{"id":18915,"date":"2019-07-25T10:40:05","date_gmt":"2019-07-25T16:40:05","guid":{"rendered":"https:\/\/memberpress.com\/?p=18915"},"modified":"2025-08-06T19:06:41","modified_gmt":"2025-08-06T23:06:41","slug":"how-to-make-stellar-product-descriptions-for-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/how-to-make-stellar-product-descriptions-for-your-membership-site\/","title":{"rendered":"Comment r\u00e9diger des descriptions de produits de qualit\u00e9 pour votre site d'adh\u00e9sion ?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Une image vaut mille mots, n'est-ce pas ? Peut-\u00eatre, mais vendre un produit avec succ\u00e8s ne se limite pas \u00e0 publier de superbes photos. Depuis des milliers d'ann\u00e9es, les gens utilisent des mots pour promouvoir des produits : qu'il s'agisse de pleurer sur les marchandises \u00e0 vendre sur le march\u00e9, de cr\u00e9er une critique d'article de blog ou d'\u00e9crire un r\u00e9sum\u00e9 de livre dans la pochette d'un roman. C'est pourquoi les descriptions de produits sont importantes pour votre site d'affiliation. D'un point de vue marketing, leur objectif est d'expliquer \u00e0 un acheteur potentiel pourquoi il devrait acheter votre produit. Les mots sont puissants et les bons mots peuvent aider \u00e0 conclure une vente (m\u00eame une petite vente).<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous ne savez pas quel plugin utiliser pour cr\u00e9er des descriptions, consultez cette \u00e9tape par \u00e9tape. <a href=\"https:\/\/memberpress.com\/fr\/how-to-create-an-online-store-in-your-membership-site\/\" target=\"_blank\" rel=\"noreferrer noopener\">article de blog <\/a>sur la mani\u00e8re d'utiliser un plugin Ecommerce ou MemberPress pour \u00e9laborer ces descriptions.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques conseils sur la mani\u00e8re de r\u00e9diger des descriptions de qualit\u00e9 pour commercialiser les produits sur votre site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Suivez la r\u00e8gle classique de la publicit\u00e9 : caract\u00e9ristiques + avantages + valeur<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tout bon sp\u00e9cialiste du marketing conna\u00eet les trois \u00e9l\u00e9ments essentiels \u00e0 la vente d'un produit. Ils sont utilis\u00e9s pour d\u00e9velopper des spots publicitaires, des annonces imprim\u00e9es, des blogs de relations publiques, des bulletins d'information et m\u00eame une image de marque. Et bien, devinez quoi ? Ils s'appliquent \u00e0 <a href=\"https:\/\/storeagent.ai\/woocommerce-ai-product-description-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\">r\u00e9diger des descriptions de produits<\/a> \u00e9galement. Voyons ce qu'il en est :<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Caract\u00e9ristiques : Les caract\u00e9ristiques sont des faits - les \u00e9l\u00e9ments qui composent votre produit. Par exemple, le pantalon que vous vendez peut \u00eatre noir, de taille 8, comporter des poches zipp\u00e9es, \u00eatre en denim, etc.<\/li>\n\n\n\n<li>Avantages : Les avantages sont la mani\u00e8re dont le produit r\u00e9soudra un probl\u00e8me auquel votre client est confront\u00e9. Le pantalon peut \u00eatre facile \u00e0 mettre et \u00e0 enlever, confortable, esth\u00e9tique, chaud ou durable.<\/li>\n\n\n\n<li>La valeur : La valeur peut \u00eatre difficile \u00e0 inclure dans une description de produit, mais si vous trouvez un moyen de l'\u00e9voquer, elle sera le facteur le plus influent pour obtenir un achat potentiel. La valeur va au-del\u00e0 de la r\u00e9solution d'un probl\u00e8me ; elle montre aux consommateurs comment ce produit les aidera \u00e0 atteindre le potentiel dont ils r\u00eavent et \u00e0 r\u00e9aliser leurs objectifs \u00e0 long terme. Par exemple, ce pantalon peut aider une cliente potentielle \u00e0 devenir la femme d'affaires de ses r\u00eaves ou une autre \u00e0 se sentir \u00e0 l'aise dans sa peau.