{"id":1700,"date":"2017-09-17T06:00:00","date_gmt":"2017-09-17T13:00:00","guid":{"rendered":"https:\/\/membermouse.com\/?p=1700"},"modified":"2026-06-16T14:05:41","modified_gmt":"2026-06-16T18:05:41","slug":"la-creation-dun-contenu-exclusif-qui-attire-reellement-de-nouveaux-membres-3","status":"publish","type":"post","link":"https:\/\/membermouse.com\/fr\/membership\/creating-exclusive-content-that-actually-attracts-new-members\/","title":{"rendered":"Cr\u00e9er un contenu exclusif qui attire r\u00e9ellement de nouveaux membres"},"content":{"rendered":"Memberships are exclusive by nature, which makes them uniquely desirable for many reasons. Being a member means you\u2019re on the \u201cinside\u201d of what\u2019s happening \u2013 you\u2019re in the know.\r\n\r\nAnd one of the many benefits of memberships is access to additionally exclusive things, like privileged information, savings and deals, special offers, and much more depending on the membership itself. While exclusivity has the power to keep members happy, it also has the ability to attract a lot of new business, too.\r\n\r\nIn fact, exclusivity can a great marketing tool for turning non-members into members as well as keeping paying members around a lot longer. But how does the power of exclusivity work, exactly?\r\n\r\n\n\r\n\r\n

Comment fonctionne l'exclusivit\u00e9 ?<\/h2>\r\nLe pouvoir de l'exclusivit\u00e9 fonctionne de deux mani\u00e8res, selon l'usage que vous en faites :\r\n
    \r\n \t
  1. Raret\u00e9 - Tout le monde n'a pas acc\u00e8s aux biens.<\/li>\r\n \t
  2. Acc\u00e8s limit\u00e9 - Tout le monde peut y avoir acc\u00e8s, mais seulement s'il remplit certaines conditions.<\/li>\r\n<\/ol>\r\n\r\nAs we mentioned, membership in and of itself already uses a level of exclusivity, namely the latter: your members get access to your site\/product\/whatever, but they have to be able to pay the fees. Once they pay, they get everything you have to offer, and anyone who can pay gets in.\r\n\r\nBut you can also use scarcity to drum up hype around limited time offers, specific content offerings, or one-time events. La raret\u00e9 joue sur le sentiment d'omnipotence des gens<\/a>: Fear of Missing Out. They don\u2019t want to be left on the outside should anything cool happen, so they\u2019ll do whatever they can (in this case, become a member, sign up for your list, etc.) to avoid any disappointment.\r\n\r\nOf course, both methods work when it comes to marketing, but they don\u2019t always work the same way for the same content.\r\n

    Quel type d'exclusivit\u00e9 pour quel contenu ?<\/h2>\r\nLorsque vous choisissez une m\u00e9thode d'exclusivit\u00e9, vous devez d'abord d\u00e9terminer votre objectif final. Cherchez-vous \u00e0 attirer de nouveaux membres ? Cherchez-vous \u00e0 satisfaire les membres actuels ? Souhaitez-vous inciter les membres actuels et les non-membres \u00e0 acheter davantage ? Une fois que vous savez ce que vous voulez accomplir en commercialisant un contenu exclusif, vous pouvez assez facilement d\u00e9terminer la m\u00e9thode qui r\u00e9pond le mieux \u00e0 vos besoins.\r\n\r\n\r\n

