I just spent some time diving into the Mr. Beast “1,000 Blind People See for the First Time” video.
If you’re not familiar with Mr. Beast, he’s one of YouTube’s most prolific content creators with more than 130 Million subscribers. His videos routinely receive hundreds of millions of views, and those videos typically consist of people doing crazy challenges for obscene amounts of money.
This video is different than his normal schtick, as he has partnered with SEE international to fund what appears to be 1,000 cataract surgeries in the US and around the world.
It’s a fun watch, and certainly relevant for any refractive surgeons to share on their social media channels.
I’d like to take a minute and point out 3 aspects of this video that you can learn from to improve your videos, your marketing and even your sales processes for your elective services.
Lesson 1 – He talks on a 5th grade level.
Did you notice how he described cataract surgery in literally 12 seconds using ZERO medical terms?
It’s beautiful.
Here’s the transcript:
“If you’re wondering how the surgery allows people to see again, it’s because the lens in their eye got so cloudy that they can’t see through it. So the surgeon uses the tiny vacuum to suck up the clouded lens, and replace it with an artificial lens. The surgery is that simple. They can see again.”
Again, this goes back to Mr. Beast meticulously scripting his videos with language that will keep his audience tuned in.
As experts, it’s so easy for your team to get into the weeds, into technical terms, when talking about everything you do. And certainly there are times this is appropriate, like when you have an engineer sitting in your chair. They may want all that extra detail, so give it to them.
But for the most part, in your marketing and in your sales presentations, clear, concise, easy-to-understand words will allow you to better connect with the patient.
There are other examples of him using 5th grade language all throughout the video.
A good reminder for your team when they’re speaking with prospects – our goal is to educate our patients, not to impress them with our depth of knowledge.
Lesson 2 – This is a masterclass in editing.
It’s no accident Mr. Beast is the best in the game when it comes to creating viral video content. He’s shared in interviews about how much time he’s spent hacking the YouTube algorithms (thousands of hours), and how meticulous his team is with the way they edit their videos.
Think about it – they have videos that are 5 – 20 minutes long, and they want people to watch the whole thing. So the proper editing, timing, etc is vital.
His manager even revealed they scrapped an entire multi-million dollar production because Mr. Beast was not able to get the YouTube Video Thumbnail just right. CRAZY!
SO when you watch this video, take note of the edits. There’s never more than 3-4 seconds before there’s a cut to a different frame, a different angle, or an overlay of graphics. It’s fast-paced. It keeps moving. It’s not boring. Yet it doesn’t feel rushed.
If you’re creating long- or short-form videos for your practice, this is a good style to mimic. Cut out long pauses, use different angles, zoom in / zoom out, overlay images / videos. This is what keeps people tuned in vs. scrolling to the next thing.
Lesson 3 – It’s all story-driven.
Mr. Beast packs a number of patient stories into the video. It’s story after story, talking about different people’s goals and desires for their lives after surgery.
Humans are hard-wired to tune in to stories. Confession: I can remember times I’ve been in church, perhaps a little drowsy, and the preacher gets into “Ima tell you a quick story….” and I perk right up. Am I the only one?
People love stories. And the most popular YouTuber on the planet knows this, and leverages it for great results.
You have many ways to incorporate story into the different steps of a patient journey. It goes way beyond producing a fancy YouTube interview video. A few off the top of my head:
- When you caption a patient in a video or a picture, don’t just write “John Smith, LASIK Patient” say “John Smith, Cyclist and Father of 3”. Now we have context about his story.
- If you personally have had a procedure, you have a story. Share it. “I remember being nervous too, and this is what helped me….”
- You are constantly around stories. Literally every patient you interact with has a life story within which you play a major role via vision correction. Tell those stories in your consults. “Just the other day I had a young lady in here, similar situation to you – 2 young kids, and she just wanted to be able to read them bedtime stories….”
Hope that’s helpful! Any other big takeaways you noticed? Hit reply and tell me what they are…
Gracias,
Coach Troy