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La valeur est souvent l'\u00e9l\u00e9ment le plus n\u00e9glig\u00e9 de l'\u00e9quation dans la r\u00e8gle de la publicit\u00e9. Si vous souhaitez mieux comprendre ce concept, jetez un coup d'\u0153il \u00e0 ce qui suit <a href=\"https:\/\/www.ispot.tv\/ad\/otIB\/volkswagen-id-buzz-something-big-song-by-primal-scream-t1\">Volkswagen commercial <\/a>et de r\u00e9fl\u00e9chir \u00e0 ce qu'il dit sur la personne <em>devient <\/em>lorsqu'ils poss\u00e8dent<em> <\/em>la voiture.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Utiliser des adjectifs, des verbes et des noms puissants<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'important n'est pas seulement ce que l'on dit, mais aussi la mani\u00e8re dont on le dit. Lorsque vous r\u00e9digez des descriptions, des adjectifs et des noms fades peuvent donner l'impression que le produit est fade. Utilisez des adjectifs, des verbes et des noms sp\u00e9cifiques et attrayants pour que les descriptions de produits soient vraiment percutantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par exemple, voici quelques descriptions des caract\u00e9ristiques d'Otterbox pour son produit <a href=\"https:\/\/www.otterbox.com\/en-us\/trooper-12\/trooper-12-cooler\/otr63-cooler-12.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Trooper 12 cooler (ouvre un nouvel onglet)\">Glaci\u00e8re Trooper 12<\/a>:&nbsp;<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L'isolation de qualit\u00e9 sup\u00e9rieure permet de conserver la glace jusqu'\u00e0 trois jours\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ils auraient pu se contenter d'indiquer qu'il est \"isol\u00e9\". Mais \"premium\" sonne beaucoup mieux, n'est-ce pas ? C'est un adjectif qui indique que le produit est de haute qualit\u00e9. De plus, cette description comprend un exemple qui montre \u00e0 quel point l'isolation est impressionnante.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La base solide et r\u00e9sistante prot\u00e8ge contre les crevaisons.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\"Solide, robuste\" sonne beaucoup mieux que \"fort\", et \"d\u00e9fend\" est plus puissant que \"prot\u00e8ge\".&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N'h\u00e9sitez pas \u00e0 utiliser un th\u00e9saurus pour trouver des synonymes puissants qui plaisent \u00e0 votre public cible. Utilisez des mots qui disent \u00e0 quel point votre produit est g\u00e9nial.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Connaissez votre public cible et \u00e9crivez de mani\u00e8re \u00e0 le s\u00e9duire.<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sachez toujours \u00e0 qui vous vendez votre produit. Sinon, comment le vendre ? Les mots que vous utilisez et les \u00e9l\u00e9ments sur lesquels vous vous concentrez d\u00e9pendent de ce que les acheteurs potentiels aiment et de ce dont ils ont besoin. Si le produit est simple et \u00e9vident, comme une casquette de baseball rouge, vous n'aurez peut-\u00eatre pas besoin d'une description d\u00e9taill\u00e9e. En revanche, si le produit est inhabituel ou pr\u00e9sente de nombreux aspects uniques, il peut n\u00e9cessiter une description plus d\u00e9taill\u00e9e.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les descriptions de produits sont un excellent moyen de mettre en valeur votre marque. N'ayez pas l'air d'un robot, mais soyez dr\u00f4le, sarcastique, classe, fort, etc. Par exemple, Malicious Candles vend des bougies \u00e0 des femmes sarcastiques, et ses descriptions de produits correspondent \u00e0 cette marque. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici les premi\u00e8res phrases utilis\u00e9es pour d\u00e9crire leur bougie \u201c F\u00e9licitations pour avoir pris en charge un petit \u00eatre humain \u2018. \u2019 \u2018Deviens parent\u2019, m\u2019ont-ils dit. \u201d \u00c7a va \u00eatre g\u00e9nial \u00bb, ont-ils dit. Le malheur aime la compagnie. Et puis\u2026 tu pourras \u00e0 nouveau dormir dans\u2026 18 ans ! Attends juste qu\u2019ils commencent \u00e0 sortir avec des copains ! \u00bb Ce n\u2019est qu\u2019une bougie, mais la description lui donne une dimension bien plus grande.