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8 lessons from Roald Dahl on copywriting
Didn’t we all read Roald Dahl’s books with amazement as children? He was one of the best and now I know why. Roald Dahl mastered all the skills of a great copywriter.
These are 8 amazing lessons you can learn from the master himself.
1. He speaks the language of his audience
Lesson 1 at copywriting schools: write for your audience. Children are the main characters, adults are mean or stupid. Just like children think. The language used in Roald Dahl’s books is precisely tailored to the target group.
An excerpt from George and the Marvellous Medicine:
“Most grandmothers are lovely, kind, helpful old ladies, but not this one. She spent all day and every day sitting in her chair by the window, and she was always complaining, grousing, grouching, grumbling, griping about something or other. […] She didn’t seem to care about other people, only about herself. She was a miserable old grouch.”
2. He uses language that is easy to understand
Admittedly, the language used in Roald Dahl’s books is starting to show some wear and tear. Books would no longer be written this way today.
