{"id":1969,"date":"2015-09-14T17:52:41","date_gmt":"2015-09-14T17:52:41","guid":{"rendered":"https:\/\/www.eliott-markus.com\/wilo\/moins-de-mots-pour-des-messages-plus-clairs\/"},"modified":"2023-06-22T15:58:57","modified_gmt":"2023-06-22T15:58:57","slug":"moins-de-mots-pour-des-messages-plus-clairs","status":"publish","type":"wilo","link":"https:\/\/www.eliott-markus.com\/en\/wilo\/moins-de-mots-pour-des-messages-plus-clairs\/","title":{"rendered":"Moins de mots pour des messages plus clairs"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Harry Beckwith, sp\u00e9cialiste du marketing des m\u00e9tiers de service et de conseil et auteur du bestseller, <em><a href=\"http:\/\/www.amazon.fr\/Selling-Invisible-Field-Modern-Marketing\/dp\/0446672319\" target=\"_blank\" rel=\"noreferrer noopener\">Selling the Invisible<\/a><\/em>, rappelle, dans un entretien accord\u00e9 au site <a href=\"http:\/\/managementconsultingnews.com\/interview-harry-beckwith\/\" target=\"_blank\" rel=\"noreferrer noopener\">Management Consulting News<\/a>, un principe essentiel du marketing des professionnels du conseil\u00a0: <strong>la concision<\/strong>. Or, celle-ci est rarement le point fort des avocats ou de professionnels qui ont l\u2019habitude de traiter de sujets techniques et complexes.<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Les mots qui ne sont absolument pas n\u00e9cessaires brouillent les messages<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La concision est un gage de force. Les messages concis et pr\u00e9cis d\u00e9gagent plus de confiance, sont plus assur\u00e9s et plus persuasifs. Plus une communication est claire, plus la personne qui re\u00e7oit le message sera convaincue de l\u2019expertise de l\u2019auteur du message. Est-on plus facilement convaincu par la personne qui s\u2019exprime le plus clairement ou par la personne qui a le CV le plus long\u00a0? C\u2019est la clart\u00e9 du propos qui fait l\u2019expert.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Le second ennemi devant \u00eatre pourchass\u00e9 et banni est le clich\u00e9 ou le lieu commun.<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab\u00a0Nous sommes d\u00e9di\u00e9s \u00e0 l\u2019excellence\u2026\u00a0\u00bb. L\u2019affirmation est aussi pr\u00e9somptueuse que peu convaincante. Il faut objectiver l\u2019information, convaincre par des faits bruts et simples. C\u2019est un travail difficile de \u00ab\u00a0faire court\u00a0\u00bb. Si l\u2019exhaustivit\u00e9 et le d\u00e9tail peuvent \u00eatre indispensables dans le cadre d\u2019une consultation, ils ne le sont certainement pas quand il s\u2019agit de communiquer.<\/p>\n","protected":false},"author":11,"featured_media":0,"template":"","categories":[215],"tags":[24,38,28,102],"class_list":["post-1969","wilo","type-wilo","status-publish","hentry","category-skills","tag-avocats","tag-communication","tag-marketing","tag-skills"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Moins de mots pour des messages plus clairs<\/title>\n<meta name=\"description\" content=\"Harry Beckwith, sp\u00e9cialiste du marketing des m\u00e9tiers de service et de conseil et auteur du bestseller, Selling the Invisible, rappelle,\" \/>\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.eliott-markus.com\/wilo\/moins-de-mots-pour-des-messages-plus-clairs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Moins de mots pour des messages plus clairs\" \/>\n<meta property=\"og:description\" content=\"Harry Beckwith, sp\u00e9cialiste du marketing des m\u00e9tiers de service et de conseil et auteur du bestseller, Selling the Invisible, rappelle,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eliott-markus.com\/wilo\/moins-de-mots-pour-des-messages-plus-clairs\/\" \/>\n<meta property=\"og:site_name\" content=\"eliott &amp; 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