{"id":52336,"date":"2018-12-20T14:14:36","date_gmt":"2018-12-20T14:14:36","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=52336"},"modified":"2022-06-30T14:37:40","modified_gmt":"2022-06-30T13:37:40","slug":"comment-rediger-une-brochure","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/fr\/tutorials\/how-to-write-a-leaflet\/","title":{"rendered":"Comment r\u00e9diger un d\u00e9pliant"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\r\n<p><a href=\"https:\/\/www.solopress.com\/blog\/fr\/depliants-depliants\/\">D\u00e9pliants d'entreprise<\/a>\u00a0peut mettre en \u00e9vidence les avantages de votre dernier produit, de votre promotion ou de votre \u00e9v\u00e9nement phare - en pla\u00e7ant votre message bien en vue de votre public.<\/p>\r\n\r\n\r\n\r\n<p>Mais qu'est-ce qui fait le succ\u00e8s d'une campagne de d\u00e9pliants ? Un contenu intelligent, des messages succincts et un ton solide sont autant d'\u00e9l\u00e9ments importants. D\u00e9couvrez comment r\u00e9diger un d\u00e9pliant en six \u00e9tapes simples :<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 1 : \u00c9tablir votre propre ton de voix<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Le ton de la voix se r\u00e9sume \u00e0 la mani\u00e8re dont une marque communique avec ses clients et le reste du monde. Tout le contenu que vous cr\u00e9ez - des annonces de presse aux articles de blog en passant par le texte du site et les m\u00e9dias sociaux - doit \u00eatre coh\u00e9rent en termes de mots utilis\u00e9s, de structure de phrase, de bavardage, de r\u00e9f\u00e9rences culturelles, etc.<\/p>\r\n\r\n\r\n\r\n<p>Les marques les plus performantes ma\u00eetrisent parfaitement le ton de leur discours. Pensez \u00e0 la fa\u00e7on dont Apple, par exemple, s'exprime. Ou au charme d\u00e9cal\u00e9 des smoothies Innocent - tous les Fruit Towers et le Banana Phone.<\/p>\r\n\r\n\r\n\r\n<p>R\u00e9fl\u00e9chissez \u00e0 la langue \u00e0 laquelle votre public cible sera le plus r\u00e9ceptif et utilisez-la pour susciter son int\u00e9r\u00eat en utilisant des termes convaincants et attrayants qui sont fid\u00e8les \u00e0 votre marque.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 2 : Cr\u00e9er des titres accrocheurs<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Nous sommes bombard\u00e9s de centaines de messages marketing chaque jour. Comment votre message peut-il s'\u00e9lever au-dessus du bruit de fond ?<\/p>\r\n\r\n\r\n\r\n<p>Attirez l'attention de votre public avec un titre accrocheur, pertinent et ax\u00e9 sur les avantages. Un conseil cl\u00e9 est de placer le principal avantage de ce que vous annoncez dans le titre, entour\u00e9 d'un langage de soutien. C'est ce qu'on appelle un titre ax\u00e9 sur les avantages. Par exemple :<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Vente :<\/strong> commencer par l'offre elle-m\u00eame<\/li>\r\n<li><strong>\u00c9v\u00e9nement :<\/strong> utiliser les d\u00e9tails du lieu et du moment<\/li>\r\n<li><strong>Produit :<\/strong> se concentrer sur l'avantage principal<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 3 : Se concentrer sur les atouts de l'entreprise<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Placez-les \u00e0 des endroits bien en vue, de mani\u00e8re \u00e0 attirer l'attention, dans la conception de votre d\u00e9pliant. Les listes num\u00e9rot\u00e9es et les puces sont un excellent moyen de mettre en \u00e9vidence les points essentiels de votre brochure et de regrouper les atouts suppl\u00e9mentaires. Apr\u00e8s tout, votre nouveau t\u00e9l\u00e9phone ne se r\u00e9sume pas \u00e0 son nouvel \u00e9cran.