{"id":1760,"date":"2021-01-02T10:37:52","date_gmt":"2021-01-02T09:37:52","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=1760"},"modified":"2023-11-13T10:50:21","modified_gmt":"2023-11-13T09:50:21","slug":"initiation-au-storytelling","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/initiation-au-storytelling\/","title":{"rendered":"Initiation au Storytelling"},"content":{"rendered":"<p>Vous avez certainement d\u00fb entendre le mot \u00ab\u2009Storytelling\u2009\u00bb quelque part ou m\u00eame lu un article sur le sujet. Pourtant, personne ne vous explique \u00e0 quoi \u00e7a sert ni m\u00eame comment s\u2019en servir\u2026 C\u2019est exactement dans cette optique que nous avons r\u00e9dig\u00e9\u00a0 l&rsquo;article \u00ab Initiation au Storytelling \u00bb\u2009!<\/p>\n<h2><strong><u>Initiation au Storytelling\u2009!<\/u><\/strong><\/h2>\n<p>Tout d\u2019abord, que signifie le mot \u00ab\u2009Storytelling\u2009\u00bb\u2009? Nous pouvons le traduire en fran\u00e7ais par l\u2019accroche narrative. Ainsi, nous pouvons le d\u00e9finir comme \u00e9tant une approche de communication, principalement utilis\u00e9e dans le marketing. Il a pour objectif de raconter une histoire afin de vendre un service, un produit ou une image de marque.<\/p>\n<p>Vous l\u2019avez certainement compris\u2009! Si le but est de raconter une histoire pour vendre, c\u2019est que le texte implique un contenu bien d\u00e9fini. De ce fait, quel est le r\u00f4le du storytelling\u2009? En quoi le storytelling est-il indispensable pour vendre\u2009? \u00c0 quelle fin les <a href=\"https:\/\/comeup.com\/experts\/13-idees-pour-vivre-encore-mieux-lentrepreneuriat\/\" target=\"_blank\" rel=\"noopener\">entrepreneurs<\/a> utilisent-ils le storytelling\u2009?<\/p>\n<p>Vous vous posez certainement beaucoup de questions similaires. C\u2019est pourquoi nous avons intitul\u00e9 cet article\u00a0: Initiation au Storytelling. Sans plus tarder, nous allons r\u00e9pondre \u00e0 toutes vos interrogations en suivant le plan ci-dessous :<\/p>\n<ul>\n<li>Pourquoi faut-il raconter une histoire\u2009?<\/li>\n<li>O\u00f9 est-ce que nous retrouvons le storytelling\u2009?<\/li>\n<li>Comment utiliser le storytelling efficacement\u2009?<\/li>\n<\/ul>\n<hr \/>\n<h2><\/h2>\n<h2><strong>Pourquoi devez-vous raconter une histoire en employant le storytelling\u2009?<\/strong><\/h2>\n<p>Cette forme de r\u00e9cit s\u2019est av\u00e9r\u00e9e tr\u00e8s profitable dans la communication politique, mais aussi dans le marketing moderne. En effet, le storytelling est stimul\u00e9 par l\u2019art de la narration, il a le pouvoir de provoquer les \u00e9motions profondes du lecteur ainsi que sa sensibilit\u00e9. D\u2019o\u00f9 l\u2019int\u00e9r\u00eat principal de raconter une histoire.<\/p>\n<p>Assur\u00e9ment, en tirant profit de cet art moderne, l\u2019exploitant peut persuader, convaincre ou changer l\u2019avis d\u2019un lecteur ou spectateur gr\u00e2ce \u00e0 une histoire captivante. Nous pouvons vous citer un nombre incalculable d\u2019exemples, n\u00e9anmoins, nous allons vous pr\u00e9senter 3\u00a0diff\u00e9rents mod\u00e8les\u00a0:<\/p>\n<h3><strong>La s\u00e9rie <\/strong><a href=\"https:\/\/www.allocine.fr\/series\/ficheserie_gen_cserie=11822.html\" target=\"_blank\" rel=\"nofollow noopener\"><strong>Blacklist<\/strong><\/a><strong> avec son personnage mythique Red Reddington<\/strong><strong>:<\/strong><\/h3>\n<p>Pas \u00e9tonnant que la s\u00e9rie est un succ\u00e8s mondial. <a href=\"https:\/\/www.allocine.fr\/personne\/fichepersonne-11733\/biographie\/\" target=\"_blank\" rel=\"nofollow noopener\">James Spader<\/a> est non seulement un acteur l\u00e9gendaire, mais un storyteller remarquable. Il utilise tr\u00e8s souvent des histoires particuli\u00e8res pour transmettre son message, persuader un ennemi ou encore convaincre un individu.