"If you're afraid to say it, they're afraid to hear it."
-Alonzo Bodden
You’ve got to own it, especially if it’s controversial. They’ll smell weakness otherwise. Say it like you mean it. Also, mean it. And if you don’t mean it, why are you saying it?
Listen to/watch Patrice O’Neal to see what it’s like when a comic truly stands his ground.
Also, if you’re afraid to say it, ask yourself why. Maybe it’s a dumb thing to say. Or maybe you know it’s hack/will piss people off/isn’t worth the effort/etc.
If you’re making a crowd laugh, that’s one thing. If you’re just alienating people without even getting laughs, you’re mostly just a dick.