<\/p>\r\n\r\n\r\n\r\n<p>Construisez votre d\u00e9pliant autour de ces caract\u00e9ristiques et traduisez-les en avantages pour le mode de vie. Supposons, par exemple, que vous vendiez un smartphone dot\u00e9 d'un meilleur \u00e9cran que les autres. Il ne suffit pas de dire \"il a un meilleur \u00e9cran\".<\/p>\r\n\r\n\r\n\r\n<p>Vous dites quelque chose comme : \"Netflix sur votre t\u00e9l\u00e9phone est aussi net que sur votre t\u00e9l\u00e9vision avec l'\u00e9cran...\" : \"Netflix sur votre t\u00e9l\u00e9phone est aussi net que sur votre t\u00e9l\u00e9vision avec l'\u00e9cran sur le...\" Transformez les caract\u00e9ristiques en avantages.<\/p>\r\n\r\n\r\n\r\n<p>Placez-les \u00e0 des endroits bien en vue, de mani\u00e8re \u00e0 attirer l'attention, dans votre <a href=\"https:\/\/www.solopress.com\/blog\/fr\/tutoriels\/comment-concevoir-des-depliants-et-des-brochures\/\">Conception de d\u00e9pliants<\/a>. Les listes num\u00e9rot\u00e9es et les puces sont un excellent moyen de mettre en \u00e9vidence les points essentiels de votre brochure et de regrouper les atouts suppl\u00e9mentaires. Apr\u00e8s tout, votre nouveau t\u00e9l\u00e9phone ne se r\u00e9sume pas \u00e0 son nouvel \u00e9cran.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 4 : Inclure des d\u00e9tails cl\u00e9s<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Les \u00e9l\u00e9ments essentiels de votre promotion doivent \u00eatre inclus dans la structure de votre d\u00e9pliant. Les articles d'actualit\u00e9, par exemple, sont toujours r\u00e9dig\u00e9s de mani\u00e8re \u00e0 couvrir le qui, le quoi, le quand, le o\u00f9, le pourquoi et le comment. Votre d\u00e9pliant doit suivre le m\u00eame principe.<\/p>\r\n\r\n\r\n\r\n<p>Les coordonn\u00e9es de l'entreprise, les dates des \u00e9v\u00e9nements, les lieux, les prix des produits et les remises promotionnelles sont tous essentiels. Ce sont les bribes d'informations dont vos lecteurs ont besoin pour r\u00e9pondre \u00e0 l'appel \u00e0 l'action contenu dans votre d\u00e9pliant.<\/p>\r\n\r\n\r\n\r\n<p>Bien que le titre ait la priorit\u00e9 pour attirer le lecteur, ces p\u00e9pites d'information contribueront \u00e0 le guider vers l'action souhait\u00e9e.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 5 : Aller droit au but<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Restez concis lorsque vous \u00e9noncez des informations importantes li\u00e9es \u00e0 votre promotion. Soyez expressif, mais assurez-vous que ce que vous dites est pertinent.<\/p>\r\n\r\n\r\n\r\n<p>Exposez clairement ce que vous proposez et adressez-vous directement au client. Vous essayez de le persuader d'appeler, d'envoyer un courrier \u00e9lectronique, de scanner un formulaire de demande d'information. <a href=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/ils-sont-de-retour-un-guide-de-marketing-pour-craquer-le-code-qr\/\">Code QR<\/a> ou visiter le site web, alors parlez-leur en utilisant des termes tels que \"vous\" et \"vous \u00eates\".<\/p>\r\n\r\n\r\n\r\n<p>Mettez l'accent sur les avantages qu'ils tireront de ce que vous annoncez et nourrissez leur envie d'en savoir plus en \u00e9tant descriptif.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>\u00c9tape 6 : Terminer par un appel \u00e0 l'action<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Qu'est-ce que la <a href=\"https:\/\/www.solopress.com\/blog\/fr\/marketing-des-entreprises\/quest-ce-quun-depliant-10-questions-essentielles-sur-les-depliants\/\">objectif de la brochure<\/a>? Incitez les clients potentiels \u00e0 agir sur vos supports marketing en incluant un appel \u00e0 l'action clair, qui leur indique exactement ce qu'ils doivent faire ensuite pour...