Hard Knocks How to give the competition a few kicks--and still come off looking like the good guy

Should I go negative?" That's the question that mightoccasionally buzz around in your head as you wonder about taking awhack at your major competitor in your advertising. You've gotthe proverbial little red devil on one shoulder urging you to"Go ahead, do it!" and the little white angel on theother side cautioning against it.

This kind of thinking happens when you're convinced yourproduct or service is superior to your competitor's, or equalto theirs but less costly, yet is not as successful. You figurethat using your ads to point out their negatives compared to yourpositives could turn some heads and bring more customers in thedoor.

I say, go for it . . . not specifically as a devil or angel, butmore as a devilish angel. By that I mean no bare knuckles, brassknuckles or knees to the groin like some of the political ads inlast year's campaigns.