    Utiliser la raret\u00e9 si...<\/h3>\r\nLa raret\u00e9 fonctionne mieux pour les contenus qui sont tr\u00e8s demand\u00e9s :\r\n
      \r\n \t
    • Produits ou offres sp\u00e9ciales (\"Achetez-le avant qu'il ne disparaisse !\")<\/li>\r\n \t
    • Pr\u00e9sentation en avant-premi\u00e8re des nouvelles fonctionnalit\u00e9s\/du nouveau contenu<\/li>\r\n \t
    • Offres ponctuelles comme les webinaires ou les vid\u00e9os<\/li>\r\n \t
    • \u00c9v\u00e9nements sp\u00e9ciaux \u00e0 disponibilit\u00e9 limit\u00e9e (\"R\u00e9serv\u00e9 aux abonn\u00e9s\")<\/li>\r\n<\/ul>\r\nPour d\u00e9terminer si la m\u00e9thode de la raret\u00e9 est la mieux adapt\u00e9e \u00e0 votre contenu, vous devez examiner les \u00e9l\u00e9ments suivants :\r\n
        \r\n \t
      1. Que les gens le veuillent ou non<\/strong> - There has to be a certain level of demand for what you\u2019re offering. If you have an exclusive offer, like a really great discount on a product or service, it needs to be something that your members (or non-members) frequently clamber for. If nobody wants it, it\u2019s not exclusive, no matter how you sell it.<\/li>\r\n \t
      2. Si les gens sont au courant<\/strong> - In order to market something as exclusive, people have to know about it. Make announcements. Send emails. Post to social media. Let people know that they need to strike while the iron is hot. Of course, you could go the ultra-exclusive method and contact only certain members or prospects about the deal, too. Whichever way you go, just make sure you\u2019re talking about your special offer to quelqu'un<\/em>.<\/li>\r\n \t
      3. Qu'il soit r\u00e9ellement rare ou non<\/strong> - Is this something you do every year, or is it really a one-time event? You may want to consider organizing an event or developing a piece of content (e-book, webinar, etc.) that truly is only available once-in-a-lifetime. Even if you end up doing it again, you\u2019ll still drive engagement because people will believe it won\u2019t be here for long. In fact, the more you can stress that something won\u2019t come around again \u2013 even if you do plan on having it around again \u2013 the better your marketing efforts will be.<\/li>\r\n<\/ol>\r\n\r\n

        Utiliser l'acc\u00e8s limit\u00e9 si...<\/h3>\r\nL'acc\u00e8s limit\u00e9, en revanche, fonctionne mieux pour le contenu qui suscite l'engagement \u00e0 long terme :\r\n
          \r\n \t
        • Adh\u00e9sions payantes<\/li>\r\n \t
        • \u00c9v\u00e9nements sp\u00e9ciaux r\u00e9serv\u00e9s aux membres (\"Demander une invitation\")<\/li>\r\n \t
        • Contenu sp\u00e9cial et t\u00e9l\u00e9chargements\/caract\u00e9ristiques r\u00e9serv\u00e9s aux membres<\/li>\r\n<\/ul>\r\nPour d\u00e9terminer si la m\u00e9thode de l'acc\u00e8s limit\u00e9 est la mieux adapt\u00e9e \u00e0 votre contenu, vous devez tenir compte des \u00e9l\u00e9ments suivants :\r\n
            \r\n \t
          1. Le contenu est-il r\u00e9ellement accessible \u00e0 un public limit\u00e9 ?<\/strong> - There\u2019s nothing worse than paying for an exclusive benefit only to find out that the general public has access to the same or similar benefits for free. The whole reason they\u2019re coming to your website is for something truly unique for them, so make sure what you\u2019re offering is actually members-only. If you have a tiered membership, you could also consider offering special content to different member levels. Something that only 50 members have access to, even if there are 1,000 members, will immediately drive sales.<\/li>\r\n \t
          2. Si votre contenu a r\u00e9ellement de la valeur<\/strong> - Just because you put something behind a paywall doesn\u2019t mean that it\u2019s worth the money being spent on it. Consider going above and beyond with your content, whether it\u2019s getting experts to attend an event or give insider tips on your blog, make sure what you\u2019re offering has inherent value.<\/li>\r\n<\/ol>\r\n

            Quel contenu peut \u00eatre \"exclusif\" ?<\/h2>\r\nMaintenant que vous avez une bonne id\u00e9e des tenants et aboutissants de l'exclusivit\u00e9, vous voudrez probablement savoir exactement quel type de contenu peut \u00eatre rendu exclusif. Bien que nous ayons d\u00e9j\u00e0 abord\u00e9 quelques id\u00e9es, voici quelques exemples pour vous inspirer.\r\n

