storytelling here, storytelling there … You hear it everywhere, but in the end, what does that mean? It’s used for? Can I learn it? And how to use it for its communication strategy? Relax, I’ll explain everything to you.

Storytelling file

A long complaint arose overnight.

A dreadful cry, which freezes the blood.

I listen, frozen, my heart is beating wildly.

The cry begins again.

It seems to be a sentence, like a cry for help. But I don’t get it.

I open the window. Silence envelops the night like a gangue.

I’m on the lookout …

There, not far from me, someone is in distress.

Then the cry springs again and freezes me.

Now I understand what she is saying, and I can’t believe it.

But no, it cannot be a dream…

The voice cried out well: “Jeeee neeee understand nothing about Storytelliiiiiiiiiiiing !!!!! “

So, listening only to my good heart, I rush into the dark night, to rescue her!

And teach her storytelling, so that she finally understands. And may his soul be at peace.

¤¤¤ ¤¤¤ ~~~

The storytelling, it is the art of storytelling. Oral transmission far precedes writing, and many myths are part of the collective memory.

This technique of copywriting and of content marketing You will be very useful to better convince and retain your customers and your readers. It will be a real differentiation from your competitors.

Did you know? The brain is made so that it cannot emotionally not tell the difference between a legend and a true story. It is originally a function that allows you to adapt. Crazy, right?

Originally, a story allowed a member of the tribe to tell that a danger was about to occur, or to testify that the food was there, behind the mountain. That nature is well made isn’t it?

This is how you go to attach to Harry Potter as if it really existed, that you’re going to indignant the behavior of the guards in La Ligne Verte, or that you are going to rejoice of the death of King Joffrey Baratheon.

If you provoke an emotion that matches the product, you will give an aura to your argument. A good story will speak to the heart of your reader and will allow them to identify more easily with your product or your brand (and if you are a blogger, your brand is you!).

You can write a story to introduce a sales page, or to illustrate an example, or even fully create your ads by following the weft of a story. This will be a real plus for your web strategy and will help you convey your message!

But the art of storytelling will also be used for:

  • Write your blog articles;
  • Your newsletters;
  • Your product pages;
  • Your e-books;
  • Create your brand identity…

But you still have to know how to do it in the right way.

This is why today I am giving you what I learned from Storytelling, in 27 detailed points.

Let’s go!

Summary of the article “27 Storytelling Techniques”

2. Can you speak normally, stupid?
3.A 3-step waltz
4.A well-tied weft. And with that? That will be all, thank you!
5.On the way for adventure!
6.My hero!
7.Friends and enemies.
8.A fight! A fight!
9. Rhythm! Hurry up!
10. Breaks. For the drama.
11. You, your life, your work.
12. That I like your color.
13.Snif, snif? Mmmmhhh …
14.Labour lexical fields.
15.Devil’s Advocate.
16.Oyez! Hear ye!
17.Can I tell you a secret?
18. Loulou? Yes it’s you.
19. And a madeleine for the 18th, one!
20.More beautiful your life.
21.Once upon a time…
22.The Parable as the ultimate argument.
23.Curious, go!
24.Mindfuck your text.
25.Pity… come to the point!
26.Ohhh it’s beautiful!
27.We cut!

1) Storytelling: Action!

action storytellingText without action is like a pizza without cheese. Absurd. We absolutely must a situation, that it moves, that it moves! We want to see stuff arrive and it must be felt in your editorial line.

Bam! He falls to the ground. Who? The second paragraph.

He stands up! He is ready to do battle. Watch out for the 3rd paragraph!

He takes a big iron bar and twists it in his hands. Waw, how strong is this 4th paragraph!

Take your somewhat sad sentences and transform them into pictorial metaphors, as if your old text was drinking a potion of youth and losing all its wrinkles!

Take your “do” verbs and throw them in the trash! Then fill your cupboards with fresh, precise, active, targeted verbs.

  • You don’t do the dishes, you wash them;
  • You don’t cook. You cook. (Or you eat frozen pizzas);
  • You don’t do DIY. You tinker.

But your article may have lots of action verbs, it will be extremely painful to read if you do not follow the following advice:

2) Can you speak normally, stupid?

write as we speakThe real storyteller grabs his audience because he expresses itself naturally and with his DNA. And it sounds so simple and fluid!

So forget about the big suggestions and words found in, which you don’t know how to use.

Writing in chastised language is like walk on stilts in the midst of people walking on the ground. It not only makes you inaccessible, very alone, but it also gives you looks ridiculous. (Unless you are noble, and used to seeing your parents and saying things like: “Mother, I would be very grateful if you did not apologize in this way, that annoys me.”)

Write as you speak, what.

But beware. Some people confuse writing as we speak and using carter language. No, just write as you speak in real life.