<\/p>\n<h3><strong>Barak Obama, le 44<sup>e<\/sup>pr\u00e9sident des \u00c9tats-Unis\u00a0:<\/strong><\/h3>\n<p>Cet homme charismatique a n\u00e9glig\u00e9 ses projets et ses propositions \u00e0 plusieurs reprises afin de raconter une histoire. Voici quelques-unes de techniques qu\u2019il a d\u00e9j\u00e0 employ\u00e9es :<\/p>\n<ul>\n<li>Raconter l\u2019histoire d\u2019un am\u00e9ricain qui a la vie dure plut\u00f4t que citer des chiffres n\u00e9gatifs ou le taux du ch\u00f4mage.<\/li>\n<li>S\u2019emparer de l\u2019histoire de son adversaire : le pr\u00e9sident a repris l\u2019histoire de <a href=\"https:\/\/www.apple.com\/fr\/stevejobs\/\" target=\"_blank\" rel=\"nofollow noopener\">Steve Jobs<\/a> lors du discours sur l\u2019\u00e9tat de l\u2019union. Le but \u00e9tant de pr\u00e9ciser qu\u2019au-del\u00e0 des batailles politiques, tout le monde \u00e0 une valeur relative \u00e0 la culture am\u00e9ricaine.<\/li>\n<\/ul>\n<h3><strong>La collaboration entre Nike et Micheal Jordan (MJ) en 1984\u00a0:<\/strong><\/h3>\n<p>\u00c0 l\u2019\u00e9poque Nike n\u2019avait pas autant d\u2019ampleur qu\u2019aujourd\u2019hui. MJ qui faisait ses d\u00e9buts en NBA, il n\u2019avait pas encore le titre du meilleur joueur de tout le temps.<br \/>\nEn revanche, ce que personne n\u2019a vu venir, c\u2019est le succ\u00e8s des \u00ab\u2009<a href=\"https:\/\/www.jordan.com\/collection\/air-jordan-1\" target=\"_blank\" rel=\"nofollow noopener\">Nike Air Jordan<\/a>\u2009\u00bb. Ce qui est certain, c\u2019est que sans l\u2019histoire du basketteur, le logo symbolique de son dunk, ces baskets seraient aux oubliettes.<\/p>\n<h2><strong>O\u00f9 est-ce que nous retrouvons le storytelling\u2009?<\/strong><\/h2>\n<p>Nous avons conclu que le storytelling est une technique tr\u00e8s efficace. Assur\u00e9ment, elle peut appuyer une campagne pr\u00e9cise, valoriser l\u2019image d\u2019une marque ou persuader un potentiel client d\u2019acheter un produit.<\/p>\n<p>Cette communication narrative est tellement puissante que nous la retrouvons dans divers domaines, notamment dans l\u2019industrie du luxe. \u00c0 titre d\u2019exemple\u00a0: les publicit\u00e9s pour parfums, bijoux, voitures sportives&#8230;<\/p>\n<p>Par ailleurs, le storytelling est \u00e9galement une m\u00e9thode ind\u00e9niable en copywriting. Nous rencontrons celui-ci en <a href=\"https:\/\/comeup.com\/experts\/comment-devenir-expert-en-redaction-web\/\" target=\"_blank\" rel=\"noopener\">r\u00e9daction de contenu web<\/a> :<\/p>\n<ul>\n<li><a href=\"https:\/\/comeup.com\/experts\/5-criteres-que-vos-fiches-produits-doivent-respecter-pour-vendre\/\" target=\"_blank\" rel=\"noopener\">fiche produit<\/a>,<\/li>\n<li><a href=\"https:\/\/comeup.com\/experts\/comment-creer-une-page-de-vente-efficace\/\" target=\"_blank\" rel=\"noopener\">page de vente<\/a>,<\/li>\n<li><a href=\"https:\/\/comeup.com\/categorie\/redaction-d-articles?