▷ 27 storytelling techniques to boost your writing

storytelling here, storytelling by that … You hear it everywhere, but in the end, what does it 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.

A long complaint rises in the night.

A frightful cry that chills the blood.

I stretch my ear, frozen, my heart beats wildly.

The cry starts again.

It seems like a sentence, like a cry for help. But I do not seize 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 gushes up again and freezes me.

Now I understand what she says, and I can not believe it.

But no, it can not be a dream …

The voice shouted: "Jeeee neeee understand nothing about Storytelliiiiiiiiiiiing !!!!! "

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

And teach him Storytelling, so that finally she understands. And let his soul be at peace.

¤¤¤ ¤¤¤ ~~~

The storytelling, it is the art of telling stories. 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 differentiator with respect to your competitors.

Did you know? The brain is so made that it can emotionally not tell the difference between a legend and a true story. It is originally a function that allows to adapt. Crazy, no?

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

That's how you go to attach to Harry Potter as if he really existed, that you are going to indignant of the behavior of the matons in The Green Line, or that you are going to rejoice of the death of King Joffrey Baratheon.

If you provoke an emotion that corresponds to the product, you will give an aura to your argument. A good story will speak to your reader's heart and make it easier to identify with your product or brand (and if you're a blogger, your brand is you!).

You'll be able to write a story to introduce a sales page, or to illustrate an example, or even 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 telling stories or storytelling will also serve you for:

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

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

That's why today I'm giving you what I learned from Storytelling, in 27 detailed points.

Let's go!

Article Summary "27 Storytelling Techniques"

2.You can talk normally, steupled?
3.A waltz with 3 beats
4. A well-woven frame. And with that? That will be all, thank you!
5.Go for adventure!
6. My hero!
7.Friends and enemies.
8. A fight! A fight!
9.The pace! Hurry up!
10.Pauses. For the drama.
11.You, your life, your work.
12.What I like your color.
13.Snif, snif? Mmmmhhh …
14.Labour the lexical field.
15.The lawyer of the devil.
16.Oyez! Hear ye!
17.I can tell you a secret?
18. Loulou? Yes it's you.
19. And a madeleine for the 18, one!
20.More beautiful your life.
21.It was once …
22.The Parable as the Ultimate Argument.
23.Curious, go!
24.Mindfuck your text.
25.Pity … come to the point!
26.Ohhh it's bearau!
27.On cut!

1) Storytelling: Action!

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

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

He stands up! He is ready to fight. Be careful with the 3rd paragraph!

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

Take your sentences a little sad and turn them into pictorial metaphorsas if your old text drank a potion of youth and lost all its wrinkles!

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

  • You do not wash the dishes, you wash them;
  • You do not cook. You cook. (Or you eat frozen pizzas);
  • You do not do DIY. You're tinkering.

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

2) Can you speak normally, stumped?

write as we speakThe real storyteller grabs his audience because he expresses itself in a natural way and with his dna. And it seems so simple and fluid!

So forget the great proposals and the words found in synonyms.com, which you do not master the use.

To write in a chastised language is like walk on stilts among the people who walk on the ground. It makes you not only inaccessible, very lonely, but it also gives you look ridiculous. (Unless you are noble, and used to talking to your parents and saying things like, "Mother, I would appreciate it if you do not apologize, it hurts me.")

Write as you speak, what.

But beware. Some confuse writing as one speaks and using a carter language. No, just write as you say in real life.

It's more pleasant, we feel closer to you.

And if your school trauma confines you to writing style "Beautiful phrases like Balzac", but you do not even have the talent of B-H-L …

Or that you can not get loose, because your spontaneity is all hidden under the heaps of education of "Stand upright, close your mouth, be nice" …

So, a solution for you, rigid editors: registration. One day you phone or Skypez, you turn on Audacity, or Camtasia in "voice recorder" mode. Then you go to the transcript.

And there, what's going on? Wow! It's so interesting to read!

