From the Book - Third edition.
ntroduction. Open your eyes : the invisible argument
Offense. Set your goals : Cicero's lightbulb
Control the tense : Orphan Annie's law
Soften them up : character, logc, emotion
Get them to like you : Eminem's rules of decorum
Make them listen : the Lincoln gambit
Use your craft : the Belushi paradigm
Show you care : Quintilian's useful doubt
Control the mood : the Aquinas maneuver
Turn the volume down : the scientist's lie
Gain the high ground : Aristotle's favorite topic
Persuade on your terms : the sister frame
Control the argument : Homer Simpson's canons of logic
Defense. Spot fallacies : the seven deadly logical sins
Call a foul : Nixon's trick
Know whom to trust : persuasion detectors
Find the sweet spot : more persuasion detectors
Deal with a bully : Socrate' smile
Advanced offense. Get instant cleverness : Monty Python's treasury of wit
Change reality : bag full of eyeballs
Speak your audience's language : the rhetorical ape
Make them identify with your choice : the mother-in-law ruse
Recover from a screw-up : apple's fall
Seize the occasion : Stalin's timing secret
Use the right medium : the Jumbotron blunder
Advanced agreement. Give a persuasive talk : the oldest invention
Capture your audience : the Trump period
Write a persuasive essay : the French experiment
Use the right tools : the Brad Pitt factor
Run an agreeable country : rhetoric's revival
