What's New in the Third Edition
/
The new edition comes out July 4. I've already been getting questions about what's in it. Here's what's new:
- Deal with a bully, using techniques borrowed Socrates and Amy Schumer.
- Write a persuasive college entrance essay.
- Learn the 3,000-year-old oratory secret that helped get Trump elected.
- Bend reality with the most powerful tropes.
- Persuade a group when people don’t believe the same facts.
- Use framing techniques to control an argument—or a whole issue.
Plus: New pop-culture references from the Taylor Swift-Katy Perry tiff to Hamilton the musical to Snapchat decorum. And an expanded Argument Lab with more exercises and quizzes to practice your new persuasive skills.
And here's the new table of contents:
PREFACE 000
FOREWORD TO THE NEW EDITION 000
INTRODUCTION
1. Open Your Eyes 000
THE INVISIBLE ARGUMENT
OFFENSE
2. Set Your Goals 000
CICERO’S LIGHTBULB
3. Control the Tense000
ORPHAN ANNIE’S LAW
4. Soften Them Up 000
CHARACTER, LOGIC, EMOTION
5. Get Them to Like You 000
EMINEM’S RULES OF DECORUM
6. Make Them Listen 000
THE LINCOLN GAMBIT
7. Use Your Craft 000
THE BELUSHI PARADIGM
8. Show You Care 000
QUINTILIAN’S USEFUL DOUBT
9. Control the Mood000
THE AQUINAS MANEUVER
10. Turn the Volume Down000
THE SCIENTIST’S LIE
11. Gain the High Ground 000
ARISTOTLE’S FAVORITE TOPIC
12. Persuade on Your Terms 000
THE SISTER FRAME
13. Control the Argument 000
HOMER SIMPSON’S CANONS OF LOGIC
DEFENSE
14. Spot Fallacies 000
THE SEVEN DEADLY LOGICAL SINS
15. Call a Foul 000
NIXON’S TRICK
16. Know Whom to Trust 000
PERSUASION DETECTORS
17. Find the Sweet Spot 000
MORE PERSUASION DETECTORS
18. Deal with a Bully 000
SOCRATES’ SMILE
ADVANCED OFFENSE
19. Get Instant Cleverness 000
MONTY PYTHON’S TREASURY OF WIT
20. Change Reality 000
BAG FULL OF EYEBALLS
21. Speak Your Audience’s Language 000
THE RHETORICAL APE
22. Make Them Identify with Your Choice 000
THE MOTHER-IN-LAW RUSE
23. Recover from a Screw-Up 000
APPLE’S FALL
24. Seize the Occasion 000
STALIN’S TIMING SECRET
25. Use the Right Medium 000
THE JUMBOTRON BLUNDER
ADVANCED AGREEMENT
26. Give a Persuasive Talk 000
THE OLDEST INVENTION
27. Capture Your Audience 000
THE TRUMP PERIOD
28. Write a Persuasive Essay 000
THE FRENCH EXPERIMENT
29. Use the Right Tools 000
THE BRAD PITT FACTOR
30. Run an Agreeable Country 000
RHETORIC’S REVIVAL
APPENDICES
I. Argument Lab 000
II. The Tools 000
III. Glossary 000
IV. Chronology000
V. Further Reading 000