There it was warming up. Now let's get serious.

3) Storytelling: a 3-step waltz

Narrative structureYesterday morning, I was walking my dog, when I meet Roger, the neighbor. I hate this guy. He always looks at me like a butcher watches a lamb chop. He smiled at me with a honeyed expression: "How are you? Have a good day? ".

I have been supporting this for too long.

So this time, I answer: "Until now, it looked pretty good. "

And I go walking upside down, and looking at him. He froze, caught in the act. He went as usual ogling my ass until I turned the corner.
I wink at him and laugh: "No! Not this time! "

Any written content, from the simple catchphrase to the novel, should ideally consist of 3 times.

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.

Conflict, challenge, disruptive element, is what will come to trigger a situation that comes upset the first. This element obviously expects a resolution. Here from "He smiles me" to "long".


Resolution is what every reader expects as a result of a conflict. This gives him a feeling of completion very satisfaying. This resolution can be surprising, sad, cheerful, vengeful, moralizing … Here from "I support in the end.

You will notice that I have also placed an element that participates in the resolution and that 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 dual resolution will be very interesting to use for a product benefit.

Let's imagine that your catch is:
Before, I was bad in cooking. Even my children did not want me to make pasta for them. But since I discovered Fastocook, I realize all kinds of dishes easily! Today I am known to our friends for my pasta Al dente. Some even asked me if I was of Italian origin …

The resolution is not only to succeed in cooking, but on top of that, the pasta becomes succulent.

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

storytelling story storytellingIn any artistic expression, there is a subtext to what is said in appearance.

For example, this may be an underlying moral. In the film Intouchables, morality is "Exceed your prejudices".

The intro of the piece Around The World of Daft Punk which starts with a muffled sound and gets louder, has a simple frame that is "I get into the nightclub but I'm still in the airlock and the door is closed, then I get into the box by night. "

An advertisement such as that made by Michel Gondry for Air France, where the plane draws a line in the sky, which continues in an eyeliner line and then lands on the vinyl, said in the underlying frame: "If you take Air-France, you will not only cross the sky, you will cross life, people, beauty, music. It is a spiritual experience. "

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

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

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

So you could create a frame that would be: "A gay man dances and sings with you in the rain. "

When the fine drops dance and bounce off the canvas, Mr Umbrella is humming merrily. When the storm rumbling and the shower hits, Mr Umbrella accompanies you with a quick step and even jumps over puddles! And when the storm rises, Mr. Umbrella whirls 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 bleak daily life seems to repeat itself to infinity. Then one day, he dies.

She's not scary this story?

Nobody wants to live this!

That's why everyone tries to make their life as interesting as possible. But few people who live a real personal adventure.

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

Be that epic dealer, like Walter White in Breaking Bad who proclaims, " If they want to smoke meth, they will do it. With or without me. So, if I have to produce a drug, be it the best, the purest they ever smoke".

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 client a hero by giving him a product as a "quest weapon". Your hero must have a mission to accomplish and solve a conflict (problem, challenge …).

Coca Zero wood, you will fly helicopters to help women. (Solve the problem of manhood, or sense 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 every city in 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. Clean or Ronald McDonald.

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

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

If you sell a wool sweater, you can turn your client into a "far north hero" or become your faithful friend, like a sled dog.

Thus, you can create a formula of the type: "My sled and my sweater Doore-England" or "Protégé", with a frame of hero type who faces an avalanche, and who can survive 3 days in the warm buried under the snow, thanks to his sweater.

But a hero can not be complete without:

7) Friends and enemies.

enemy friends storytellingYou need to define who are the people who are fighting 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 cruelly deals with animals, and the dangers meat poses to the body. And by contrast, the friends of the reader Vegan: vegetables, cereals and the centrifuge, which allow his body to work optimally.

If you write a biographyit will be necessary to insist on the enemies whom the person has met in his life and who have prevented him from accomplishing his quest at a given moment, as well as the faithful friends who have helped the person to accomplish his mission.

