Thank You for Arguing, Third Edition: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

Thank You for Arguing, Third Edition: What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

by Jay Heinrichs


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A master class in the art of persuasion, as taught by professors ranging from Bart Simpson to Winston Churchill, newly revised and updated.

The time-tested secrets taught in this book include Cicero's three-step strategy for moving an audience to action, and Honest Abe's Shameless Trick for lowering an audience's expectations. And it's also replete with contemporary techniques such as politicians' use of code language to appeal to specfic groups and an eye-opening assortment of persuasive tricks, including the Eddie Haskell Ploy, the Belushi Paradigm, Stalin's Timing Secret, and the Yoda Technique.   

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. Warm, witty, erudite, and truly enlightening, it not only teaches you how to recognize a paralipsis when you hear it, but also how to wield the weapons of persuasion the next time you really, really, want to get your own way.

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Product Details

ISBN-13: 9780804189934
Publisher: Crown Publishing Group
Publication date: 07/04/2017
Pages: 480
Sales rank: 4,941
Product dimensions: 6.10(w) x 9.10(h) x 1.20(d)

About the Author

JAY HEINRICHS spent twenty-six years as a writer, editor, and magazine-publishing executive before becoming a full-time advocate for the lost art of rhetoric. He now lectures widely on the subject, to audiences ranging from Ivy League students to NASA scientists to Southwest Airlines executives, and runs the language blog

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Chapter 1. Open Your Eyes

Excerpted from "Thank You for Arguing, Third Edition"
by .
Copyright © 2017 Jay Heinrichs.
Excerpted by permission of Crown/Archetype.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

Table of Contents

Preface xiii

Preface 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 69

8 Show You Care: Quintilian's Useful Doubt 76

9 Control the Mood: The Aquinas Maneuver 84

10 Turn the Volume Down: The Scientist's Lie 101

11 Gain the High Ground: Aristotle's Favorite Topic 110

12 Persuade on Your Terms: The Sister Frame 120

13 Control the Argument: Homer Simpson's Canons of Logic 135


14 Spot Fallacies: The Seven Deadly Logical Sins 151

15 Call a Foul: Nixon's Trick 170

16 Know Whom to Trust: Persuasion Detectors 189

17 Find the Sweet Spot: More Persuasion Detectors 199

18 Deal with a Bully: Socrates' Smile 207

Advanced Offense

19 Get Instant Cleverness: Monty Python's Treasury of Wit 217

20 Change Reality: Bag Full of Eyeballs 236

21 Speak Your Audience's Language: The Rhetorical Ape 250

22 Make Them Identify with Your Choice: The Mother-in-Law Ruse 259

23 Recover from a Screw-Up: Apple's Fall 268

24 Seize the Occasion: Stalin's Timing Secret 280

25 Use the Right Medium: The Jumbotron Blunder 291

Advanced Agreement

26 Give a Persuasive Talk: The Oldest Invention 303

27 Capture Your Audience: The Trump Period 319

28 Write a Persuasive Essay: The French Experiment 333

29 Use the Right Tools: The Brad Pitt Factor 348

30 Run an Agreeable Country: Rhetoric's Revival 361


I Argument Lab 375

II The Tools 419

III Glossary 431

IV Chronology 437

V Further Reading 441

Acknowledgments 443

Index 445

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