7 Ways to Sell the Sizzle in your Internal Communications.
Your latest company announcement just landed in everyone's inbox with a resounding thud. Despite containing important information about new benefits, process improvements, or strategic initiatives, it barely registered a blip on your employees' radar. Sound familiar?
The problem isn't that your message lacks substance—it's that it lacks sizzle.
"Selling the sizzle" focuses on the emotional and experiential benefits of a product or service rather than its technical features.
Beyond the Facts: Why Emotional Connection Matters Internally
"Selling the sizzle" isn't just for external marketing campaigns.
This powerful strategy, which focuses on emotional and experiential benefits rather than dry technical features, can transform how your internal communications land with employees.
Think about it: your workforce faces the same psychological drivers as any consumer. They're seeking solutions to workplace challenges, fulfilment in their roles, and ways to enhance their professional lives. When internal communications focus solely on policy details, process changes, or corporate metrics, they miss the opportunity to create meaningful engagement.
The most effective internal communicators understand that employees don't just want to know what is changing—they want to understand why it matters to them and how it will make their work life better.
The Psychology Behind Internal Engagement
Successful internal communications tap into the same consumer psychology principles that drive purchasing decisions.
“Employees are constantly evaluating: “What’s in it for me?” They’re looking for messages that resonate with their daily experiences, aspirations, and pain points.”
When you lead with features ("We're implementing a new performance management system"), you're asking employees to do the mental work of translating that into personal benefits. When you lead with sizzle ("Imagine having clear, ongoing feedback that helps you grow faster in your career"), you've already made that connection for them.
Seven Ways to Add The Sizzle
1. Start with the Human Impact
Before diving into process details or technical specifications, paint a picture of how this change will improve employees' daily experience. Instead of announcing "New time-off request system launches Monday," try "Say goodbye to chasing down approvals—your vacation requests will now be approved in 24 hours or less."
2. Use Sensory Language
Engage employees' senses and imagination. Rather than "Updated workspace design improves collaboration," consider "Walk into bright, flexible spaces designed to spark creativity and make those breakthrough moments happen naturally." Help them visualise and feel the change.
3. Tell Stories, Not Just Stats
Transform data into narratives that employees can connect with emotionally. Instead of "30% reduction in processing time," share "Sarah from Accounting used to spend two hours each week on expense reports. Now she's done in 30 minutes and can focus on the strategic analysis work she's passionate about."
4. Address the 'Why Me' Question
Make the connection between company initiatives and individual benefits explicit. Don't assume employees will make this leap themselves. If you're announcing a new learning platform, don't just list the courses available—explain how these skills will advance their careers, increase their market value, or make their work more engaging.
5. Create Anticipation and Excitement
Build momentum around changes rather than simply announcing them. Tease upcoming improvements, share behind-the-scenes glimpses of development processes, and celebrate milestones along the way. Make employees feel like they're part of something meaningful rather than just recipients of policy updates.
6. Use Inclusive Language
Replace corporate jargon with language that feels personal and accessible. "We are pleased to announce" becomes "You now have access to..." "The organisation has determined" becomes "Based on your feedback, we're excited to..."
7. Focus on Problem-Solving
Frame changes as solutions to real workplace frustrations. If you're updating the IT help desk system, don't lead with technical specifications—start with "Tired of waiting on hold for IT support? Your problems just got solved faster."
Measuring the Sizzle Factor 🔥
The effectiveness of your sizzle-enhanced communications will be evident in engagement metrics, including higher read rates, increased participation in company initiatives, more positive sentiment in employee surveys, and greater attendance at voluntary meetings or training sessions.
Pay attention to the language employees use when discussing company changes. Are they excited about new opportunities, or do they sound resigned to "another corporate initiative"? Their tone will tell you whether your sizzle is working.
And yes, Sizzle equals sales!
Internal communications that sell the sizzle don't manipulate or oversell—they simply make the human connection that helps employees understand why they should care. They transform necessary business communications from corporate noise into messages that resonate, engage, and inspire action.
Your employees' attention is precious. Make sure your internal communications earn it by focusing not just on what you need them to know, but on what they need to feel engaged, valued, and excited about the future.
After all, if you can't sell your own people on your initiatives, how can you expect them to sell customers on your products or services? The sizzle starts from within.
