disappears from my radar screen for... Read More
More sales and more profit. Isn't that what you want... Read More
Many small businesses do quite well due to the blood,... Read More
American small business is again in transition. Many employees, now... Read More
If you don't know what a Virtual Assistant (or VA)... Read More
Scenario OneDuring a recent presentation, a business owner was given... Read More
Being a small or home-based business owner can be loads... Read More
Most folks in the pressure washing business are happier to... Read More
Think of your business as a living, breathing, organism. It... Read More
A consultant must remember that the business belongs to the... Read More
You're pretty proud of yourself! After all, only four months... Read More
Everyone loves a good story. Whether it's the story of... Read More
In franchising an individual desirous of their own business will... Read More
Every business regardless of size needs a "Business Image Manual"... Read More
Incorporation in Nevada has become an attractive option for savvy... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
New Franchisors and Entrepreneurs need to watch out as they... Read More
Are you -- like 70 percent of small business owners... Read More
Belleville rental limo ..Here are some of the questions that you need to... Read More
Writing a business plan is a fundamental step to ensuring... Read More
Forget everything you've ever heard about the U.S. Small Business... Read More
If you plan to do business online, then your website... Read More
A solopreneur I know disappears from my radar screen for... Read More
The Federal Trade Commission decided to sit down and revamp... Read More
Do you sometimes find yourself just going "through the motions"... Read More
Mobile carwashing is hard work, it is tough on the... Read More
I'll be the first to admit that I went a... Read More
You've heard it before; we're living in an information age.... Read More
E-mail and Internet use are integral parts of the typical... Read More
Where would a business be without a business plan? A... Read More
If you're looking for start-up capital for your business, but... Read More
How far can you go based on your relationship with... Read More
In the book Women and Small Business author gives all... Read More
If you are a small business and qualify to participate... Read More
Many pressure washing companies will be glad to take on... Read More
If you ask most small business owners what priority CRM... Read More
Office support services can range from basic data entry to... Read More
Top 3 Ways to Maximize Your Small Business Server Consulting... Read More
If an organization lacks a mission statement, it is worthwhile... Read More
You've heard marketing and advertising gurus quip, "Sell the sizzle,... Read More
A thing worth doing is worth doing badly. Yes I... Read More
Why does consistency in the message have an effect on... Read More
Time. As a small business owner, it's the commodity you... Read More
Small Business |