In the last 5 years, a dozen online japanese courses with a similar premise. They announce a week of free video lessons, then open up places for their Japanese course that cost 4 digits that always end in 7.
It's Japanese week, Golden week week, Japan week, Nihongo week and many others. Both invest heavily in marketing and advertising on social networks to reach people.
I personally don't see any problem with that, and if I had the money I would invest heavily in advertising, marketing, writers and other things to grow the Suki Desu and my other projects. But what bothers me about all of this is the herd effect, and how it can end up ruining the fame of these online Japanese courses.
This is all the result of Launch Formula, an online course taken by Erico Rocha that circulates there among all digital marketers. I had the opportunity to attend this course and despite the techniques taught, I found all content quite simple, despite being effective.
Especially because, if it were not effective, people would not be using this launch formula to sell their courses online. It is not just Japanese courses, almost any course on the internet uses one or another technique of the launch formula.
Remembering that the launch formula is not the only course that uses this same system. Thousands of popular courses that teach people how to take their own course use the same marketing scheme.
The Launch Formula and the Herd Effect
The launch formula is a course that teaches people from scratch how to create and sell a digital product. In this formula they learn the tactic of making a week of free videos to add customers.
There are thousands of other marketing techniques that I don't want to mention here, but that are simple and obvious things to understand. The big problem is in the way that students use this formula.
Everyone wants to do the same thing the same and does not differ in practically nothing. The author of the launch formula says that the person needs to innovate and be different, but it seems that students do not listen and do practically the same thing as others.
For a person to stand out, she needs to be different from the others.
A great example of this is the 7 used at the end of prices for all online courses. The video of the myth, Bruno Avila, explains a little about this:
If everyone is doing the same thing, customers will simply find it suspicious and lose interest in the product. I work in this area and I say that each passing year is getting more and more difficult to sell digital products, exactly because of the herd effect.
People want to do only what is working for others, they don't want to innovate, just copy. First Luiz Luiz's course appears, then a dozen Japanese courses appear using the same proposal.
I don't blame the authors of the online Japanese courses, but the marketing agencies they hire!
The example of who applied the formula, but does it differently
Luiz Rafael from the Japanese online program was a pioneer in the launch formula, he was the first to apply these marketing techniques in his Japanese course, but he is the only one who tries to differentiate himself as much as possible from the others.
While many content producers focus on selling their products, Luiz Rafael invested heavily in his course and also in the free content offered. All the other Japanese courses I know do not propagate as much free content as Luiz Rafael with his YouTube channel, social networks and the site Classesdejaponesa.com.br
I'm not implying that the other Japanese courses are bad, because despite the formula that I personally find irritating, they are dedicated to teaching their students, each with a different method. I publicize all the Japanese courses that I find interesting, I don’t have this exclusive, but for me the best thing today is the Japanese Online Program without comparison.
Maybe you don't like a teacher, so it's nice to have several options for online courses. I believe that Luiz Rafael is the only Japanese teacher who applies the launch formula alone, the others simply hired marketing specialists to take care of all this sales part (which is the same lol).
Some professors are not even professors graduated from Universities in Japan or Brazil. Thinking about it, Luiz Rafael to shut the critics' mouth hired native teachers from Japan to take the lessons of his course, which is more and more complete.
Why am I writing about this?
It may seem a little off topic, everyone will continue using these sales techniques as long as they have been working. I just want to make it clear that I'm not the only one who finds this boring, but I guarantee that it doesn't affect the content proposed by the course, at least the ones I trust.
Are people deceived by these techniques? Yes and no, really some lay people may end up buying a course on impulse without having a real desire to learn Japanese. So some end up asking for a refund in the first 30 days.
However, the reimbursement rate is very small, below 2%, which indicates that most people who buy language learning courses are really interested in learning and are dedicated to their studies.
I set up a new website focused on exactly that digital marketing area called kevinbk.com, if you are interested in following my articles focused on this area, just access my website.
I hope you enjoyed the article. What do you think of this launch formula being applied to every online course that appears? Do you think it already worked? Is it time to think of new ways to sell?