            Multim\u00e9dia<\/h3>\r\nIl peut s'agir de contenus tels que des vid\u00e9os, des livres \u00e9lectroniques, des webinaires, des lettres d'information ou des blogs. Les contenus qui peuvent \u00eatre partag\u00e9s ou consult\u00e9s \u00e0 tout moment doivent \u00eatre inclus dans une strat\u00e9gie de marketing \u00e0 acc\u00e8s limit\u00e9, mais vous pouvez toujours limiter la disponibilit\u00e9 de certains contenus (en particulier les webinaires ou les vid\u00e9os) pour mettre en \u0153uvre une tactique de raret\u00e9.\r\n

            Offres et r\u00e9ductions<\/h3>\r\nQue vous vendiez un produit sp\u00e9cifique ou que vous fournissiez un service, vous serez t\u00f4t ou tard amen\u00e9 \u00e0 proposer une r\u00e9duction. Ces r\u00e9ductions peuvent s'appliquer aux tarifs d'adh\u00e9sion ou au produit ou service lui-m\u00eame, mais quoi qu'il en soit, ces offres constituent un terrain de choix pour l'exclusivit\u00e9. Faites en sorte que ces remises soient limit\u00e9es dans le temps ou qu'elles ne soient accessibles qu'\u00e0 certains abonn\u00e9s afin de stimuler les ventes.\r\n

            Informations privil\u00e9gi\u00e9es<\/h3>\r\nSi vous apportez des changements importants \u00e0 votre entreprise, si vous organisez des \u00e9v\u00e9nements sp\u00e9ciaux ou si vous disposez d'un expert qui peut vous donner des conseils sur votre secteur d'activit\u00e9, marquez ces informations comme \u00e9tant exclusives et ne les rendez accessibles qu'aux membres. Ce type de contenu est id\u00e9al pour l'exclusivit\u00e9 d'un acc\u00e8s limit\u00e9.\r\n

            \u00c9v\u00e9nements sp\u00e9ciaux<\/h3>\r\nLes \u00e9v\u00e9nements sont l'occasion id\u00e9ale de les rendre exclusifs. Que vous proposiez un cours en ligne ou une conf\u00e9rence en personne, rendez-le exclusif. Cela peut signifier que l'ensemble de l'\u00e9v\u00e9nement n'est accessible qu'\u00e0 certains membres ou abonn\u00e9s, ou que certaines parties de l'\u00e9v\u00e9nement ou des prix sp\u00e9ciaux ne sont accessibles qu'\u00e0 certains types de membres.\r\n

            Listes d'attente<\/h3>\r\nM\u00eame si vous avez une adh\u00e9sion tr\u00e8s populaire, envisagez de limiter le nombre de personnes qui y ont acc\u00e8s chaque ann\u00e9e et mettez les gens sur une liste d'attente. Les listes d'attente fonctionnent \u00e9galement tr\u00e8s bien pour les \u00e9v\u00e9nements sp\u00e9ciaux ou l'inscription \u00e0 des cours en ligne. Le cours de marketing de contenu certifi\u00e9 de Copyblogger est un excellent exemple de la puissance des listes d'attente.\r\n

            M\u00e9dias sociaux<\/h3>\r\nFinally, while access to your social media isn\u2019t strictly exclusive, you can market exclusive content to social media users. Facebook, for example, offers the \"visible-to-connection\" tag that allows you to show completely different code to those who have liked your page versus those who haven\u2019t. It\u2019s a great way to market your content without offending any of your followers who aren\u2019t on the inside.\r\n\r\nYou can use any or all of the content types above to market exclusively to different member types, just make sure that what you\u2019re offering has value and that people actually want it first.","protected":false},"excerpt":{"rendered":"

            Le pouvoir d'un contenu exclusif peut avoir un impact consid\u00e9rable sur vos membres. Voici ce que vous devez savoir...<\/p>","protected":false},"author":10821,"featured_media":3169,"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,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[64],"tags":[76,60,50],"class_list":["post-1700","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-membership","tag-exclusive-content","tag-membership-businesses","tag-membership-site"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1700","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/users\/10821"}],"replies":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/comments?post=1700"}],"version-history":[{"count":1,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1700\/revisions"}],"predecessor-version":[{"id":22148,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/posts\/1700\/revisions\/22148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media\/3169"}],"wp:attachment":[{"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/media?parent=1700"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/categories?post=1700"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/membermouse.com\/fr\/wp-json\/wp\/v2\/tags?post=1700"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}