Don’t Forget The Concluding Summary
Every Friday in the White Paper Pundit, I post a review of a recently published business or technology white paper. In the past few weeks, I have seen a disturbing trend taking shape, specifically the absence of a concluding summary.
Why is this section of a white paper extremely important? Here are a few reasons why you should include one at the end of every paper:
1. The Executive “Skimmer” - Business readers have short attention spans and will skim through a white paper the first time they pick it up. The concluding summary is one of the sections that these “skimmers” will read during their first pass.
2. Eliminates that “Hanging” Feeling – A white paper doesn’t end just because you’ve run out of solution attributes to discuss. The absence of a concluding summary leaves the reader feeling awkward by failing to provide closure at the end of the paper.
3. Ensures Key Message Delivery – By including an “elevator pitch” in your conclusion, you can provide the three most important reasons why the solution advocated in the white paper should be considered. If an executive decision-maker needs a bottom line business reason to consider, that’s where they can find it.
3. Provides Opportunity for Action - A concluding summary provides the opportunity for an action statement. This short paragraph states where the reader can go to obtain further information such as a website or email address, telephone number or other contact information.
So, don’t miss your opportunity to “close the deal” with your white paper reader. Make sure you include a concluding summary so that the reader will get the bottom line, whether that is read first or last.
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