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reportez-vous \u00e0 notre article pr\u00e9c\u00e9dent pour vous aider \u00e0 trouver votre <a href=\"https:\/\/memberpress.com\/fr\/finding-your-target-audience-for-your-membership-site\/\">public cible.<\/a> Pour mieux comprendre votre public, effectuez des recherches et demandez-lui ce qu'il veut !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Utiliser des mots-cl\u00e9s pouvant \u00eatre recherch\u00e9s dans Google<\/strong><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Veillez \u00e0 inclure des mots qui facilitent la recherche de l'article sur Google et sur votre site web. Qu'il s'agisse d'un portefeuille, d'une chemise, d'une robe, etc., identifiez-le comme tel. Et <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Google AdWords Keyword Planner (s&#039;ouvre dans un nouvel onglet)\">Planificateur de mots-cl\u00e9s Google AdWords<\/a> est un excellent outil pour d\u00e9couvrir les mots qui sont recherch\u00e9s en rapport avec votre produit. Sur le planificateur de mots-cl\u00e9s, tapez le mot le plus souvent utilis\u00e9 pour ce que vous vendez. Une liste de mots et de recherches mensuelles moyennes sous diff\u00e9rents mots-cl\u00e9s s'affichera. Utilisez ces mots !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rappelez-vous :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Suivez la r\u00e8gle de la publicit\u00e9 : caract\u00e9ristiques + avantages + valeur.<\/li>\n\n\n\n<li>Utilisez des verbes, des adjectifs et des noms sp\u00e9cifiques et attrayants.<\/li>\n\n\n\n<li>Connaissez votre public cible (toujours, dans tout ce que vous faites).<\/li>\n\n\n\n<li>Utilisez des mots-cl\u00e9s qui facilitent la recherche de votre produit.\u00a0<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">La description d'un produit peut sembler anodine, mais c'est ce que les clients utilisent pour d\u00e9cider s'ils veulent ou non acheter votre produit. C'est la premi\u00e8re chose qu'ils consultent apr\u00e8s avoir trouv\u00e9 votre produit.&nbsp;<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si une image vaut mille mots, les mots permettent \u00e0 un acheteur potentiel de voir au-del\u00e0 de la photo, de se faire une image mentale en fonction de son propre point de vue. Qu'est-ce que vos mots permettront \u00e0 un client de voir ?<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Quelles sont les descriptions de produits que vous avez trouv\u00e9es les plus efficaces ? \u00cates-vous inquiet \u00e0 l'id\u00e9e de pouvoir r\u00e9diger des descriptions qui r\u00e9pondent aux besoins et aux d\u00e9sirs les plus profonds de votre public cible ? Avez-vous vu d'excellents exemples de descriptions de produits ? N'h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires ci-dessous.<\/em> Si vous avez aim\u00e9 cet article, suivez-nous sur<a href=\"https:\/\/www.facebook.com\/memberpress\"> Facebook<\/a> pour plus de contenu. Vous pouvez \u00e9galement nous trouver sur<a href=\"https:\/\/twitter.com\/memberpress\"> Twitter<\/a> et <a href=\"https:\/\/www.instagram.com\/memberpress\/\">Instagram<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Voici quelques conseils sur la fa\u00e7on de r\u00e9diger des descriptions de produits de qualit\u00e9 pour votre site.<\/p>","protected":false},"author":21697,"featured_media":18946,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[120,134,94,102],"tags":[528,488,526,490],"class_list":["post-18915","post","type-post","status-publish","format-standard","has-post-thumbnail","category-content","category-how-to-2","category-marketing","category-monetization","tag-brand","tag-ecommerce","tag-product-description","tag-products","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"A picture is worth a thousand words, isn\u2019t it? 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