It’s more pleasant, you feel closer to you.

And if your school traumas confine you to writing style “Beautiful sentences like Balzac”, but you do not even have the talent of B-H-L …

Or even that you cannot get loose, because your spontaneity is completely hidden under the educational heaps of “Stand up straight, close your mouth, be nice” …

Then, a solution for you, rigid writers: registration. One day you phone or Skypez, you turn on Audacity, or Camtasia in “voice recorder” mode. Then you go to transcription.

And there, what’s going on? Wow! It’s interesting to read pinaise so say!

There it was the warm-up. Now let’s get serious.

3) Storytelling: a 3-step waltz

Narrative structureYesterday morning, I was walking my dog, when I met Roger, the neighbor. I hate this guy. He always looks at me like a butcher looks at a lamb chop. He smiled sweetly at me: “How are you, pretty? Are we having a good day? “.

I’ve been supporting this for too long.

So this time I say, “So far, it has looked pretty good. ”

And I’m leaving by walking upside down, and looking at it. He froze, caught in the act. He was going to og my posterior as usual until I turned the corner.
I wink at her and laugh: “No! Not this time! ”

All written content, from simple ad catch to novel, should ideally consist of 3 time.

1- Initial state.

The initial state is the installation of the situation or the introduction of a character. Here from “Yesterday” to “lamb”.

2- Conflict.

The conflict, challenge, disruptive element, is this going to trigger a situation that comes upset the first. This element clearly awaits resolution. Here from “He smiles at me” to “long”.


Resolution is what every reader expects from a conflict. It gives him a feeling of completion very satisfaying. This resolution can be surprising, sad, cheerful, avenging, moralizing … Here from “I endure at the end.”

You will notice that I also placed an element which contributes to the resolution and which gives a double sense of completion. This is a kind of confirmation. Roger was going to be disrespectful again, but I got ahead of him. I definitely put it back in its place.

In marketing communication, this form of double resolution will be very interesting to use for a product profit.

Imagine that your catchphrase is:
Before, I sucked in the kitchen. Even my kids didn’t want me to make them pasta. But since I discovered Fastocook, I make all kinds of dishes easily! Today, I am known to our friends for my pasta Al dente. Some people even asked me if I was of Italian origin …

The resolution is not only to successfully cook, but on top of that, the pasta becomes delicious.

4) A well-woven frame. And with that? That will be all, thank you.

storytelling story frameIn any artistic expression, there is a subtext to what is said on the surface.

For example, this may be an underlying moral. In the film Untouchables, the moral is “Overcome your prejudices”.

The intro of the song Around The World by Daft Punk which starts with a muffled sound and becomes louder and louder, has a simple frame which is “I am going into the nightclub but I am still in the airlock and the door is closed, then I enter the box by night. ”

An advertisement like that made by Michel Gondry for Air England, where the plane draws a line in the sky, which is prolonged in line of eyeliner then lands on vinyl, says in underlying frame: “If you take Air-England, you will not only cross the sky, you will cross life, people, beauty, music. It’s a spiritual experience. ”

So you need create a frame for your texts. If you have no imagination, rest assured. Not everyone has an innate storytelling talent. I advise you to use frames of known stories or stories. You don’t know any tales? (A difficult childhood?) No worries, you find most of Grimm, Perrault and Andersen’s tales online for free.

Ancient myths, Greek tragedies, parables, legends, old films, all these media also contain excellent material for your frames.

An example: You have a text to write to sell an umbrella that does not turn over with the wind. You can use the film “Sing in the rain”.

So you could create a frame that would be, “A cheerful man dances and sings with you in the rain. ”

When the fine drops dance and bounce on the canvas, Mr Umbrella sings cheerfully. When the storm rumbles and the downpour hits, Mr. Umbrella accompanies you with a rhythmic step and even jumps over the puddles! And when the storm rises, Mr Umbrella swirls in the wind, and never turns around.

5) On the road to adventure

storytelling adventureYour reader feels empty. He wants to live an adventure. But his life is so made that all his days are alike. His dreary daily life seems to repeat itself endlessly. Then one day he dies.

Isn’t that scary story?

Nobody wants to live this!

This is why everyone tries to make their life as interesting as possible. But there are few people who live a real personal adventure.

So you have to engage for your readers. As a storytelling copywriter, your duty is to give them, even for a brief moment, the feeling that their life is a immense adventure. Through a story, a quest, an achievement.

Be this epic dealer, like Walter White in Breaking Bad who proclaims: ” If they want to smoke meth, they will. With or without me. So if I have to make a drug, be it the best, the purest they’ve ever smoked“.

