‘Most books on persuasion teach the few how toÂ sway the many. With wit and vim, Guy has givenÂ us something else: an X-ray into the tactics ofÂ those trying to change our minds and behaviour.’ -Â Stephen Krupin,Â former speechwriter for Barack Obama
When Winston Churchill spoke in Parliament, he convinced an empire to go to war. When Martin Luther King spoke in Washington, he convinced millions to open their hearts to change. When Oprah Winfrey said: ‘Do what you have to do until you can do what you want to do,’ she also used rhetoric. As we have here, by deploying the rule of three to stress a point.Â
Rhetoric – the art of persuasive speaking and writing – often gets a bad rap.Â In this dazzling, fast-paced guide, speechwriter Guy Doza rescues rhetoric from the shadows and showcases its immense power to change lives, for good and bad.
Highlighting punchy sayings from Ancient Rome to modern marketing, he shows how leaders, businesses and even our own friends use rhetorical techniques every day to make convincing arguments.
What’s more, this guide to rhetoric will show you how to learn to use this persuasive language in your own life:
- How to convince an investor to back your venture
- What to say to a potential lover in a bar
- And, the six rules of apology you should use if you ever accidentally run over the next-door neighbour’s cat…Â
How to Apologise for Killing a Cat is a quick read, humorous and highly practicable. It decodes the tricks and techniques of rhetoric for everyday readers.
It’s theÂ only book you need to make a convincing marketingÂ pitch.
It’s the only book you need to give a rousing speech.
It’s theÂ only book you need to write persuasively.
It’s the best book to explain the technique we’ve just used here. After reading this book, you will start to see the trick of rhetoric used everywhere.
After reading this book, you will never see the worldÂ the same way again!
About the author
Guy Doza is a speechwriter and trainer. He has a Master’s degree in Rhetoric from the University of London and uses rhetoric in the speeches he writes for senior politicians and business leaders. He trains government speechwriters in logic and rhetoric.Â
Have you ever had that unpleasant anxiety of taking your carÂ to the mechanic and feeling like you’re being swindled? MostÂ of you will probably know exactly what I am talking about.Â We don’t know how cars work, we don’t know what the partsÂ are called and we don’t know how to fix them ourselves. ThisÂ lack of knowledge makes us vulnerable and susceptible toÂ exploitation, and we know it. So does the mechanic.
Now, most mechanics are honest individuals, not rogues,Â but can we say the same of people who run countries andÂ big companies? When it comes to ordinary life away fromÂ the car engine or central heating boiler, most of us don’tÂ even realise just how vulnerable we are. People can useÂ persuasive language to swindle us, cheat us, and exploit usÂ to the hilt. And the worst part is that we are not even awareÂ that it is happening.
Welcome to rhetoric, the art of persuasion. Rhetoric is aÂ superpower. It can alter the way we think, the way we behaveÂ and sometimes even the way we live our lives. And its most explosive charge lies in its subtlety. We need to be aware ofÂ how such persuasive language is used, not only so that weÂ can be more persuasive ourselves, but Â defend ourselves against the rhetorical advances of thoseÂ who would seek to exploit us.
A Dark Art?
For too long, rhetoric has been a dark and ancient artÂ confined to the secretive circles of politics and academia.Â This mystery and misunderstanding has often led toÂ the public to consider it to be the tool of crooks, spinÂ doctors and villains. But no more! The time has come toÂ bring rhetoric out of the darkness and show it for what itÂ is: a mighty linguistic tool. Whether it is a conversationÂ between friends in a cafÃ©, a pathetic attempt to flirtÂ at a bar, or a meaningful conversation with a world renownedÂ philosopher, rhetoric is everywhere. It is howÂ we invoke authenticity, how we convey meaning, andÂ how we convince.
So as well as looking at the grand speeches of eloquentÂ orators and established speakers, this book will delve intoÂ the street rhetoric that we encounter in our everydayÂ lives. Whether it’s a cheap use of ethos or a dodgy use ofÂ occultatio, rhetoric is thriving in our offices, dwelling inÂ our pubs and lurking in our very homes. We are goingÂ to look at some of the forms that rhetoric can take as itÂ attempts to twist our thoughts and muddy our reasoning.
Sadly, reading this book will not turn you into an eloquentÂ millionaire who is able to close billion dollar business deals,Â perform Jedi mind tricks, and convince anyone of anything.Â There are plenty of gimmicky books out there if that is whatÂ you are looking for. Rather, this book is designed to helpÂ you become more aware of the role that rhetoric plays inÂ the world around us: the good, the bad and the ugly. And,Â with a certain amount of caution, you will be more preparedÂ to use it yourself while simultaneously being conscious ofÂ how it might be used against you, whether for morality, forÂ manipulation, money, or malice.
Buy the book and carry on on reading!