Rhetorical logos is not all about facts and formal logic. Instead, it works off your audience's beliefs and expectations. That's why a personal essay shouldn't really be about you. Even if you're the main character.
Read MoreBy "pathetic" I don't mean lame. Pathos is the key to understanding, and working with, people's emotions. So how do you use pathos to write a convincing essay?
Read MoreThe best essays show your most interesting innards, and what those innards have in common with the rest of your species.
Read MoreWhat a fun disaster! Pepsi's in-house ad agency wanted to do something hip and cool for the brand-new (with emphasis on the brand) Pepsi generation. Hey, let's do a generic, Black Lives Matter-style protest!
Critics immediately called the commercial "tone deaf." But the tone isn't that bad. The music is kind of great, the cinematography above average. But the decorum was awful.
Decorum is Latin for "fitness," as in, fitting in. Pepsi wanted to look hip and cool and ended up looking like Dr. Evil. It failed to fit in.
Here's a video Jay did to explain it all.
The third edition comes out July 4. Here's what's new.
Read MoreYou think the Founders were logical? Well, take a look at the beginning of our founding document.
Read MoreA place to practice argument and persuasion - based on the bestselling Thank You for Arguing by Jay Heinrichs.
The art of persuasion has to do with changing people’s mood, their mind, or their actions. So how does it work when you’re trying to change your own habits?
Some years ago, I gave a talk to 300 marketing executives at a major corporation. The subject was “How to Screw Up.” Being a master at screwing up, I felt well qualified for the presentation.