Thank You For Arguing, Revised And Updated Edition: What Aristotle, Lincoln, And Homer Simpson Can Teach Us About The Art Of Persuasion by Jay HeinrichsThank You For Arguing, Revised And Updated Edition: What Aristotle, Lincoln, And Homer Simpson Can Teach Us About The Art Of Persuasion by Jay Heinrichs

Thank You For Arguing, Revised And Updated Edition: What Aristotle, Lincoln, And Homer Simpson Can…

byJay Heinrichs

Paperback | August 6, 2013

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For when you really have to get your point across…          
  
Thank You for Arguing is your master class in the art of persuasion, taught by professors ranging from Bart Simpson to Winston Churchill.
 
The time-tested secrets this book discloses include Cicero’s three-step strategy for moving an audience to action—as well as Honest Abe’s Shameless Trick of lowering an audience’s expectations by pretending to be unpolished. But it’s also replete with contemporary techniques such as politicians’ use of “code” language to appeal to specific groups and an eye-opening assortment of popular-culture dodges—including The Yoda Technique, The Belushi Paradigm, and The Eddie Haskell Ploy.

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. Written by one of today’s most popular language mavens, it’s warm, witty, erudite, and truly enlightening. It not only teaches you how to recognize a paralipsis and a chiasmus when you hear them, but also how to wield such handy and persuasive weapons the next time you really, really want to get your own way.

*Expanded and Revised: Including new chapters on leadership, Obama’s oratorical mastery, the pitfalls of apologies—and an “Argument Lab” section to put your new skills to the test.*
JAY HEINRICHS spent 25 years as a journalist and publishing executive before becoming a fulltime advocate for the lost art of rhetoric. Since then he’s taught persuasion to Fortune 500 companies, Ivy League universities, NASA, and the Pentagon. He is also the author of Word Hero: A Fiendishly Clever Guide to Crafting the Lines that Get...
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Title:Thank You For Arguing, Revised And Updated Edition: What Aristotle, Lincoln, And Homer Simpson Can…Format:PaperbackDimensions:432 pages, 9.2 × 6.1 × 0.9 inPublished:August 6, 2013Publisher:Crown/ArchetypeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0385347758

ISBN - 13:9780385347754

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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