Business and Copywriting

Dark Angels

John Simmons is a branding expert with a stellar list of clients including Guinness and Unilever. He is also a superb writer and trainer with a profound belief in the creative power of words.

Dark Angels is about ‘encouraging writing at work to be more creative’. It has two themes: the importance of releasing greater creativity in businesses, and how to write more creatively in a business context. There are hints, examples and stories. It’s a joy to read, part diary, part literature and part  ‘how-to’ book.

His tips include listening to your own words as you write, putting yourself in the reader’s place and editing ruthlessly. He suggests various exercises to develop your skills. These include stimulating your ideas, working easily within constraints and stamping a personality onto the writing.