What are the best ways to start and end your reports and proposals?

The best way to start a report or a proposal--and this will sound obvious but so many don't do it--is to be clear about the conclusion you have reached or what it is that you want. Put the "ask" or the answer right up front. Most people don't want to read an entire report, let alone do they want to have to decipher what it is that you want or have to say. Be clear, be forthright. Set the stage for presenting the reasons why you reached your conclusion or why you should have your proposal accepted. In closing, reiterate what it is that you want and why you should get it. Professionals have confidence in their opinions; don't be afraid to put it all right out there.

Before writing the opening paragraph it’s essential to understand what is the fundamental problem you want to address. Only then do you write it down in the presentation or the proposal. It will help the reader to understand faster if the presentation is adding value to his/hers situation or not. The opening paragraph for the presentation/proposal should be of the same value as the abstract for the academic article.

Stories are sticky, sometimes stickier than pure metrics or high-level benefits. Starting and ending with the same story (or variation) can help tie the whole presentation together.

When writing a proposal, be upfront with how it is going to benefit the reader, their company, employees etc. Be concise. Use direct straight forward language!

Keep in mind that effective narrative is the key to it all. Many readers can often be overwhelmed by the amount of data, graphs and numbers, therefore understanding the main issue you wish to address is crucial before writing the introduction. Only then do you write it down in the presentation or the proposal. The reader will be able to determine more quickly whether the presentation adds value to his or her circumstance.

Executive summary should be one page or less and may include basic profit percentages or relevant statistics in concise statements.

Remember that it all comes down to great storytelling. People are overwhelmed by data, charts and numbers. She who can distill the primary components of her presentation in “story form” with beginning, middle and end (call to action) will set herself apart. Effective and efficient communication is about saying more by being concise. Elegance is a design principle which employs simplicity. Be elegant in your writing and your message will go further.

For any report that we provide to the European Commission or to a government, the conclusion includes the recommendations that we make to help respond to the issue(s) raised. Sometimes the recommendations are accompanied by a roadmap and an evaluation matrix to help implement and monitor the recommendations to keep a common thread. Finally, certain mission reports seek our expert opinion to know the subjects to be addressed in the near future or the mission format necessary to respond to them.

I notice my clients value a timeline addition at this stage, it’s productive to add tangible perspective - when will this happen? How long will it take to implement and they see results? Also - what’s pending on their side? How fast do you need that to be taken care of and how does that impact your services? There may be a blocker, a stakeholder who’s not participating or a delay on their end that will affect completion and success. Do they know this? Don’t throw blame “because you didn’t send me XYZ, now we’re late”. Go more like “My team is pending XYZ to start working, can you check with your folks when they can deliver this? Just a quick heads up, we’ll have to push the ETA to respect your team’s bandwidth. Is that ok?”.

Start with a captivating opening that hooks your audience, for example with a relatable story related to your topic. and conclude with a powerful closing that lingers in their minds, just like a classic tale that stands the test of time. If possible, reference your opening story, question, or statistic in your conclusion. This provides a satisfying sense of closure and connects the entire piece.

Is the client ready to get a proposal? In my experience, prospects may react poorly when they get a very “proactive” proposal. The salesperson is trying to push the deal through the finish line and the client is not ready yet to get formal and being premature could cost you the whole deal. My way of doing it is asking “Would you like me to send you a proposal so you can take a better look at price structure and the terms?”. Give them the choice to say yes or no. Let them feel they are being treated with the respect they deserve and that you’re mindful of their “timing” for the deal, this sets the tone to a healthier partnership. Going all sharknado cornering people “I sent you the contract, let me know your thoughts” is so outdated!