Practical Sales Training™ > How To Get Attention > Contrarian Viewpoint
What is it?
A Contrarian Viewpoint is when you deliberately go against the common opinion to stand out and make people think. Instead of repeating what everyone else says, you challenge the norm with a different perspective.
Examples:
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“Discounts don’t drive loyalty. They destroy it.”
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“More leads won’t grow your business. Clearer messaging will.”
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“Follow up isn’t pushy. Not following up is neglect.”
How does it work?
People are naturally drawn to contrast. When they hear something that challenges their expectations, it grabs attention and makes them curious.
The Contrarian Viewpoint works because:
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Pattern interrupt: It stops people scrolling or skimming because it feels fresh and unexpected.
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Authority signal: Challenging accepted wisdom positions you as someone with insight others miss.
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Engagement driver: Contrarian opinions spark conversation, agreement, or debate which makes your message spread.
It is not about being negative for the sake of it. The power comes from backing up your viewpoint with evidence or logic. That is what creates credibility and influence.
How can you use it?
You can apply a Contrarian Viewpoint anywhere you want to cut through the noise and be remembered:
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Social posts: Lead with a bold statement that goes against the grain to stop the scroll.
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Sales conversations: Challenge a buyer’s assumption to shift their thinking.
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Presentations: Open with a contrarian insight to hook your audience.
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Emails: Use a contrarian subject line to stand out in crowded inboxes.
The rule is simple. If you want attention, do not blend in. Be the one with a Contrarian Viewpoint.
Example
In this advert, British Airways are taking the ironic view that holidays should be taken more seriously.
See also
