15 techniques d'écriture pour engager votre audience

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Consacrez beaucoup d'attention à la création du titre.

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Le titre doit être court, mais susciter la curiosité ou l'intérêt de l'internaute.

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Poser une question dans le titre permet d'engager le lecteur.

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Structurez le texte avec des sous-titres, des listes, des visuels, etc. pour qu'il soit facilement scanné par le lecteur.

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Expliquez les caractéristiques simplement, sous forme d'une liste à puces ou d'un ou deux paragraphes.

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Évitez le jargon et utilisez des mots courants, sauf si vous vous adressez à une audience d'experts.

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Commencez les paragraphes avec un verbe lorsque vous voulez pousser le lecteur à l'action.

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Mettez les bénéfices du produit en valeur.

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Posez des questions tout au long du texte pour engager davantage le lecteur.

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Limitez le nombre de questions dont la réponse est un simple "oui". La technique est efficace, mais peut lasser le consommateur vigilant.

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Résumez votre message principal en une phrase et référez-vous-y régulièrement pour ne pas vous égarer.

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Soyez attentif à l'orthographe, la syntaxe et la ponctuation.

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Ne publiez jamais votre premier jet. Aérez-vous l'esprit et effectuez encore plusieurs relectures, dont une à voix haute.

[{"selector":"#anim-5f951543-0ddd-438f-a016-750bf706f953","keyframes":{"opacity":[0,1]},"delay":0,"duration":3000,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-b0d7c069-b1b3-4622-aec3-fff4bd6ab258","keyframes":{"transform":["translate3d(-130.23256%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6e1bda0c-7155-4a93-b86b-f867743800ae","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-90fda622-8303-4ecf-bca5-eb6204097a58","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-5f71a746-ca7e-4aa4-a422-6fb9987d1d28","keyframes":{"transform":["translate3d(-778.0001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-10a8c26f-8f46-4df0-b33f-65bafe78ea46","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bcb2e017-caa7-4bcc-a22b-b9ce7116aacb","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] 13. Arrow

Faites relire votre texte par un ami, un collègue, un membre de votre famille...

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Faites appel à l'émotion du lecteur, partagez votre expérience, soyez humain et authentique.

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Bonne rédaction !

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