{"id":10119,"date":"2021-06-16T07:00:00","date_gmt":"2021-06-16T11:00:00","guid":{"rendered":"http:\/\/05f78bb0-d12a-4c63-a96c-09db9d5d3a9b"},"modified":"2023-03-01T16:36:45","modified_gmt":"2023-03-01T21:36:45","slug":"42-les-lois-des-rp-et-du-marketing-no-4-les-mots","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2021\/06\/16\/42-les-lois-des-rp-et-du-marketing-no-4-les-mots\/","title":{"rendered":"42- Les lois des RP et du marketing \u2013 No 4 : les mots"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_667\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10119-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35236935\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-10%2F9a48ae0b-1698-9cb3-3a0e-605eeac92814.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35236935\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-10%2F9a48ae0b-1698-9cb3-3a0e-605eeac92814.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/35236935\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-5-10%2F9a48ae0b-1698-9cb3-3a0e-605eeac92814.mp3<\/a><\/audio><\/div><p>Vous avez peut-\u00eatre entendu parler de la loi du <em>focus<\/em> qui stipule qu\u2019un des concepts les plus puissants en marketing et en RP consiste \u00e0 inculquer un mot dans l&rsquo;esprit de vos clients. En ce qui concerne les RP, j\u2019appelle cette loi celle des mots.<\/p>\n<p>Notre profession nous am\u00e8ne souvent \u00e0 d\u00e9finir les phrases et les mots cl\u00e9s pour nos clients et leurs produits. J\u2019aime cette loi qui nous am\u00e8ne \u00e0 r\u00e9fl\u00e9chir sur le contenu de nos communiqu\u00e9s, les mots qui doivent imp\u00e9rativement s\u2019y retrouver.<\/p>\n<p>Cette loi nous met au d\u00e9fi de r\u00e9sumer notre message (titres de nos communiqu\u00e9s, objets de nos courriels) \u00e0 une seule id\u00e9e. Si vous parvenez \u00e0 associer votre produit \u00e0 une seule id\u00e9e, voire \u00e0 un seul mot, vous pouvez \u00eatre un leader du march\u00e9.<\/p>\n<p>Notre client SECOND CLOTHING a vu toutes ses collections se transformer lorsqu\u2019il a invent\u00e9 le YOGA JEANS il y a plus de 15 ans. En raison de la puissance de ces deux simples mots, toutes leurs collections sont sous cette appellation aujourd\u2019hui, dont il d\u00e9tient bien entendu la marque de commerce.<\/p>\n<p>Il est impressionnant de constater la puissance des mots. Les Europ\u00e9ens ont depuis longtemps prot\u00e9g\u00e9 plusieurs de leurs mots, en recourant notamment \u00e0 l\u2019appellation d\u2019origine contr\u00f4l\u00e9e fran\u00e7aise (exemple :<\/p>\n<p>Champagne, Cognac, Roquefort) ou l\u2019appellation d\u2019origine prot\u00e9g\u00e9e europ\u00e9enne (exemple : Parmesan).<\/p>\n<p>En Am\u00e9rique, ce sont des entreprises et des produits qui ont marqu\u00e9 les esprits tels que :<\/p>\n<p>Frigidaire<\/p>\n<p>Google<\/p>\n<p>Appel<\/p>\n<p>iPhone, iPad, etc.<\/p>\n<p>Une fois que ces mots sont associ\u00e9s \u00e0 une entreprise en particulier, il est inutile de tenter de vous les approprier.<\/p>\n<p>Par exemple, la marque VOLVO renvoie \u00e0 la notion de s\u00e9curit\u00e9. Si d\u2019autres entreprises automobiles tentent de s\u2019identifier \u00e0 ce mot, ce serait peine perdue. C\u2019est la loi des mots. Il est impossible pour d\u2019autres marques de s\u2019approprier ces mots, car ils sont tellement ancr\u00e9s dans l\u2019esprit du consommateur qu\u2019il s\u2019en est fait une v\u00e9ritable croyance.<\/p>\n<p>Qu\u2019est-ce qu\u2019une croyance? Un mot ou une id\u00e9e r\u00e9p\u00e9t\u00e9s tout simplement. Les religions ont bien compris ce principe de la r\u00e9p\u00e9tition. Je trouve qu\u2019Amazon se situe en bonne position pour s\u2019approprier les mots suivants pour le commerce en ligne : prix bas, livraison rapide.<\/p>\n<p>Tandis que Walmart et Costco continuent de figurer en t\u00eate en Am\u00e9rique du Nord avec les prix bas quotidiens pour la premi\u00e8re enseigne, et commerce de gros pour la seconde.<\/p>\n<p>Encore ici, nous revenons \u00e0 l\u2019\u00e9tape no1 du mod\u00e8le NATA PR : pourquoi parleraient-ils de vous. Les r\u00e9ponses \u00e0 ces questions correspondent aussi aux attentes des consommateurs, telles qu\u2019un dessert glac\u00e9 v\u00e9gane de fabrication locale.<\/p>\n<p>C\u2019est pourquoi il faut bien choisir les mots qui repr\u00e9sentent et d\u00e9finissent les marques. Mon associ\u00e9 et moi avons longuement r\u00e9fl\u00e9chi \u00e0 ces mots et phrases qui d\u00e9finissent l\u2019agence. Plusieurs de nos concurrents sont devenus, sous l\u2019influence du Web ces derni\u00e8res ann\u00e9es, des agences de communication et de marketing en d\u00e9laissant l\u2019appellation PR. Sachez que nous sommes heureux d\u2019avoir r\u00e9sist\u00e9 \u00e0 cette tendance, car PR repr\u00e9sente un terme \u2013 voire un mot \u2013recherch\u00e9 plus que jamais par les entreprises. J\u2019ai m\u00eame forc\u00e9 le trait en d\u00e9finissant ce que nous faisons : VOUS FAIRE CONNA\u00ceTRE.<\/p>\n<p>La loi des mots doit \u00eatre suivie avec soin, r\u00e9flexion et une bonne dose d\u2019\u00e9coute et de cr\u00e9ativit\u00e9.<\/p>\n<p>Besoin de conseils concernant le d\u00e9veloppement et la notori\u00e9t\u00e9 de votre entreprise? N\u2019h\u00e9sitez pas \u00e0 r\u00e9server une consultation gratuite au cours de laquelle je vous dirai en toute honn\u00eatet\u00e9 si je peux vous aider.<\/p>\n<p><a href=\"https:\/\/calendly.com\/natapr\/15?month=2021-03&amp;date=2021-03-17\">Consultation gratuite<\/a>.<\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous avez peut-\u00eatre entendu parler de la loi du focus qui stipule qu\u2019un des concepts les plus puissants en marketing et en RP consiste \u00e0 inculquer un mot dans l&rsquo;esprit de vos clients. En ce qui concerne les RP, j\u2019appelle cette loi celle des mots. Notre profession nous am\u00e8ne souvent \u00e0 d\u00e9finir les phrases et [&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>42- Les lois des RP et du marketing \u2013 No 4 : les mots - 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\/2021\/06\/16\/42-les-lois-des-rp-et-du-marketing-no-4-les-mots\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"42- Les lois des RP et du marketing \u2013 No 4 : les mots - Nata PR\" \/>\n<meta property=\"og:description\" content=\"Vous avez peut-\u00eatre entendu parler de la loi du focus qui stipule qu\u2019un des concepts les plus puissants en marketing et en RP consiste \u00e0 inculquer un mot dans l&rsquo;esprit de vos clients. 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