Knocking copy is a type of persuasive copywriting that is designed to criticise competitors or the competition in general in order to advertise your own product or service. It is a controversial marketing technique that has been around for a long time, but it remains a popular and effective way to make a statement about your own offering.
The goal of knocking copy is to create a negative perception about the competition and to emphasise the superiority of your own product or service. It’s a variation of direct response marketing which focuses on criticising competitors with the implicit goal of making more sales.
What you can use with Knocking Copy
Knocking copy can involve anything from subtle critiques to more extreme tactics. It’s up to you to decide how you want to approach your own campaign. Some of the techniques used for knocking copy include:
Comparing competitors: This involves making a direct comparison between your own offering and that of your competitors. You can use this to point out features or services that your product has which your competitor does not, or vice versa.
Making a mockery of competitors: Making a mockery of your competitor is probably the most extreme version of knocking copy. It involves responding to competitors' advertising in an effort to make them look foolish or incompetent.
Disparaging comments: Disparaging comments can be used to point out flaws in competitors' products or services or criticisms of their advertising. This is a more subtle form of knocking copy, but it can still be effective.
Highlighting the positives: Another way of knocking copy is to focus on the positives of your own product or service and to point out how it is superior to that of your competitors.
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What are the Guidelines and Best Practices?
Although knocking copy can be an effective way to boost sales, it’s important to follow certain guidelines to ensure that your campaign is within legal and ethical bounds. Here are some of the most important guidelines and best practices for using knocking copy:
Be accurate: When using knocking copy, it’s important to make sure the information you’re providing is factually accurate. Any inaccuracies or false claims could leave you open to legal action.
Avoid personal attacks: Personal attacks are never acceptable and can be a sign of a badly crafted campaign. The focus should remain on the products or services being compared and not on the people involved.
Be subtle: Subtlety is key when it comes to knocking copy. It’s important to make sure that the message is both clear and effective without going overboard or offending potential customers.
Be aware of the law: There are many laws and regulations that prohibit deceptive advertising practices and make inaccurate claims illegal. It’s important to make sure you understand these laws and abide by them.
Be prepared for backlash: Knocking copy can be controversial and you should be prepared for a possible backlash. Make sure you are ready to respond to any criticism or negative feedback.
As with any marketing technique, knocking copy should be used with caution and should be done in a professional and ethical way. As long as you are aware of the applicable laws and regulations and use subtlety in your approach, knocking copy can be an effective way to increase sales and gain an advantage over competitors.