To give your reader a sense of adventure, you will need to use the eternal elements of literature, starting with …

6) My hero!

storytelling heroMake your customer a hero by giving him a product as a “quest weapon”. Your hero must have a mission to accomplish and resolve a conflict (problem, challenge, etc.).

Drink Coke Zero, you will fly in a helicopter to rescue women. (Solve the problem of virility, or of the feeling of usefulness).

Use Evernote and you will have a gift of ubiquity (Wherever you are, you can access your content).

Reserve on Airbnb and live luxuriously (own an apartment in all the cities of the world and solve the problem of rotten hotels).

Your product can also be your hero and save you. This is the case of Mr Propre or Ronald McDonald.

The product can also highlight by becoming your faithful servant. This is the case of Twitter, that little bird that carries your messages. Ikea, who makes you an accomplished head of the family or even Über, who opens the door and picks you up wherever you are in 5 minutes.

Ask yourself what is your target, and if she prefers to be saved or to become a savior. How does it want to be highlighted and how can the product play a role in this character creation?

If you sell a woolen sweater, you can completely turn your customer into a “hero of the far north” or become a loyal friend like the sled dog.

Thus, you will be able to create a formula of the type: “My sleigh and my Doore-England sweater” or even “Protected”, with a hero type frame which faces an avalanche, and which can survive 3 days in the warm buried under the snow, thanks to his sweater.

But a hero cannot be complete without:

7) Friends and enemies.

enemy friends storytellingYou have to define who are the people who fight against your hero, and those who are on his side.

If you write a e-book or a white paper on Vegan food, you will need to focus on the enemy: the consumer society that treats animals cruelty, and the dangers that meat poses to the organism. And in contrast, the friends of the Vegan reader: vegetables, cereals and the centrifuge, which allow his body to function optimally.

If you write a biography, emphasis should be placed on the enemies that the person encountered in their life who prevented them from completing their quest at one time, as well as the loyal friends who helped the person accomplish his mission.

At a more basic level, advertising for cleaning products often use the comparison: This laundry does not wash anything: houuuu! This detergent washes too well: yeah! On the one hand, there is the enemy, plaster-free detergent, and on the other, friendly detergent: it washes without even rubbing. The heroine feels smart to reject the ugly laundry and supported having his friendly laundry with her.

Speaking of enemies …

8) A fight! A fight!

storytelling conflictWhat would nature be without conflict? It wouldn’t even exist.

No ecosystem can operate without struggle, without challenge, without battle. From the little plant that becomes toxic to poison those who have the bad idea of ​​eating it, to your colleague Gisèle who turns the power strip the wrong way, there is only one step to make it difficult for you to connect your PC.

One time I was given a short story to read for review. This is the story: a girl who writes novels but does not trust herself. Then she meets an editor in a gala evening. He wants to edit it immediately. Then they fall in love. END.

I was so impatiently waiting for the wrong thing, the problem, the conflict, that even arrived at the last paragraph, I said to myself “Oh la la, suspense until the end !! And nothing. Lover. Like idiots.

If you want to write a good story, you have to integrate a conflict. Otherwise, it is not natural.

Let’s go back to our nice sentence.

Yesterday, I went out to walk my dog. I meet Roger, my neighbor. This guy is extremely nice. Never seen a man so affable, so devoted. As soon as we arrived in the neighborhood, he came to greet us. He never fails to offer me a hand when I have problems starting my car, or when I have big shopping bags, helping me carry them to the porch. The problem is, I can’t frame myself. This guy, basically, I’m sure, he’s a pervert.

So much for the plot. Now you will learn from writing / storytelling techniques very specific for your marketing strategy:

9) Rhythm, and let it jump!

rhythm writing textI advise everyone to watch from good clips.

Genre, clips from Michel Gondry. Watch Björk’s “Bachelorette”, a sort of completely zarbi green Inception or Spike Jonze, and his schizophrenic clip “Sabotage” by Beastie Boys, in teasing mode of 2 cops in Miami.

Since these are stories that follow music, you will learn what the rhythm of a story. QED.

Your texts must also follow a tempo. A pulsating tempo, with a potato, fishing. Did you catch it, buddy?

Look at the previous sentence, p p p. The consonants strike the cadence.

And this incipit of Lolita by Nobokov: “Lolita, light of my life, fire of my kidneys. My sin, my soul. Lo-li-ta: the tip of the tongue makes three small leaps along the palate to come, three, knock against the teeth. Lo. Li. Ta. ”

You remark? The alternation between alliterations, labial and lateral consonants allows the tempo.

Rhythm is not only pulsation, but also:

10) Breaks. For the drama.

narration breakRead these two texts:

This morning I made coffee for my husband, and I went out to walk the dog. I see Roger, my neighbor. He smiles at me, I smile at him. Then, I turn in the street of tulips.


