From the Book - Revised paperback edition.
Foreword to the new edition
Open your eyes : the invisible argument
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
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
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
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: 1. Argument lab ; 2. The tools ; 3. Glossary ; 4. Chronology ; 5. Further reading.