At a more basic level, advertising for cleaning products often make use of the comparison: This laundry does not wash anything: houuuu! This laundry washing too well: yeah! On the one hand, there is the enemy, no laundry made of plaster, and on the other hand the friendly laundry: it launderes without even rubbing. The heroine feels smart to reject the ugly laundry and backed up to have her laundry friend close to her.

Speaking of enemies …

8) A fight! A fight!

storytelling conflictWhat would nature be without conflict? It would not even exist.

No ecosystem can operate without struggle, without challenge, without battle. From the small plant that becomes poisonous to poison those who have the bad idea of ​​eating it, to your colleague Gisele who turns the power strip in the wrong direction, on purpose for you to tie to connect your PC, there is only one step.

Once, I was sent a piece of news to read, for advice. That's the story: a girl who writes novels but does not trust her. Then she meets a publisher in a gala evening. He wants to edit it immediately. Then they fall in love. END.

I was waiting so impatiently for the thing that is wrong, the problem, the conflict, that even in the last paragraph, I said to myself "Oh la la, suspense until the end! And paf, nothing. Lover. Like cons.

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

Let's take our nice phrase.

Yesterday I went out walking 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, to help me carry them to the front steps. The problem is that I can not frame myself. This guy, deep down, I'm sure, he's a pervert.

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

9) Rhythm, and that jumps!

rhythm writing textI advise everyone to watch from good clips.

Genre, clips of Michel Gondry. Mate Björk's "Bachelorette", a sort of completely zarbi Inception or Spike Jonze's Inception, and his schizophrenic clip "Sabotage" by Beastie Boys, in Miami's teasing mode of 2 cops.

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

Your texts must also follow a tempo. A pulsating tempo, which has the potato, fishing. You got it, buddy?

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

And this incipit of Lolita from 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 palace to come, three, bang against the teeth. Lo. Li. Ta. "

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

The rhythm is not only the pulsation, but also:

10) Breaks. For the drama.

Narration breakRead these two texts:

This morning, I prepared the coffee for my husband, and I went for a dog walk. 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 walking the dog.

I see Roger.

My neighbor.

He smiles at me.

I smile at him.

Then, I turn in the street of tulips.

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

A break necessarily means: "Sense with me. Live the emotion with me. The mind always wants fill the voidand he invents what does not exist.

In the first text, it runs at full speed. It's dreary. At the end, we say to ourselves: "What is this story about dog walking with two bullets! And in the end nothing more happens? But it sucks! "

In the second text, we feel a tension and we wonder: "What is his relationship with Roger? They smile at each other, while she has a husband, it's not clear! Nothing happens … this time! But in the next chapter, it'll be hot! "

Breaks can cause:


-The laugh

-The fear

-The meditation

-The surprise




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

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

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

You may think, "But my life is not original enough! People will not be interested in what's happening to me! "

On the contrary. You know why even the greatest humorists become less funny with time? It's because their lives have become so extraordinary. So, they do not talk anymore in the hearts of people.

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

Tell me which story touches you the most:

For lunch, I had an appointment with the Swedish ambassador in Beijing. We had to discuss the planning for the establishment of the foundation for Tibetan myopathic children. We drove sedan to the Sinji Minfu, an excellent gastro in which the duck is cut at the table.


This afternoon, I had an appointment with my cousin Sylvio who is too funny. We had to discuss the organization of our cousin's wedding. It takes us a little head, but she chose us as witnesses. We took the metro, line 13 which was so crowded that I had the armpit of an old guy 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 can just as easily tell your life, but always put yourself at the level of your readers.

Let's go back to Example 1, but put at the level of the reader:

For the lunch, I had an appointment with the ambassador of Sweden in Beijing, a bald guy and not very fun, but I am attached to the embassy of France 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. Suddenly, I find myself regularly to eat with Sven Pentensson.

