Brat McKay here and welcome to another edition of the Art of Manliness podcast.

For thousands of years the study of rhetoric was a fundamental part of a man's education,

though it ceased to be commonly taught in the 19th century, my guest today argues that

it's an art well worth reviving in the modern day.

His name is Jay Heinrichs, and he's an expert in language and persuasion and the author

of Thank You for arguing what Aristotle, Lincoln, and Homer Simpson can teach us about the

art of persuasion.

Jay and I begin our conversation with the description of what rhetoric is, why it's

being taught around the world for centuries that fell out of favor as a component of

education, and why it's still essential for everyone, especially leaders to learn.

We then unpack the difference between fighting and arguing, and how it's the latter that's

a lost start, especially in our digital age.

From there we discuss each of Aristotle's three tools of rhetoric, ethos, pathos, and logos,

including a dive into how the way your audience sees your character is so important and how

you can even do an ethos analysis of your resume.

We then delve into Cicero's five cannons of rhetoric, and Jay shares a smart technique

from memorizing your presentation and thus delivering it more persuasively, and we enter

conversation with a fun game you can play the sharpened and rhetorical skills.

After the show's over, check out our show notes at a-wim.is slash rhetoric.

Alright, Jay Heinrichs, welcome to the show.

Thanks, Brett.

So you are the author of a book called Thank You For Arguments, one of your books you've

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