How good are you at explaining your ideas?
Do readers jump up to implement your advice?
Let’s be honest, writing a good explanation is tougher than it seems.
Explanations often turn out to be a tad dry and uninspiring—and when we fail to captivate our readers, we fail to communicate our ideas, too.
So, what can you do to explain with clarity and zing?
The Zoom-In-Zoom-Out technique
You know it from photography, don’t you?
Zoom out, and you display the big picture. Zoom in, and you show details.
Writing works the same.
The best writing combines satellite-style zooming out with telephoto-like zooming in.
When zooming in, you see the mother lion licking her young; you see the bee gathering honey from a clover; you see the withering petals of a tulip. You see one specific situation—one flower, one person, or one animal doing one specific thing.
Satellite photography is the complete opposite. Instead of tiny details, you see patterns. You see the colorful fields with millions of tulips in the Netherlands. You see how the roads and fields are flooded after months of rain. You see sprawling suburbs surrounding the skyscrapers in downtown Houston.
In photography, you have all sorts of lenses and you create pictures with different levels of zoom. But in writing, you alternate mostly between the extremes:
- Captivate readers by using the telephoto lens—tell the story of one person in one specific situation.
- Describe the satellite image to explain the wider picture, the trends, the lessons, the statistics.
- As much as possible, skip the half-zoomed scenes.
The Zoom-In-Zoom-Out technique helps you explain anything to anyone; it helps you captivate readers, even with the most boring topics.
Shall I show you?
How the masters of explanation use this technique
Chip and Dan Heath apply the Zoom-In-Zoom-Out technique in all their books to educate business readers.
Below follows an example from their book The Power of Moments. The story shows how important praise is, and it starts when a student, called Sloop, has been told to mouth words because her voice doesn’t blend with the rest of the choir. Then another teacher asks her to stay after practice:
Sloop was hesitant at first but eventually lowered her guard. She said, “We sang scale after scale, song after song, harmonizing and improving, until we were hoarse.”
Then the teacher took Sloop’s face in her hands and looked her in the eyes and said: “You have a distinctive, expressive, and beautiful voice. You could have been the love child of Bob Dylan and Joan Baez.”
As she left the room that day, she felt as if she’d shed a ton of weight. “I was on top of the world,” she said. Then she went to the library to find out who Joan Baez was.
Sensory details—the singing of scale after scale and becoming hoarse; and how the teacher took her face in her hands—make this scene come alive. I can sense the impact the praise had on Sloop, and I imagine her walking to the library with a spring in her step.
Once the story has demonstrated the impact of praise, the authors zoom out to share the big picture:
The importance of recognition to employees is inarguable. But here’s the problem: While recognition is a universal expectation, it’s not a universal practice.
(…) “More than 80 per cent of supervisors claim they frequently express appreciation to their subordinates, while less than 20 per cent of the employees report that their supervisors express appreciation more than occasionally.” Call it the recognition gap.
Zoomed-out statements—facts, figures, trends and big pictures—only become powerful when the zoomed-in stories give them meaning.
Facts give stories substance. Stories give facts meaning. Substance and meaning are two of the most powerful factors in any explanation.
~ Lee LeFever (From: The Art of Explanation)
Another example of the Zoom-In-Zoom-Out technique
The Year of Magical Thinking is a memoir by Joan Didion, in which she describes her journey of grieving for her husband.
But she doesn’t tell only her own story, she also comments on theories around loss and grieving. For instance:
From Bereavement: Reactions, Consequences, and Care, compiled in 1984 by the National Academy of Sciences’ Institute of Medicine, I learned for example that the most frequent immediate responses to death were shock, numbness, and a sense of disbelief: “Subjectively, survivors may feel like they are wrapped in a cocoon or blanket; to others, they may look as though they are holding up well. Because the reality of death has not yet penetrated awareness, survivors can appear to be quite accepting of the loss.”
The statement above about bereavement is abstract, and Didion paints a clear picture with the details of her own grieving process:
I could not give away the rest of his shoes. I stood there for a moment, then realized why: he would need shoes if he was to return.
Feel that, too?
It’s the personal story that connects and adds meaning to dry advice and bare facts.
A powerful mix of authority and authenticity
The stories you share can be about yourself, but also about clients or friends, or they can be stories you’ve heard or read.
