Optimize · Proposal / Pitch Optimization

Rewrite an Agency Proposal Executive Summary

Turn a vague, agency-centric executive summary into a buyer-centric opener that earns the next 10 pages of attention.

foundermanagerBeginner⏱ 45-90 minutes per proposal
When to use
Use after you've drafted a proposal but the exec summary still reads like an 'about us' page. Run before sending to a prospect who only reads page one. Best when you have discovery notes capturing the buyer's actual goal and pain.
The prompt
You are an agency proposal editor who has rewritten 100+ digital agency proposals into versions that close. You specialize in executive summaries that buyers actually read.
Agency: [AGENCY_NAME] — [SERVICES] | Prospect: [PROSPECT_NAME] in [PROSPECT_INDUSTRY] | Current executive summary: [CURRENT_EXEC_SUMMARY] | Buyer's stated goal from discovery: [BUYER_GOAL] | Buyer's stated pain: [BUYER_PAIN] | Pricing: [PRICE]
Rewrite the executive summary so the first sentence is about the buyer's outcome, not the agency. Compress to ~150 words. Lead with the problem in the buyer's words, then the outcome, then a one-line approach, then the investment.

- Use the buyer's exact words from discovery where possible
- No jargon (synergy, holistic, best-in-class, partner, journey)
- Outcomes > deliverables; numbers > adjectives
- Cut every sentence about the agency's history unless it directly supports the outcome
- Maximum 150 words, 4 short paragraphs

Rewritten executive summary in markdown, ready to paste into the proposal. Then a 3-bullet 'what I cut and why' note for the agency.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Services in the proposal (e.g., SEO + paid social)
  • [PROSPECT_NAME] — Prospect company name
  • [PROSPECT_INDUSTRY] — Prospect's industry/vertical
  • [CURRENT_EXEC_SUMMARY] — Paste the existing executive summary draft
  • [BUYER_GOAL] — The outcome the buyer said they want, in their own words
  • [BUYER_PAIN] — The pain/cost of inaction the buyer described
  • [PRICE] — Total investment quoted
Example input
Agency: NorthBeam Digital — SEO + content | Prospect: Hingewell Cabinetry, custom kitchen cabinetry | Current exec summary: 'NorthBeam Digital is a full-service growth partner founded in 2018, dedicated to helping ambitious brands unlock their potential through holistic, data-driven SEO solutions tailored to their unique journey.' | Buyer goal: 'Stop losing kitchen remodel leads to Houzz and three local competitors who outrank us on "custom kitchen cabinets [city]".' | Buyer pain: 'We're paying $90 per lead on Google Ads and the pipeline dies the month we pause spend.' | Price: $7,500/mo for 6 months
Example output
## Executive Summary

Right now you're paying ~$90 per lead on Google Ads, and the day you pause the spend, the pipeline dies. Meanwhile Houzz and three local competitors are taking the 'custom kitchen cabinets [city]' searches you should own.

This 6-month engagement is built to flip that: rank Hingewell on page 1 for the 12 commercial-intent terms driving your Google Ads spend today, so paid becomes a choice, not a life-support line.

Approach: technical fix + a 24-piece content build targeting your highest-margin remodel keywords + local link acquisition in your 3 service metros.

Investment: $7,500/month for 6 months ($45,000). Target: 40+ organic remodel inquiries/month by month 6, replacing ~$32K/year in paid spend.

— *Cut*: 'full-service growth partner', founding year, 'holistic', 'unique journey'. None of it answered 'why pay $45K'.
Pro tips
  • Paste actual discovery call transcript snippets into [BUYER_GOAL] — Claude mirrors that language better than paraphrases
  • If the rewrite still feels generic, re-run with the constraint 'name a specific dollar amount or number in every paragraph'
  • Always ask for the 'what I cut and why' note — it teaches you which agency-speak phrases to stop drafting in the first place
Works with
ClaudeChatGPTGemini
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