This morning I made coffee for my husband.

And I went out to walk the dog.

I see Roger.

My neighbor.

He smiles at me.

I smile at her.

Then, I turn in the street of tulips.

The breaks give a dramatic effect. We have time to feel what the author wants us to feel.

A break necessarily means: “Feel with me. Live the emotion with me. ” The mind always wants fill the void, and he invents what doesn’t exist.

In the first text, it flies at full speed. It’s dreary. At the end, we say to ourselves: “What is this story of dog walking with two balls! And in the end nothing more happens? But it sucks! ”

In the second text, we feel a tension and we ask ourselves: “What is his relationship with Roger?” They smile at each other, when she has a husband, it’s not clear! Nothing is happening … this time! But in the next chapter, it will be hot! ”

Breaks can cause:


-The laugh

-The fear

-The meditation

-The surprise




Take any text and try to add pauses to it. Your effects will be multiplied.

11) Storytelling: You, your life, your work.

tell storytellingTo tell good stories and develop a brand content strategy you need to use your own experiences and use the right narrative structure.

You may be thinking, “But my life is not original enough! People are not going to be interested in what is happening to me! ”

On the contrary. Do you know why even the greatest comedians get less fun over time? It’s because their life has become too extraordinary. So, they don’t speak anymore in people’s hearts.

Everyday experiences give better stories. Even Harry Potter celebrates Christmas and eats candy.

Tell me which story touches you the most:

For lunch, I had a meeting with the Swedish ambassador in Beijing. We had to discuss the planning for the establishment of the foundation for myopathic children in Tibet. We are driven in a sedan to the Sinji Minfu, an excellent gastro in which the lacquered duck is cut at the table.


This afternoon, I had an appointment with my cousin Sylvio who is too funny. We were going to discuss the organization of our cousin’s wedding. It takes our head a bit, but she chose us as witnesses. We took the metro, line 13, which was so crowded that I had an old guy’s armpit right under my nose. We made ourselves an Indiana, place de Clichy. Their Nachos are just too good.

If your life is extraordinary (it happens), you may as well tell your life story, but always put yourself at the level of your readers.

Let’s go back to example 1, but upgraded to the reader:

For lunch, I had a meeting with the Swedish ambassador in Beijing, a bald guy and not very funny, but I’m attached to the French embassy and between expatriate diplomats, we go out a lot between us. Diplomatic life is quite special. Half mentality of former settlers and half “Lost in Translation”, we are a little rejected by everyone. The Chinese despise us and the less well-off expatriates envy us. So, I find myself regularly eating with Sven Pentensson.

Besides, diplomats are being driven, they are not driving. And in sedan please. I would prefer to drive, but the social pressure makes me look really weird if I arrive in my own car. And I hate being noticed.

We went for the 50th time to Sinji Minfu, an overpriced gourmet restaurant (everything is paid by our taxes, and then we wonder who are the real parasites of the state). It is THE hideout for diplomats who want to eat lacquered duck while pretending that they are distinguished.

In short, we talked for 10 minutes about the foundation for Tibetan myopathic children, then we gagged and drank for 1 hour. Strongly that I return to the fold.

In short, you can be reassured: if you are like everyone else, that you speak like everyone else, you can talk to everyone.

12) That I like your color.

colors text copywritingToday, the user can no longer focus on a text, unless you have a solid reason. He prefers images, videos. The colors are restful and it creates a feeling of ease and joy.

If you want to be read, then you need bring color in your texts. Color does not necessarily mean putting the word blue or red on each line, but using elements of obvious color. = Sky blue. Fire = red-orange. Honey = yellow. Night = Black. = Blood red. Rainbow = multicolored.

Compare these two sentences:

Yesterday morning I walked my dog ​​around the neighborhood.


I went out yesterday at dawn to walk my pit bull in the still deserted neighborhood.

Dawn = shades of orange, blue.

Pitbull = black or brown

Deserted neighborhood = white walls, gray roads.

But much stronger in terms of sensation than sight, you will have to use…

13) Snif, snif? Mmmmmh!

5 senses smell storytellingWhen one is born, long before sight, comes smell. There is nothing like smells to create an atmosphere. If you want to put your reader in good moods, make him smell pleasant

“Whoever mastered odors mastered the hearts of men. »Süskind, The perfume

As with colors, you will not say “it smells this, it smells that”, but use elements, words that smell, or are part of the lexical field of smell. (exhales for example.)

Example, again with our sentence:

I like the mild summer mornings to go walk my dog. The dew evaporates gently in the air and Rex runs out of breath, then rolls in the damp lawn and shakes, sending waltz droplets that water the neighbor’s tulips.

To decline with taste, touch, hearing …

14) Plowing the lexical field

semantic lexical fieldsLexical field.

