Tell them what you are going to tell them. Tell them. Tell them what you told them. That’s the sandwich method for internal marketing and enablement. Here’s that in action with the TL;DR, ToC, ICYMI Framework.
Tell them what you are going to tell them with a TL;DR. Don’t bury the lede, but don’t tell all the details right away. Use intrigue, mystery to build anticipation for digging into the details. This is a great time to use the rule of three. What are the top three highlights to call attention to?
Tell them with a ToC (Table of Contents): In this section, you want to have a relevant headline, description, and representative image for each point you want to hit. Building it this way allows people to skip around to what interests them most with a scannable H2 structure.
Tell them what you told them with the ICYMI section: In case you missed it, let’s recap what we’ve learned. But this time, color in the lines on the three points from the TL;DR and give away the key details once more.
Structuring the story this way allows you to build anticipation, but also to keep people reading from sentence to sentence, paragraph to paragraph.