From the Book - Regular Print - Revised paperback edition.
Foreword to the new edition --
Open your eyes : the invisible argument --
Set your goals : Cicero̕'s lightbulb --
Control the tense : Orphan Annie̕'s law --
Soften them up : character, logic, emotion --
Get them to like you : Eminem̕'s rules of decorum --
Make them listen : the Lincoln gambit --
Use your craft : the Belushi paradigm --
Show you care : Quintilian̕'s useful doubt --
Control the mood : the Aquinas maneuver --
Turn the volume down : the scientist̕'s lie --
Gain the high ground : Aristotle̕'s favorite topic --
Persuade on your terms : what ʺisʺ is --
Control the argument : Homer Simpson̕'s canons of logic --
Spot fallacies : the seven deadly logical sins --
Call of foul : Nixon̕'s trick --
Know whom to trust : persuasion detectors --
Find the sweet spot : more persuasion detectors --
Get instant cleverness : Monty Python's treasury of wit --
Speak your audience̕'s language : the rhetorical ape --
Make them identify with your choice : the mother-in-law ruse --
Lead your tribe : Mandela's halo --
Avoid apologizing : Apple's fall --
Seize the occasion : Stalin's timing secret --
Use the right medium : the jumbotron blunder --
Give a persuasive talk : the oldest invention --
Capture your audience : the Obama identity --
Use the right tools : the Brad Pitt factor --
Run an agreeable country : rhetoric̕'s revival --
Appendices: Argument lab ; The tools ; Glossary ; Chronology ; Further reading.
