From the Book - Revised paperback edition.
Introduction : Open your eyes: the invisible argument
Offense : Set your goals: Cicero̕'s lightbulb
Control the tense: Orphan Annie̕'s law
Soften them up: character, logic, emotion
Get them to like you: Eminem̕'s rules of decorum
Make them listen: the Lincoln gambit
Use your craft: the Belushi paradigm
Show you care: Quintilian̕'s useful doubt
Control the mood: the Aquinas maneuver
Turn the volume down: the scientist̕'s lie
Gain the high ground: Aristotle̕'s favorite topic
Persuade on your terms: what ʺisʺ is
Control the argument: Homer Simpson̕'s canons of logic
Defense : Spot fallacies: the seven deadly logical sins
Call of foul: Nixon̕'s trick
Know whom to trust: persuasion detectors
Find the sweet spot: more persuasion detectors
Advanced offense : Get instant cleverness: Monty Python's treasury of wit
Speak your audience̕'s language: the rhetorical ape
Make them identify with your choice: the mother-in-law ruse
Lead your tribe: Mandela's halo
Avoid apologizing: Apple's fall
Seize the occasion: Stalin's timing secret
Use the right medium: the jumbotron blunder
Advanced agreement : Give a persuasive talk: the oldest invention
Capture your audience: the Obama identity
Use the right tools: the Brad Pitt factor
Run an agreeable country: rhetoric̕'s revival
Appendices : Argument lab ; The tools ; Glossary ; Chronology.
