Thank You for Arguing, Fourth Edition (Revised and Updated): What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

Thank You for Arguing, Fourth Edition (Revised and Updated): What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

by Jay Heinrichs
Thank You for Arguing, Fourth Edition (Revised and Updated): What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

Thank You for Arguing, Fourth Edition (Revised and Updated): What Aristotle, Lincoln, and Homer Simpson Can Teach Us About the Art of Persuasion

by Jay Heinrichs

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Overview

The definitive guide to getting your way, revised and updated with new material on writing, speaking, framing, and other key tools for arguing more powerfully
 
“Cross Cicero with David Letterman and you get Jay Heinrichs.”—Joseph Ellis, Pulitzer Prize–winning author of The Quartet and American Sphinx
 
Now in its fourth edition, Jay Heinrichs’s Thank You for Arguing is your master class in the art of persuasion, taught by history’s greatest professors, ranging from Queen Victoria and Winston Churchill to Homer Simpson and Barack Obama. 

Filled with time-tested secrets for emerging victorious from any dispute, including Cicero’s three-step strategy for inspiring action and Honest Abe’s Shameless Trick for lowering an audience’s expectations, this fascinating book also includes an assortment of persuasion tips, such as:
 
• The Chandler Bing Adjustment: Match your argument to your audience (that is, persuasion is not about you).
• The Belushi Paradigm: Before people will follow you, they have to consider you worth following. 
• The Yoda Technique: Transform a banal idiom by switching the words around. 
 
Additionally, Heinrichs considers the dark arts of persuasion, such as politicians’ use of coded language to appeal to specific groups. His sage guide has been fully updated to address our culture of “fake news” and political polarization. 
 
Whether you’re a lover of language books or just want to win more anger-free arguments on the page, at the podium, or over a beer, Thank You for Arguing is for you. Warm, witty, and truly enlightening, it not only teaches you how to identify a paraleipsis when you hear it but also how to wield such persuasive weapons the next time you really, really need to get your way. This expanded edition also includes a new chapter on how to reset your audience’s priorities, as well as new and improved ArgueLab games to hone your skills.

Product Details

ISBN-13: 9780593237397
Publisher: Crown Publishing Group
Publication date: 04/21/2020
Sold by: Random House
Format: eBook
Pages: 480
Sales rank: 128,524
File size: 2 MB

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 is Professor of the Practice of Rhetoric and Oratory at Middlebury College and lectures frequently on argument and persuasion, speaking to audiences ranging from Ivy League business students to NASA scientists to Southwest Airlines executives. He lives near Middlebury, Vermont.

Read an Excerpt

1. Open Your Eyes

THE INVISIBLE ARGUMENT

A personal tale of unresisted persuasion

Truth springs from argument among friends.—David Hume

It is early in the morning and my seventeen-year-old son eats breakfast, giving me a narrow window to use our sole bathroom. I wrap a towel around my waist and approach the sink, avoiding the grim sight in the mirror; as a writer, I don’t have to shave every day. (Marketers despairingly call a consumer like me a “low self-monitor.”) I do have my standards, though, and hygiene is one. I grab toothbrush and toothpaste. The tube is empty. The nearest replacement sits on a shelf in our freezing basement, and I’m not dressed for the part.

“George!” I yell. “Who used all the toothpaste?”

A sarcastic voice answers from the other side of the door. “That’s not the point, is it, Dad?” George says. “The point is how we’re going to keep this from happening again.”

He has me. I have told him countless times how the most productive arguments use the future tense, the language of choices and decisions.

“You’re right,” I say. “You win. Now will you please get me some toothpaste?”

“Sure.” George retrieves a tube, happy that he beat his father at an argument.

Or did he? Who got what he wanted? In reality, by conceding his point, I persuaded him. If I had simply said, “Don’t be a jerk and get me some toothpaste,” George might have stood there arguing. Instead I made him feel triumphant, triumph made him benevolent, and that got me exactly what I wanted. I achieved the pinnacle of persuasion: not just an agreement, but one that gets an audience—a teenage one at that—to do my bidding.

No, George, I win.


