Jay Heinrich introduces us into the world of arguing and shows us how to execute the art of arguing. Jay Heinrich is a content and editorial consultant that specialises in persuasive engagement. He uses his knowledge of persuasive arguing to inform us on how to be successful in life. Heinrich uses what we know against us. He teaches us how to use our kindness to help win an argument and how to use others people’s kindness against them. Heinrichs shows us how to be sneaky with our approach so that we target our opponent's weaknesses. He does this when he uses an example in chapter 5. When Heinrich explains how Eminem uses the crowds expectations against them and actually rallies them to support him even when he was the odd man out.
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