For instance, in a blog post about finding your passion, Mark Manson explains his general view:
Today, I received approximately the 11,504th email this year from a person telling me that they don’t know what to do with their life. (…)
The common complaint among a lot of these people is that they need to “find their passion.”
I call bullshit. You already found your passion, you’re just ignoring it. Seriously, you’re awake 16 hours a day, what the fuck do you do with your time?
To be honest, as I was reading that, I didn’t quite get it. What does Manson really mean? Why would people ignore their passion?
But then he zooms into a miniature story about a friend, and I understand:
I have a friend who, for the last three years, has been trying to build an online business selling whatever. It hasn’t been working. And by not working, I mean he’s not even launching anything. Despite years of “work” and saying he’s going to do this or that, nothing actually ever gets done.
What does get done is when one of his former co-workers comes to him with a design job to create a logo or design some promotional material for an event. Holy shit, he’s all over that like flies on fresh cow shit.
And he does a great job! He stays up to 4:00 AM losing himself working on it and loving every second of it.
But then two days later it’s back to, “Man, I just don’t know what I’m supposed to do.”
I meet so many people like him. He doesn’t need to find his passion. His passion already found him. He’s just ignoring it. He just refuses to believe it’s viable. He is just afraid of giving it an honest-to-god try.
The story about Manson’s friend is vivid and emotional, and it adds authenticity and meaning to the general advice that you don’t need to find your passion.
So, whenever you want to share a lesson or explain a trend, share a specific story and use vivid details to captivate and inspire readers.
How to explain better
You can use this Zoom-In-Zoom-Out technique for any type of writing:
- In a case study, explain the key benefits of your service by relating how it worked for one specific client.
- In a blog post, teach a lesson by giving a specific example.
- In journalism, weave sociological trends with the stories of how it affects specific families.
- In a memoir, tell your personal story and relate it to a bigger lesson.
- In a historical novel, tell the story of your protagonist to open a doorway to a historical era.
The foundation of explanatory writing is simple: Zoom in. Zoom out.
PS Thank you to Amy Peacock for inspiring this blog post.
Recommended course:
Stories in Miniature
Learn how to captivate your audience with stories in blog posts, books, social media, web pages, and emails
“The biggest gift from taking Henneke’s class is finding my voice to tell stories throughout my book. I am not so worried about what people will think anymore. I can choose to be more vulnerable, and I feel so much more confident in my business writing.”
~ Irene Yam
I very much appreciate the personalised support Henneke gives in this course. I never felt left alone, and the companion emails motivated me to keep going. I also love Henrietta’s drawings, they help me remember concepts easily and I think they really spice up the course.”
~ Laura
“Even if you know something (“Show, don’t tell”, for example), Henneke’s way to teach helps you understand better what you already know.”
~ Maurizio
I feel more confident in my story skills. With more practice I now believe that I can become one of those people that can tell an engaging story. Henneke always exceeds my expectations.”
~ Susan
Further reading on good explanations:
How to write luscious, high-protein explanations
5 ways to simplify complex ideas
A brilliant example of explanatory writing: A story on whales
I write for the self-knowledge niche, but I’m not able to write posts that connect deeply with people, I lack words to engage them. Even though I know my audience, they are insecure women between 20 and 48 years old, with low self-esteem, they feel devalued, lost, and incomplete in their relationships. I can’t write anything impactful that helps them! I always read your articles and they keep me hooked until the end, but I don’t know how to do the same
You can do it, too.
Start by writing for one person. Think about one problem you can help her solve. It can be a tiny problem or you can help her take the first step towards solving a big problem.
In your opening, address your reader directly. It can help to write her name at the top of your draft, as if you’re writing a letter. Tell her you understand what she’s struggling with, then promise you have a solution (or a first step towards a solution). That’s all you need to do in the opening: Show empathy and show that reading your blog post will be worth her time. Then, in the main body of your post, share step by step what you recommend doing to solve the issue. Give examples so it doesn’t seem too abstract. Then in the final paragraph, inspire her to take action.
A first draft will not be like you want it to be. Too complicated. Not conversational enough. So, when you’re editing, try to simplify and be precise in what you’re communicating. Also, at least for one round of editing, imagine phoning your reader and reading your blog post aloud to her. How does it sound? How can you make it more natural?
