Thank You For Arguing Chapter 8

                  In a successful argument, it is important to make the audience feel as if they are winning. This lowers their defenses, making it much easier and more effective to persuade them. One way of doing this is by acting as if the choice you advocate hurts you personally. This method makes the audience think that you are making some sort of sacrifice for their benefit. For example, "I am willing to give you 25% off on these new shoes, even though I could get into a real run in with my boss for it, but only if you order now and pay full shipping." Now, the audience feels as if they have won some grand prize, even though this was your intention all along. Another way to trick your audience is to convince them that you don't have any tricks at all. If you allow yourself to be seen as a real human being, people will sympathize with yo much more. If you act cocky and over confident, people will assume that you are trying to cheat them out of something. And lastly, you can trick your audience by coming to a "reluctant conclusion." This is when you act as if you reached your conclusion only because of an overwhelming sense of righteousness, therefore tricking the audience into thinking that they have persuded you when really it was the other way around.