{"id":1506,"date":"2023-11-10T16:47:15","date_gmt":"2023-11-10T15:47:15","guid":{"rendered":"https:\/\/wh-copywriter.com\/?p=1506"},"modified":"2024-06-19T08:58:44","modified_gmt":"2024-06-19T06:58:44","slug":"comment-choisir-le-ton-juste-pour-ton-copywriting-selon-les-differents-secteurs","status":"publish","type":"post","link":"https:\/\/wh-copywriter.com\/index.php\/2023\/11\/10\/comment-choisir-le-ton-juste-pour-ton-copywriting-selon-les-differents-secteurs\/","title":{"rendered":"Comment choisir le ton juste pour ton copywriting selon les diff\u00e9rents secteurs ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1506\" class=\"elementor elementor-1506\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-434cfb5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"434cfb5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f43e181\" data-id=\"f43e181\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-805ed59 elementor-widget elementor-widget-text-editor\" data-id=\"805ed59\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>C&rsquo;est une question essentielle, parce que la r\u00e9ponse n&rsquo;est jamais la m\u00eame pour tous. Par exemple : Heineken ne devrait pas avoir le m\u00eame ton de copywriting que la La Caisse d\u2019Epargne, on est d\u2019accord.<\/p><p>Voici <strong>3 principes de copywriting<\/strong> \u00e0 consid\u00e9rer quand tu te demandes quel ton adopter dans ton texte :<\/p><h3><strong>Aligne le Ton avec la Voix de ta Marque\/Entreprise :<\/strong>\u00a0<\/h3><p>Chaque marque, chaque entreprise a sa personnalit\u00e9 et par cons\u00e9quent, sa voix unique.<\/p><p>Donc, avant de plonger t\u00eate la premi\u00e8re dans la r\u00e9daction pour ta marque ou ton entreprise, tu dois bien connaitre ces \u00e9l\u00e9ments :\u00a0<\/p><p>\u2022 Ton secteur <br \/>\u2022 Ta communication <br \/>\u2022 Ton identit\u00e9 visuelle <br \/>\u2022 Ton public cible<\/p><p>Identifie les attributs cl\u00e9s de sa voix, comme :\u00a0<\/p><p>\u2022 Autoritaire <br \/>\u2022 Haut de gamme <br \/>\u2022 Amical <br \/>\u2022 D\u00e9tendu\u00a0<\/p><p>Le ton doit toujours sembler naturel pour la marque.<\/p><p>Voici un exemple pour Henekein :<\/p><p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-1511 size-large\" src=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-791x1024.png\" alt=\"exemple ton copywriting\" width=\"791\" height=\"1024\" title=\"\" srcset=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-791x1024.png 791w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-232x300.png 232w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-768x994.png 768w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-1187x1536.png 1187w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1-502x650.png 502w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/1.png 1292w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/p><h3><strong>Ton Formel vs. Ton Conversationnel :<\/strong>\u00a0<\/h3><p><u>Un ton formel et professionnel fonctionne mieux pour les industries traditionnelles comme :\u00a0<\/u><\/p><p>\u2022 Le droit <br \/>\u2022 La finance <br \/>\u2022 Les services aux entreprises<\/p><p>Pour ce ton, il est aussi plus logique d&rsquo;utiliser :\u00a0<\/p><p>\u2022 Des phrases compl\u00e8tes <br \/>\u2022 Un jargon sp\u00e9cifique au secteur <br \/>\u2022 Un point de vue \u00e0 la troisi\u00e8me personne<\/p><p><u>Un ton conversationnel est mieux adapt\u00e9 pour :\u00a0<\/u><\/p><p>\u2022 Les marques cr\u00e9atives <br \/>\u2022 La promotion de produits amusants <br \/>\u2022 Les entreprises ax\u00e9es sur les jeunes<\/p><p>Pour ce ton, tu voudras utiliser :\u00a0<\/p><p>\u2022 De l&rsquo;humour <br \/>\u2022 Des contractions <br \/>\u2022 Un point de vue \u00e0 la premi\u00e8re personne <br \/>\u2022 \u00c9cris comme si tu parlais \u00e0 un ami<\/p><p>Voici un exemple pour HelloFresh :<\/p><p><img decoding=\"async\" class=\"alignnone size-large wp-image-1513\" src=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-791x1024.png\" alt=\"\" width=\"791\" height=\"1024\" title=\"\" srcset=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-791x1024.png 791w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-232x300.png 232w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-768x994.png 768w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-1187x1536.png 1187w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3-502x650.png 502w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/3.png 1292w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/p><p>\u00a0<\/p><h3><strong>Choix des Mots et Syntaxe :<\/strong><\/h3><p>Le choix des mots et la structure des phrases influencent grandement le ton.<\/p><p>Les tons formels utilisent un vocabulaire sophistiqu\u00e9 et une ponctuation ad\u00e9quate.<\/p><p>Les tons d\u00e9contract\u00e9s contiennent des mots simples, de l&rsquo;argot et des phrases courtes (mon post pour ce blog par exemple est tr\u00e8s court, directe).<\/p><p>Voici un autre exemple pour un Atelier Auto :<\/p><p><img decoding=\"async\" class=\"alignnone wp-image-1512 size-large\" src=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-791x1024.png\" alt=\"exemple ton copywriting\" width=\"791\" height=\"1024\" title=\"\" srcset=\"https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-791x1024.png 791w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-232x300.png 232w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-768x994.png 768w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-1187x1536.png 1187w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2-502x650.png 502w, https:\/\/wh-copywriter.com\/wp-content\/uploads\/2023\/11\/2.png 1292w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><\/p><h3><strong>En r\u00e9sum\u00e9 :<\/strong>\u00a0<\/h3><p>La mani\u00e8re dont ton texte sonne est tout aussi importante que son contenu. Choisis ton <b>ton <\/b>avec sagesse \ud83d\ude42<\/p><p><!-- notionvc: fff5059b-965a-4a9a-8df9-6b939c5fd80e --><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>C&rsquo;est une question essentielle, parce que la r\u00e9ponse n&rsquo;est jamais la m\u00eame pour tous. Par exemple : Heineken ne devrait pas avoir [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1517,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23],"class_list":["post-1506","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-fr"],"_links":{"self":[{"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/posts\/1506","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/comments?post=1506"}],"version-history":[{"count":19,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/posts\/1506\/revisions"}],"predecessor-version":[{"id":1530,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/posts\/1506\/revisions\/1530"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/media\/1517"}],"wp:attachment":[{"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/media?parent=1506"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/categories?post=1506"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wh-copywriter.com\/index.php\/wp-json\/wp\/v2\/tags?post=1506"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}