{"id":1332,"date":"2021-03-12T17:30:57","date_gmt":"2021-03-12T15:30:57","guid":{"rendered":"https:\/\/dexville.be\/van-koude-usp-naar-inspirerende-content\/"},"modified":"2025-12-12T11:02:38","modified_gmt":"2025-12-12T09:02:38","slug":"de-lusp-sterile-au-storytelling-inspirant","status":"publish","type":"post","link":"https:\/\/dexville.be\/fr\/de-lusp-sterile-au-storytelling-inspirant\/","title":{"rendered":"De l\u2019USP st\u00e9rile au storytelling inspirant"},"content":{"rendered":"<section class=\"l-section wpb_row height_large\"><div class=\"l-section-h i-cf\"><div class=\"g-cols vc_row via_flex valign_top type_default stacking_default\"><div class=\"vc_col-sm-12 wpb_column vc_column_container\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"w-grid us_carousel teamcarou eyehover3 blogauthor type_carousel layout_1075 preload_style_spinner\" id=\"us_grid_1\"><style>.layout_1075 .w-grid-item-h{}@media(min-width:2px){.layout_1075 .usg_image_1{display:none!important}}.layout_1075 .usg_hwrapper_1{border:1px solid #000000!important}.layout_1075 .usg_post_image_1{max-width:250px!important;max-height:250px!important;margin:50px!important}.layout_1075 .usg_vwrapper_1{padding:50px 30px 50px 30px!important}.layout_1075 .usg_post_content_1{color:#ffffff!important;font-size:18px!important;font-weight:300!important}.layout_1075 .usg_image_1{text-align:left!important;width:150px!important;max-height:45px!important}.layout_1075 .usg_vwrapper_3{color:#ffffff!important;background:#000000!important;padding:50px 30px 50px 30px!important}.layout_1075 .usg_post_title_2{color:#ffffff!important;font-size:18px!important;font-weight:700!important;text-transform:uppercase!important;margin-top:30px!important}@media (min-width:1025px) and (max-width:1380px){.layout_1075 .usg_post_image_1{max-width:250px!important;max-height:250px!important;margin:50px!important}}@media (min-width:768px) and (max-width:1024px){.layout_1075 .usg_post_image_1{max-width:200px!important;max-height:200px!important;margin:25px!important}}@media (max-width:767px){.layout_1075 .usg_post_image_1{width:100%!important;max-width:initial!important;max-height:initial!important;margin:0px!important}}<\/style><div class=\"w-grid-list owl-carousel valign_stretch dotstyle_circle navstyle_circle arrows-ver-pos_middle arrows-hor-pos_on_sides_outside arrows-disabled_hide owl-responsive-2000\" style=\"--transition-duration:350ms;\">\t<article class=\"w-grid-item post-2971 teamlid type-teamlid status-publish has-post-thumbnail hentry team-categorie-artificial-intelligence-fr team-categorie-auditing-consultancy-fr team-categorie-brand-positioning-strategy-fr team-categorie-branding-fr team-categorie-concept-development-fr team-categorie-content-creatie-fr team-categorie-content-creatie-2-fr team-categorie-digital-design-fr team-categorie-digital-strategy-fr team-categorie-e-commerce-fr team-categorie-email-marketing-fr team-categorie-employer-branding-fr team-categorie-feweb-fr team-categorie-fotografie-fr team-categorie-grafisch-ontwerp-print-fr team-categorie-influencer-marketing-fr team-categorie-marketing-automation-fr team-categorie-marketing-strategy-fr team-categorie-performance-strategy-fr team-categorie-radio-audio-fr team-categorie-strategie-fr team-categorie-technologie-fr team-categorie-ux-ui-webdesgin-fr team-categorie-video-fr team-categorie-web-applicaties-tools-fr team-categorie-websites-fr\" data-id=\"2971\">\r\n\t\t<div class=\"w-grid-item-h\">\r\n\t\t\t\t\t\t<div class=\"w-hwrapper usg_hwrapper_1 align_justify valign_stretch stack_on_mobiles\"><div class=\"w-post-elm post_image usg_post_image_1 has_width has_height has_ratio\"><a href=\"https:\/\/dexville.be\/lets-talk\/\" aria-label=\"Marike Pynaert\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/dexville.be\/wp-content\/uploads\/2023\/12\/DexVille-Marike-Pynaert-01-LR-1024x1024.