Open your eyes : the invisible argument
Set your goals : Cicer̕os lightbulb
Control the tense : orphan Anni̕es law
Soften them up : character, logic, emotion
Get them to like you : Emine̕ms rules of decorum
Make them listen : the Lincoln gambit
Show leadership : the Belushi paradigm
Win their trust : Quintilia̕ns useful doubt
Control the mood : the Aquinas maneuver
Turn the volume down : the scientis̕ts lie
Gain the high ground : Aristotl̕es favorite topic
Persuade on your terms : what ʺisʺ is
Control the argument : Homer Simpso̕ns canons of logic
Spot fallacies : the seven deadly logical sins
Call of foul : Nixo̕ns trick
Know whom to trust : persuasion detectors
Find the sweet spot : more persuasion detectors
Speak your audienc̕es language : the rhetorical ape
Make them identify with your choice : the mother in law ruse
Get instant cleverness : Monty Pytho̕ns treasury of wit
Seize the occasion : Stali̕ns timing secret
Use the right medium : the jumbotron blunder
Give a persuasive talk : the oldest invention
Use the right tools : the Brad Pitt factor
Run an agreeable country : rhetori̕cs revival
Appendix 4 : Further reading
