Before his famed "nappy headed" comment about the Rutgers women basketball team I had no idea who Don Imus was. I didn't know he had a morning show. I didn't know he was inducted into the Radio Hall of Fame. I didn't know that Time magazine named him one of the most influential people in America in 1997. I didn't know that he had already been labeled racist, misogynist, anti-Semitic, or homophobic.
On April 4, 2007 Don Imus, an old white man with gray hair, made a not-so-nice remark about a team of young black women. Overnight his name became synonymous with racism, bigotry, and hatred. He was swiftly fired as a broadcaster from CBS.
I don't agree the Don Imus message but I understand his methods. Controversy is an attention magnet. People give him their undivided attention because he creates controversy as a profession.
Let's take a look at why creating controversy is a smart speaking tactic.
Nice Guy Society
I've mentioned this before in my article The CONS of Toastmasters. The real world has mutated into utopia. We live in a world where failure no longer occurs. The word failure has been replaced by "growth opportunity". Growth opportunity means the same thing as failure, it just doesn't sting as much.
The sub-prime mortgage debacle of 2008 and the recession that followed are two more examples. Millions of buyers who didn't have a dime in the bank were permitted to buy homes. In the 1990s this would have been impossible. In the 1990s you needed 15 - 20% of your home's potential value as a down payment to buy a home. If you didn't have the money you couldn't buy the home. A nice group of people convened and decided that this wasn't part of the American Dream. Relaxing the standards and making the dream a reality for everyone was the proposed solution. Our desire to make everything nice and pretty turned into a financial disaster.
These days your face will be publicly driven into hot gravel if you dare speak the truth. Very few people have the gumption to do this. When a person does speak up it resonates like a nuclear bomb because it doesn't occur very often. Once a person gains the reputation as a "source of conflict" people will regularly tune in to see what all the fuss is about.
Our world as created the perfect environment for a controversial person to gain immense popularity.
Personal Example
I speak to diverse audiences on a regular basis. I don't discriminate on the basis of race, sex, political (or sexual) orientation, religion, or any other arbitrary way of dividing human beings. I say this so that you will fully understand and respect the personal example I am about to share.
Example Abortion Speech
A while ago I was called to do a speech on abortion. The subject always lights my fire. I am the child of African-American teenage parents. My father was 18 and my mother was 15 when I was born. Statistically I should be a failure. The vast majority of people born under my circumstances don't do well. I am an exception to that rule. My mother is an officer in the United States Army. My father is a licensed electrician of the highest order. I've known both of them since the day I was born.
As a result, I can never offer my support to anyone wanting to undergo an abortion. I've been chastised about it more times than I can remember, but I stand firm in my beliefs. The most intimate details of my life were shared in that speech. The floor shook when I said "Abortion of a baby brought here by consensual sex should be illegal" the floor shook. Several people gasped, a few people smiled, and many heads nodded in silent agreement.
Several people were outraged. Some were very discreet in expressing their complaints. Some people were overt.
That speech generated more word of mouth for me than other I had ever done. I went back to speak to that group on many occasions. Before my abortion speech that audience was moderately interested in me. After that speech I couldn't appear often enough.
You do the math.
Conclusion
Controversy draws out a wide range of emotions (hate, anger, fear, joy, etc). These emotions create an emotional attachment between an audience and speaker. When emotions are triggered word of mouth is generated.
Like it or not people enjoy controversy. The next time you're speaking make it a point to ruffle some feathers. Adding an ounce of spice will send a jolt of electricity through the crowd. Electrified crowds are attentive crowds.
Isn't that what we all want?
About the Author
Marcus Smith is a creative force in the public speaking world who strives to meet the needs of each and every client. His experience as the Toastmasters President at a fortune 15 company will prove invaluable to you.
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