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art020121storytelling\" target=\"_blank\" rel=\"noopener\">article de blog<\/a>,<\/li>\n<li>newsletter, etc.<\/li>\n<\/ul>\n<p>En outre, un nombre consid\u00e9rable de personnes utilisent le storytelling lors d\u2019une communication politique, interne, mais aussi dans la vie de tous les jours.<\/p>\n<p>Si vous y repensez bien, vous avez certainement lu ou entendu une histoire bas\u00e9e sur cette approche narrative. Gardez \u00e0 l\u2019esprit que le plus important est de bien diff\u00e9rencier les bonnes histoires et les mauvaises histoires.<\/p>\n<hr \/>\n<h2><\/h2>\n<h2><strong>Comment utiliser le storytelling efficacement\u2009?<\/strong><\/h2>\n<h3>Initiation au storytelling : les \u00e9l\u00e9ments indispensables\u00a0 \u00e0 ma\u00eetriser<\/h3>\n<p>\u00c0 ce stade, vous avez assez d\u2019informations concernant cette approche narrative. Voici donc la derni\u00e8re \u00e9tape pour votre initiation au storytelling. Pour y parvenir, nous allons dresser les \u00e9l\u00e9ments principaux du storytelling.<\/p>\n<p>En premier lieu, vous devez imp\u00e9rativement conna\u00eetre votre audience cible\u2009! Pour cela, d\u00e9couvrez leurs int\u00e9r\u00eats communs, le type d\u2019histoire qui capte leurs attentions ou qui les rend sensibles. C\u2019est primordial puisque votre histoire sera \u00e9tablie sur leurs <a href=\"https:\/\/comeup.com\/experts\/comment-vendre-nimporte-quoi-les-boutons-emotionnels\/\" target=\"_blank\" rel=\"noopener\">boutons \u00e9motionnels<\/a>. De ce fait, pensez \u00e0 utiliser les <a href=\"https:\/\/comeup.com\/experts\/pourquoi-est-il-important-de-se-former-a-la-communication-sur-les-reseaux-sociaux\/\" target=\"_blank\" rel=\"noopener\">r\u00e9seaux sociaux<\/a> \u00e0 votre avantage.<\/p>\n<p>En deuxi\u00e8me lieu, cr\u00e9ez un lien \u00e9motionnel avec la communaut\u00e9 cible en vous appuyons sur les \u00e9motions qui suscite leurs curiosit\u00e9s. Toute personne curieuse \u00e0 l\u2019envie inconsciente de d\u00e9couvrir l\u2019histoire d\u2019autrui. Apr\u00e8s tout, les paparazzis n\u2019espionnent pas les c\u00e9l\u00e9brit\u00e9s pour rien\u2026 ils savent pertinemment qu\u2019une seule information peut cr\u00e9er le buzz.<\/p>\n<p>Enfin, la r\u00e9daction de l\u2019histoire\u2009! \u00c0 ce titre, pas la peine de souligner que l\u2019\u00e9criture doit \u00eatre irr\u00e9prochable. De surcro\u00eet, votre r\u00e9cit doit \u00eatre coh\u00e9rent, vous n\u2019\u00eates point oblig\u00e9 d\u2019\u00eatre un expert en litt\u00e9rature, n\u00e9anmoins, vous devez r\u00e9diger une histoire facile \u00e0 comprendre et qui vise directement l\u2019\u00e9motion et la sensibilit\u00e9 de vos cibles.<\/p>\n<p>&nbsp;<\/p>\n<h3>Initiation au Storytelling : exemple concret<\/h3>\n<p>Si votre audience cible regroupe des millionnaires qui ont pour int\u00e9r\u00eat commun la musique. Vous n\u2019allez pas axer votre histoire sur une personne pauvre passionn\u00e9e de musique (bien que cela puisse marcher).<\/p>\n<p>Par contre, il serait plus judicieux de mettre en place une personne issue d\u2019une famille millionnaire. Lors d\u2019un \u00e9v\u00e9nement regrettable, cette derni\u00e8re a perdu son statut social, son argent, mais surtout sa capacit\u00e9 a exerc\u00e9 sa passion musicale. Apr\u00e8s, plusieurs ann\u00e9es d\u2019acharnement, celle-ci a fond\u00e9 une entreprise qui proposent des instruments de musiques uniques, mais \u00e9galement pour soutenir les personnes incapables d\u2019exercer leurs arts.