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Index
Cover
Title Page
Copyright
Dedication
Contents
Preface
Foreword to the New Edition
Introduction
1. Open Your Eyes: The Invisible Argument
Offence
2. Set Your Goals: Cicero’s Lightbulb
3. Control the Tense: Orphan Annie’s Law
4. Soften Them Up: Character, Logic, Emotion
5. Get Them to Like You: Eminem’s Rules of Decorum
6. Make Them Listen: The Lincoln Gambit
7. Use Your Craft: The Belushi Paradigm
8. Show You Care: Quintilian’s Useful Doubt
9. Control the Mood: The Aquinas Maneuver
10. Turn the Volume Down: The Scientist’s Lie
11. Gain the High Ground: Aristotle’s Favorite Topic
12. Persuade on Your Terms: What “Is” Is
13. Control the Argument: Homer Simpson’s Canons of Logic
Defense
14. Spot Fallacies: The Seven Deadly Logical Sins
15. Call a Foul: Nixon’s Trick
16. Know Whom to Trust: Persuasion Detectors
17. Find the Sweet Spot: More Persuasion Detectors
Advanced Offense
18. Get Instant Cleverness: Monty Python’s Treasury of Wit
19. Speak Your Audience’s Language: The Rhetorical Ape
20. Make Them Identify with Your Choice: The Mother-in-Law Ruse
21. Lead Your Tribe: Mandela’s Halo
22. Avoid Apologizing: Apple’s Fall
23. Seize the Occasion: Stalin’s Timing Secret
24. Use the Right Medium: The Jumbotron Blunder
Advanced Agreement
25. Give a Persuasive Talk: The Oldest Invention
26. Capture Your Audience: The Obama Identity
27. Use the Right Tools: The Brad Pitt Factor
28. Run an Agreeable Country: Rhetoric’s Revival
Appendices
I. Argument Lab
II. The Tools
III. Glossary
IV. Chronology
Acknowledgments
About the Author
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