It is with deep sadness that we have to inform you that Hilite Ltd ceased trading on May 31st 2018.
We would like to thank all our clients, suppliers and staff for 32 great years but regret that the new GDPR regulations have made it impossible to continue as we would have liked.
Should anyone have any questions we can be emailed on email@example.com We only have a skeleton staff but will aim to get back to you as soon as we can.
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.