[{"data":1,"prerenderedAt":257},["ShallowReactive",2],{"blog-raconter-son-histoire-en":3},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"body":11,"_type":251,"_id":252,"_source":253,"_file":254,"_stem":255,"_extension":256},"\u002Fblog\u002Fraconter-son-histoire","blog",false,"en","How to tell your story online (without falling into clichés)","\"Passionate since forever,\" \"customer at the center\"… These phrases say nothing about you. Here's how to tell a true story — one that filters and attracts.","2026-04-09",{"type":12,"children":13,"toc":234},"root",[14,22,28,33,38,45,50,64,70,77,82,87,93,98,104,109,130,136,142,147,160,166,179,185,190,195,201,206,210,221],{"type":15,"tag":16,"props":17,"children":19},"element","h1",{"id":18},"how-to-tell-your-story-online-without-falling-into-clichés",[20],{"type":21,"value":8},"text",{"type":15,"tag":23,"props":24,"children":25},"p",{},[26],{"type":21,"value":27},"\"Passionate about my work since forever…\"\n\"Our mission is to…\"\n\"We put the customer at the center of everything we do…\"",{"type":15,"tag":23,"props":29,"children":30},{},[31],{"type":21,"value":32},"Stop.",{"type":15,"tag":23,"props":34,"children":35},{},[36],{"type":21,"value":37},"These phrases are on every website. They say nothing about you. They're the textual equivalent of white noise: you read them without seeing them.",{"type":15,"tag":39,"props":40,"children":42},"h2",{"id":41},"why-storytelling-matters-really",[43],{"type":21,"value":44},"Why storytelling matters (really)",{"type":15,"tag":23,"props":46,"children":47},{},[48],{"type":21,"value":49},"People don't buy products. They buy stories, values, a vision. And you, what are you really selling?",{"type":15,"tag":23,"props":51,"children":52},{},[53,55,62],{"type":21,"value":54},"When I created ",{"type":15,"tag":56,"props":57,"children":59},"a",{"href":58},"\u002Fcase-studies\u002Fleriche-poesie",[60],{"type":21,"value":61},"Leriche Poésie",{"type":21,"value":63},", I didn't just want \"one more site.\" I wanted a place of my own to share my poems widely — fast, polished, with an illustration for each text. That intention guided every decision: the design, the animations, right down to choosing a headless back-office so I could publish without friction. It's this uniqueness that now attracts clients who are like me.",{"type":15,"tag":39,"props":65,"children":67},{"id":66},"corporate-storytelling-mistakes",[68],{"type":21,"value":69},"Corporate storytelling mistakes",{"type":15,"tag":71,"props":72,"children":74},"h3",{"id":73},"the-ego-centered-story",[75],{"type":21,"value":76},"The ego-centered story",{"type":15,"tag":23,"props":78,"children":79},{},[80],{"type":21,"value":81},"\"In 2010, I started my business because…\"",{"type":15,"tag":23,"props":83,"children":84},{},[85],{"type":21,"value":86},"What interests your prospect is what you can do for them. Your story only has value if it answers their question: \"Can this person help me?\"",{"type":15,"tag":71,"props":88,"children":90},{"id":89},"meaningless-jargon",[91],{"type":21,"value":92},"Meaningless jargon",{"type":15,"tag":23,"props":94,"children":95},{},[96],{"type":21,"value":97},"\"Innovative solutions,\" \"Synergy,\" \"Digital ecosystem\"… These words create no emotion. They're the verbal equivalent of a limp handshake. Instantly forgotten.",{"type":15,"tag":71,"props":99,"children":101},{"id":100},"the-absence-of-vulnerability",[102],{"type":21,"value":103},"The absence of vulnerability",{"type":15,"tag":23,"props":105,"children":106},{},[107],{"type":21,"value":108},"Perfect brands are boring. It's your trials, your doubts, your second-guessing that create connection.",{"type":15,"tag":23,"props":110,"children":111},{},[112,114,120,122,128],{"type":21,"value":113},"The ",{"type":15,"tag":56,"props":115,"children":117},{"href":116},"\u002Fcase-studies\u002Fazur-nettoyage-limoges",[118],{"type":21,"value":119},"Azur Nettoyage",{"type":21,"value":121}," story is a good example. The real narrative isn't \"we've been cleaning for 15 years.