Ch.2-Set your goal
1) The goal is to change your audience’s mood, mind, or willingness
2) An argument should be focused on winning over an audience rather than beating them
3) Decide what you want at the end of the argument
Ch.3-Control the Tense
1) Future tense is the best in an argument
2) A good strategy is to switch tenses in an argument depending on the situation
3) Changing the tense can sometimes result in a smaller conflict with a simpler solution
Ch.4-Soften them up
1) Logos is argument by logic, ethos is argument by character, and pathos is argument by emotion
2) Logos involves winning your audience over with facts and using your opponent’s argument to your own advantage
3) Using personality, reputation, and the ability to appear trustworthy to create the perfect and most relatable persuader
Ch, 5-Get them to like you
1) Suit the expectations of particular audiences.
2) An ethos that fails to fit your actual personality is usually indecorous, which is the opposite of what you want to achieve in an argument
3) To be decorous is to be persuasive
Ch. 6-Make them listen
1) Keep your audience receptive and attentive
2) You must seem to have the right values, which are the values of your audience
3) If you want to pack your own ethos with persuasive virtue, you need to determine your audience’s values and then appear to live up to those values.
Ch. 7-Show Leadership
1) Maintaining practical wisdom means to always seem to your audience like you know the exact choice to make in every situation
2) When your audience believes you know the correct choices to make, they trust you more with the issues at hand
3) Practical Wisdom is basically flexibly wise leadership.
Ch. 8-Win their trust
1) The point of disinterest in ethos is to make the audience believe in your selflessness
2) Disinterest allows you to speak your two cents without making it known
3) You can get your audience to believe in your