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"Werknemer Marike Pynaert\" title=\"\"><\/a><div style=\"padding-bottom:100%\"><\/div><\/div><div class=\"w-vwrapper usg_vwrapper_1 align_left valign_justify\"><div class=\"w-vwrapper usg_vwrapper_2 align_none valign_top\"><p class=\"w-post-elm post_title usg_post_title_2 blogauthorname has_text_color entry-title color_link_inherit\">Marike Pynaert<\/p><div class=\"w-post-elm post_content usg_post_content_1 has_text_color\"><p>Creative Director &#8211; Head of web &amp; design<\/p>\n<\/div><\/div><div class=\"w-image usg_image_1 aztrixbutton has_height\"><a href=\"https:\/\/aztrix.me\/marikepynaert*\" aria-label=\"Aztrix_logo-01\" class=\"w-image-h\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/dexville.be\/wp-content\/uploads\/2023\/10\/Aztrix_logo-01.svg\" class=\"attachment-large size-large\" alt=\"\" loading=\"lazy\" title=\"\"><\/a><\/div><\/div><div class=\"w-vwrapper usg_vwrapper_3 has_text_color align_none valign_bottom\"><div class=\"w-html usg_html_1 whitelink\"><p>\n\tShare\n<\/p>\n<p>\n\t<strong><a href=\"mailto:info@dexville.be\">E-MAIL<\/a> - <a href=\"https:\/\/www.facebook.com\/dexville.digitalexperts\" target=\"_blank\" rel=\"noopener\">FACEBOOK<\/a> - <a href=\"https:\/\/www.linkedin.com\/company\/dexville-agency\/mycompany\/\" target=\"_blank\" rel=\"noopener\">INSTAGRAM<\/a> - <a href=\"https:\/\/www.linkedin.com\/company\/dexville-agency\/mycompany\/\" target=\"_blank\" rel=\"noopener\">LINKEDIN<\/a><\/strong>\n<\/p><\/div><\/div><\/div>\t\t<\/div>\r\n\t\t\t<\/article>\r\n<\/div><div class=\"w-grid-carousel-json hidden\" onclick='return {&quot;carousel_settings&quot;:{&quot;aria_labels&quot;:{&quot;prev&quot;:&quot;Pr\\u00e9c\\u00e9dent&quot;,&quot;next&quot;:&quot;Suivant&quot;},&quot;autoplayContinual&quot;:false,&quot;autoplayHoverPause&quot;:false,&quot;autoplayTimeout&quot;:3000,&quot;autoWidth&quot;:false,&quot;smartSpeed&quot;:350,&quot;margin&quot;:0,&quot;mouseDrag&quot;:true,&quot;rtl&quot;:false,&quot;slideBy&quot;:&quot;1&quot;,&quot;touchDrag&quot;:true,&quot;slideTransition&quot;:&quot;&quot;,&quot;responsive&quot;:{&quot;0&quot;:{&quot;autoHeight&quot;:false,&quot;autoplay&quot;:false,&quot;autoWidth&quot;:false,&quot;center&quot;:false,&quot;dots&quot;:false,&quot;items&quot;:1,&quot;loop&quot;:false,&quot;nav&quot;:false,&quot;stagePadding&quot;:0,&quot;slideBy&quot;:&quot;1&quot;},&quot;768&quot;:{&quot;autoHeight&quot;:false,&quot;autoplay&quot;:false,&quot;autoWidth&quot;:false,&quot;center&quot;:false,&quot;dots&quot;:false,&quot;items&quot;:1,&quot;loop&quot;:false,&quot;nav&quot;:false,&quot;stagePadding&quot;:0,&quot;slideBy&quot;:&quot;1&quot;},&quot;1025&quot;:{&quot;autoHeight&quot;:false,&quot;autoplay&quot;:false,&quot;autoWidth&quot;:false,&quot;center&quot;:false,&quot;dots&quot;:false,&quot;items&quot;:1,&quot;loop&quot;:false,&quot;nav&quot;:false,&quot;stagePadding&quot;:0,&quot;slideBy&quot;:&quot;1&quot;},&quot;1381&quot;:{&quot;items&quot;:1,&quot;autoplay&quot;:false,&quot;center&quot;:false,&quot;dots&quot;:false,&quot;nav&quot;:false,&quot;autoHeight&quot;:false,&quot;autoWidth&quot;:false,&quot;loop&quot;:false,&quot;stagePadding&quot;:0}}}}'><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"Creative Director - Head of web &amp; design","protected":false},"author":1,"featured_media":1240,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[115,94],"tags":[],"formats":[138],"class_list":["post-1332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-positioning-strategy-fr","category-copywriting-fr","formats-blog-fr"],"acf":{"korte_inhoud":"Les sp\u00e9cialistes du marketing intelligent, et nous nous y incluons, s\u2019\u00e9cartent aujourd\u2019hui de l\u2019USP pour se diriger vers l\u2019UBP.","inleidingstitel":"Unique Selling Proposition (Proposition de vente unique)","inleiding":"L\u2019USP est depuis longtemps le point central de toute strat\u00e9gie de vente. Quiconque regardait la t\u00e9l\u00e9vision se souviendra toujours du t\u00e9l\u00e9achat, avec ce fantastique rouleau de peinture qui couvrait parfaitement en une seule couche, sans \u00e9claboussures. Ou l\u2019appareil vibrant pour entra\u00eener vos abdominaux plus rapidement et plus efficacement que jamais. Avec ses produits miracles, le t\u00e9l\u00e9achat \u00e9tait l\u2019exemple classique de la strat\u00e9gie USP.","tekst_1":"<h2>RIP USP ?