Hmmm I tend to go in, leave the room as dark as possible, make no eye contact and don't really speak. I simply lay my hand on my LO's head and gently stroke it to soothe him. He settles really well. Mind you, saying that he has been going in his cot awake since 6 weeks old and is brilliant at falling asleep in there and doesn't fuss. It might take him 20 minutes but he goes off just fine. We use a mobile that has a light and music also and he loves it.
I don't see it as controlled crying as you would be in the room with him and comforting/settling him.
Try to not pick him up unless he really isn't going to settle. If you do pick him up, settle him quietly, again as low key as you can be and then try over again. You may need to have a bit of patience for a few nights till he gets used to it.
Also worth putting on some soothing music in the background to help settle him.