This term knocks me out as much as the memory of my second teacher, an old woman who is totally embittered, repeating the same lesson that she has given to her students for 25 years: “Now that we have deciphered the axis of reading , we are going to focus on clearing the lexical fields… ”Rrrrrooooon Pcchhhh…

What? An article to write! Ah yes, sorry.

In fact “lexical field” means: word family. In the family “boat” I ask:

-The sea

It is clearer?

To make your texts truly convincing, you need identify your customers, have a real customer knowledge and use the words of the family that correspond to it in order to transpose them into your texts.

For example, you have to write an article on the flat screens, and you target a rather male clientele, aged 25 to 40, rather traditional, attracted by sports and action movies. It is a good idea to use the manhood family.


But also, that of femininity from a male perspective:


Choose your lexical fields with care for your content (blog post, product sheet, branded content, etc.). You must target your readers perfectly before determining which family of words you are going to draw from.

And now I’m going to give you several techniques of psychology:

15) Devil’s Advocate.

devil's advocate copywritingIn the Middle Ages, when we wanted to canonize a Saint, we created a tribunal with supporters and devil’s advocates. They were intended to demonstrate that the Saint was not one, and thus made the decision fair.

You are probably thinking “We don’t care about medieval saints!” But, be aware that even today, many people use this process to judge. They read an opinion, a thought, and immediately their contradiction spirit gets ready.

In Storytelling, devil’s advocate is used as in the beginning of the above paragraph. You have to anticipate objections of your readers. “You surely tell yourself that …” “You will retaliate me …” “There, you will tell me …”

Then respond to these criticisms. This will strengthen your argument.

This technique is very useful to prevent fears, rejections, hesitations …

Shall we continue with psychic techniques?

16) Look, see!

You all had this experience when you were a child. You said that Brussels sprouts “It’s not good” and you were told …

They say “I don’t like”

Is not it?

Result: we are a generation of people who dare not say what they think and must start all their sentences with “I think” “IMHO” … And take coaching classes for self-esteem , in which you will be taught to affirm your thoughts.

Absurd world.

Telling a story must be done with the tone of authority and self-confidence.


At dawn yesterday morning, I went to walk my dog. As the streets are empty, I think the sunrise is a more pleasant time to walk. Roger, my neighbor is outside too. He smiles at me. In my opinion, Roger is a pervert.


At dawn yesterday morning, I went to walk my dog. As the streets are empty, sunrise is a more pleasant time to walk around. Roger, my neighbor is outside too. He smiles at me. Roger is a pervert.

If you start your sentences with “I think this product will suit you”, guess what? The buyer will think, “And I don’t think so, hey! ”

But it is different from confidence. Read more:

17) Can I tell you a secret?

storytelling secretsNow I’m going to give you something. I rarely dare say it, because this quality is pretty well seen in general, but I find that modest people are the most pretentious.

I much prefer someone who puts on a show and openly declares: “I need to be watched! “Than someone who steps back. Or the one that always takes the smallest part of the cake, as if to say: “Me? I am not selfish like YOU. ”

The tone of confidence goes well with a criticism that we want to share, without having to assert it conclusively. And it works very well to put a person on your side. Have you noticed that when someone originally dislikes you, standing up to someone else with them makes you more likeable to them?

In this case, you can use personal opinion. “I think that” puts you in a better mood for someone than outright backbiting.

You can then sell a product this way:

This is an opinion that will surely earn me criticism from greeners, but I think that the LED bulb does not light well.

Confidence also works very well with sincerity on a defect that one has.

When it comes to selling a product, you can use it this way:

I’m ashamed to say it, but I hate washing my hair. You have to wet them, wash them, untangle them … Then dry them, because even if the hair dryer damages the hair fiber, in winter it is essential. I really think we should generalize the use of dry shampoo.

In this case, personal opinion has the value of a claim.

Besides, about “I” …

18) Loulou? Yes it’s you.

use you copywritingDo you know “moijitude”? It’s the attitude of people that starts all their stories with “Me I”.

Serious error. You have to challenge your reader, tell him about him. Say “you”, say “you”, but not “I”.

Prenez n’importe laquelle de vos pages de vente, prenez n’importe lequel de vos articles de blog et comptez le nombre de « Vous, Tu, Vos, tes, tien, tienne, votre » et comptez le nombre de « Je, moi, nous, nos, notre, mes, mien, mienne ». Un bon ratio doit être de minimum 2, mais Yvon Cavelier conseille un ratio de 4. C’est à dire que pour 1 « Je », il doit y avoir 3 « vous ». Utilisez son amusant sympathomètre.

Attention, vous devez quand-même mettre un peu de « je », sinon votre lecteur ne saura pas qui parle.

