Executive Summary
• A statistic or key
benefit here.
• Another short
point here.
• A compelling
testimonial here
that may run for
several lines but
looks shorter
because it’s
positioned in a
narrow sidebar.
• Another key
benefit here.
The text about
the benefit may
run several lines.
Begin Each Section with a Heading
Text running in the wider column using traditional
paragraphs and headings allows for two
different kinds of access: scanning and reading.
When the narrative text relates to the Executive
Summary on the same page, it’s easy for a
reader who is simply scanning the summary
to read text that is of interest and skip or skim
the rest.
A Subheading Here Breaks Up the Text
Readers who are interested in the details will
be able to get the information they seek
by reading the text positioned in the wider
column. Your text can run for as many pages
as needed.
You should aim to have about the same
number of bulleted points on each page, just
as you should try to have roughly the same
quantity of text on each page.
Another Heading Indicates a New Section
The narrative continues on from one page to
the next as it would in a traditional one-column
proposal. This layout allows readers to read
just the information they choose.
Exhibit 2.1 A Dual-Purpose Layout