You’re Writing Executive Summaries Wrong | Kel Raleigh, CF APMP | On The Record with APMP

Join Erin from APMP as she sits down with proposal leader Kel Raleigh, CF APMP, to uncover the surprising power of executive summaries, the most misunderstood (and misused) section of a proposal. This conversation reframes executive summaries not as formalities, but as creative, strategic tools that can make or break a bid. 🔍 What You’ll Discover: • Why executive summaries aren’t just summaries — they’re decision-making tools • How to turn your team’s strengths into a scorable, client-focused story • The psychology behind making your message readable, memorable, and actionable • What it means to treat executive summaries as a home for creativity, not constraint • Four mindset shifts that will change how you approach proposal writing Kel’s Career Journey: From early bid writer to CF APMP Fellow, Kel shares how mastering communication — especially in executive summaries — helped them influence complex decisions, connect with evaluators, and bring humanity into highly technical work. 👥 Learn more about APMP https://www.apmp.org 🎓 Get certified with APMP (Foundation, Practitioner, and Specialist) https://www.apmp.org/certification/ 📰 Stay updated with APMP news and events https://www.apmp.org/events/ 00:00 Introduction & Kel’s Perspective 00:45 What Executive Summaries Really Are (and Aren’t) 03:00 Turning Strengths into a Story 05:10 Creativity in Executive Summaries 07:20 Practical Tips for Stronger Summaries 09:15 Closing Thoughts & Takeaways #executivesummary #proposalwriting #b2bsales #bidmanagement #businessstrategy #persuasivewriting #communicationtips #ontherecord #apmp #KelRaleigh