{"id":20894,"date":"2023-01-13T11:26:46","date_gmt":"2023-01-13T11:26:46","guid":{"rendered":"https:\/\/are-agency.be\/le-storytelling-dans-la-redaction-publicitaire\/"},"modified":"2026-11-03T13:29:56","modified_gmt":"2026-11-03T13:29:56","slug":"le-storytelling-dans-la-redaction-publicitaire","status":"publish","type":"post","link":"https:\/\/are-agency.be\/fr\/le-storytelling-dans-la-redaction-publicitaire\/","title":{"rendered":"Le storytelling dans la r\u00e9daction publicitaire"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”14599″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text]13 JANVIER 2023 – <\/b>Les meilleurs r\u00e9dacteurs savent que le recours au storytelling dans leurs textes peut contribuer \u00e0 inciter les visiteurs d\u2019un site web \u00e0 passer \u00e0 l\u2019action. Et les meilleures marques comprennent l\u2019importance des r\u00e9cits dans leurs strat\u00e9gies marketing. Les r\u00e9cits sont puissants car ils nous aident \u00e0 m\u00e9moriser des informations et nous permettent de nous identifier \u00e9motionnellement (c\u2019est pourquoi nous les appr\u00e9cions tous). Les r\u00e9cits inspirent \u00e9galement la confiance, ce qui les rend utiles lorsque vous essayez de convaincre quelqu\u2019un d\u2019adopter quelque chose de nouveau ou d\u2019inconnu, comme votre marque ou votre gamme de produits et services !<\/strong><\/p>\n

<\/h2>\n

Le storytelling inspire confiance.<\/b><\/h2>\n

Les anecdotes permettent de montrer \u00e0 votre public que vous ma\u00eetrisez v\u00e9ritablement votre sujet, et que vous ne vous contentez pas d\u2019inventer des choses ou de faire des suppositions. Elles vous permettent \u00e9galement d\u2019\u00e9tablir un lien avec lui sur le plan personnel. Ils ont l\u2019impression de mieux vous conna\u00eetre lorsqu\u2019ils entendent une histoire sur un \u00e9v\u00e9nement qui vous est arriv\u00e9 par le pass\u00e9, car cela leur permet de d\u00e9couvrir qui vous \u00eates en tant que personne. Cela contribue \u00e0 instaurer un climat de confiance entre le public et l\u2019auteur, ce qui les rendra plus enclins \u00e0 acheter le produit ou le service que ce dernier propose !<\/span><\/p>\n

<\/h2>\n

Le storytelling nous aide \u00e0 comprendre les choses.<\/b><\/h2>\n

Si vous avez d\u00e9j\u00e0 achet\u00e9 un produit et pass\u00e9 des heures \u00e0 lire le mode d’emploi pour comprendre comment il fonctionne, vous voyez ce que je veux dire. En effet, on retient plus facilement les histoires que les listes de fonctionnalit\u00e9s ou les instructions d’utilisation. En fait, quand on y r\u00e9fl\u00e9chit bien, les histoires peuvent s\u2019appliquer \u00e0 presque tout, m\u00eame si tout le monde ne les comprend pas ! <\/span><\/p>\n

<\/h2>\n

Le storytelling dans la r\u00e9daction publicitaire nous aide \u00e0 m\u00e9moriser les informations.<\/b><\/h2>\n

Nous retenons bien mieux les histoires que les faits, les chiffres et les statistiques. Nous ne pouvons pas oublier l’histoire de ce vieil homme qui vivait sur une colline et partageait ses pommes avec les enfants qui habitaient au pied de la colline, l\u00e0 o\u00f9 il n’y avait rien d’autre que des champs de c\u00e9r\u00e9ales. Une histoire est quelque chose que l\u2019on garde \u00e0 l\u2019esprit, non pas seulement pendant 30 secondes ou m\u00eame 30 minutes, mais pendant des ann\u00e9es, voire des d\u00e9cennies ! Ainsi, lorsque vous essayez de vendre quelque chose, qu\u2019il s\u2019agisse d\u2019un produit ou d\u2019un service, vous souhaitez que votre public retienne ce que vous dites. S\u2019il ne se souvient pas de ce que vous avez dit apr\u00e8s avoir lu votre texte, il n\u2019ach\u00e8tera rien chez vous !<\/span><\/p>\n

<\/b><\/p>\n

Le storytelling nous aide \u00e0 ressentir les choses.<\/b><\/h2>\n

Les histoires nous aident \u00e0 ressentir des \u00e9motions. Elles donnent \u00e0 nos clients le sentiment de faire partie d’une communaut\u00e9, et elles nous donnent le sentiment d’avoir pris la bonne d\u00e9cision en les choisissant comme partenaires.<\/span><\/p>\n

Si vous souhaitez vendre votre produit, racontez l\u2019histoire de sa cr\u00e9ation. Racontez comment l\u2019id\u00e9e vous est venue. Racontez ce que les gens en ont dit (et, par extension, ce qu\u2019ils en diront). Lorsqu\u2019une personne regarde ce produit ou cette marque, elle doit pouvoir entendre ces histoires dans sa t\u00eate, comme si elle \u00e9tait entre amis partageant leurs exp\u00e9riences.<\/span><\/p>\n

Lorsque nous voyons une publicit\u00e9 pour quelque chose, peu importe ce que c’est, nous nous demandons : \u00ab Ces personnes me connaissent-elles ? Se soucient-elles de moi ? Vivent-elles des exp\u00e9riences similaires aux miennes ? \u00bb. La r\u00e9ponse est souvent \u00ab non \u00bb, car les entreprises ont tendance \u00e0 se concentrer sur la vente de produits plut\u00f4t que de chercher avant tout \u00e0 cr\u00e9er un lien \u00e9motionnel avec leur public. Mais lorsque les sp\u00e9cialistes du marketing prennent s\u00e9rieusement en compte l\u2019art de raconter des histoires lors de la cr\u00e9ation de campagnes marketing et de publicit\u00e9s, les consommateurs leur accordent davantage de confiance, ce qui se traduit directement par un gain de confiance !<\/span><\/p>\n

Que vous soyez \u00e9crivain ou non, nous esp\u00e9rons que ces r\u00e9flexions vous aideront \u00e0 comprendre pourquoi les r\u00e9cits ont tant de pouvoir et comment vous pouvez les mettre en pratique dans vos propres \u00e9crits. Comme l\u2019a dit Aristote : \u00ab Les mots les plus convaincants sont ceux qui disent la v\u00e9rit\u00e9. \u00bb<\/span><\/p>\n


<\/b><\/b><\/p>\n

Avez-vous d’autres questions ? Ou pr\u00e9f\u00e9rez-vous confier cette t\u00e2che \u00e0 quelqu’un d’autre ? Dans ce cas, n’h\u00e9sitez pas \u00e0 nous contacter ici<\/a>.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"

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