<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li>Profitez de votre offre<\/li>\r\n<li>En savoir plus sur le produit<\/li>\r\n<li>R\u00e9servez des billets pour votre \u00e9v\u00e9nement<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Quelle que soit l'action que vous souhaitez qu'ils entreprennent, soyez clair. Les exemples de r\u00e9daction de d\u00e9pliants les plus efficaces utilisent un anglais simple et ne pr\u00eatent pas \u00e0 confusion avec un langage fleuri ou des m\u00e9taphores.<\/p>\r\n\r\n\r\n\r\n<p>Des phrases telles que \"Visitez notre site web \u00e0...\" \"D\u00e9couvrez-en plus en nous rejoignant sur...\" et \"Explorez notre gamme \u00e0...\" sont de parfaits exemples de CTA expressifs qui conduisent le lecteur au point suivant.<\/p>\r\n\r\n\r\n\r\n<p>Un CTA fort peut faire la diff\u00e9rence dans le succ\u00e8s de votre campagne de d\u00e9pliants.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><strong>R\u00e9daction de d\u00e9pliants : Ce qu'il faut faire et ce qu'il ne faut pas faire<\/strong><\/h2>\r\n\r\n\r\n\r\n<p><strong>\u00c0 faire :<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Faire<\/strong> utiliser des phrases courtes et percutantes pour maintenir l'attention du lecteur<\/li>\r\n<li><strong>Faire<\/strong> mettre en valeur votre cr\u00e9dibilit\u00e9 en mentionnant les prix remport\u00e9s ou les qualifications<\/li>\r\n<li><strong>Faire<\/strong> utiliser un langage persuasif<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p><strong>\u00c0 ne pas faire :<\/strong><\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li><strong>Ne pas<\/strong> surcharger le lecteur d'informations<\/li>\r\n<li><strong>Ne pas <\/strong>g\u00e2che la derni\u00e8re page - impression recto-verso<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Lorsque vous imprimez des d\u00e9pliants avec Solopress, vous pouvez \u00eatre s\u00fbr d'obtenir un produit de haute qualit\u00e9 qui r\u00e9pond \u00e0 vos objectifs de conception. Il vous suffit de t\u00e9l\u00e9charger votre maquette \u00e0 l'aide de notre <a href=\"https:\/\/www.solopress.com\/blog\/fr\/free-artwork-templates\/depliants-depliants\/\">Mod\u00e8le de d\u00e9pliant<\/a> et nous nous chargeons de l'impression en utilisant des couleurs vives.<\/p>","protected":false},"excerpt":{"rendered":"<p>Business Leaflets\u00a0can highlight the benefits of your latest product, promo or showpiece event \u2013 placing your message squarely in front of your audience. But what makes a Leaflet campaign successful? Clever content, succinct messaging and a solid tone of voice are all important. Explore how to write a Leaflet in six simple steps: Step 1: [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":52348,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[555],"tags":[634],"class_list":{"0":"post-52336","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-tutorials","8":"tag-flyers-leaflets"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Write a Leaflet Effectively - Solopress UK<\/title>\n<meta name=\"description\" content=\"Effectively share the message of your next campaign by learning how to write a Leaflet with our six-step guide \u2013 with helpful dos and don\u2019ts.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/fr\/tutoriels\/comment-rediger-une-brochure\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Write a Leaflet Effectively - Solopress UK\" \/>\n<meta property=\"og:description\" content=\"Effectively share the message of your next campaign by learning how to write a Leaflet with our six-step guide \u2013 with helpful dos and don\u2019ts.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/fr\/tutoriels\/comment-rediger-une-brochure\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2018-12-20T14:14:36+00:00\" \/>\n<meta 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