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1. Apply regional mindset

Consider cultural regional differences in thinking and in writing. Avoid reinforcing the clichés opposing Paris and the regions.

2. Play with nostalgia

Gen X and Y in France are definitely torn apart between the old and the new world. Good old cultural memories soothe them.

3. Use wit & sarcasm when appropriate

But with caution! It will be seen as a sign of spirit and refinement. No straight up mockery though.

4. Adapt to your crowd

Be sensible when addressing various communities (by age, social, sex, religion, ethnicity). Each should be equally represented, and wording should adapt to each segment.

5. Gender and inclusivity

Unlike English, most French words have a gender. To avoid any issue, stay gender neutral, as much as possible. Especially avoid referring to the user’s gender. Try to use as much as possible epicene words.

1. Reinforce judgmental thinking

Avoid any content that would reinforce elitism, paternalism and/or sexism. Eg. boys can't cry, women and motherhood...

2. Make it simple

Don’t go for the easy words or the obvious line. Level up. French is a high contextual culture are they are picky when it comes to their language.

3. Be overly positive

Excitement, shollowness and fluffyness will annoy French people and make them think there’s a catch somewhere.

4. Be too casual

With +35-40yo, be personal but formal when addressing them for the first time. You can be more casual with younger crowds.