How to Apologise for Killing a Cat : Rhetoric and the Art of Persuasion

When Winston Churchill spoke in Parliament he convinced an empire to go to war.When Martin Luther King spoke in Washington he convinced hundreds of thousands of people to open their hearts to change.When a chocolate company devised the slogan 'Work, Rest and Play' it persuaded millions to buy a Mars Bar.Rhetoric has been responsible for starting and ending wars, it has triggered revolutions and toppled dictators, it has broken hearts and won them. But it can also be fun, entertaining and playful.Whatever role it plays, rhetoric is the little-known superpower of everyday persuasion that rules our lives. In this pithy, witty and smart guide, speechwriter Guy Doza plucks some of the finest slogans from history, romance and business to show how politicians, marketers and even friends and family use the laws of persuasive language every day without us even knowing.How can you persuade an investor to back your firm? What can you say to a lover on Tinder? What the six rules of apology you should use if you have accidentally run over a neighbour's cat?Learn what ethos, pathos and tricolon mean. And how to win in business, love and everyday life.