Join 10,000 Fellow Marketers

Get expert marketing tips straight to your inbox and become a better marketer. Subscribe to the Hilite Marketing Blog below.

Email address (required)
First name (required)

We promise to never pass on your email address to anyone else.


Find the perfect direct mailing list to rent

Can "Knocking Copy" Work?

Blog image

An old mentor of mine read some of my early attempts at copy and told me "Knocking copy never works" so I have avoided it ever since.

Knocking copy is simply where you show yourself in a far better light than the competition.

However, many of your prospects may be unaware of the competition and may decide to seek them out to see if you are telling the truth.

It can also appear that you are struggling to find strong benefits of your own and your knocking copy makes you look bitter and twisted.

Recently though I've seen adverts for Lidl and other stores that price compare their brands against the brand leaders.  How they get away with copying the packaging of the major brands heaven knows.

The fact that Lidl has grabbed market share from Tescos, Morrisons etc suggests that this approach has worked.

On balance, I will probably keep away from knocking copy but when you are faced with a "Goliath" competition it might just be worth a try.

Blog Archive

Get These Blog Posts In Your Inbox

Sign up for our enewsletter today and we'll help you revolutionise your business. Get our 24 Email Marketing Tips for Prospecting as soon as you register.

* indicates required