Even with the same article, who writes it changes how well it sells
If this is your first time, please start here👉
—Choosing between a company account and a third-party account that suits you
At first, I didn't think about this at all.
When I decided to start a note, I chose my account name without much thought. I just felt like using my real name would be fine.
But in reality,“who you write as” is directly linked to whether it sells or not.
Even with the same article content, the reader's perception changes completely depending on the writer's position. Continuing to post without knowing this is a waste of your hard work.
When managing paid notes, there are two approaches to setting up an account. Neither is the “correct” one. However, by using them differently depending on your goals and situation, the same article can become many times more impactful.
What is the difference between the two approaches?
🏢 Company Account (Real Name/Company Name)
A style of posting under your own name or company name.
The advantageis that the brand is built up over the long term. You can naturally create a path to your own products or services and leverage existing awareness and trust.
The disadvantageis that it can easily feel like a sales pitch. When the vibe of “the company is writing this because they want to sell” comes across, readers put their guard up a little. It is especially hard to make an impact when you don't have a track record yet. It is also difficult to create empathy from a third-party perspective.
👤 Third-Party Account (Persona/Character Name)
A style of posting as a character who shares the same attributes as the target reader.
The advantageis that you can speak from a neutral position. Since you are speaking in the form of “results experienced as a user,” readers find it easier to feel that “I could do this too.” Because the barrier to empathy is low, the initial momentum is fast.
The disadvantageis that it is not suitable for long-term brand building. There are also times when you need to manage multiple accounts.
Which one should you choose by situation?
Situation Recommended Reason Attracting customers to your own service Company account Integration with the brand is important Testing entry into a new genre Third-party account Can lower risks with an experience-based format Want to reach a specific target audience Third-party account A persona close to the target is effective Long-term asset building Company account Accumulation of brand value is important Want to create the first sales record quickly Third-party account Low barrier to empathy and fast initial momentum
If you use a third-party account, design is everything
The most important thing for a third-party account is to create a “character who has the same attributes and worries as the target reader.”
For example, if you want to sell a note to people aiming to monetize a side hustle, create a character with a backstory like, 'I tried a side hustle as a company employee, but it didn't sell at all at first. After learning a certain design, I got my first purchase the very next day.'
The moment a reader feels, 'Oh, this is just like me,' they start to trust the character. The distance from that point to a purchase shrinks instantly.
5 things to decide in character design
1. Name and profile Set a friendly name and attributes close to your target audience. Include elements that make readers feel 'this is close to me,' such as age, occupation, and family structure.
2. Before (the state of struggling) A history of specific failures or struggles that target readers can relate to. It hits home if you can write not just about superficial problems, but the emotions behind them.
3. Turning point (the encounter) The encounter with the product or service. It is more natural and trustworthy to say 'I arrived at this after searching for it' rather than 'I just happened to find it.'
4. After (the state of change) Specific numbers and results. Convey it in the form of 'XX yen in XX days' rather than 'it got a little better.' Just having numbers significantly increases credibility.
5. Motivation for posting Why are you posting on note? 'Because I wanted to share this with people who have the same struggles as me' is the most natural and easily accepted by readers.
What was the structure of the article that actually sold from the next day?
The articles that started selling from the next day shared a common structure.
It's not a sales pitch from a company, but a personal experience told by someone in the same position. That alone makes a huge difference in how readers receive it. It conveys the feeling of 'I want to share this because I actually tried it and it was good,' rather than 'Please buy this company's product.'
The actual flow of the article is like this.
プロフィールリンク
↓
フック（この人だけ読んでほしい、という絞り込み）
↓
問題提起（自分の失敗談・悩み）
↓
解決策との出会い
↓
実績の一部公開（数字・スクリーンショット）
↓
価値予告（続きを読んだら何が手に入るか）
↓
CTA（答えの直前で切る）
Articles written in this flow naturally lead readers to purchase. Because you can create a state where they 'wanted to buy as a result of reading it themselves,' rather than being pushed.
Summary: Decide 'who you are writing as' first
Before thinking about the content of the article, decide this first.
'Who am I writing this note as?'
If you want to build a brand long-term, use your company account. If you want to build initial results quickly or deeply resonate with a specific target, use a third-party account.
Whichever you choose, it will sell if the design is correct. Conversely, whichever you choose, it won't sell if the design is wrong.
Once you decide 'who you are writing as,' the next step is just to focus on the design.
Let's build it together.
AI-NO
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