{"id":10080,"date":"2022-03-16T06:00:00","date_gmt":"2022-03-16T10:00:00","guid":{"rendered":"http:\/\/e711a99c-15c2-4264-af9d-f1d7d3c31005"},"modified":"2023-03-01T15:54:21","modified_gmt":"2023-03-01T20:54:21","slug":"81-les-lois-des-rp-et-du-marketing-regle-no-20-la-candeur","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2022\/03\/16\/81-les-lois-des-rp-et-du-marketing-regle-no-20-la-candeur\/","title":{"rendered":"81- Les lois des RP et du marketing \u2013 r\u00e8gle no 20 : la candeur"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_8857\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10080-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/49120882\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-16%2Fad8b795b-03c3-b0e6-de8c-582b83086ffb.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/49120882\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-16%2Fad8b795b-03c3-b0e6-de8c-582b83086ffb.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/49120882\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2022-2-16%2Fad8b795b-03c3-b0e6-de8c-582b83086ffb.mp3<\/a><\/audio><\/div><p>Rien ne touche plus les humains que la sinc\u00e9rit\u00e9 et la candeur. Que penser de ces personnes qui parlent de leurs erreurs ou admettent n\u2019avoir jamais pass\u00e9 leur permis de conduire, n\u2019ayant pas le sens de l\u2019orientation ou confondant le nord ou le sud, voire la droite et la gauche? Eh bien, c\u2019est de cette loi que nous parlons ici : mettre de l\u2019avant les aspects moins reluisants de son produit.<\/p>\n<p>En Am\u00e9rique du Nord, la marque de rince-bouche Listerine illustre parfaitement cette loi de la candeur, admettant sans g\u00eane avoir mauvais go\u00fbt, tout comme le sirop pour la toux Buckley, dont la publicit\u00e9 clame son si mauvais go\u00fbt. Ainsi, les consommateurs tiennent pour acquis l\u2019efficacit\u00e9 du produit, le mauvais go\u00fbt rimant alors avec effets b\u00e9n\u00e9fiques.<\/p>\n<p>Lorsqu\u2019une marque confesse des aspects n\u00e9gatifs, les consommateurs acceptent imm\u00e9diatement ces informations comme vraies, v\u00e9ritables. Cette honn\u00eatet\u00e9 est tr\u00e8s payante en RP et dans des strat\u00e9gies marketing. On le voit aussi de plus en plus avec ces dirigeants qui parlent davantage ouvertement de leurs \u00e9checs, de leurs d\u00e9pressions et de probl\u00e8mes de sant\u00e9 mentale. Eh oui, l\u2019honn\u00eate touche les humains droit au c\u0153ur.<\/p>\n<p>Il faut toutefois \u00eatre vigilant avec ce principe, car l\u2019annonce d\u2019aspects moins reluisants marquera \u00e0 jamais le produit. Une fois cette information ancr\u00e9e dans l\u2019esprit des consommateurs, des ann\u00e9es s\u2019av\u00e9reront n\u00e9cessaires pour les amener \u00e0 avoir une image diff\u00e9rente; enlever le mauvais go\u00fbt n\u00e9cessiterait ici de changer la formule du produit. Cette loi de la candeur, tr\u00e8s puissante, s\u2019applique pour les \u00eatres humains. Pensez \u00e0 un de vos employ\u00e9s qui s\u2019est confi\u00e9 \u00e0 ses coll\u00e8gues sur sa tendance \u00e0 surconsommer de l\u2019alcool par exemple. L\u2019\u00e9tiquette de buveur lui collera vraisemblablement \u00e0 la peau tr\u00e8s longtemps. Nous devons aussi constater que nous retenons davantage les aspects n\u00e9gatifs que positifs, et ce, autant pour une marque que pour une personne.<\/p>\n<p>Je me rappelle avoir entendu une jeune chanteuse annoncer \u00e0 son public qu\u2019elle \u00e9tait tr\u00e8s nerveuse, car il s\u2019agissait de sa toute premi\u00e8re fois sur une grande sc\u00e8ne. Une vague de sympathie immense s\u2019est propag\u00e9e dans la foule, qui \u00e9tait alors pr\u00eate \u00e0 accepter toutes les h\u00e9sitations et les erreurs de cette jeune femme.<\/p>\n<p>J\u2019invite souvent mes employ\u00e9s \u00e0 dire : \u00ab Je suis en apprentissage \u00bb ou \u00ab J\u2019ai besoin d\u2019aide \u00bb. Ils peuvent m\u00eame \u00e9crire \u00e0 un journaliste en lui disant : \u00ab Je ne crois pas que mon sujet est pour vous, mais peut-\u00eatre que vous pourriez m\u2019indiquer un de vos coll\u00e8gues int\u00e9ress\u00e9 par ce produit. \u00bb Vous seriez \u00e9tonn\u00e9 de remarquer \u00e0 quel point les humains aiment aussi aider leurs prochains.<\/p>\n<p>Aurions-nous tendance \u00e0 surestimer le fameux positivisme qui cro\u00eet en popularit\u00e9 depuis plusieurs ann\u00e9es? \u00c9videmment, vivre avec un nuage noir de pens\u00e9es n\u00e9gatives au-dessus de notre t\u00eate en permanence risque \u00e0 long terme de nuire \u00e0 notre qualit\u00e9 de vie. Toutefois, je trouve cette loi de la candeur fascinante et importante \u00e0 conna\u00eetre, car elle nous confirme que la franchise est d\u2019autant plus puissante que nous sommes pr\u00eats \u00e0 mettre de l\u2019avant nos faiblesses.<\/p>\n<p>J\u2019esp\u00e8re que cet \u00e9pisode vous a plu et que cette pause RP\/marketing stimule votre cr\u00e9ativit\u00e9.<\/p>\n<p>BUCKLEY<\/p>\n<p>https:\/\/www.buckleys.ca\/?ds_rl=1269992&#038;gclid=Cj0KCQiA3rKQBhCNARIsACUEW_bia_8kiv4B8r85xFIfaHJzxBA4ufbikAQXIiULnYmSnEJ9blSzPNsaArQyEALw_wcB&#038;gclsrc=aw.ds<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a><u>.<\/u><\/p>\n<p>Pour en savoir plus :<\/p>\n<p><a href=\"https:\/\/www.instagram.com\/natapr_\/?hl=en\">NATA PR Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/nataprschool\/?hl=en\">NATA PR SCHOOL Instagram<\/a><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/NATAPRMTL\">NATA PR FACEBOOK<\/a><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/779709\/admin\/\">NATA PR LINKEDIN<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Rien ne touche plus les humains que la sinc\u00e9rit\u00e9 et la candeur. Que penser de ces personnes qui parlent de leurs erreurs ou admettent n\u2019avoir jamais pass\u00e9 leur permis de conduire, n\u2019ayant pas le sens de l\u2019orientation ou confondant le nord ou le sud, voire la droite et la gauche? Eh bien, c\u2019est de cette [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>81- Les lois des RP et du marketing \u2013 r\u00e8gle no 20 : la candeur - Nata PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/natapr.com\/fr\/2022\/03\/16\/81-les-lois-des-rp-et-du-marketing-regle-no-20-la-candeur\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"81- Les lois des RP et du marketing \u2013 r\u00e8gle no 20 : la candeur - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Rien ne touche plus les humains que la sinc\u00e9rit\u00e9 et la candeur. 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