\" It's: an agency sold him SEO on a soulless site, the relationship soured, and he had to recover the rights to his own domain name before he could start over. When he called me back, his message fit in one sentence: ",{"type":15,"tag":123,"props":124,"children":125},"em",{},[126],{"type":21,"value":127},"\"Etienne, I want your site again!\"",{"type":21,"value":129}," Now that's a story people remember.",{"type":15,"tag":39,"props":131,"children":133},{"id":132},"telling-it-differently",[134],{"type":21,"value":135},"Telling it differently",{"type":15,"tag":71,"props":137,"children":139},{"id":138},"start-with-the-problem-not-yourself",[140],{"type":21,"value":141},"Start with the problem, not yourself",{"type":15,"tag":23,"props":143,"children":144},{},[145],{"type":21,"value":146},"Your story begins when you saw a problem nobody was solving well.",{"type":15,"tag":23,"props":148,"children":149},{},[150,152,158],{"type":21,"value":151},"That's exactly where ",{"type":15,"tag":56,"props":153,"children":155},{"href":154},"\u002Fcase-studies\u002Ftony-design",[156],{"type":21,"value":157},"Tony Design",{"type":21,"value":159},", my studio, came from: the frustration of watching agencies sell \"bespoke\" while delivering an Elementor template stuffed with content — heavy, slow, and billed like a custom build. The studio tells that problem before it talks about itself.",{"type":15,"tag":71,"props":161,"children":163},{"id":162},"show-dont-tell",[164],{"type":21,"value":165},"Show, don't tell",{"type":15,"tag":23,"props":167,"children":168},{},[169,171,177],{"type":21,"value":170},"Instead of saying \"we're fast,\" prove it. Instead of saying \"we sweat the details,\" show it. A brand built from scratch for ",{"type":15,"tag":56,"props":172,"children":174},{"href":173},"\u002Fcase-studies\u002F2utech",[175],{"type":21,"value":176},"2UTech",{"type":21,"value":178}," — name, logo, identity, site — says more than ten adjectives on an About page.",{"type":15,"tag":71,"props":180,"children":182},{"id":181},"find-your-voice",[183],{"type":21,"value":184},"Find your voice",{"type":15,"tag":23,"props":186,"children":187},{},[188],{"type":21,"value":189},"Formal or casual? Technical or accessible? Expert or friendly? There's no right answer. Only yours.",{"type":15,"tag":23,"props":191,"children":192},{},[193],{"type":21,"value":194},"Mine is direct, sometimes a bit blunt. I don't say \"we might consider\" when I think \"that won't work.\" And that's fine: it naturally filters out clients who don't match.",{"type":15,"tag":39,"props":196,"children":198},{"id":197},"story-as-filter",[199],{"type":21,"value":200},"Story as filter",{"type":15,"tag":23,"props":202,"children":203},{},[204],{"type":21,"value":205},"A good story doesn't please everyone. And that's exactly the point. It attracts people who share your values and repels those who don't match. It's the best sales filter that exists.",{"type":15,"tag":207,"props":208,"children":209},"hr",{},[],{"type":15,"tag":23,"props":211,"children":212},{},[213,219],{"type":15,"tag":214,"props":215,"children":216},"strong",{},[217],{"type":21,"value":218},"Your story deserves to be told.",{"type":21,"value":220}," Not with hollow phrases, but with words that sound like you and resonate with those you want to reach.",{"type":15,"tag":23,"props":222,"children":223},{},[224,226,232],{"type":21,"value":225},"Ready to find the words that sound like you? ",{"type":15,"tag":56,"props":227,"children":229},{"href":228},"\u002F#contact",[230],{"type":21,"value":231},"Let's build your narrative together",{"type":21,"value":233},".",{"title":235,"searchDepth":236,"depth":236,"links":237},"",2,[238,239,245,250],{"id":41,"depth":236,"text":44},{"id":66,"depth":236,"text":69,"children":240},[241,243,244],{"id":73,"depth":242,"text":76},3,{"id":89,"depth":242,"text":92},{"id":100,"depth":242,"text":103},{"id":132,"depth":236,"text":135,"children":246},[247,248,249],{"id":138,"depth":242,"text":141},{"id":162,"depth":242,"text":165},{"id":181,"depth":242,"text":184},{"id":197,"depth":236,"text":200},"markdown","content:en:blog:raconter-son-histoire.md","content","en\u002Fblog\u002Fraconter-son-histoire.md","en\u002Fblog\u002Fraconter-son-histoire","md",1782272006445]