You’ll get there step by step.
I’m in awe of how you simplify things, Henneke. The photography analogy works really well and your drawn illustrations are perfect. I will now happily zoom in and out with more awareness of what I’m doing. 😉
Thank you so much, Sue. That’s a lovely compliment. Happy writing!
Hi Henneke!
Thanks for sharing this important knowledge with us. I’v always felt at home with the technique you brought to our attention. It has further reinforced the need to continue to use it.
Great that you feel at home with this technique already, Michael. And thank you for stopping by. Happy writing!
This post is so timely. Perfect.Perfect.Perfect.
I’m in the middle of a writing a series of blog posts (actually the foundation for a book). It came out an invitation to write a post for an organization I belong to. It expanded to over twice the word limit in no time…
Now as I am organizing it to be shorter pieces, I see how zooming in & zooming out would be vital for improving the quality & effectiveness of the info. Thank You again for your brilliance in bringing these valuable tidbits to all of us in your posts.
Thank you, Bamboo. Your comment makes my day. There’s no bigger compliment to me than someone suggesting they’re going to use my tips to improve their writing. It sounds like you’re creating something special!
Like a fine wine, your advice gets better and better, Henneke.
Your examples make the Zoom-in / Zoom-out technique memorable. I can’t wait to try them out on my own writing.
Thank you, Bill. That’s a lovely compliment. I like a fine wine 🙂
Wonderful examples. I’ll be reading this one a few more times!
Thank you, Christy. I love these examples, too.
Thank you, Henneke. I really found this post inspiring. I would really like to join your courses. Please keep me posted.
Thank you, Jasmine. My courses are open for enrollment all year so you can jump in anytime!
Brilliant: perfect examples. Sadly, most people will not take the time to understand how to apply your know how to their writing. Thank you for sharing.
Well, I’m writing for the people who do take the time to implement my tips. I think there are enough of them 🙂
Love this play between zoom-in and zoom out for writing! Thanks for sharing, Henneke 🙂
Thank you, Sampada. I find it such a useful way to think about writing and storytelling.
Once again, your enchanting words create inspiration. Henneke, Thank you,
I’m glad you enjoyed this, Helene. Happy storytelling!
Just a quick thank you for all your outstanding teaching. You are such a talent! Trying to find the time to take one of your courses.
Thank you for your lovely compliment, Pamela. 🙂
would I be able to do two zoom-ins in one essay like have my first primary source be the intro-zoom? but then zoom in on another primary later on in the essay
Yes, you can zoom in more often.
Well 😅🔥 will work on it
Hope you’ll have fun with this!
Exhilarating. The way you have stressed metaphor to zoom in and out and the points below “You can use this technique for any type of writing:” is very engaging.
Kudos for those ideas.
Thank you, Indranil. Happy writing!
Great advice! I can’t wait to use it. I’m like the thousands of other writers who like Henneke’s articles.
Thank you, Wally. This is one of my favorite posts 🙂
First off, great explanation of the technique. I’m trying to practice my writing and was wondering if you have any additional examples for the zoom in and out technique, other than the ones given in the article? Thank you!
You’ll find many more examples in any of the books by Chip and Dan Heath, or check out good-quality long-form journalism, and see where they share stats or trends, and when they share stories about specific people in specific situations.
BEST explanation of this technique!
Thank you, Jan. Happy writing!
Wow!
This technique just blew my mind. It is simple as it sounds, but so powerful to improve my writing skill. Thanks for sharing!!!!!
I’m glad you enjoyed it, Nhan. Happy writing!
It finally makes sense. Zoom in and zoom out. For sure personal experience helps with writing because it’s emotional.Thanks am ready to try it
I’m glad this post makes sense 🙂 Happy writing, Lubosi, and thank you for stopping by. .
Your tips are on point, simple and relevant.
I’m been struggling with extracting the ideas from my head and put them in writing. They are like bees,buzzing in and out,but poorly materialize into actual words on paper.
Any words of advice?
Your articles are great. Thanks for sharing!
It’s very common that ideas are buzzing around our minds, but somehow when we try to commit them to paper, it’s not working. It takes time to untangle our thoughts. You may find this blog post useful: https://www.enchantingmarketing.com/writing-strategies/
This is a good technique. Very helpful.