The Matrix, Only Cooler

What kind of father manipulates his own son? Oh, let’s not call it manipulation. Call it instruction. Any parent should consider rhetoric, the art of argument, one of the essential R’s. Rhetoric is the art of influence, friendship, and eloquence, of ready wit and irrefutable logic. And it harnesses the most powerful of social forces, argument.

Whether you sense it or not, argument surrounds you. It plays with your emotions, changes your attitude, talks you into a decision, and goads you to buy things. Argument lies behind political labeling, advertising, jargon, voices, gestures, and guilt trips; it forms a real-life Matrix, the supreme software that drives our social lives. And rhetoric serves as argument’s decoder. By teaching the tricks we use to persuade one another, the art of persuasion reveals the Matrix in all its manipulative glory.

The ancients considered rhetoric the essential skill of leadership—knowledge so important that they placed it at the center of higher education. It taught them how to speak and write persuasively, produce something to say on every occasion, and make people like them when they spoke. After the ancient Greeks invented it, rhetoric helped create the world’s first democracies. It trained Roman orators such as Julius Caesar and Marcus Tullius Cicero and gave the Bible its finest language. It even inspired William Shakespeare. Every one of America’s founders studied rhetoric, and they used its principles in writing the Constitution.

Rhetoric faded in academia during the 1800s, when social scientists dismissed the notion that an individual could stand up to the inexorable forces of history. Who wants to teach leadership when academia doesn’t believe in leaders? At the same time, English lit replaced the classics, and ancient thought fell out of vogue. Nonetheless, a few remarkable people continued to study the art. Daniel Webster picked up rhetoric at Dartmouth by joining a debating society, the United Fraternity, which had an impressive classical library and held weekly debates. Years later, the club changed its name to Alpha Delta and partied its way to immortality by inspiring the movie Animal House. To the brothers’ credit, they didn’t forget their classical heritage entirely; hence the toga party.

Scattered colleges and universities still teach rhetoric—in fact, the art is rapidly gaining popularity among undergraduates—but outside academia we forgot it almost entirely. What a thing to lose. Imagine stumbling upon Newton’s law of gravity and meeting face-to-face with the forces that drive the universe. Or imagine coming across Freud for the first time and suddenly becoming aware of the unconscious, where your id, ego, and superego conduct their silent arguments.

I wrote this book for that reason: to lead you through this ill-known world of argument and welcome you to the Persuasive Elect. Along the way you’ll enhance your image with Aristotle’s three traits of credible leadership: virtue, disinterest, and practical wisdom. You’ll find yourself using logic as a convincing tool, smacking down fallacies and building airtight assertions. Aristotle’s principles will also help you decide which medium—text? phone? skywriting?—works best for each message. You will discover a simple strategy to get an argument unstuck when it bogs down in accusation and anger.

And that’s just the beginning. The pages to come contain more than a hundred “argument tools” borrowed from ancient texts and adapted to modern situations, along with suggestions for trying the techniques at home, school, or work, or in your community. You will see when logic works best, and when you should lean on an emotional strategy. You’ll acquire mind-molding figures of speech and ready-made tactics, including Aristotle’s irresistible enthymeme, a neat bundle of logic that I find easier to use than pronounce. You’ll see how to actually benefit from your own screw-ups. And you’ll discover the most compelling tools of all in your audience’s own self-identity.

By the end of the book you will have mastered the rhetorical tricks for making an audience eager to listen. People still love a well-delivered talk; the top professional speakers charge more per person than a Bruce Springsteen concert. I devote a whole chapter to Cicero’s elegant five-step method for constructing a speech—invention, arrangement, style, memory, and delivery—a system that has served the greatest orators for the past two thousand years.

Great argument does not always mean elaborate speech, though. The most effective rhetoric disguises its art. And so I’ll reveal a rhetorical device for implanting opinions in people’s heads through sheer sleight of tongue.

Besides all these practical tools, rhetoric offers a grander, metaphysical payoff: it jolts you into a fresh new perspective on the human condition. After it awakens you to the argument all around, the world will never seem the same.

I myself am living proof.


My Perfectly Rhetorical Day

To see just how pervasive argument is, I recently attempted a whole day without persuasion—free of advertising, politics, family squabbles, or any psychological manipulation whatsoever. No one would persuade me, and I would avoid persuading them. Heck, I wouldn’t even let myself persuade myself. Nobody, not even I, would tell me what to do.

