Aristotle's Guide to Soul Bending
Jay HeinrichsAncient secrets to persuading others and motivating yourself. Plus the rhetorical tricks and pratfalls I come across in marketing, politics, and pop culture.
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These 5 words make us more human.
Most of the time we teach rhetoric all wrong. I bear some of that guilt. Let’s start with the three “appeals,” the basic tools taught in every beginning class.
Logos: The words and logic.
Pathos: Emotions.
Ethos: Character.
We...
Will AI models ever get a soul?
I’m preparing a talk for a conference in Helsinki this June. The title: “Keeping the Soul in the Age of AI.”
This topic may seem to stray from my rhetoric wheelhouse; but rhetorical ethos is all about appearance. The models may soon becom...
The clapback is an art form.
Bobby Pulido, a Texas Democrat running for Congress in a district hard against the Mexican border, has executed the finest clapback I’ve seen in ages.
A clapback is a retort to an insult. The term comes from the title of a 2003 song by Ja...
Mind if I weaponize this conversation?
I used to like the word “weaponize.” It deploys one of my (and, ahem, Shakespeare’s) favorite devices: anthimeria, the verbing figure. 1
Yet no one seems to have gotten around to turning “weapon” into a gerund until 1933. According to my b...
The Word That Corrupts Everything
We all know what uninterest means: a lack of curiosity or desire. I’m personally uninterested in bucket lists, prestige watches, Ultimate Fighting, and those mystery novels called “cozies.”
Disinterest used to mean something far more…inter...
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Authors
The writers behind this newsletter.
Obsessed by the power and magic of words, I write books on the ancient art of persuasion, working out of a cabin on 150 acres in New Hampshire. My next book, due out in April 2025, will help you persuade your very own soul.
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