Si c’est une véritable histoire que vous racontez, elle doit parler à votre lecteur de LUI. Donc même si votre histoire ne possède ni « je », ni « vous », mais des « ils » (narrateur omniscient= qui sait tout mais ne participe pas à l’histoire), et même si le sujet du livre est « Je », vous devrez vous demander en quoi cette histoire concerne votre lectorat.

Et tant qu’à parler à votre lecteur, et si vous lui parliez de son enfance…

19) Et une madeleine pour la 15, une!

madeleine-proustConnaissez-vous la madeleine de Proust? Le héros de Du côté de chez Swann trempe ce petit gâteau dans le thé, et immédiatement, des souvenirs d’enfance ressurgissent. Cette expression signifie donc « Elément qui fait resurgir un souvenir ».

Utilisez la madeleine de Proust pour plonger vos lecteurs dans leur enfance.

Des posts de type « mèmes » se servent souvent de cette technique pour provoquer de la nostalgie chez leur lecteur.

« Si vous avez connu la Gameboy et les scoubidous, votre enfance était géniale » ou encore « Si les héros de nos dessins-animés d’enfance avaient vieilli, voilà à quoi ils ressembleraient aujourd’hui. », sont des posts très partagés et commentés.

Encore une fois, ciblez vos lecteurs en vous demandant quelle enfance ils ont eu. A quelle époque?

A votre avis, quelles sont les souvenirs communs aux personnes de 30 et de 50 ans?

  • Le monde sans internet et sans smartphone ;
  • Les disquettes, les cassettes audio et VHS ;
  • Les téléphones à cadran qui tournent et qui font « crrrrrrr…tik tik tik » avec le gros écouteur accroché derrière ;
  • Les polycopiés qui sentaient l’éther ;
  • La chute du mur de Berlin.


Essayez de trouver des éléments à la fois communs et forcément vécus de manière personnelle par la plupart de vos lecteurs et vous déclencherez automatiquement l’émotion. Vous avez vu ce que vous avez ressenti à la description du téléphone?

A présent, je vous donne une dernière technique de psychologie, qui vous attirera la sympathie de votre lecteur.

20) Plus belle ta vie

mettre en valeur clientVotre lecteur n’aime pas qu’on lui rappelle la médiocrité de sa condition. Il veut être mis en valeur.

Cela ne signifie même pas que sa vie est misérable, mais que vous pouvez, selon que vous vous exprimez d’une façon ou d’une autre, lui signifier: ta vie est médiocre ou ta vie est formidable.

  • Si vous parlez dans un jargon complexe, vous traitez votre lecteur d’ignorant ;
  • Si vous utilisez des expressions comme « vous ne saviez pas? » ou « Pourtant c’est facile », vous traitez votre lecteur de débile ;
  • Si vous mettez en avant vos revenus, sans expliquer comment arriver à obtenir cette somme, vous traitez votre lecteur de pauvre ;
  • Si vous vous vantez, vous traitez votre lecteur d’inférieur


  • Si vous utilisez des mots simples et accessibles, votre lecteur se sent respecté ;
  • Si vous utilisez des expressions comme « Le saviez-vous? » ou « Je vais vous expliquer pas à pas », votre lecteur se sent reconnu ;
  • Si vous mettez en avant une technique pour gagner une somme et que vous la prouvez par vos revenus, votre lecteur se sent puissant ;
  • Si vous vous mettez au niveau de votre lecteur, il se sent votre égal.

Voilà pour la psychologie. Et maintenant, vous allez pénétrer dans l’antre secrète du Storyteller…

21) Storytelling : Il était une fois…

raconter histoireLa meilleure façon d’utiliser le conte folklorique dans le Storytelling est de l’utiliser en guise de comparaison.

Tout le monde connaît La belle aux bois dormant, Cendrillon ou Le petit poucet, piocher dans des histoires profondément intégrées dans la mémoire collective, vous permettra non seulement de provoquer un sentiment de confiance chez votre lecteur, mais pas seulement.

Ces allusions aux contes que tout le monde connaît attacheront votre lecteur à vos écrits comme des enfants à leurs propres parents.

Vous pouvez illustrer vos propos de cette façon:

« Vous désirez investir en bourse, mais vous n’y connaissez rien? Plutôt que d’acheter des options au hasard, et de gaspiller votre argent comme le petit poucet ses miettes de pain… »

« Vous en avez assez des tâches ménagères et de frotter chaque jour comme Cendrillon? ”

« Si vous ne prenez pas cette décision aujourd’hui, vous pourriez bien attendre 100 ans…sauf qu’aucun chevalier ne viendra vous délivrer. ”

Mais le meilleur conte de tous, et qui donnera une extraordinaire légitimité à vos propos, c’est:

22) La parabole comme argument ultime

parabole storytellingLa parabole est un outil de communication vieux comme le monde. Il s’agit d’une histoire que l’on raconte pour illustrer un propos. Si les religieux et les politiques l’utilisent à foison, c’est que cet outil de communication marche merveilleusement bien.