If anyone could consider himself qualified for the experiment, a confirmed hermit like me could. I work for myself; indeed, having dropped out of a career in journalism and publishing, I work by myself, in a cabin a considerable distance from my house. I live in a tiny village in northern New England, a region that boasts the most persuasion-resistant humans on the planet. Advertisers have nightmares about people like me: no TV, no smartphone, dial-up Internet. I’m commercial-free, a walking NPR, my own individual, persuasion-immune man.

As if.

My wristwatch alarm goes off at six. I normally use it to coax myself out of bed, but now I ignore it. I stare up at the ceiling, where the smoke detector blinks reassuringly. If the smoke alarm detected smoke, it would alarm, rousing the heaviest sleeper. The philosopher Aristotle would approve of the smoke detector’s rhetoric; he understood the power of emotion as a motivator.

For the time being, the detector has nothing to say. But my cat does. She jumps on the bed and sticks her nose in my armpit. As reliable as my watch and twice as annoying, the cat persuades remarkably well for ten dumb pounds of fur. Instead of words she uses gesture and tone of voice—potent ingredients of argument.

I resist stoically. No cat is going to boss me around this morning.

The watch beeps again. I wear a Timex Ironman, whose name comes from a self-abusive athletic event; presumably, if the watch works for a masochist who subjects it to two miles of swimming, a hundred miles of biking, and 26.2 miles of running all in one day, it would work for someone like me who spends his lunch hour walking strenuously down to the brook to see if there are any fish. The ancient Romans would call the Ironman’s brand appeal argumentum a fortiori, “argument from strength.” Its logic goes like this: if something works the hard way, it’s more likely to work the easy way. Advertisers favor the argument from strength. Years ago, Life cereal ran an ad with little Mikey the fussy eater. His two older brothers tested the cereal on him, figuring that if Mikey liked it, anybody would. And he liked it! An argumentum a fortiori cereal ad. My Ironman watch’s own argument from strength does not affect me, however. I bought it because it was practical. Remember, I’m advertising-immune.

Table of Contents

Preface xv

Preface to the New Edition xvii

Introduction

1 Open Your Eyes 3

The Invisible Argument

Offense

2 Set Your Goals 15

Cicero's Lightbulb

3 Control the Tense 25

Orphan Annie's Law

4 Soften Them Up 36

Character, Logic, Emotion

5 Get Them to Like You 45

Eminem's Rules of Decorum

6 Make Them Listen 55

The Lincoln Gambit

7 Use Your Craft 67

The Belushi Paradigm

8 Show You Care 74

Quintilian's Useful Doubt

9 Control the Mood 82

The Aquinas Maneuver

10 Turn the Volume Down 100

The Scientist's Lie

11 Gain the High Ground 109

Aristotle's Favorite Topic

12 Persuade on Your Terms 119

The Sister Frame

13 Control the Argument 135

Homer Simpson's Canons of Logic

14 Make a Connection 147

The Chandler Bing Adjustment

Defense

15 Spot Fallacies 163

The Seven Deadly Logical Sins

16 Call a Foul 182

Nixon's Trick

17 Know Whom to Trust 201

Persuasion Detectors

18 Find the Sweet Spot 211

More Persuasion Detectors

19 Deal with a Bully 219

Socrates' Smile

Advanced Offense

20 Get Instant Cleverness 229

Monty Python's Treasury of Wit

21 Change Reality 248

Bag Full of Eyeballs

22 Recover from a Screw-Up 262

Apple's Fall

23 Seize the Occasion 274

Stalin's Timing Secret

24 Use the Right Medium 285

The Jumbotron Blunder

Advanced Agreement

25 Give a Persuasive Talk 297

The Oldest Invention

26 Capture Your Audience 313

The Trump Period

27 Write a Persuasive Essay 327

The French Experiment

28 Use the Right Tools 342

The Brad Pitt Factor

29 Run an Agreeable Country 355

Rhetoric's Revival

Appendices

I Argument Lab 369

II The Tools 413

III Glossary 425

IV Chronology 431

V Further Reading 435

Acknowledgments 437

Index 439

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