Thank You For Arguing, Revised and Updated Edition

Paperback $16.00

Aug 06, 2013 | 432 Pages

Ebook $10.99

Aug 06, 2013 | 432 Pages

  • Paperback $16.00

    Aug 06, 2013 | 432 Pages

  • Ebook $10.99

    Aug 06, 2013 | 432 Pages

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Table Of Contents

INTRODUCTION
1.     Open Your Eyes…………………………………………………… 3
THE INVISIBLE ARGUMENT

OFFENSE

2.     Set Your Goals……………………………………………………. 15
CICERO’S LIGHTBULB

3.     Control the Tense………………………………………………. 27
ORPHAN ANNIE’S LAW

4.     Soften Them Up………………………………………………… 38
CHARACTER, LOGIC, EMOTION

5.     Get Them to Like You…………………………………………………….. 47
EMINEM’S RULES OF DECORUM

6.     Make Them Listen……………………………………………… 57
THE LINCOLN GAMBIT

7.     Use Your Craft…………………………………………………… 68
THE BELUSHI PARADIGM

8.      Show You Care……………………………………………….. 74
QUINTILIAN’S USEFUL DOUBT

9.      Control the Mood…………………………………………….. 81
THE AQUINAS MANEUVER

10.       Turn the Volume Down…………………………………….. 96
THE SCIENTIST’S LIE

11.    Gain the High Ground…………………………………….. 105
ARISTOTLE’S FAVORITE TOPIC

12.      Persuade on Your Terms…………………………………………….. 115
WHAT “IS” IS

13.      Control the Argument……………………………………… 128
HOMER SIMPSON’S CANONS OF LOGIC

DEFENSE

14.       Spot Fallacies………………………………………………… 145
THE SEVEN DEADLY LOGICAL SINS

15.      Call a Foul…………………………………………………….. 164
NIXON’S TRICK

16.       Know Whom to Trust……………………………………….. 181
PERSUASION DETECTORS

17.     Find the Sweet Spot………………………………………… 191
MORE PERSUASION DETECTORS

ADVANCED OFFENSE

18.       Get Instant Cleverness……………………………………. 201
MONTY PYTHON’S TREASURY OF WIT

19.       Speak Your Audience’s Language…………………….. 220
THE RHETORICAL APE

20.         Make Them Identify with Your Choice………………. 229
THE MOTHER-IN-LAW RUSE
21.      Lead Your Tribe……………………………………………. 238
MANDELA’S HALO

22.        Avoid Apologizing…………………………………………. 249
APPLE’S FALL

23.        Seize the Occasion………………………………………… 260
STALIN’S TIMING SECRET

24.         Use the Right Medium……………………………………… 271
THE JUMBOTRON BLUNDER

ADVANCED AGREEMENT

25.        Give a Persuasive Talk………………………………………………… 281
THE OLDEST INVENTION

26.         Capture Your Audience…………………………………… 294
THE OBAMA IDENTITY

27.       Use the Right Tools………………………………………… 305
THE BRAD PITT FACTOR

28.         Run an Agreeable Country……………………………….. 318
RHETORIC’S REVIVAL

APPENDICES

I.   Argument Lab………………………………………………….. 331
II.   The Tools……………………………………………………….. 373
III.    Glossary………………………………………………………… 385
IV.    Chronology……………………………………………………. 391
V.    Further Reading………………………………………………. 395

ACKNOWLEDGMENTS………………………………………. 397
INDEX…………………………………………………… 399

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Also by Jay Heinrichs

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