<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p>En guise de conclusion, nous esp\u00e9rons que cette initiation au storytelling vous sera b\u00e9n\u00e9fique, peu importe votre domaine d\u2019activit\u00e9. Si tel est le cas, voici quelques points primordiaux que vous devez retenir\u00a0:<\/p>\n<ul>\n<li>Le storytelling est une technique formidable pour convaincre\/persuader une cible, mais aussi pour vous d\u00e9marquer de vos concurrents.<\/li>\n<li>C\u2019est une communication incontestable pour g\u00e9rer une audience, un large public ou m\u00eame vos salari\u00e9s, notamment <a href=\"https:\/\/comeup.com\/experts\/communication-de-crise-comment-bien-sen-sortir\/\" target=\"_blank\" rel=\"noopener\">en cas de crise<\/a>.<\/li>\n<li>Pour bien r\u00e9diger une histoire, souvenez-vous de ces 3\u00a0\u00e9tapes\u00a0: introduire vos lecteurs dans le r\u00e9cit\u2009; exposer le d\u00e9fi\/conflit\/probl\u00e8me\u2009; pr\u00e9senter la solution et l\u2019accomplissement.<\/li>\n<li>Pour capter l\u2019attention de votre cible, n\u2019h\u00e9sitez pas \u00e0 ajouter des <a href=\"https:\/\/comeup.com\/experts\/les-25-banques-dimages-libres-de-droit-qui-vont-vous-sauver-la-vie\/\" target=\"_blank\" rel=\"noopener\">images<\/a>, de la musique ou m\u00eame une <a href=\"https:\/\/comeup.com\/experts\/lutilisation-de-la-video-pour-tous-les-types-dentreprises\/\" target=\"_blank\" rel=\"noopener\">vid\u00e9o<\/a>. Le but est de pousser votre destinataire \u00e0 <a href=\"https:\/\/comeup.com\/experts\/comment-reussir-ses-infographies\/\" target=\"_blank\" rel=\"noopener\">illustrer vos propos<\/a>.<\/li>\n<li>Authenticit\u00e9 et consistance\u00a0: ma\u00eetrisez ces deux facteurs et vous deviendrez un expert en storytelling.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art02012021storytelling\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3086\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-300x67.png\" alt=\"Faites votre choix parmi des milliers de services sur ComeUp\" width=\"981\" height=\"219\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-1.png 1340w\" sizes=\"auto, (max-width: 981px) 100vw, 981px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous avez certainement d\u00fb entendre le mot \u00ab\u2009Storytelling\u2009\u00bb quelque part ou m\u00eame lu un article sur le sujet. Pourtant, personne&hellip;<\/p>\n","protected":false},"author":29,"featured_media":3225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,3,6],"tags":[156],"class_list":["post-1760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-business","category-marketing-et-communication","tag-redaction"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Initiation au Storytelling ! - Experts ComeUp - Article complet<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez tous les facteurs qui consistituent cette technique de communication narrative gr\u00e2ce \u00e0 cet article \u00ab Initiation au Storytelling \u00bb.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/comeup.com\/experts\/initiation-au-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Initiation au Storytelling ! 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