A tel point qu’il a fallu 2000 ans pour que le mythe d’Adam et Eve soit remis en cause par le pape François. Il a récemment exprimé son indignation face à un Adam très lâche qui a désigné Eve comme responsable de son péché, la condamnant au statut de créature du diable durant des millénaires.

En tant que psy, je l’utilise régulièrement pour expliquer facilement l’origine et la résolution d’un problème à un patient.

Et rappelez-vous: si l’histoire existe, elle est donc vraie pour le cerveau des émotions. Le cerveau qui réfléchit de façon raisonnable lui, trouve une raison logique de croire cette histoire.

Si vous utilisez une histoire qui vous est arrivée en guise de parabole, cela vous donnera de l’autorité and augmentera la valeur de vos propos.

Lisez plutôt:

Quand j’avais 8 ans, ma mère voulait absolument m’inscrire au Club Sporting-fun, un club de sport populaire du quartier. Je ne sais pas pourquoi, mais je ne le sentais pas, j’ai donc refusé. Mais elle ne cessait de revenir à la charge en me disant: « Regarde comme ils ont l’air de s’amuser! », dès qu’on passait devant le terrain de foot où ils avaient l’air, ma foi, de s’amuser. Mais je ne voulais toujours pas.

Une petite voix me disait de ne pas faire ça.

Deux ans plus tard, les gros titres dans les journaux affichaient: « Scandale au Club Sporting-fun de l’Etang-aux-fleurs ». Le dirigeant était en fait un sale pé..phile qui profitait des enfants depuis des années. L’un d’eux avait fini par parler.

Depuis, je pense qu’il faut toujours écouter sa petite voix, au risque de se retrouver dans des situations extrêmement dangereuses.

Si je vous avais dit d’entrée de jeu, « il faut toujours écouter sa petite voix », beaucoup d’entre vous pourraient penser: « Ça dépend! » Mais là, peu d’entre vous oseraient remettre en question cette opinion, du simple fait qu’elle m’a évité le pire des traumatismes.

Mais le plus important de tout dans une histoire, c’est…

23) Curieux, va!

curiosité lecteurPour donner envie à votre lecteur de lire votre histoire, qu’est-ce qui est le plus important avant toute chose?

Je vais vous le dire. Ce qui est le plus important, c’est de lui donner envie de lire la phrase suivante.

Et pour cela, vous devez utiliser la curiosité naturelle du lecteur.

Regardez ce que je viens de faire:

  • J’ai utilisé un titre qui éveille la curiosité ;
  • J’ai posé une question ;
  • J’ai introduit ma phrase par: Je vais vous le dire ;
  • J’ai commencé ma phrase par « Et » ;
  • J’ai dit « Regardez: » ;
  • J’ai utilisé une liste à puces.

Voici donc 6 éléments à utiliser sans modération pour éveiller la curiosité!

A présent, une arme fatale qui permettra de rendre vos lecteurs accros à vos histoires.

24) Mindfuck your text

mindfuck copywritingConnaissez-vous les films  de type Mindfuck? 6ème sens, Inception, Les Autres… sont des films qui possèdent une caractéristique commune: ils jouent du retournement de situation.

Je vais vous expliquer ce qui se produit dans le cerveau lors d’un retournement de situation.

Habituellement, les êtres humains vivent en gérant et contrôlant leurs émotions (parfois même tellement que ça finit par exploser: « Mais qu’est-ce qui t’arrive Gérard? »). Ils utilisent un système complexe de défenses qui les protège de ressentir certaines émotions mal perçues par la société.

Ce système de défense est tellement intégré, que vous pouvez très bien vous sentir « calme », alors que votre monde émotionnel bouillonne intérieurement. Vous relâcherez alors ces émotions dans vos rêves, ou les défoulerez dans du sport…

Lorsque votre système de défense est tranquille, en train de lire une histoire qui semble se dérouler a priori de façon prévisible (Pfff, je vois très bien où il veut en venir…), et que le retournement de situation arrive, vos émotions sont comme prises en traître.

Vous ressentez alors tellement de choses, qu’un attachement émotionnel profond se crée. C’est ce qui se passe souvent lorsque l’on tombe amoureux d’une personne. Elle semble si normale, si prévisible, et d’un coup elle vous surprend totalement. Vous êtes accro.

C’est pourquoi ces films suscitent un véritable engouement. Certaines personnes recherchent même exclusivement ce type de films. (Vous en faites peut-être partie?).

