"Expanded and revised, including new chapters on leadership, Obama's oratorical mastery, the pitfalls of apologies--and an "Argument lab" section to put your new skills to the test."--P. [4] of cover

Preface -- Foreword to the new edition -- Open your eyes : the invisible argument -- Set your goals : Cicero's lightbulb -- Control the tense : Orphan Annie's law -- Soften them up : character, logic, emotion -- Get them to like you : Eminem's rules of decorum -- Make them listen : the Lincoln gambit -- Use your craft : the Belushi paradigm -- Show you care : Quintilian's useful doubt -- Control the mood : the Aquinas maneuver -- Turn the volume down : the scientist's lie -- Gain the high ground : Aristotle's favorite topic -- Persuade on your terms : what ʺʺs -- Control the argument : Homer Simpson's canons of logic -- Spot fallacies : the seven deadly logical sins -- Call of foul : Nixon'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 audience'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 : rhetoric's revival -- Appendices: 1. Argument lab ; 2. The tools ; 3. Glossary ; 4. Chronology ; 5. Further reading