<\/h2>\r\nLe t\u00e9l\u00e9achat est bien s\u00fbr un exemple extr\u00eame, mais il illustre parfaitement d\u2019o\u00f9 nous venons : les caract\u00e9ristiques du produit \u00e9taient le principal argument pour convaincre les clients. Les propri\u00e9t\u00e9s rationnelles telles que \u00ab\u2009sans \u00e9claboussures\u2009\u00bb ou \u00ab\u2009rapide et efficace\u2009\u00bb \u00e9taient plac\u00e9es au centre de la strat\u00e9gie de vente. Mais jour apr\u00e8s jour, on a vu cette strat\u00e9gie USP perdre en efficacit\u00e9.","featured_tekst_1":"Les sp\u00e9cialistes du marketing intelligent s\u2019\u00e9cartent aujourd\u2019hui de l\u2019USP pour se diriger vers l\u2019UBP.","tekst_2":"<h2>Unique Buying Proposition (Proposition d\u2019achat unique)<\/h2>\r\nDepuis tout ce temps, les consommateurs sont devenus quasiment insensibles au \u00ab\u2009hard selling\u2009\u00bb agressif. Les sp\u00e9cialistes du marketing intelligent, et nous nous y incluons, s\u2019\u00e9cartent aujourd\u2019hui de l\u2019USP pour se diriger vers l\u2019UBP.\r\nUne Unique Buying Proposition ne se concentre pas sur les propri\u00e9t\u00e9s rationnelles du produit, mais met en \u00e9vidence l\u2019impact positif du produit sur la vie de l\u2019acheteur.","image":1242,"tekst_3":"<h2>Storytelling et inspiration<\/h2>\r\nEn 2021, il ne faut plus se contenter de convaincre le consommateur. Il faut d\u2019abord l\u2019inspirer. Reprenons l\u2019exemple de notre rouleau \u00e0 peinture et de l\u2019\u00e9quipement de fitness : on ne parlera plus de l\u2019absence d\u2019\u00e9claboussures, mais on va pr\u00e9f\u00e9rer raconter une histoire de gens heureux dans leur maison fra\u00eechement repeinte. Ou parler d\u2019un homme qui se sent mieux dans sa peau maintenant que son corps est \u00e0 nouveau en forme. Et c\u2019est uniquement \u00e0 partir de l\u00e0 que nous pouvons faire le lien vers le produit et ses propri\u00e9t\u00e9s rationnelles.\r\n\r\nNous n\u2019encourageons plus les gens \u00e0 acheter quelque chose \u00e0 l\u2019improviste, mais nous leur montrons d\u2019abord les effets positifs que cet achat peut avoir sur leur vie. Nous fournissons ensuite l\u2019outil dont ils ont besoin pour y acc\u00e9der. \u00c0 court terme, c\u2019est moins impactant, mais c\u2019est beaucoup plus efficace sur le long terme. Un client inspir\u00e9, qui d\u00e9couvre votre produit et votre marque en fonction de ses propres besoins et vit cela comme une exp\u00e9rience positive, en vaut deux.","blackrow_titel":"Learnings","blackrow_tekst":"L\u2019USP ne mourra jamais compl\u00e8tement, mais les sp\u00e9cialistes du marketing avis\u00e9s commencent aujourd\u2019hui \u00e0 lui pr\u00e9f\u00e9rer l\u2019Unique Buying Proposition. Le \u00ab\u2009soft selling\u2009\u00bb \u2014 d\u2019abord inspirer le consommateur avec la narration pour ensuite lui offrir le produit qui peut l\u2019aider \u2014 appara\u00eet comme moins agressif que le hard selling, et s\u2019av\u00e8re bien plus efficace \u00e0 long terme."},"_links":{"self":[{"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/posts\/1332","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/comments?post=1332"}],"version-history":[{"count":4,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/posts\/1332\/revisions"}],"predecessor-version":[{"id":4937,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/posts\/1332\/revisions\/4937"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/media\/1240"}],"wp:attachment":[{"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/media?parent=1332"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/categories?post=1332"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/tags?post=1332"},{"taxonomy":"formats","embeddable":true,"href":"https:\/\/dexville.be\/fr\/wp-json\/wp\/v2\/formats?post=1332"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}