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The Sandwich Method for Internal Marketing and Enablement

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.

  1. 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?

  2. 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.

  3. 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.

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Does this person have a problem? Do they know they have that problem? Do they want to fix the problem? Can I help them with the problem? Do they want my help?

These are all things that come before “BANT” and marketing can help.

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Next-level copywriting.

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Microcopy adds so much to the experience and is so often overlooked. #wedontneedroads

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Growth Hacking gone wrong.

“Get the GoToWebinar app to add it to your calendar”

I imagine putting the “add to calendar” behind the app reduces show rates for webinars and hurting their paying customers and the prospective attendees.

Lose-Lose

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Curriculum looks like:

  • Make the Logo Bigger 101
  • Advanced Clip Art
  • How to Ignore Kerning Minimester
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Lazy Sunday so far. I’m trying to learn to recharge and slow down every now and then.

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Make sure the Wet Bandits are accounted for.

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Resolutions don’t have to start on January 1st.

They can, but resolve means nothing without commitment.

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Any DisneyWorld tips?

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Sunset tonight in Fort Worth, TX.

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Do you put stickers on your device?

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Ready for the AirTag

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A prison of our own making.

Why did we do this to ourselves?

When do we bust out?

Shoutout to all the other inmates of cell block “Elf on a Shelf”.

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Currently re-reading: Breakthrough Advertising by Eugene Schwartz 📚

#nowreading

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Are you making presentation slides and wondering if you need that much text?

No. The answer is no.

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Currently re-reading: The Presentation Secrets of Steve Jobs: How to Be Insanely Great in Front of Any Audience by Carmine Gallo 📚

So many amazing takeaways and I learn something new every time I dip back in.

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Hangin with the big guy. AMA.

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I keep thinking about this trend of people talking about logistics and customer experience. I’ve heard it a lot lately. People just want their stuff (physical, digital, informational) fast.