Engineering Copywriter Blog

Content marketing tips and insights to help grow your engineering audience

February 25, 2022

Elements of an Engaging White Paper Executive Summary

Executive Summary

Engineering white papers are used to provide persuasive and factual evidence plus an Executive Summary to educate prospective customers about a service or a specific product. They are intended to be utilized as promotional tools rather than handbooks or other professional after-sale documents.

White papers are categorized into three types:

  1. Backgrounders: These are documents that describe the conceptual aspects of a product or service.
  2. Problem/solution white papers: These provide effective answers to specific commercial or technological difficulties.
  3. Numbered lists: These outline suggestions or observations about a service.

 

Engineering white papers are not the same as conventional promotional tools like technical brochures. Brochures and other marketing documents may be colorful and involve clear sales proposals. A white paper is designed to convey compelling and realistic evidence of the author’s expertise. It explains why a certain solution is a proper way to address one specific engineering problem or difficulty. White papers are typically 3,000+ words long and are prepared in a relatively scholarly tone.

The executive summary of a white paper and its elements

Executive Summary Consider the executive summary to be a time management tool. It isn’t intended for the engineers, but rather for decision-makers who will receive and review the white paper. It summarizes the major points so that the reader can grasp your findings and recommendations quickly before deciding whether to read the full white paper.

Decision-makers such as engineering directors create value propositions for anticipated manufacturing purchases, so they have to consult with their various engineering supervisors. This is done to gather comprehensive information on what the production needs. Your executive summary should tell those directors and supervisors about the key choices they’ll have to make. It must be exceedingly precise to be authentic and convincing.

Since upper management and corporate executives have busy schedules, they might put off reviewing your entire white paper. Your white paper will be easier for them to read (and they’ll be more likely to do so) if it includes an executive summary.

Three basic steps to creating an executive summary are as follows.

1. Getting the data ready

To make your executive summary effective and captivating, you need to incorporate enough details from the white paper, but still keep it brief. Your executive summary must answer the majority of the critical questions that your customers may have while remaining relatively succinct.

2. Putting the summary together

An executive summary is a single-page rundown that helps busy executives decide whether to read your engineering white paper.

You may start by introducing the topic and stating why you created the white paper. Describe why the white paper was required. Explain how you conducted your study. Make a list of your results and make suggestions. 

Avoid quoting content from your white paper verbatim. It is fine to add elements of the paper’s recommendation segment but always keep brevity in mind.

3. Developing the summary

Not all brilliant analysts are gifted writers. If narration isn’t your greatest strength, develop suggestions with your executive board or work with a qualified engineering writer to create the executive summary.

Keep in mind that the executive summary helps your engineering firm meet its objectives. Utilize a language that demonstrates that you are confident. Don’t talk down to them but don’t gloss over critical details either.

Types of executive summaries

Executive Summary

Most successful white paper executive summaries fall into one of two categories.

1. The preview

This type of executive summary is similar to a film trailer. It seeks to kindle one’s interest by disclosing the story’s tension and suspense, without unveiling the finale.

As a result, the preview is very problem-focused. This form of executive summary focuses on the problems instead of just the solutions. It promises a solution eventually but won’t reveal it within the summary, much like a film preview. The goal is to persuade your market segment to study the white paper so that they can better comprehend the issues and admire your innovative solution.

The following is a typical framework for preview-style executive summaries:

  •      –  Economic factors: The circumstances that led to the challenge and the current situation in which the intended audience finds themselves.
  •      –  Challenge evaluation: A review of the issues or challenges to be addressed, what is stopping the issues from getting fixed, and why current remedies are not sufficient.
  •      –  Impacts and consequences: A description of the expenses connected with the issue, as well as the cost of continuing with old solutions or neglecting to solve the issue.
  •      –  Remedy: A quick concluding paragraph that makes the reader optimistic about your solution.
  •      –  Solution: States the recommended solution either generically or by the use of a brand name. This part is often brief and segues directly into the results.

 

Results: Highlight the business benefits to be gained by implementing the new solution: reduced costs, better allocation of resources, labor savings, faster time to market, etc.

2. The synopsis

A synopsis, as you might expect, covers all the basic information contained in the white paper. Some salespeople avoid this type of executive summary. They are concerned that their prospects will not study the white paper itself. However, there are times when the synopsis is preferable. A synopsis summary is similar in format to a case study:

  •      –  The circumstance: Summarize what created the issue. This section is similar to the economic factors section in the preview type, though it is generally shorter.
  •      –  The challenge: Outline the situation’s key business and technological issues as well as the insufficiency of available solutions. This provides more area for the rest of the data because it is shorter than the challenge section in the preview style.
  •      –  The solution: Provide a recommended solution either generically or by using a brand name. This is often very brief and refers directly to the result.

 

The results: Highlight what your target audience will gain when they implement the recommended solution mentioned previously. This could be in terms of cost reduction, labor savings, etc.

Importance of an engaging executive summary

An effective executive summary captures the interest of your audience and informs them of exactly what your white paper has to offer. It gives precise reasons on why the audience should read the white paper in detail. It’s not uncommon for people to render judgment based on the executive summary alone, so it needs to be done right. Drop us a line if you need an expert to write an engaging executive summary for your white paper!

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