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https://docs.google.com/document/d/1mroWvRgQR_L77p3VxCn-dJh8GdpGXWoLyYx3-vuuXl8/edit

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"You want them to be attentive, trusting, and willing to be persuaded." Chapter 8 talks about different techniques of persuasion in argument, most importantly the techniques of disinterest. You want to have the audience believing what they are hearing from you. An important part in doing this is making it seem like you have no kinds of tricks up your sleeve. You want to seem like a trustworthy leader in your persuasion. An important part in the technique of disinterest is making it seem like you reached your conclusion because all the evidence is overwhelming in its favor. Another important part of the technique of disinterest is making it seem like your conclusion is not even helpful to your personal self. These important parts of the technique will give the listeners or readers no reason to do anything but trust you.

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" In the 1980s, conservatives called up the image of the “welfare cheat” who claims nonexistent children and lives high on the government dole. The political right repeated this message in speeches and ads until it was difficult for many Americans to see welfare as anything but a rip-off." In chapter 12, the book goes into detail of persuading on your terms. In this particular example, conservatives successfully argued against welfare by addressing something important to their audience, their tax dollars. People agreed with the conservatives that their money was being misused to the point that the majority of people no longer supported welfare.

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"Different groups (such as dieters and healthy eaters) have different commonplaces. In fact, people identify with their groups through the groups’ commonplaces. These attitudes, beliefs, and values also determine a person’s self-identity—the assumptions and outlook on the world that define an individual. We will delve into identity later; right now, let's look at the commonplace as the starting point of rhetorical logic." This quote from chapter 11 of the book helps the reader to understand how to address a particular audience while appealing to people's individual beliefs. Many people identify themselves with a group and share common ideas with fellow members of said group. If you can address overlapping ideas within their groups belief system, they are more likely to be in favor of what you are saying.

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"Early in my publishing career, I worked for a small magazine that had no fact checkers. When Mount St. Helens erupted for the first time, I wrote a short news piece in which I cluelessly placed the volcano in Oregon. I didn't realize my mistake until after the magazine was published and a reader pointed it out to me. I walked into the editor's office and closed the door.
Me: (looking stricken): I've got bad news, Bill. Really bad news."  This quote from chapter 10 is significant because it is an example of how your point of view will affect this point of view of listeners. You must set the tone and mood of what you're saying to have listeners agree with what you're saying in argument and day to day life.

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"Everyone lusts after something. If you can suss out the desire, exploit the lust, dangle the carrot, then you can bridge the gap." This is an important quote in chapter 7 that also deals with knowing your audience. The chapter and the quote explain that it is important to know what your audience wants to hear in your persuasion or argument so that you can fulfill their wants in order to have them support your ideas and your argument. If the audience is hearing what they want to hear, they are more likely to be persuaded.

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"Lincoln made his audience well disposed toward him; emancipation was easier to accept coming from a racist than from one of those insufferable abolitionists up in liberal Massachusetts. If he had sermonized about racial equality the way they did, he never would have become president." This important quote from chapter 6 gives a good example of the speaker knowing his or her audience. The speaker must know what his or her audience wants and sometimes needs to hear, so that the speaker's point will resonate with the audience so the argument or speech will be effective.

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"One of the greatest decorum scenes in movie history graces the climax of 8 Mile, Eminem's semiautobiography. He gets talked into a competition at a dance club in downtown Detroit where hip hop artists (orators, if you will) take turns insulting each other. The audience chooses the winner by applause. Eventually, the contest comes down to two people: Eminem and a sullen-looking black guy. (Well, not as sullen as Eminem. Nobody can be that sullen.) Eminem wears proper attire: stupid skullcap, clothes a few sizes too big, and as much bling as he can afford. If he showed up dressed like Cary Grant, he would look terrific—to you and me. But the dance club crowd would find him wildly indecorous." This is an important part of the chapter because it gives a prime example of getting the crowd to like you. Eminem did not fit in with the crowd he was around but he did his best by wearing the proper attire to this event. The proper attire did not put the crowd on his side but it did keep them from immediately being against him, giving the audience and open mind which allowed Eminem to persuade them that he was the better rapper

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"Suppose your Uncle Randy decides to divorce your aunt on their thirtieth anniversary so he can marry a surfing instructor he met at Club Med. You have two issues here, one moral and the other practical. The moral issue is inarguable by our definition. Your uncle is either right or wrong. You could remind him that he is breaking a wonderful woman's heart, but you would be sermonizing, not arguing." This quote is relevant to readers because it is a reminder to not waste your time arguing the inarguable. This is because whether or not your Uncle is right or wrong is completely subjective. It can not be argued against effectively because it would be an argument of opinions.

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"Ask yourself what you want at the end of an argument. Change your audience's mind? Get it to do something or stop doing it? If it works, then you've won the argument, regardless of what your opponent thinks." I found this quote important because it reminds the reader that arguing is not only about disproving your opponents point but that their is a number of possible end goals. This quote, if applied, would also help your argument from going down rabbit holes trying to counter your opponent but to stick to what you know to be true and to persuade the audience that you are correct, not just your opponent.

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"To see just how persuasive argument is, I recently attempted a whole day without persuasion - free of advertising, politics, family squabbles, or any psychological manipulation whatsoever. No one would persuade me, and I would avoid persuading them. Heck, I wouldn't even let myself persuade myself." This quote made me think about if I were to try this  experiment in my own life.  I quickly realized how potent persuasion is, not just in argument, but everyday life.