Understand Your Buyer > How To Get Attention > The Controversy Effect
What is it?
The Controversy Effect is all about using controversial language and concepts to capture the attention of your potential buyer and make yourself more memorable.
Why does it work?
It works because the brain notices contrast in the environment and unusual things – both visually and verbally. Incorporating controversial language and concepts into your messaging also triggers feelings and memories related to them. This can both capture attention and intrigue – gaining valuable seconds in the battle for client attention.
How can you use it?
Using controversial references are not suitable for everyone. That said, you can harness the benefits of this effect in more subtle ways than you may think. Opposing popular ideas and beliefs that are related to your offering as well as using opinionated and strong language that indicates a stance can both do the trick. Failing that, using language that is on the edge of acceptability such as “slut” can capture attention.
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