The time-tested secrets taught in this book include Cicero's three-step strategy for moving an audience to action, and Honest Abe's Shameless Trick for lowering an audience's expectations. And it's also replete with contemporary techniques such as politicians' use of code language to appeal to specfic groups and an eye-opening assortment of persuasive tricks, including the Eddie Haskell Ploy, the Belushi Paradigm, Stalin's Timing Secret, and the Yoda Technique.
Whether you're an inveterate lover of language books or just want to win a lot more anger-free arguments on the page, at the podium, or over a beer, Thank You for Arguing is for you. Warm, witty, erudite, and truly enlightening, it not only teaches you how to recognize a paralipsis when you hear it, but also how to wield the weapons of persuasion the next time you really, really, want to get your own way.
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Chapter 1. Open Your Eyes
Excerpted from "Thank You for Arguing, Third Edition"
Copyright © 2017 Jay Heinrichs.
Excerpted by permission of Crown/Archetype.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
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Table of Contents
Preface to the New Edition xv
1 Open Your Eyes: The Invisible Argument 3
2 Set Your Goals: Cicero's Lightbulb 15
3 Control the Tense: Orphan Annie's Law 27
4 Soften Them Up: Character, Logic, Emotion 38
5 Get Them to Like You: Eminem's Rules of Decorum 47
6 Make Them Listen: The Lincoln Gambit 57
7 Use Your Craft: The Belushi Paradigm 69
8 Show You Care: Quintilian's Useful Doubt 76
9 Control the Mood: The Aquinas Maneuver 84
10 Turn the Volume Down: The Scientist's Lie 101
11 Gain the High Ground: Aristotle's Favorite Topic 110
12 Persuade on Your Terms: The Sister Frame 120
13 Control the Argument: Homer Simpson's Canons of Logic 135
14 Spot Fallacies: The Seven Deadly Logical Sins 151
15 Call a Foul: Nixon's Trick 170
16 Know Whom to Trust: Persuasion Detectors 189
17 Find the Sweet Spot: More Persuasion Detectors 199
18 Deal with a Bully: Socrates' Smile 207
19 Get Instant Cleverness: Monty Python's Treasury of Wit 217
20 Change Reality: Bag Full of Eyeballs 236
21 Speak Your Audience's Language: The Rhetorical Ape 250
22 Make Them Identify with Your Choice: The Mother-in-Law Ruse 259
23 Recover from a Screw-Up: Apple's Fall 268
24 Seize the Occasion: Stalin's Timing Secret 280
25 Use the Right Medium: The Jumbotron Blunder 291
26 Give a Persuasive Talk: The Oldest Invention 303
27 Capture Your Audience: The Trump Period 319
28 Write a Persuasive Essay: The French Experiment 333
29 Use the Right Tools: The Brad Pitt Factor 348
30 Run an Agreeable Country: Rhetoric's Revival 361
I Argument Lab 375
II The Tools 419
III Glossary 431
IV Chronology 437
V Further Reading 441