Happy zooming in and out! 😉
Hello,
The world of better writing sketched by you is a vast one to travel to a beginner like me. But the world is enticing and enchanting and inspires one to traverse.
Thank you for your compliment. 🙂 Happy writing!
More insightful ideas to share with my writing group and our followers on facebook. Thank you.
Thank you for sharing, Susan. I appreciate it 🙂
Thank you again for writing this Henneke. Its a gem! I felt like I was crouched down panning in a cool stream for weeks and finally found a nugget of gold. 🙂
What a great metaphor! 🙂
All good points for blogs and journalism, and I rate Lee LeFever’s book highly too.
In my niche, technical writing, there’s a need for minimalism and non-emotive content. But you can still use stories – weave them into examples to give the reader more context.
I agree – there’s still space for using mini-stories as examples. Even in technical writing, describing specific situations can be useful. As you suggest, minimalism doesn’t need to exclude zooming in, and zooming in doesn’t mean a scene has to be emotional; it can be a specific user case, too.
Thank you for stopping by to add your thoughts, Craig.
Hi Henneke – Thank you so much for recommending Lee LeFever’s The Art of Explanation. I bought it, spent the last two days reading it and was not disappointed. Lee’s concepts for creating clear explanations are outstanding. Framing the audience or reader on the “explanation scale” before putting pen to paper fixes the need to think about relevant context before hitting the details. Although it deals more with video instruction than writing a book, I recommend this book to anyone writing a how-to book. Wish I had it years ago.
I also bought the Heath brothers’ Power of Moments and I find it complements LeFever’s book in how to express human experiences meaningfully.
Thanks again Henneke for your insight into writers’ needs – from sunny Sydney. But we now need rain.
Hi Paul – I’m so glad you enjoyed The Art of Explanation. Like you say, it’s written for making videos, but equally applies to writing. There’s so much similarity between making educational videos and writing (and public speaking, too).
We had some welcome rain yesterday!
The title of this writing style – Zoom-in/Zoom-out – makes this lesson so much easier to remember. I love your bee graphic. A picture speaks a thousand words, and while your images are inspirational, your words would be just as complete without them!
I love your blog – and thanks for this lesson!
Wow, what a lovely compliment. Thank you, Brylee 🙂 Happy writing, and happy zooming! 🙂
Thank you, Henneke.
Your advice are very useful for blogging and for posting in social network.
I will follow you advice to get my writing better. And… to study how some (bad) Italian politicians can engage readers with their racist messages… 😉
I’ve found that there’s a lot to learn from how politicians communicate and connect with people’s emotions—even if they use their communication techniques for purposes we disagree with. But I don’t really enjoy studying their words—I rather read something that pleases me than something that upsets me. 😉
Hi Henneke,
Love this and so many of your posts! I can’t add anything brilliant but – yes – what they said!!
You SO rock this writing thing.
Thank you.
Thank you for your lovely compliment, Cecelia. You put a smile on my face 🙂
Happy writing!
Hello Henneke,
It is absolutely an engaging and informative blog to learn the essential elements in terms of style and effectiveness to engage the reader’s attention particular to the circumstances. One thing that I want to know from you is: how to write a good “case study?”
REGARDS,
Richard Padgett and Jonathan Tee have both written good blog posts about writing case studies (here and here).
Enjoy!
“Once upon a time I discovered a talented woman from the Netherlands writing and living in the UK. She riveted my attention with logical and engaging writing ideas. She also made it her mantra to reply quickly and personally to my comments. I thought then and there, I wanted to be a part of her community and to adopt her ideas for my new following.
“Zoom out with me for ‘the rest of the story’, I double dare you. Thanks, Henneke, you rock.
Hey Stephen, how lovely to see your name pop up again.
Thank you for your lovely compliment and for your story … I’m glad the story is still continuing. Right? I’m happy to have you as part of my community. Thank you.
Hi, Henneke… I read all your posts I receive, but I do not make any comment, or reply on them. Because I still have fear to write something in English….! I fear about sentence structure, choosing right words etc. I assume, my expression will not be much worthy to anyone, even to you. But I have a deep desire to write blogs. By reading your posts, I feel, I am a bit inspired to write. The above term Zoom in and Zoom out is very interesting, very important for me to use in my writing. I’ll try to start writing now and use this term in it… Thank you for inspiring me as mentor through your posts.
