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The Controversy Effect
Safe messaging blends in. So sometimes, the fastest way to be noticed is to say something other brands wouldn’t dare say.
That’s the Controversy Effect. You lean into language or ideas with a bit of edge, and people stop scrolling.
But it’s a tool that needs real care, not a shortcut to use without thinking.
What Is The Controversy Effect?
The Controversy Effect is all about using controversial language and concepts to capture the attention of your potential buyer and make yourself more memorable. So instead of playing it safe, you deliberately stand for something, or against something.
That clear position is what separates you from the noise of every other brand staying neutral.
Why Does The Controversy Effect Work?
It works because the brain notices contrast in the environment and unusual things, both visually and verbally. So when your message stands out from the safe, predictable norm, it earns a second look.
Incorporating controversial language and concepts into your messaging also triggers feelings and memories related to them. This can capture attention and intrigue, gaining valuable seconds in the battle for client attention.
How Can You Use The Controversy Effect In Sales?
Take a position others avoid
Using controversial references isn’t suitable for everyone. That said, you can harness the benefits of this effect in more subtle ways than you might think. Opposing popular ideas and beliefs related to your offering can do the trick.
Use strong, opinionated language
Using opinionated and strong language that indicates a clear stance can capture attention without needing to be shocking. So commit to a point of view, rather than hedging.
Flirt with the edge of acceptability, carefully
Some brands push toward language that sits right on the edge of what’s broadly acceptable. So if you go down this route, weigh the risk to your reputation just as carefully as the attention it might earn.
When The Controversy Effect Works Best
It works best when your audience shares or respects the stance you’re taking, since controversy only builds connection if your buyers are nodding along, not recoiling.
It also works well for brands with an already bold, confident identity, because controversy fits naturally into a voice that’s already distinctive.
When The Controversy Effect Becomes Dangerous
It becomes dangerous if the controversy genuinely offends your core audience, rather than just provoking a reaction from people who were never going to buy anyway.
It can also backfire if the stance feels manufactured purely for attention, since buyers can tell the difference between a genuine point of view and a stunt.
Common Controversy Effect Mistakes
Misjudging the audience
What feels bold to one group can feel offensive to another. So know exactly who you’re speaking to before you take a controversial stance.
Using controversy with no real point of view
Shock value alone fades fast if there’s no substance behind it. So make sure your stance connects back to something genuinely true about your brand.
Underestimating reputational risk
Controversy can do lasting damage if it’s misjudged. So weigh the upside against the risk before you commit to anything genuinely edgy.
The Controversy Effect – An Example
Durex’s “you decide” advert
In this advert, Durex present you with a pretty stark choice.
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