MOUNTAINVIEWMONTESSORI

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.
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