Thank you for overcoming your resistance to writing a comment in English. I much appreciate it! 🙂
If a day someone asks me “How did you learn to write so well and vividly?” ever comes, your name will be the first to roll off my tongue. 🙂
Thank you so much, Maya. I appreciate your generous compliment 🙂
Awesome. This is so well explained. Thank you Henneke.
I have a desire to start writing and is learning up the techniques. Have to start writing as practice makes perfect.
Thank you, Christina, for your lovely compliment. Be careful that you don’t aim for perfection, and enjoy your writing!
Dear Henneke,
I visit your blog only now and then, but follow you on Twitter regularly. Coming here (and reading the comments in addition to the article) is like stopping at a warm, friendly coffee house where all is safe and where reigns kindness and good will. Thank you for instilling this ambiance.
Enjoy the rest of the Summer up in the lovely North of England.
What a lovely compliment, Doris. Thank you. It’s exactly how I’d like my blog to be, and I appreciate everyone stopping by to ask questions, share their opinions, and provide encouragement. I’m enjoying the good company here!
I can understand how the woman mentioned in your email left a bit confused. Even in your post here the examples are a bit opaque.
Your examples are clear, but don’t give a direct relation to each other. Even the bereavement examples don’t show a continuance of the story between the two paragraphs — as in, the second paragraph obviously didn’t come immediately after the first. There is more in between that apparently is a transition between the zooming.
I’m probably just a knuckle-headed noob. You said that the in-between transitions should be left out, but reading the bereavement paragraphs one after the other it’s obvious that more of the story has been edited out.
Please enlighten those of us that are still wandering in the dark.
Hi Randy —
I’m sorry if my guidance and explanations weren’t clear enough. It’s always the fault of the teacher!
You do need transitions to move from the one to the other so the relations between paragraphs are are clear. But you want to avoid the half-zoomed scenes as much as possible. Most writers don’t zoom in enough, so the writing feels too abstract. It lacks vividness.
The examples are quoted are snippets from the books, that I felt best demonstrated the zoomed in and zoomed out paragraphs, but they’re text in between. It’s tricky to start quoting whole pages of books in short blog posts. I would highly recommend reading the book “The Power of Moments” as it’s one of the best examples for the zoom in zoom out technique I’ve come across. When you read it pay attention to the vivid stories Chip and Dan Heath share. You can also see how they then move on to explain the big picture—the trends, the research and the lessons they suggest.
Also, for people who read your comment and haven’t seen the email … The writer I mentioned was confused after attending a paid writing workshop (which was not by me). My explanation helped her apply the zoom in zoom out technique — and this post expanded from my explanation to her.
Excellent advice Henneke.
Thank you, David
This is centainly the best piece of advice one may need to improve writing. Thank you so much.
I share Shirley Pordominsky’s suggestion. You should publish books with your terrific ideas.
Wish you the best.
Thank you, Tarcisio. I appreciate your vote for Shirley’s suggestion to publish a collection of my blog posts as books. I’ll look into it soon. 🙂
Thank you for sharing this. Here is what I gleaned from this post in my own words:
My readers definitely want to know if the ideas that I’m sharing have impacted me personally. They want to know whether I have gone through similar experiences or similar situations as theirs. They want to know how I got myself out. They want working solutions not just abstract ideas. They want to know I’m human. By relating my experience and offering solutions intermittently within my story I will be able to capture their attention and win their hearts and probably make a sale.
Yep, that’s a good summary. It may not always possible to share a personal experience, so it’s also okay to share a story about a client or a story you’ve read somewhere—as long as sometimes you do share a personal experience.
Happy writing, Martin. Thank you for your comment. 🙂
Thank you so much!
Within seconds of digesting this zoom in-zoom out approach, I was able to write an opening line to ‘sell’ a new family centered event.
Five minutes later, I had a jingle-like poem to set the mood for the activity. I focused in on the action steps a single kid would complete while participating and presto! things just fell into place. Taking the why it’s important, educational stuff out of the picture–at first–was the solution. Thank you, Henneke!
Wow, that makes me happy, Jeannette. Isn’t it lovely when things just fall into place?