Commencez votre histoire d’une manière, et finissez-la de manière surprenante.

Hier à l’aube, je suis sortie promener mon chien. Comme d’habitude, Roger, mon voisin était dehors lui aussi, à cueillir des cerises dans son arbre. Depuis que je l’ai remis à sa place, il y a quelques semaines, il ne m’adresse plus la parole. Il ne m’a donc pas saluée, et je suis partie en promenade.

Une heure plus tard, je rentre essoufflée avec Rex courant sur mes talons. Je passe devant chez Roger. Il est toujours dans son arbre. Sauf qu’à bien y regarder, il n’a les pieds posés sur aucune branche. Et que sa langue pend étrangement sur le côté.

Et 3 conseils indispensables pour finir…

25) Parlez!

parole dialogueLa narration sera bien plus vivante si vous y insérez la parole. Dialogue, monologue, interpellation, pensée… devenez un bon orateur !

La parole rapproche le lecteur de ce qu’il y a d’humain dans vos écrits. Ça brise la glace entre vous et vos lecteurs.


A présent, lorsque je vais promener mon chien, j’ai très peur de croiser Roger. Dès qu’il me voit, il lève la main et crie: « Bonjour! Comment allez-vous aujourd’hui? Vous avez une excellente mine! » Ce qui vous l’avouerez, est une remarque plutôt déplacée venant de la part d’un fantôme…

26) Ooohhh c’est beauuu le storytelling.

images contenuEcrire, écrire, je ne vous parle que d’écrire du texte. Mais vous en oublieriez presque que l’on écrit aussi en images!

De belles images, des images qui tombent à pic, bien agencées, bien ordonnées, et vous voilà le roi pour capter l’attention du lecteur!

Saviez-vous que la capacité de l’être humain à se concentrer à 100% en 2015 est de 8 secondes, soit moins que le poisson rouge? Wow. On devient flemmards pas vrai?

En réalité, pas seulement. C’est que nous sommes aujourd’hui bombardés d’informations écrites et que le cerveau fait juste plus vite le tri. De plus, lire du texte à l’écran est fatiguant. Les images et les couleurs reposent l’oeil.

Voilà pourquoi il vous faudra illustrer vos articles et pages de vente. Les meilleurs contes possèdent de magnifiques illustrations…

Et pour finir, un conseil que vous devez appliquer et que, malgré les apparences, j’ai appliqué moi aussi…

27) On coupe!

coupe texteA la fin de la rédaction, quel que soit le type d’écrit, vous devez opérer à un travail de coupe.

Ne soyez pas conservateur. Comme vous l’avez sûrement remarqué, j’adore m’étaler. Mais il ne faut pourtant garder que le minimum. L’article original faisait 11500 mots, il n’en fait à présent plus que 6940.

Il vous faudra malheureusement faire Faites immédiatement le deuil de cette sublime phrase à deux propositions, grammaticalement et merveilleusement correcte, et tranchez en plein dans le coeur.

Attention, garder le minimum ne signifie pas « faire court ». Guerre et Paix de Tolstoï ne pourra jamais être imprimé au dos d’une boîte de céréales…

Et par pitié. Venez-en au fait!

Le teasing sans fin, ça vous dégoûte de lire une histoire. Vous devez en venir au fait, rapidement. Tout ce que vous écrivez doit être utile.

->Hier matin, je suis allée promener mon chien. okay

->Hier matin, je me suis réveillée assez tôt. D’habitude, je me lève vers 8h. La veille pendule en bois de la salle-à-manger que nous a offert ma tante indiquait 6h30, je pris la laisse rangée dans le placard du couloir, situé sur la gauche, et j’appelais Rex, mon chien, un pitbull très gentil, pour aller comme d’habitude le promener dans le quartier. AARRRGH.

De la même façon, si vous écrivez un article de blog qui explique « Comment faire un smoothie crevette-menthe », vous ne devrez pas passer 8h sur les raisons qui ont fait que vous avez décidé de vous mettre aux smoothies cet hiver. D’abord la recette! Ensuite, vos élucubrations.

Si à la fin de la recette, vous écrivez suffisamment bien pour que le lecteur trouve votre style agréable et continue d’avoir envie de vous lire, vous pourrez toujours lui donner vos raisons et vos inspirations. Mais le lecteur lambda tape dans le moteur de recherche: « Comment faire un smoothie crevette-menthe » et entend bien lire la recette au premier lien qu’il trouvera, non mais!

Donc, gardez le nécessaire, pas plus, pas moins.

Qu’avez-vous pensé de ce petit (haha) article sur les techniques de Storytelling? Vous en connaissez d’autres? Dites-moi tout!

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