Quotes from Jay Heinrichs

For persuasive purposes, the opinion of your audience is as good as what it knows, and what it thinks is true counts the same as the truth.

Is he paying attention? A distracted audience is much harder to persuade. When you argue with your cat, you must entertain him.

The technical term for this shotgun marriage of contrasting thoughts is antithesis, meaning "opposing idea.

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.

Aristotle himself said that to get someone to take an action you need to build desire.

Audience targeting. When you're under attack, search out your persuadable audience. Aim your response at that audience, even if you're speaking to the bully.

A good posture makes you almost as respectable as a cat. People will see you as a confident person. They may even ask if you've been working out. A good posture can give the appearance of losing 10 to 20 pounds.

Tell each person that you want to know how he became so successful in his profession. It's the equivalent of placing a piece of chicken on a ramp.

Most people are glad to talk about their successes.

Keep it focused on choices that solve a problem to your audience's (and your) advantage.

And the very, very worst thing you can do to angry cats or people is tell them to calm down.

And the very, very worst thing you can do to angry cats or people is tell them to calm down. Telling someone to calm down implies that his anger is his own fault. Anyone who's angry believes that someone else, not him, is to blame.

When being bullied or heckled, refuse to show the emotion the bully wants. Gain the audience's sympathy by trying to look calm and above it all.

And if he thinks you're to blame, and you're the one telling him to calm down…well! Keep a respectful distance from his claws.

Reframing entails refusing to accept the opponent's definition of what the issue is about, and then substituting your own. You define the issue in your terms.

The argument which is made by a man's life is of more weight than that which is furnished by words. —ISOCRATES

Encontrarás nuestras pruebas y ejercicios de esa sección, además de vídeos y entradas de blog, en ArgueLab.com.

La verdad surge de la discusión entre amigos. DAVID HUME

while logic is excellent and noble, and a first-rate way to make a friend look like a drooling idiot, a perfectly logical argument fails to persuade most of the time.

La retórica se desvaneció en el mundo académico durante el siglo xix, cuando los científicos sociales descartaron la idea de que un individuo pudiese enfrentarse a las fuerzas inexorables de la historia.

Quién querría enseñar liderazgo cuando la academia no cree en los líderes? Al mismo tiempo, la literatura inglesa reemplazó a los clásicos y el pensamiento antiguo dejó de estar en boga.

People wanted to follow these leaders, who cared about them. All three understood what was in the best interest of their audiences. That is how they got to be so loved.

Verás cuándo funciona mejor la lógica y cuándo deberías apoyarte en una estrategia emocional.

even launched a website, Figarospeech.com