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.*
|Product dimensions:||6.10(w) x 9.10(h) x 1.00(d)|
About the Author
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 Laughs, Go Viral, and Live Forever.
Table of Contents
Foreword to the new Edition xv
1 Open Your Eyes: The Invisible Argument 3
2 Set Your Goals: Cicero's Lightbulb 15
3 Control the Tense: Orphan Annie's Law 27
4 Soften Them Up: Character, Logic, Emotion 38
5 Get Them to Like You: Eminem's Rules of Decorum 47
6 Make Them Listen: The Lincoln Gambit 57
7 Use Your Craft: The Belushi Paradigm 68
8 Show You Care: Quintilian's Useful Doubt 74
9 Control the Mood: The Aquinas Maneuver 81
10 Turn the Volume Down: The Scientist's Lie 96
11 Gain the High Ground: Aristotle's Favorite Topic 105
12 Persuade on Your Terms: What "Is" Is 115
13 Control the Argument: Homer Simpson's Canons of Logic Defense 128
14 Spot Fallacies: The Seven Deadly Logical Sins 145
15 Call a Foul: Nixon's Trick 164
16 Know Whom to Trust: Persuasion Detectors 181
17 Find the Sweet Spot: More Persuasion Detectors 191
18 Get Instant Cleverness: Monty Python's Treasury of Wit 201
19 Speak Your Audience's Language: The Rhetorical Ape 220
20 Make Them Identify with Your Choice: The Mother-In-Law Ruse 229
21 Lead Your Tribe: Mandela's Halo 238
22 Avoid Apologizing: Apple's Fall 249
23 Seize the Occasion: Stalin's Timing Secret 260
24 Use the Right Medium: The Jumbotron Blunder 271
25 Give a Persuasive Talk: The Oldest Invention 281
26 Capture Your Audience: The Obama Identity 294
27 Use the Right Tools: The Brad Pitt Factor 305
28 Run an Agreeable Country: Rhetoric's Revival 318
I Argument Lab 331
II The Tools 373
III Glossary 385
IV Chronology 391
V Further Reading 395
Most Helpful Customer Reviews
I found this book tedious and uninformative. Oh there is plenty of information here but the author is so busy trying to be clever and funny that his points are barely made. His examples are of such fleeting coverage and so intellectually lightweight, I gained little actual knowledge. There are better sources of this material.
This book enlightened me as to the art of argument. I used to just argue with people using whatever arrows in my quiver that I could grasp for. Now I am equipped with an arsenal that I will carry with me everywhere. Heinrichs does a fantastic job of categorizing the tools of persuasion, as well as providing some examples to get started on the art of rhetoric. I hope rhetoric comes back, because we lack a true appreciation for heated discussion in the United States.