Thank you so much for sharing 🙂
Hi Henneke, its time for you to sell the collection of your articles, by theme or the kind of writing advise. you decide. Volume One and Two are already ready – and at the end of each year one more book. I can see translations in many languages. I’m always learning from you. Thank you
Good idea! Someone mentioned that same idea a few years ago, but I couldn’t get my head around it at that time. Maybe now the time is right as it’s easier to collect a series of blog posts around different themes. I’ll look into it.
Thank you, Shirley.
I also vote with my hands and feet for such collections. I’ve already opened my wallet to buy several such books 🙂
This technique is priceless! As it turned out, I intuitively used the Zoom-In-Zoom-Out in my articles.
Thank you for another vote, Michael! I need to get some other stuff of my plate first, and then I’ll look into getting this organized 🙂
Excellent use of examples to illustrate the zoom in zoom out concept.
Thank you for sharing your knowledge.
Dave
Thank you, David. I’m glad you like the examples, too.
This technique is amazing and your explanation and examples are clear and eloquent. Your blog is a treasure trove. Zoom in. Zoom out. 🙂 Thank you!
I love it when I find good examples to illustrate the point I want to make in a blog post. The quality of the examples can make or break a blog post.
Thank you for your comment, Nata. Happy writing!
Thank you for your posts Henneke, I am now an avid follower. The thing about your writings is that it gears one to make a conscious effort to make writing beautiful, not to leave it to chance or to experiments upon experiments.
The things we know, sit at the back of our minds, but you bring them to fore and guide us in using those tools effectively. Thank you.
Thank you for your lovely comment, Boladale. I appreciate it. Happy writing!
So very helpful – thank you!
My pleasure, Lisa. Happy writing!
?? Zoom in, zoom out is such a masterful metaphor for this, Henneke! Once I’d read the article, I realised it encapsulates everything from your post in a single, memorable phrase. That alone is such a great technique because as a reader I can remember and apply your advice so easily.
I love the intimate zoomed-in moments in people’s writing. But sometimes I get to the end of a post and realise I’ve been engaged all the way through, but haven’t got the overall idea of what they were wanting to say/teach.
That’s where the Zoom-Out is so essential. And now i have the words to describe it when I see it/ use it or miss it.
Thank you. I’ll definitely be applying this tip to my writing in future.
I love the intimate zoomed-in moments, too. They make writing worth reading, even if I know “the lesson” already. This is especially true for me when people share personal experiences because those are the stories only they can tell.
Thank you for your lovely comment, Alison 🙂
“They make writing worth reading, even if I know “the lesson” already. This is especially true for me when people share personal experiences”
Yes, I agree. Even when I know ‘the lesson’ those personal stories are such a source of connection and also help me deepen my insights.
Good catchphrase, Henneke!
You are like a fly 😉
(with those multi-faceted eyes that look at the same things in 100 different ways)
I could not agree more, Kitty!
I love the way Henneke draws in knowledge and information from all over the place, extracts writing and life wisdom from it and shares with us ?
Now, there’s another idea for a blog post! ??
Darn. And you’ll draw those eyes, too. I have to start keeping my metaphors to mahself! ?
Go for it! I’d love to read your post about the fly’s eyes. I’ve just been reading about them. So fascinating … they have an almost 360-degree view but they can’t focus on an image.
I had just published the first version of a blog post on “Love till the end of my life”. The title was personal, but there was not much more where I zoomed in.
In fact, I’m quite a zoomed-out writer, who sees and paints the big picture. Because it is through abstractions that I personally can understand life, the world, and everything.
About an hour later, this blogpost landed in my inbox. It was a revelation. I recognized how true and important it is what Henneke writes here. But it had never been explained to me this clearly.
I went back to my blogpost and started it with a zoomed-in scene.
Our texts are often good in content, but fail to engage to the max. We need reminders as engaging as Hennekes to improve our writing.
Thank you so much for sharing your story, Ton. It makes me happy when people can instantly implement my advice.
In my experience, most writers are good at zooming out, but forget to zoom in. That zoomed-in scene can make a big difference 🙂
Happy writing!
This is good technique…
Drawing in the readers and then spilling the beans – to help them understand is a solid idea.
Zoom in..zoom out – my new catchphrase for this week.
Thank you. Stay Awesome.
That’s it. Zoom in. Zoom out.
Happy zooming, Rohan! 🙂