Moreover, diplomats are driving, they do not drive. And sedan please. I would rather drive, but the social pressure makes me look really odd if I arrive with my own car. And I hate to get noticed.

We went for the 50th time to Sinji Minfu, a gourmet restaurant overpriced (everything is paid by our taxes, and after we wonder who are the true parasites of the state). This is THE den of diplomats who want to stuff themselves with lacquered duck while being made believe that they are distinguished.

In short, we spoke 10 minutes of the foundation for Tibetan myopathic children, then we built and picol for 1 hour. Strongly that I return to the fold.

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

12) That I like your color.

colors text copywritingToday, the user can not focus anymore on a text, unless you have a good reason. He prefers images, videos. The colors are relaxing 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 placing the word blue or red in each line, but using elements whose color is obvious. = Sky blue. Fire = red-orange. Honey = yellow. Night = Black. = Blood red. Rainbow = multicolored.

Compare these two sentences:

Yesterday morning, I walked my dog ​​in the neighborhood.


I left yesterday at dawn, to walk my pitbull in the still deserted district.

Dawn = shades of orange, blue.

Pitbull = black or brown

Deserted neighborhood = white walls, gray roads.

But much stronger at the sensation level than the view, you will have to use …

13) Snif, sniff? Mmmmmh!

smells 5 meaning storytellingWhen one is born, well before the sight, comes the smell. There is nothing like smells to create a mood. If you want to put your reader in good mood, make him smell pleasant smells

"Whoever controlled the smells mastered the hearts of men. Süskind, The perfume

As for colors, you will not say "it smells like this, it smells like that", but will use elements, words that exhale an odor, or are part of the lexical field of smell. (exhale for example.)

Example, again with our sentence:

I like the sweetness of summer mornings to walk my dog. The dew evaporates slowly in the air and Rex runs out of breath, then rolls in the wet grass and shakes, sending waltzing drops that water the tulips of the neighbor.

To decline with the taste, the touch, the hearing …

14) Plowing the lexical field

semantic lexical fieldsLexical field.

This term assumes me as much as the memory of my second teacher, a totally bitter old woman, repeating the same course she gives to her students for 25 years: "Now that we have deciphered the axis of reading we are going to focus on clearing lexical fields … "Rrrrrooooon Pcchhhh …

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

In fact "lexical field" it means: word family. In the "boat" family I ask:

-The sea

It is clearer?

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

For example, you have to write an article about flat screens, and you're targeting a rather male, 25- to 40-year-old, rather traditional male audience, drawn to sports and action movies. It will be best to use the family of manhood.


But also, that of femininity from the masculine point of view:


Choose your lexical fields carefully for your content (blog post, product profile, branded content …). You must target your readers perfectly before determining which family of words you are going to draw.

And now, I'm going to give you several psychology techniques:

15) The devil's advocate.

devil's lawyer copywritingIn the Middle Ages, when one wanted to canonize a saint, a court was created with supporters and advocates of the devil. They were intended to show that the Saint was not one, and thus made the decision fair.

You probably think "We do not care about the saints of the Middle Ages! But, know 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, the Devil's Advocate is used as in the beginning of the above paragraph. You must anticipate objections of your readers. "You're probably saying that …" "You're going to retort me …" "There, you'll tell me …"

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

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

Do we continue with psys techniques?

16) Come on, see!

You all experienced this experience when you were a child. You said that Brussels sprouts "It's not good" and you were retorted …

We say "I do not like"

Is not it?

As a result, we are a generation of people who do not dare to say what they think and have to start all their sentences with "I think" "In my humble opinion" … And take coaching courses for Self-esteem in which you will learn to affirm your thoughts.

Absurd world.

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


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


Yesterday morning at dawn, I went to walk my dog. As the streets are empty, the sunrise is a more pleasant time to walk around. Roger, my neighbor is outside him 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 think no, hehe! "

But it is different from the confidence. Read more:

17) Can I tell you a secret?

storytelling secretsI will now give you something. I rarely dare to say this because this is quality is pretty good 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! A person who stands 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 associates itself well with a criticism that one wants to share, without having to affirm it in a peremptory way. And it works very well to put a person on your side. Have you noticed that when a person does not love you originally, you pit against someone else with her makes you more sympathetic to her?

In this case, you can use the personal opinion. "I think that" puts you in a better position than someone else than outright gossip.

You can sell a product this way:

This is an opinion that will certainly earn me some criticism from the ecologists, but I think that the light bulb does not light up.

The confidence also works very well with sincerity on a defect that we have.

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. It is necessary to wet them, to wash them, to unravel them … Then to dry them, because even if the hair dryer damages the hair fiber, in winter it is essential. I really think that we should generalize the use of dry shampoo.

In this case, the personal opinion has the value of claiming.

By the way, about "I" …

18) Loulou? Yes it's you.

use you copywritingDo you know the "mejitude"? It is the attitude of the people who start all their stories by "Me I".

Serious error. You must 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-proust" width="245" height="184" srcset="https://dataonecommunications.net/wp-content/uploads/2019/01/1548480772_875_▷-27-storytelling-techniques-to-boost-your-writing.jpg 450w, https://www.webmarketing-com.com/wp-content/uploads/2015/09/madeleine-proust-80x60.jpg 80w, https://www.webmarketing-com.com/wp-content/uploads/2015/09/madeleine-proust-265x198.jpg 265w, https://www.webmarketing-com.com/wp-content/uploads/2015/09/madeleine-proust-560x420.jpg 560w, https://www.webmarketing-com.com/wp-content/uploads/2015/09/madeleine-proust.jpg 640w" sizes="(max-width: 245px) 100vw, 245px"/>Connaissez-vous la madeleine de Proust? Le héros de <em>Du côté de chez Swann</em> trempe ce petit gâteau dans le thé, et immédiatement, des souvenirs d’enfance ressurgissent. Cette expression signifie donc « Elément qui fait resurgir un souvenir ».</p>
<p>Utilisez la <strong>madeleine de Proust</strong> pour plonger vos lecteurs dans leur enfance.</p>
<p>Des posts de type « mèmes » se servent souvent de cette technique pour provoquer de la <strong>nostalgia</strong> chez leur lecteur.</p>
<p>« 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.</p>
<p>Encore une fois, ciblez vos lecteurs en vous demandant quelle enfance ils ont eu. A quelle époque?</p>
<p>A votre avis, quelles sont les <strong>souvenirs communs</strong> aux personnes de 30 et de 50 ans?</p>
<li>Le monde sans internet et sans smartphone ;</li>
<li>Les disquettes, les cassettes audio et VHS ;</li>
<li>Les téléphones à cadran qui tournent et qui font « crrrrrrr…tik tik tik » avec le gros écouteur accroché derrière ;</li>
<li>Les polycopiés qui sentaient l’éther ;</li>
<li>La chute du mur de Berlin.</li>
<p>Essayez de trouver des éléments à la fois communs et forcément vécus <strong>de manière personnelle</strong> par la plupart de vos lecteurs et vous d<strong>éclencherez automatiquement l’émotion.</strong> Vous avez vu ce que vous avez ressenti à la description du téléphone?</p>
<p>A présent, je vous donne une dernière technique de psychologie, qui vous attirera la sympathie de votre lecteur.</p>
<h2>20) Plus belle ta vie</h2>
<p><img loading=Votre lecteur n’aime pas qu’on lui rappelle la médiocrité de sa condition. Il veut être highlighted.

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’inferior


  • 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 marvelously well.

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 turnaround.

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 alive si vous y insérez the speech. 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 minimum. L’article original faisait 11500 mots, il n’en fait à présent plus que 6940.

Il vous faudra malheureusement faire Faites at once 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. OK

->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!

Pour aller plus loin :